audience development for content marketing ebook #cmworld

Download Audience Development for Content Marketing eBook #CMWorld

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eBook: Building an Audience Development Strategy for Content Marketing. Featuring advice from 10 top content marketing brands including: Facebook, MarketingProfs, ExactTarget, SHIFT, Copyblogger, Red Hat and industry experts: Scott Monty, Ann Handley, Brian Clark, Heidi Cohen, Scott Stratten, Adele Ravella and Scott Abel. This is the 2nd in a series of 4 eBooks featuring essential content marketing knowledge from select speakers at the 2014 Content Marketing World conference. This series of eBooks covers, Content Marketing Strategy, Audience Development, Visual Content and Content Marketing ROI. The eBook series is sponsored by Curata and developed by TopRank Online Marketing in partnership with the Content Marketing Institute.


  • #CMWorld

  • ! ometimes the world of content marketing can seem as confusing as a Mad Hatters tea party. We may never know why a raven is like a writing desk, but we can help you make sense of the content marketing world.

    From creating a strategy to audience development to visual content to finding the real ROI of a content marketing program, TopRank Online Marketing and Content Marketing Institute present a new series of Alice in Wonderland themed eBooks: Content Marketing in Wonderland.

    Over 40 major brands and thought leaders presenting at the upcoming #CMWorld conference have contributed their strategies and practical advice in this series. Their stories will help make your journey in the content marketing world a successful one all the way to Cleveland September 8-11, 2014

    We look forward to seeing you there!

    Welcome to the Tea Party


    Lee Odden, CEO TopRank Online Marketing! Joe Pulizzi, CEO Content Marketing Institute!

  • Who doesnt like an adventure? Let us take you on a Content Marketing adventure with 4 new #CMWorld speaker eBooks:

    ! Content Marketing Strategy! Audience Development! Visual Content Marketing! Real Content ROI

    A new eBook will publish weekly as we approach the ultimate content marketing adventure: The Content Marketing World conference Sept 8-11, 2014.

    Content Marketing in Wonderland

    ?:+'@-A' ?:+'!!-A'

    ?:+'!#-A' ?:+'%B-A'

  • Brand Contributors

  • Adele Revella Alan Porter Andrew Davis

    Ann Handley Ardath Albee Brant McLean Brian Clark Brian Kardon Bruce McDuffee

    Carla Johnson David Jones Gurdeep Dhillon Heidi Cohen Jascha Kaykas-Wolff Jason Miller

    Jay Acunzo Jeff Charney Jeff Rohrs Jen Dennis Jesse Noyes Jim Kukral

    40+ Content Marketing Experts JoAnn Sciarrino Joe Pulizzi Jonathon Colman

    Julie Fleischer Lee Odden Leigh Blaylock Maggie Burke Mark Schaefer Michael Brenner

    Nicole Smith Pam Didner Paull Young Pawan Deshpande Rebecca Lieb Rick Short

    Robert Rose Scott Abel Scott Monty Scott Stratten Steve Clayton Tim Washer

    Why is a raven like content marketing?

  • Does your content lead readers on a journey, or does it merely stuff them as leads into a pipeline?

    Ann Handley @annhandley


  • #CMWorld

    Tweedledee tells Alice a story about The Walrus and The Carpenter, who happen upon a bed of oysters and invite them on a journey. The eldest oyster declines the invitation:

    But four young Oysters hurried up, All eager for the treat: Their coats were brushed, their faces washed, Their shoes were clean and neat And this was odd, because, you know,

    They hadnt any feet.

    When Lewis Carroll wrote that 143 years ago in Through the Looking-Glass, he couldnt have fathomed that wed be talking about his little oysters in a content marketing context. But Carrolls tale is a handy metaphor for the power of story in growing oysters err, audience.

    How so?

    Audience and Oysters

    Ann Handley @annhandley Chief Content Officer, MarketingProfs

    #CMWorld Presentation: Moving from Journalist to Content Marketer

  • #CMWorld

    Trust builds connection. The little oysters followed because they trust their leaders and they are eager to share in what appeared to be an epic journey.

    Content marketing takeaway: Are you merely stuffing a pipeline full of leads? Or are you building an audience who will rely on you for information, advice, and help, and will seek out your expertise?

    Great narrative reaches your audiences audience. The Walrus and The Carpenter lead the young oysters, collecting other oysters along the way. The word spreads because its impossible to resist a good story. The journey itself also feels part of something bigger.

    Content marketing takeaway: Are you creating content worth sharing and inspiring your audience to share your story for you? Are you leading them on a journey and into a relationship? Or are you talking too much about what you do or what you sell and not enough about what it does for them?

    Audience and Oysters

    Ann Handley @annhandley Chief Content Officer, MarketingProfs

    #CMWorld Presentation: Moving from Journalist to Content Marketer

  • #CMWorld

    Audience and Oysters Your words are your emissaries. Its poetry, the way the Walrus and The Carpenter communicate with their audience. The time has come, the Walrus says at one point: To talk of many things: Of cabbagesand kingsAnd why the sea is boiling hotAnd whether pigs have wings.

    The language is sparse, but still it paints a vivid and evocative picture, doesnt it? It captures the attention of the little oysters.

    Content marketing takeaway: In Looking-Glass, the words are literally poetry. But the larger takeaway for marketers is to step up your writing. Words are our emissaries and ambassadors, carrying important messages for us.

    Think of it this way: If a visitor came to your website without its branding in place, would he or she recognize it as yours? If you stripped your branding from all your properties and lined up your words alongside a competitors, would you stand out?

    So the question becomes: Are you telling your story from your unique perspective, with a voice and style thats clearly all you?

    Ann Handley @annhandley Chief Content Officer, MarketingProfs #CMWorld Presentation: Moving from Journalist to Content Marketer

  • #CMWorld

    Tell the Best Story for Your Audience Would you tell me, please, which way I ought to go from here?" "That depends a good deal on where you want to get to." "I don't much care where " "Then it doesn't matter which way you go. Lewis Carroll, Alice in Wonderland

    That exchange between Alice and the Cheshire Cat is as good a reminder as any about the need for a strategy before one starts slinging content at the metaphorical wall.

    For all of the hype we hear about content - the need for it, its primacy, the fuel behind social, the debate of quantity (Ive heard the term content bombing) versus quality (scarcity will drive demand, right?), content this, content that - it can be too tempting to simply jump in and produce without a well thought-out strategy.

    If, like Alice, you dont much care what kind of audience you attract, then the Cheshire Cat is quite right: it doesnt matter which kind of content you create.

    If, however, you have some goals in mind and know what outcomes youd like to see, youll have a foothold.

    Scott Monty @ScottMonty Executive VP of Strategy at SHIFT Communications

    #CMWorld Presentation: What You Need to Do Now to Find and Nurture Your Company Spokesperson

  • #CMWorld

    Tell the Best Story for Your Audience Here are some essential questions to ask yourself:- Whats your story? - How do you want people to perceive your brand/product/service? - What formats will you select (text, audio, video) and on what platforms? - Who is best to tell your story; who will your audience trust most? - What action do you want them to take based on the interaction? - Whats next?

    One of the most critical points is to map out the audience journey based on where they are in the sales cycle. If theyre researching, theyll need a completely different kind of content than those who are purchasing.

    But the key is how you move them from one phase to the next by building a relationship with them around the relevant content. They should return like readers to a long book, enjoying chapter after chapter of the story you tell.

    And then, like Alice, theyll be saying, I cant go back to yesterday because I was a different person then.

    Scott Monty @ScottMonty Executive VP of Strategy at SHIFT Communications

    #CMWorld Presentation: What You Need to Do Now to Find and Nurture Your Company Spokesperson

  • Not once have we shared a brands content because it was Tuesday at 1pm. People share emotions. Scott Stratten @unmarketing


  • #CMWorld

    I don't think..." then you shouldn't talk, said the Hatter. Lewis Carroll, Alice in Wonderland

    Monthly, weekly, daily. In the afternoon. In the morning.

    When you ask people how often they should produce content, the answer always ends up being about a spot on the calendar. It used to be biweekly in the old days. Then became weekly and now it seems multiple times a day. 3 blog posts a week, 10 tweets a day, 5 Instagram pics and 1 Facebook post an hour. With a picture. And a motivational quote.

    But not even once have I, or you, shared a piece of another brands content because it was Tuesday at 2pm or because it was a picture with 10% text on Facebook. People share emotions. When you evoke that, people react.

    The surest way to create the one emotion that doesnt lead to sharing content, apathy, is to send out content because you should.

    Blog when you have something to say that is worth saying. Share a picture on Facebook when its something worth seeing. Creating content for the sake of content is killing our audience slowly.

    The best thing we can do when someone comes into our content funnel is to make them feel glad they did.

    Respect Your Audience

    Scott Stratten @unmarketing President at Unmarketing #CMWorld Keynote: Data, Digits & Dummies - What You Know about Content Marketing May Be Wrong

  • #CMWorld

    Compelling Content Methodology Were ignoring the basics. So many of us start contributing to content without thought. Marking off content checklists that were created long before our time. Introducing bad habits from previous employers. Stop.

    Don't waste your time creating content without thought. Because it's wasting