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Remark[et]ableHow to do good content marketing

#remarketable

Whoam I? Social & Digital Strategy Dir. @ Fuseideas

Designer Emmy Winner Boston Social Media Club Secretary Creative/UX/Marketing Director Early Adopter Google Glass Explorer 1st website in 1993 1st web video in 1994 1st social media campaign in 1995

Clients: Bermuda Tourism Tourism Santa Fe Destination DC Germany NTO HBO Microsoft FOX Disney • ABC • ESPN Amazon

Weird

Funny

Cool

Clever

Personal

Helpful

Shocking

Addictive

Taylor

Boring

Wikipedia: any marketing format that involves the creation and sharing of media and publishing content in order to acquire customer.

Synonym: inbound marketing

Content Marketing

customer acquisition HelpfulTaylor

Addictive

Sad

PersonalClever

Cool

FunnyWeird

–Me“Caring leads to sharing.”

Blog Posts Articles Videos Infographics eBooks Digital Magazines Website Copy Product Descriptions Podcasts Newsletters White Papers Research Reports Webinars Slideshows

Case Studies Reviews Images Games Memes Email Brochures Business Cards Presentations Checkins Tweets Ads Pens Ephemeral Content

What is Content?

What is Ephemeral Content?

Your Blog Your Website Other Blogs Partner Websites Facebook LinkedIn YouTube Twitter Google Plus Pinterest Instagram Podcasts App Store Flickr

Press Releases Newsletters Dribbble Live Events Publications Kickstarter Periscope Snapchat VSCO Your Offices Car Bumpers

Where to Put Content?

Convert Customers Directly Acquire Leads Directly Make A Sale Directly

What Does Content NOT Do?*

What DOES Content Do?

Creates Familiarity

Increases Likability

Adds Your Brand To Your Audience’s Brand Portfolio

Builds Brand Affinity

of consumers are more likely to buy from a company that delivers custom content. 61%

Companies with active blogs receive

97%More leads

0

50

100

150

200

of time researching before a purchase75%56% of shoppers

spend

Brands

ConsumersDesired Content

What Works?

36 million visits, 11 million elves shared

Web traffic increased 10x

Twitter following increased 100x

Cost: $0

X

5,333,442 potential Likes 2,886,724 potential comments

Twitter: 208 Instagram: 843 Facebook: 649

Average Followers

Second Tier Audience

BrandFollowers’ Followers

Followers

Likes +1s Subscribes Shares Comments Votes Retweets Links Views Mentions Clicks

Downloads PlaysHearts Traffic Page Views Reach Followers Relevance Score CTR Engagement PHR*

Quality Indicators

Potential Human Reach

Potential Human Reach

www.PotentialHumanReach.com/dmai2014

Repurpose

Create

Creating Great Content

Quality Content For Your Audience

Self- Promotion

Creating Great Content

Add images to an article to increase viewing by 94%

Skyword

Creating Great Content

more popular than links5xImages

Are

Creating Great Content

videos on landing pages increased conversions by 86%

Skyword

Creating Great Content

more likely to be shared than links10xVideos

Are

Creating Great Content

when infographics are added12%Website

traffic increased

Content Tips

A) spread a single bit of content over multiple content forms: tweets, infographics, images

B) test content effectiveness C) survey customers about preferred content format D) repurpose and repackage assets and data

Content Tips

A) use credible sources B) create a blog post around your infographic C) promote with a press release D) break into screenshots for Twitter, Instagram,

Facebook, LinkedIn, Pinterest then link back to blog post

E) schedule multiple SoMe posts F) no designer to agency? Use visual.ly, Infgr.am,

Piktochart G) submit to StumbleUpon, Delicious, Reddit, or Digg

Content Tips

A) get a smartphone & video editing apps B) publish on YouTube, Vine, Instagram,

Facebook, Pinterest C) use screenshots to promote on sites

that don't show video thumbnails D) start with HD and scale down E) don't forget the music

Content Tips

A) a picture is worth 1000 words, say more with less B) ALWAYS include an image with a SoMe post or

blog C) get a Flickr account and learn about Creative

Commons licensing D) NEVER use images from Google image search E) ALWAYS include image attribution F) use search relevant file names

Content Tips

A) don't overuse keywords B) use provocative titles C) reference your other blog posts and other blogs with

links D) include contact info in articles E) use images F) don't forget the subscribe button G) make sure your site/blog allows sharing and

comments

Content Tips

1. Leverage your resources 2. Assign tasks 3. Look for opportunities 4. Identify outposts 5. Supply outposts 6. Identify ambassadors 7. Supply your ambassadors 8. Make your stuff sharable 9. Get people connected

Boston • Portland • Prague

www.fuseideas.com