Content Marketing StrategyAn expert discussion about effective content strategy

Dustin Cederholm

Digital Conversion Manager, Fluid

Jonathan Johnson

CEO, More Good Foundation

Co-Founder, Link LMS

Phil Case

Managing Director/Partner, Fluid

Dustin Cederholm has been engaged in conversion optimization professionally for more than seven years. His experience has helped companies as small as 25 employees with less than $1 million revenue and as large as 2,500 employees with over $1 billion in revenue. He uses advanced CRO techniques to turn clients’ site traffic into revenue.

Phil leads Fluid in its quest to become the most innovative and cutting-edge advertising agency, emphasizing brand strategy and creativity. His strengths include identifying problems and opportunities for businesses and developing cost-effective solutions that are in concert with bottom-line business objectives.

@Dustin Cederholm @GetFluid @MGFoundation

Jonathan has participated in corporate consulting and has advised organizations both large and small. His focus involves educating and implementing digital, comprehensive strategies that address the challenges that face corporations, non-governmental organizations and religious organizations.

@GetFluid

#FluidWebinarSeries

@MGFoundation

The Content Marketing Mindset

Think deeply about how people consume content

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PEOPLE ARE DIFFERENT

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CONTENT DRIVES A PATH

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TRENDS ARE JUST THATTrends of today are forgotten tomorrow

Would you describe today’s multi-functional phones and watches the way you would describe a single-function pocket watch or a rotary phone? Do you know what a rotary phone is?

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Today, many distrust these groups.Who is trusted?

TODAY’S AUTHORITY, YESTERDAY’S NON- AUTHORITY

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Do not be professorial. Don’t create content like professors who are trying to gain credibility within their field of “professed” study. Their messages are published in narrowly circulated publications, designed to illustrate their superior way of thinking. This works for them and for… well, no one else.

AUDIENCE, AUDIENCE, AUDIENCEDo you really know them, or do you just think you do?

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• What are their challenges? • Does your product or solution address these challenges?• Does your messaging tell a story about the product, rather than the solution?• Are you trying to be something you are not to your audience (pretending you are superior)?• Does your audience accept your content? How do you know? (Are you testing?)

Know what your audience wants and give it to them. This may require your content to be less about the product or service and more about how your product or service will provide a solution to their challenges. (Blend Tec)

AUDIENCE, AUDIENCE, AUDIENCEDo you really know them, or do you just think you do?

DEVELOPING A CONTENT STRATEGY

Planning leads to execution

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What is your messaging strategy and architecture?

• Do you have one? • Is it the right one? • Is everyone in the organization creating content with that messaging in mind?• The messaging architecture should be understood from the CEO to the intern, as

well as your audiences.

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Reaching your audiences through strong content

With today’s seven-second human attention span, it had better be good!

• Great, shareable content that is tracked through social sharing can reveal tremendous opportunities for new pre-qualified audiences.

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content marketing on the shoulders of others Nearly 18mm views

CONTENT MARKETING CHANNELS

What channels are available and when should you use them?

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CONTENT MARKETING CHANNELS

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EMAILYour content distribution channel

• Email is, and is not, a content channel.

• Email is more of a distribution channel where

you share your blogs, white papers,

infographics, etc.

• It becomes its own channel when you send

specific messages via email that are not

aggregated from other places.

• This distinction is important because you need

to appropriately address the personalization

that email offers.

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INFOGRAPHICS & VIDEOVisuals get results

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WHITEPAPERS, CASE STUDIES, BLOGDo you really need them all?

• Not every organization will use the same

content. What you choose will depend on your

sales cycle, product/service barrier to entry,

educational needs, etc.

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Reaching your audiences audiences through strong contentWith todays 7 second human attention span it better be good!

Consider some of Qualman’s statistics when developing your content strategies and messaging architecture

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Socialnomics by Erik Qualman

TRACKING YOUR EFFORTS

It’s mostly noise if you don’t know how to monitor and adapt

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TRACK VISITS AND GET RESULTS

• BLOG = Set up Google Analytics with behavioral paths. Use CTAs to pass visitors to more

actionable pages on your site.

• VIDEO = YouTube analytics, views, and actions. Software packages allow you to embed

CTAs for lead generation.

• EMAIL = Using UTM codes can help you identify which distribution channels deliver the

best results. They can also help you identify trends by strategically setting channel

based attributes.

• SOCIAL = Each channel has its own analytics. Combine w/ Google Analytics for a

comprehensive view.

IN SUMMARY• Be authentically authoritative • Live where they live• Content must be shareable • Do not get stuck in the trends of today that are passed up by the trends of

tomorrow• Know what your audience wants and give it to them• Messaging architecture is a must• Strategy without content is worthless• Create a new content subscription model • Don’t be professorial • Build brand advocacy

Questions?How To Get The Most Out of Your

Mobile Marketing Strategy

THANK YOU

@GetFluid

#FluidWebinarSeries

@MGFoundation