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What is content marketing? How can it grow your business? What planning steps should you take? Answers to these questions, and a walkthrough of some of the pitfalls and opportunities of content marketing. Presented at Social Media Boot Camp for Professional Service Firms, hosted by the Maryland Association of CPAs.
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CONTENT MARKETING
Social Media Boot Camp for Professional Service FirmsFebruary 29th, 2012
Tracy Gold
@tracycgold
WHAT IS CONTENT MARKETING?
“Content marketing is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way.”
- Joe Pulizzi, Junta42
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THOUGHT LEADERSHIP
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FOCUS ON YOUR AUDIENCE
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IMPACT ON OTHER MARKETING TACTICS
• When done right Content Marketing impacts multiple areas including: – Website– Search Engine Optimization– Lead Generation– Lead Nurturing– Sales Process– Social Media– …Everything!
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CONTENT MARKETING – CHALLENEGES
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THE RIGHT WAY TO DO CONTENT MARKETING
• Content Planning• Content Creation• Content Optimization• Content Distribution• Content Reporting & Analysis
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CONTENT PLANNING: HOW IT USUALLY WORKS
Month 1:• 5 content creators• 10 content pieces• Abundant Enthusiasm
Month 2:• 3 content creators• 6 content pieces• Waning Enthusiasm
Month 3: • 1 content creator• 2 content pieces• Excuses, excuses, excuses
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CONTENT PLANNING: HOW IT SHOULD WORK
Month 1:• 5 content creators• 10 content pieces• Abundant Enthusiasm
Month 2:• 5 content creators• 15 content pieces• Growing Enthusiasm
Month 3: • 7 content creators• 20 content pieces• Reporting fosters competition
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EXAMPLE CONTENT CALENDAR
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Content Title Content Type
Person Responsible
Due Date Publish Date Notes
How to use a pensieve
Blog Post Albus 11/11/11 11/13/11 Don’t tell Snape you’re using a pic from his
My Adventure with a Hippogriff
Video Sirius 12/1/11 12/15/11 Make sure to post on Reddit
Should house elves have more rights?
Facebook Question
Hermione 1/15/11 1/15/11 Don’t include a “no” option
WHO SHOULD PARTICIPATE?
• Marketing• Sales• Subject Matter Experts• Customer Service
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• Business Development• Executives• Your Whole Team
CONTENT MARKETING ROLES
• Newspotter• Idea Generator• Project Manager• Strategist• Graphic Designer• Writer• Editor• Distributor• Cheerleader
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TYPES OF CONTENT
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FormatsBlog Posts
Videos
eBooks
Research Results Podcasts
Tweets
Events
Seminars
CREATE VS. CURATE
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Non Retweets Retweets0
0.5
1
1.5
2
2.5
3
3.5
Percentage of Tweets that Include Self Ref-erence
Source: Dan Zarella
EXAMPLE
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Q&A
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THANK YOU
• Email: [email protected]
• Website: www.rightsourcemarketing.com
• Blog: www.marketingtrenches.com
• Twitter: @tracycgold@rightsource
• Facebook: facebook.com/rightsource
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