rené power - ote birmingham - help! i’m a content marketer

Help I’m a content marketer

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13@

15 easy to implement content tips you can start using tomorrow

René PowerDigital & Business

Development Director, BDB

Help – I’m a content marketer!

The challenge of contentThe challenge of content

The challenge of content

Running before you can walk?

Not cool.

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Being seduced by the dark side of technology?

Not seeing results?

You’re not alone

Whilst 56% saw content marketing have an impact on sales:

15% said they saw 'little or no increase’

29% simply did not know the impact of content marketing

Half of marketers (46%) find demonstrating content ROI a key challenge.

2013 Content Marketing Benchmarking Report

You’re not alone

Your world changed

‘Old’ marketing doesn’t work any more

There’s too much noise

And too much competition…and too much competition

Tomorrow: Rethink how you push material out to customers and consider it from their perspective

Getting started

Assign responsibilityAssign responsibility

Tomorrow: Can you identify a managing editor and a few contributors?

Visit watering holesVisit watering holes

Tomorrow: Check out one media site, Linkedin group, portal or trade association to identify opportunities

Map content to buyersMap content to buyers – Establish

your value add

Tomorrow: Establish what the absolute benefit you provide?

Access your media everywhere

Audit what you haveAudit what you have

Tomorrow: Ask everyone in the organisation for one highlight from the last twelve months

Content audit template

Tomorrow: Match what customers are looking for in groups to what you offer

Curation and creation

Curate

Curator [Cu-ra-tor]Noun: A keeper or custodian of a museum or

other collection

Curate

Tomorrow: Use ONE of the following cool ‘curation’ tools….

Source content with Feedly

Twitter / Twittersearch

Maximise internal ideas with Yammer

Create new content

Tomorrow: Repackage existing content > release to blog to newsletter to case study to whitepaper

PR is the bedrock of content marketing

Most used >> Most effectivePress releases Case studyBlog posts WhitepaperCase studies Video

PR: the bedrock of content marketing

Evernote case study marketing

Tomorrow: Check out the case study http://bit.ly/181fhoo

Using case studies

Ten things you could blog tomorrow

Repurpose a press release, upload a presentation, manual and more

Comment on a news story affecting your industryComment on latest research / dataWrite a round up once a week of your industryProvide an industry resource listReport on an event – this event?Write up a customer case studyOffer a guest post (and reciprocate) Solve an industry problemTake a provocative stance on something that

needs to change

Tomorrow: Put a blog post (or news story) on your website and tell people about it!

Ten things you could blog tomorrow

Intercom cool blogging

Eshots and enewsletters

Packaging sector whitepapers

• See ebook – Bosch, Toledo in packaging

Using whitepapers

Tomorrow: Establish one industry problem you can write a guide about

Zendesk using video

Tomorrow: Check out http://www.zendesk.com/why-zendesk

Using video

Staying organised

Create a calendarCreate a calendar

Tomorrow: Plan & be realistic. Start out

with one post, one

news story a week,

one piece of lead gen content a quarter, one eshot a

quarter

Never miss an idea with Evernote

Tomorrow: Sign up to Evernote for free and try it out – great for those long commutes!

Never miss an idea with Evernote

Define what success will look likeDefine what success will look like

Tomorrow: What does success look like to you? Build activity to achieve it whether vanity or sanity

Your one-a-day prescription for the next 3 weeks!

1. Customer perspective

2. Contributors

3. Watering holes

7. Curation tool

8. Repackage one

element as blog

9. Case study

4. Absolute USP benefit

5. Highlights

6.Match propositions

& requirements

10. One news story

11. One industry

problem

12. Video

Extras:

16. Subscribe to my

17. Buy my book from

Amazon (or ask nicely for a

free review copy)

13. Plan / calendar

14. Ideas capture

15. Success

metrics

Your one-a-day prescription for the next 3 weeks!

Image / reference credits

1 – Devices http://www.geekazine.com/special/pressreader-electronic-newspapers-ces-2013/ 3 – Runner http://www.marksdailyapple.com/physical-effects-poor-training-marathon/#axzz2exskx4Nr4 – Apple Death Star http://geardiary.com/2012/10/05/my-journey-to-the-dark-side-er-apple-is-complete/5 – Paul Lambert http://images.football365.com/13/01/800x600/Aston-Villa-v-Southampton-Paul-Lambert-pa_2884893.jpg 6 – Animation

http://2.bp.blogspot.com/_oHmrz8xVAH8/TSU7L9Jz9dI/AAAAAAAAAQw/I9PutMsyVTo/s200/dans-poor-performance-lg-14402296.jpg 7 – People http://www.noexcuseshr.com/2013_04_01_archive.html 8 - Marketing http://mkt4pontozero.blogspot.co.uk/2011/02/conversa-novo-marketing-30.html 9 – An Internet minute http://www.mediabistro.com/alltwitter/internet-minute_b38168 11 – Service http://debbielaskey.blogspot.co.uk/2012/04/tale-of-marketing-and-customer-service.html 13 - Batman http://communicatebetterblog.com/root/ 15 - Added value http://www.creativ.com.au/ipad-application-developers/ 16 – Content audit http://www.madhavighare.com/web-writing/what-is-a-content-audit 17 – Content audit template http://johnmccrory.com/2011/10/the-handy-dandy-content-audit-template/ 23 – B2b content types http://www.marketingprofs.com/charts/2013/10888/how-b2b-content-impacts-buying-decisions-infographic 27 – Intercom blog http://insideintercom.io/if-its-important-dont-hack-it/ 29 – Screen grabs from www.packworld.com 32 – Calendar http://carmencollins.files.wordpress.com/2011/08/content-calendar.jpg 33 – Evernote http://www.macstories.net/news/evernote-announces-major-redesign-of-ios-app/

Additional resources: Hubspot

Image credits

MY 330 page Kindle eBook on B2B digital marketing available now at Amazon

This and hundreds of other guides and resources are available to Smart Insights Expert members.

rene@bdb.co.ukwww.bdb.co.uk @renepower http://marketingassassin.co.ukblog

rené power - ote birmingham - help! i’m a content marketer

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