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Learn how to develop a strategy for content marketing by defining and conveying your brand's story through social media such as LinkedIn, Facebook, Twitter, Pinterest, YouTube and G+. Presentation includes simple tips for re-purposing content and several case studies.
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Copyright by Debra Zahay 2013
How Content Marketing Makes Sense of Social Media Dr. Debra Zahay-Blatz
7/11/2013
Kishwaukee College, Social Media Breakfast
Copyright by Debra Zahay 2013
OR: How To Tell Your Story through Content Marketing and Still Have a Life!
Copyright by Debra Zahay 2013
From Joe Pulizzi
Content Marketing – Definition Content Marketing is owning, as opposed to renting media. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior. http://contentmarketinginstitute.com/2012/06/content-marketing-definition/
Copyright by Debra Zahay 2013
Content Creation is Done “By Hand.”
According to marketing guru Beth Kanter, “Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme.” http://contentmarketinginstitute.com/2012/08/content-curation-need-to-conside/
Copyright by Debra Zahay 2013
Copyright by Debra Zahay 2013
Story (Brand Identity) leads to
content lead to Social Media
Story
Facebook Twitter Linkedin Video Blog Post
Content
From Blog Post: The Shocking Truth about Content Marketing http://bit.ly/YB0Ww9
Copyright by Debra Zahay 2013
Story (Brand Identity) leads to
content lead to Social Media
Story
Facebok Twitter Linkedin Video Blog Post
Content
Copyright by Debra Zahay 2013
The Story (Brand Positioning)
• To the on-the-go college student or urban professional, ages 18 to 25, both male and female, WISP is the mini-disposable toothbrush that makes you Be More Kissable
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Copyright by Debra Zahay 2013
Colgate Wisp Execution • The Platform: Be More Kissable website
• The Key: a series of irreverent videos uploaded to YouTube
• Even More Audience: a Facebook app called Spin the Wisp
• The Results: $44 million in sales of the mini-toothbrush within the first seven months
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Copyright by Debra Zahay 2013
Using Video and Social Networks,
with engaging content, Colgate-
Palmolive Reached the Mobile
Generation Y Target Market
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Copyright by Debra Zahay 2013
Where Is the Audience
Participating Online? Questions to determine where its target audience participates:
• What news sites do members of the target audience go to?
• What discussion forums do they participate in?
• What social networks are they active on?
• What sharing sites are they active on?
• Are there significant social groups on these sites?
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Copyright by Debra Zahay 2013
Where Is the Audience
Participating Online? • Are there niche online groups that the target audience is
part of?
• What blogs do they read?
• Who are the influential bloggers?
• Who is influential on Twitter?
• Who are the community leaders?
• Are they members of organizations?
• What social news sites are they a part of?
•Content marketing through social media depends on building
relationships and connections with the target group online, and so
understanding where its members are online is vital to success.
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Copyright by Debra Zahay 2013
The Story (Brand Positioning)
• To the marketing professional seeking to hire in the digital and interactive field, Dr. Zahay-Blatz provides updates on digital marketing that convey the uniqueness of what she is doing in her research, consulting and in the classroom. 1
3
Copyright by Debra Zahay 2013
Story (Brand Identity) leads to
content lead to Social Media
Story
Facebook Twitter Linkedin Video Blog Post
Content
Copyright by Debra Zahay 2013
Over 2,000 LinkdIn Connections form the basis of my Content Marketing Strategy; groups are critical
Copyright by Debra Zahay 2013
Content Marketing has resulted in steady growth of Twitter followers, the RIGHT ones for me
Copyright by Debra Zahay 2013
Repurposed and meaningful content helped my blog take off!
Copyright by Debra Zahay 2013
Copyright by Debra Zahay 2013
Copyright by Debra Zahay 2013
Copyright by Debra Zahay 2013
Copyright by Debra Zahay 2013
Content Marketing: A Disciplined Approach
• Means posting meaningful content five times a week
• Your own content is best and everyone can create
• Content can be repurposed but must add value
• Original Slideshare of presentation
• Summary in own blog
• Summary in guest blog
• Tweets, Facebook and Linkedin posts
• Refer to blog and Slideshare in other social media formats
Copyright by Debra Zahay 2013
Content Marketing Results
• Increased Pageviews on blog from 500 to 5000 a month
• Increased Twitter followers steadily
• Increased numbers of comments and endorsements on Linkedin
Copyright by Debra Zahay 2013
Copyright by Debra Zahay 2013
Copyright by Debra Zahay 2013
Story (Brand Identity) leads to
content lead to Social Media
Story
Facebook Twitter Linkedin Video Blog Post
Content
Copyright by Debra Zahay 2013
Copyright by Debra Zahay 2013
Content Marketing Steps
• Start with your Story in the form of a positioning statement.
• Develop meaningful Content Related to Your Story.
• Disseminate that Content where your audience resides online.
Copyright by Debra Zahay 2013
Zahay.com website has links to talk, other work
Copyright by Debra Zahay 2013
Contact Me: • @zahay
• http://www.zahay.com
• Cell 630-300-8838 • [email protected], [email protected]
• http://www.linkedin.com/in/drzahay • http://pinterest.com/debrazahayblatz • http://www.interactivemarketing.niu.edu
• Read Dr. Zahay-Blatz's Blog
at http://niuinteractivemarketing.blogspot.com
• Check out the Journal: http://bit.ly/Ia0Tg3
• Read about our research in Interactive
Marketing: http://bit.ly/ISa5sq
• Read our new Internet Marketing
• Textbook: http://bit.ly/JGo82t
• Please post job descriptions on the NIU
website http://bit.ly/SJjm6F
• Tweet about our program using #niuim and see more
info at http://bit.ly/I9iXKd
