Is Content Marketing Dead? If So, How to Revive It

Is Content Marketing

Dead?…and if so, how to revive it.

@EricTTung #SMDayHou

Hi, I’m @EricTTungSocial Media Manager at BMC#33 Social Media Influencer via ForbesWorked on Social at:


What We’re Noodlin’Is Content Marketing Dead?How To Keep Content RelevantRepurpose Content for the Biggest Impact


90percent of all the data ever created…

Was created in the last two years. @EricTTung #SMDayHou

15.5 Hoursof media consumed

per person, per day @EricTTung #SMDayHou

75 Million225 Million500 Million

How Many Blogs

Are There?


That’s A Lot of Blogs… Make

Sure Your Stuff Isn’t


Businesses that publish at least 15 blog posts per

month average

1,200new leads per month


Content Marketing Costs 62% Less Than Traditional Marketing and Generates 300%

More Leads- DemandMetric


So What’s This Mean?There’s Lots of Content being produced out there.People consume media and trust it.Businesses get results from content marketing



Is Content Marketing Dead?(I Sure Hope Not… I’m Supposed To Be Presnting On It...)


The reports of my death are greatly

exaggerated.- Mark Twain


Good Content Marketing is

Just Good Storytelling.


If You’re Not Seeing Results,

Your Content Might Not Be

Relevant.@EricTTung #SMDayHou

The Content Matrix:Mapping Content To Your Sales

Cycle


Workshop Time!(Grab a Sheet of Paper)


Who Are Your Customer Personas?

Think about your main customer profiles.Give them names, demographics, etc.What motivates them, what are their goals?What obstacles do they have in their way?Use photos to give this person a face.Create 3-5 people. @EricTTung #SMDayHou



Now Find Your Sales Cycle

LoyaltyServicePurchaseConsiderationAwareness


Now Mash The Two Together

Awareness Consideration

Purchase Service Loyalty

CIO

IT Manager

IT User

Sales Cycle

Personas


What Questions Are They Asking?Awareness Consideratio

nPurchase Service Loyalty

CIO What are the costs/ROI?

IT Manager How can I make this task easier?

What options are there?

How long does this take to implement?

IT User How long does training take?


Map Questions to Existing Content & Channels:

@EricTTung #SMDallas

Awareness Consideration

Purchase Service Loyalty

CIO What are the costs/ROI?

IT Manager How can I make this task easier?VIDEO

What options are there?PAPER

How long does this take to implement?

IT User How long does training take?


SEO: What Questions Are People Asking…in General?

What Blogs Get the Most Clicks?What are people searching for?What does Google Suggests suggest?What does Google Keyword Tool suggest?What are the top 25 questions prospects ask?@EricTTung #SMDayHou

Before you create content, ask the question: “Who will support & amplify this content and

why?”- @RandFish


Make Content RelevantTeach

EntertainInspire

Be TimelyIntersections


Wait… what are intersections?


This is Gary Hoover.

(@GaryHoov)@EricTTung #SMDayHou

If You’re in Sales, You Know Him From…


He Also Started A Company Called Bookstop


He Said It Was Created Because of Intersections…

Baby Boomers Big Box Stores


Good Content Also Exists at Intersections…


Intersections…Intersections between:

Entertaining/TimelyTeaching/InspirationalNostalgic/Funny

Interesting Topics and Your Boring Stuff.


Find Intersections To Make Your

Content Resonate.@EricTTung #SMDayHou

Sweating Your Assets@EricTTung #SMDayHou

“Big Rock Content”- @JasonMillerCA


Repurpose Content

SoupSandwich

Pasta

Pot PieSalad


Repurpose Content

WebinarInfographic

Blogs

Video

SlideShare


How It WorksThe Guide

The Podcast

The Slideshare

The Ebook

The Blog

The Infographic

The Webinar

The Book

The Next Level: Go Global

Assembling Your Content Puzzle with PPC

and SEO


Last year, I presented this…


Online Marketing Lead Gen

BMC Communities

Remarketing

Banner Ad

Landing Page

Lead BMC.com

But that’s pretty much a bunch of…


People Consume Content More Like..


People Don’t Consume Content

Linearly, From Social To Blog To

Lead Form.@EricTTung #SMDayHou

To Resonate, You Need To Provide

Interesting, Quality Content Consistently.


But Don’t Forget To Offer

Opportunities For Readers To Get More Info

123

45

1

2345@EricTTung #SMDayHou

So Let’s Review…Rethink Content MarketingMake Sure Your Content Doesn’t SuckFind out Who Is Going To Share Your ContentUse Sweating/Big Rock to Repurpose ContentProduce Good Content Consistently


I’m @EricTTungYou can find me at:

fb.com/twitter.com/linkedin.com/in/instagram.com/pinterest.com/slideshare.com/youtube.com/

Or [email protected] www.EricTTung.comCarlos Gil Would Be Proud:

EricTTung@EricTTung #SMDayHou
