Keeping Your Story Straight: Social Media and Content Marketing Alignment

Keeping Your Stories Straight:Aligning Social Media and Content

Marketing Strategies

Ardath AlbeeCEO & B2B Marketing StrategistMarketing Interactions, Inc.

@ardath421

About Ardath AlbeeClients include:

Storyteller, Die-Hard Writer, Marketing Geek, Strategy Nut

27 years of business management & marketing leadership

Author of eMarketing Strategies for the Complex Sale

Industry Speaker, Workshop Leader, Blogger

Top 50 Marketing & Sales Influencer 2012

Obsessed about helping B2B companies use eMarketing strategies & contagious content platforms to turn prospects into buyers.

Believes buyer personas are the key foundational tool for every content strategy.

www.marketinginteractions.com @ardath421

http://www.marketinginteractions.com/

Conversation Starters73% of IT Decision Makers want to discover ideas they can share and discuss with colleagues. IDG

A Few Things About HumansNegative outweighs

Positive

Layering is the basis for Vision

Experience must match Expectation

Immediacy is driven by Reward

Engagement requires Reciprocity

Going Au Naturel

Nurturing programs are not defined by your database.

Gain Reach With “Natural Nurturing”

Blog Posts

Articles

Tweets

LinkedIn Status/Groups

Lead Database

Email for NurturingPress Release

Search

Offers for Lead Generation

Connected Conversations and Content Pathways

Get Found

Your Database Has Limits

Orchestrate Progression

Buyer clicks link in Tweet

Lands on featured article on website

Clicks link to white paper mentioned

Downloads white paper and clicks on

link to blog post

Reads blog post, subscribes and

Tweets link to post

Sees webinar on related topic

promoted in blog feed

Registers to attend webinar

Asks a great question at the end

You follow up with the answer and

conversation begins

Why Consistency CountsIt’s up to you to connect the dots for your prospects.They will not do it themselves.

Channel Consistency is Critical

3 new widgets for #collaboration in 2013

#ourcompany + link

Our SaaS #collaboration tools increase productivity by 30% - check it out + link

We just released a mobile app for secure doc

#collaboration + link

We’re the leading provider of…

Our X solution won another award!

We added 37 new customers this

month

How access to colleagues and data powers

productivity

Improve your customer satisfaction with presence

Shorten your time to revenue with project

workspaces

Twitter Website Blog

Product Focus Company Focus Customer Focus

Think “Hubs”

EmailTwitter

FacebookLinkedInGoogle+

WOM

Gain “Earned” Triggers#1 for use & influence is information supplied by a peer/colleague

Engagement Is Your Compass• Audience• Topics• Channels• Content

Use this data to inform marketing program design

Thank You!

Ardath Albee, B2B Marketing StrategistMarketing Interactions, Inc.

Web: www.marketinginteractions.com Twitter: @ardath421Blog: http://marketinginteractions.typepad.com

Free Persona Toolwww.upcloseandpersona.com

http://www.marketinginteractions.com/

http://marketinginteractions.typepad.com/

http://www.upcloseandpersona.com/

www.act-on.com | @ActOnSoftware | #ActOnSW

Paige MustoSr. Manager, Public Relations & Social [email protected]@PR_Maven


Embracing the New Speed of Business

• Growing use and adoption of mobile & social

• Multiplication of communication channels

• Increased transparency; always-on

• Greater accessibility to customers & prospects

KEY: Take advantage of highly visible & relevant chatter/trends to increase brand salience


Is Agile Marketing Right for Me?

• Outgrown a static annual plan

• Experiment + variety

• Big data, analytics, & KPIs

• Individuals & interactions supersede target markets

• Collaborate and unify teams

KEY: Unified front at all touch points – continuously adjust to changing conditions


Metrics for Social Media’s Contribution

• Total # of leads

• Volume and share of voice

• Engagement

• Frequency of hashtag used

KEY: Many pieces of the puzzle fit together to build the bigger picture


Building a Calendar Workflow

KEY: Interrelated content that complements and supports your strategy

Content Marketing Calendar

Master Campaign Calendar

Social Ed Calendar

Share


Review

• Embracing the New Speed of Business

• Is Agile Marketing Right for Me?

• Metrics for Social Media’s Contribution

• Real World Example

• Building a Calendar Workflow

Documents

Keeping Your Story Straight: Social Media and Content Marketing Alignment