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Content and Social Media: The Peanut Butter and Jelly of Marketing
May 8, 2014
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About Dov
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Marketing Manager, Right Source Marketing
Vice President of Collegiate Relations, Baltimore Chapter of the American Marketing Association
Staten Island Native (yes, the “Forgotten Borough”)
Fan of spicy foods (still searching)
Avid world traveler - 19 states and counting; Israel, England, France, Greece, Mexico, Iceland, Jamaica, Netherlands, Panama, as well as the Cayman Islands
@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
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Housekeeping Rules
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@dovhoffman
@rightsource
@BaltSocMedia
#BaltSocMedia
“If it’s memorable, it’s tweetable.”
- @SimonTBailey
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The Game Has Changed
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The Game Has Changed
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The Game Has Changed
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Source: SiriusDecisions
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The Peanut Butter and Jelly of Marketing
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Content Social Media
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What is Content Marketing?
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“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
Source: Content Marketing Institute
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93% of B2B marketers use content marketing Content marketing generates 3 times as many
leads, per dollar spent, as traditional marketing tactics
77% of business buyers prefer different content at various stages of the product research process
43% of organizations have a dedicated content marketing executive
Content marketing makes 70% of consumers feel closer to a company
65% of content marketers tailor content to industry trends
Fun Facts on Content Marketing
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Source: 57 Remarkable Content Facts from Curata
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Make It Remarkable
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Every single day…
2,000,000 blog posts are written
294,000,000,000 emails are sent
864,000 hours of video are
uploaded to YouTube
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The Content Marketer’s Mindset
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Content marketing is not another tactic
Content marketing is not another line item
Content marketing impacts marketing AND customer service, public relations, recruiting and more
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Why Content Marketing?
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“Content is the cost of entry to relevance in today’s society.”
“The top 1-5% [of executives and social media personalities] in the next few years will have full-time content people around them. There are going to be 500 to 5,000 people at this time next year who employ a full-time content person.”
– Gary Vaynerchuk
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Social Media is No Different
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Content Marketing Planning
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Only 44% of B2B Marketers have a written content marketing strategy
Only 11% of companies that rate content marketing as ineffective have a written strategy
B2B Marketers with a content marketing strategy are 600% more likely to be effective
2/3 of B2B Marketers without a content marketing strategy are creating more content now than they did in the previous year
View Full Content Marketing Institute (CMI) Research
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Relationship of Content to Social Media
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Relationship of Content to Social Media
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The Game is Changing…Or Is It?
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Don’t criticize, condemn or complain.
Give honest and sincere appreciation.
Acquire in the other person an eager want.
@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
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Social Media Landscape
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Social media is used by 87% of B2B marketers to distribute content
LinkedIn’s conversion rate is 3 times higher than Twitter and Facebook
71% of tweets are ignored, only 23% generate replies
70% of organizations have a presence on Google+
43% of content marketers say social media is a top contributor to marketing success
Source: 57 Remarkable Content Facts from Curata
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Six Tips for Your Social Media Strategy
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Tip #1: Don’t Assume
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Tip #2: Don’t Give Your Keys to the Intern
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Pro Tip: Social Media Required Skills
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Community mindset
Writing proficiency
Tech savviness
Ability to think visually
Capable of crunching data
Ability to act like a sponge
“Social success is now about
optimization, not colonization.”
- Jay Baer
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Tip #3: Don’t Follow the Pack
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“Social media is not simply a means to an end – it is part of
your content marketing strategy.”
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Tip #4: Don’t Think You Can Just Build
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“Social media is about being social, not just pushing out your messages.”
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Tip #5: Don’t Toot Your Own Horn
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Pro Tip: Starbucks
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“We’ve learned to focus not on selling something through social media but on how to engage our customers.”
– Troy Alstead, Starbucks CFO
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Tip #6: Don’t Skip the Research
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“Take a trip back to your school days and do your research.”
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Six Tips for Your Social Media Strategy
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1. Don’t assume that you can execute just social media.
2. Don’t let the intern run your social media program.
3. Don’t do social media because everyone else is doing it.
4. Don’t have a “build it and they will come” mentality.
5. Don’t use social media (or expect it to serve) as a sales channel.
6. Don’t skip the research.
@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
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Example: Red Cross, Everyone Messes Up
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Example: Red Cross, Don’t Freak Out
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Example: Dogfish, Leverage Mistakes
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Key Takeaway: Content and Social Media
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“Don’t let the social media tail wag the content
marketing dog!”
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Thank You!
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Dov Hoffman Right Source Marketing @dovhoffman @rightsource [email protected] www.rightsourcemarketing.com www.marketingtrenches.com
@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
Want these tips? Visit go.rightsourcemarketing.com/BaltSocMedia