content marketing in (roughly) 10 steps
DESCRIPTION
A practical and actionable approach to using content to attract and grow your audience, and to achieve your online marketing goals.TRANSCRIPT
Susan CatoDirector of Digital StrategyChief [email protected]@susancato
10 Steps
Content Marketing Strategy in (roughly)
Content is currency — something we trade for our audience’s attention.
- Frank Strong, CopyBlogger
Strategy
Define Goals• Examples:
– Strengthen Brand– Expand Reach– Generate Leads– Solve Problems– Attract Strategic Partners
1
OnlineAssessment• Website• Social Networks• Marketing
Initiatives
2
Research Audience• Where are they?• Inventory Priorities• Identify Influencers:
groups/people/organizations
3
Online InfluencersWhat/Who First Last Type Beat/Focus URL Twitter
Facebook Group: "Cloud Computing" FB Group Cloud Computinghttp://www.facebook.com/home.php?sk=group_8450870046
LinkedIn Group: "Cloud Computing" LI Group Cloud Computinghttp://www.linkedin.com/groups?gid=61513&mostPopular=&trk=tyah
Cloud Computing Blog: "Chaotic Flow" Joel York Blog Cloud Computing http://chaotic-flow.com/ ChaoticflowCloud Computing Blog: "Cloud Computing" Chirag Mehta Blog Cloud Computing http://cloudcomputing.blogspot.com/ chirag_mehtaCloud Computing Blog: "Cloud CTweaks" Blog Cloud Computing http://www.cloudtweaks.com/ Cloudtweaks
Cloud Computing Blog: "Infoworld Cloud Computing Blog" David Linthicum Blog Cloud Computinghttp://www.infoworld.com/d/cloud-computing/blogs DavidLinthicum
Cloud Computing Blog: "SaaS Blog" Blog Cloud Computing http://www.saasblogs.com/ DatamationCloud Computing Blog: "Smooth Span" Bob Warfield Blog Cloud Computing http://smoothspan.wordpress.com/ BobWarfield
Cloud Computing Blog: "Software as Services" Phil Wainewright Blog Cloud Computinghttp://www.zdnet.com/blog/saas
zdnet, pchilwwTwitter: @Health_IT TW Healthcare IT health_itTwitter: @HITNewsTweet TW HealthcareIT Hitnewstweet
Facebook Page: "Healthcare IT News" FB Group HealthcareIThttp://www.facebook.com/healthcareitnews
LinkedIn Group: "Health Informatics Technology (HIT)" LI Group Healthcare IThttp://www.linkedin.com/groups?gid=40096&mostPopular=&trk=tyahLinkedIn
LinkedIn Group: "Healthcare Information & Management Systems Society" LI Group Healthcare IT
http://www.linkedin.com/groups?gid=93115&mostPopular=&trk=tyah
Facebook Page: "National Cyber Security Alliance" FB Group Cybersecurity http://www.facebook.com/staysafeonline
LinkedIn Group: "Information Security Community" LI Group Cybersecurityhttp://www.linkedin.com/groups?gid=38412&mostPopular=&trk=tyah
Twitter: @cybersecure TW Cybersecurity Twitter: @msftsecresponse TW Cybersecurity
LinkedIn Group: "IT Specialist" LI Group General IT
http://www.linkedin.com/groups/IT-Specialist-Group-37485?gid=37485&mostPopular=&trk=tyah
ToolsUsername Name Tweet Homepage Location Followers Time
ECCOUNCILEC-COUNCIL
Shoppers, take extra caution on Cyber Monday http://t.co/QwIoZUwk #infosec #hack #cybersecurity http://www.facebook.com/ECCouncil 4260 11/26/2012 20:00
aanvalAanval IDS Console
Begin the full #Aanval SAS install from with our first of five demonstration videos http://t.co/kqwAMbwV #infosec #cybersecurity http://www.aanval.com/ Internet 4565 11/26/2012 12:29
sylviaunlimited
sylviaunlimited
Goodbye paid-for antivirus! I use avast! Free Antivirus and it's great. Download now to stay safe. #cybersecurity http://t.co/SAx9Wzaa http://www.sylviaunlimited.com Arizona, Florida, Mexico 4953 11/26/2012 10:23
Flavien7 FlavienGoodbye paid-for antivirus! I use avast! Free Antivirus and it's great. Download now to stay safe. #cybersecurity http://t.co/COO4EzD8 http://flavien7.wifeo.com jeremie/Haiti 5053 11/27/2012 0:10
RodriiOlivera
☆Follow•Back•Seguro☆
Goodbye paid-for antivirus! I use avast! Free Antivirus and it's great. Download now to stay safe. #cybersecurity http://t.co/GnUdg2J0 http://estilofm.xtrweb.com/ Montevideo - Uruguay 5521 11/26/2012 22:10
softwarecandySoftware Candy
How to Devise Passwords That Drive Hackers Away http://t.co/NfLzQxJW #security #cybersecurity http://www.softwarecandy.com Burlington, VT, USA 7009 11/26/2012 15:44
myraemacdonald
Myra MacDonald
RT @Londonstani: I love #cybersecurity. Its like the coldwar is back. Everyone sounds so happy to be in their (state actor) comfort zone ... http://blogs.reuters.com/pakistan/ London 7871 11/26/2012 9:44
EUintheUSEU in the US
.@Eu_Commission takes concrete actions to tackle #cybersecurity risks http://t.co/v13BZRuA http://www.eurunion.org Washington, DC 7955 11/26/2012 20:20
MfgExecutiveManufacturing Exec.
On demand webcast: Learn how to secure mobile devices & create enterprise #cybersecurity http://t.co/mzhRLVPU #mobility #CIO http://www.manufacturing-executive.com New York 8239 11/26/2012 13:20
DebbieMahlerdebbiemahler
Need to make a #Cybersecurity plan? Here's an easy planner! http://t.co/JO6N0XIs via @FCC #NCSAM http://internettechspecialists.com Algonquin, IL 9333 11/26/2012 9:05
DigitalAgendaEU
Digital Agenda
The @EU_Commission supports research on #CyberSecurity http://t.co/vB5vssCf http://ec.europa.eu/digital-agenda Europe 9702 11/26/2012 12:05
OpPinkPowerAnonymous
RT @AnonyOdinn: Secrecy and President's #Cyber Directive http://t.co/4BdjELkg BO Tries to Hide #Cybersecurity... http://t.co/xbl1vJH9 http://anonymissexpress.cyberguerrilla.org Earth 10702 11/26/2012 8:26
CoreSecurityCoreSecurity
When it comes to #cybersecurity protection, the biggest problem for most SMBs is awareness http://t.co/oOQzglvB via @jd_harrison http://blog.coresecurity.com Boston, MA 14007 11/26/2012 9:30
prosperitygalMichele Price
This is scary RT @BlueLance: Hotel Room Buglar Exploits Critical Flaw in Electronic Door Locks http://t.co/d1VsoC6v #Hotel #CyberSecurity http://www.linkedin.com/in/micheleprice Houston,Texas 38001 11/26/2012 21:17
Tools
Mentions
Impact
Sentiment
STOP!
Document your plan
Develop Content• Audience-focused topics• Keyword research• Curate and create• Create layered content• Organize & Schedule
4
Audience-Focused Topics
Remember!No matter what
type of content you are creating – it’s about your
audience, not you!
Keyword Research
Topics Keywords
Use Keywords Consistently
• On your website:– Headlines, descriptions, metadata,
tags, content, page titles
• In social postings:– Tags, hashtags, categories,
descriptions, video, narrative #
Curating and Creating Content
Your Content1. Guest Blog
2. Webinars: Live and recorded
3. How-to Videos
4. Blog post series based on customer questions
(written or video)
5. Whitepapers that address problems or challenges
6. Q&A Series: Webinar, Teleclass, Twitter
7. eBook: Top blog posts, how-to guides, resource
guides
8. Turn best blog posts into Powerpoint
presentations and/or video.
9. Virtual Conference: Gather a small group (3-5) of
knowledge experts and create a virtual conference.
Have each person give a virtual session or
workshop. These can be recorded as well.
10. Reviews: Written or Video. Products, books,
information products, events, etc.
11. Create an industry report: include interviews with
knowledge experts. Create written and video
versions. Monthly industry roundups are great too.
12. Podcasting booth at your next conference. Pre-
schedule interviews with key people and get people
to do spur of the moment interviews. Ask everyone
one ‘burning question’
13. Create useful tools/templates: decision matrix,
spreadsheet, analytics dashboard, checklists,
14. Product Demos: Video, Powerpoint, Images
15. Teleclass series
16. Infographics, data points from research reports
17. Podcast series from any recorded material
18. Photos/images to tell a story
19. Pinterest boards for resources, how-to’s, galleries
20. Event content repurposed: quotes, presentations,
video
21. Interview an industry expert, popular blogger,
knowledge expert and record it. Create blog posts
and video/audio podcasts.
Content Layering
ResearchReport
Third Party Content
• Industry publications• Video channels• Twitter feeds• Blogs• Articles• Podcasts• Books• Photos/images
• Infographics• Research• eBooks• Pinterest boards• Webinars• Tutorials
Use a Content Dashboard
User-Generated Content• Turn customer
comments, questions, inquiries into topics for content.
• Guest bloggers• Contests: Video,
Photo • Photos/images around
a topic or tag• Curate pre-curated
content: Pinterest
boards, blogrolls, resource lists
• Wikis to solve problems or generate ideas
Visual Content
Share Links• Social posts• Schedule
appropriately• Write for the
medium• Track links
5
Content Mix
60%Links to third party content
10%Direct promotions
30%Links to company
content
Use a Social Content Calendar
Attract Audience• Attract customers• Expand your reach• Consistency + Value = Growth
6
Engage Customers
• Consume, participate, share and use your content.
• Turns into interest in what you have to sell or offer.
7
Take Action• Once your audience is
engaged, it will be easier to get them to act.
8
Optimize for Action
• Define your top key actions for your website and build the site around them.
• Optimize main landing pages – these are the pages you are driving traffic to.– Topics/Keywords
– Key Tasks
– CTA’s
Place CTA’s everywhere
Give to Get
• Create a useful tool or template – decision matrix, spreadsheet, analytics dashboard, etc., that can be distributed as a thank you when customers take key actions.
• Drip feed your content
Give Resources
Nurture Relationships
• Encourage and reward engagement
• Be consistent• Be present
9
Monitor Performance
• Measure what works and what doesn’t
• Track over time
10
Tools
Integrates with Salesforce
Tools
Crowdbooster
Measure, learn, improve…and repeat
Let’s Recap
1. Define
2. Assess
3. Research
4. Create
5. Share
6. Attract
7. Engage
8. Act
9. Nurture
10.Monitor
Key Takeaways
• Begin with one goal• Organize content around
audience-focused topics/keywords
• Visual content rules• Optimize• Give to get• Track, measure and improve
