a guide to content marketing
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Distilled and Zemanta teamed up to bring you this awesome guide to content marketing.TRANSCRIPT
Content Marketing
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Questions for Marketers to
Ask #contentme
Look up and ask questions before getting started
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Who is my audience? Where do they hang out? How do they consume content? What’s my goal?
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Who’s Doing It Well?
GoPro Cameras making slick vids
Camera is attached to the surf board
http://www.youtube.com/user/GoProCamera
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Pottery Barn
http://www.youtube.com/potterybarn
DIY Tips for the Home
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Fred Wilson for Blogging
Holy Engagemant, Batman
http://www.avc.com/
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An Auto Giant tackles SlideShare (and social media in general)
http://www.slideshare.net/scottmonty/putting-the-car-in-karma-how-ford-creates-value-through-social-media
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Whitepapers/eBooks
Hubspot is killing it with content
http://www.hubspot.com/internet-marketing-whitepapers/
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Infographics/Visualizations
This is how an infographic is done
http://aytm.com/blog/research-junction/angry-birds-addiction/
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Works in “boring” niches too, if done really well
http://www.grantelevators.com.au/news/state-australian-construction-industry
This is how a visualization is done
Interactive Music Map (Thomson UK)
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Inhouse or Outsource?
Questions to Ask
Do I have internal writing resources?
Do I have a GOOD graphic designer?
Will I need this resource (full time) after this project?
Do these resources have the expertise
needed (honestly)?
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If so, go ahead and do it in-house.
If not, find the right resources.
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Resources for Content
Creation
Need copy?
http://contently.com/
http://www.textbroker.com/
http://www.zerys.com/
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Infographics?
http://www.shepardportfolio.com/
http://www.97thfloor.com/
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The Kitchen Sink?
http://www.distilled.net/
Not a bad idea..
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Making Movies?
20 Billion Views every month = a lot of eye balls
If it’s non-promotional, social material.
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Another option (non-promotional)
http://vimeo.com/
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Onsite or Promotional Material
Awesome presentation on using video to get more links to your website
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Importance of Consistent
Content Creation (aka Editorial
Calendar)
Commitment (issues)
Consistent Content = Authority and Audience
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Never Give Up
http://www.seomoz.org/blog/21-tactics-to-increase-blog-traffic-2012
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Month to Month Comparison
From http://bostjan.konstrukt.it/
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Ways to Stay Consistent
A few editorial calendar resources
http://www.contentmarketinginstitute.com/2010/08/content-marketing-editorial-calendar/
http://michaelhyatt.com/annual-planning-calendar.html
Pro tip: Custom calendar for blog posts if you use Google Apps for your business.
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Curation or Creation? #contentme
Easiest way to blog for business
Be SEO Friendly: Put it on a subfolder (domain.com/blog), not a subdomain (blog.domain.com)
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Finding and Storing Blog
Ideas
Templating Blog Posts
Templating is not for everyone
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If you’re publishing frequently, a template may be a good idea.
Simplistic but helpful -> The Anatomy Of An Effective Blog Post (@michaelhyatt)
A good outline template -> How to Use Evernote As A Blogger (@michaelhyatt)
Six Blog Post Templates (LinchPin Bloggers)
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Don’t copy. Adapt to fit your needs.
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Content Promotion
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Identifying Influencers
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This happens before you create the content
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Finding Prospects Easily
For some niches. For spammier niches, not as helpful.
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Better for tech-related industries.
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Mine your (or your client’s) Twitter followers
http://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-build-links
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Hardcore Prospecting
Buzzstream
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Outreach Productivity
http://www.seomoz.org/blog/linkbuilder-gmail-productivity-setup-and-outreach-examples
Buzzstream
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Remember
Keep first contact short (hook ‘em)
Have value to offer (superb content)
Always know what they’ve linked to before (this came first)
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Good video from Rob Ousbey http://www.distilled.net/store/sl-2011-hustle/
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Tracking ROI
Buzzstream (crawl your links)
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Google Docs
http://www.wordstream.com/blog/ws/2011/09/01/scale-linkbuilding-with-google-docs
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Podio
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ToutApp + Highrise (http://justinbriggs.org/18-tools-to-speed-up-link-building)
+ =
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RavenTools Link Manager
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MajesticSEO
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OpenSiteExplorer
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Questions? #contentme
London - WEBCONTENTVIPLDN07 price £349+vat, normally priced at £449+vat Boston - WEBCONTENTVIPBOS07 price $549, normally priced at $699
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