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Susan CatoDirector of Digital StrategyChief [email protected]@susancato
10 Steps
Content Marketing Strategy in (roughly)
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Content is currency — something we trade for our audience’s attention.
- Frank Strong, CopyBlogger
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Strategy
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Define Goals• Examples:
– Strengthen Brand– Expand Reach– Generate Leads– Solve Problems– Attract Strategic Partners
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OnlineAssessment• Website• Social Networks• Marketing
Initiatives
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Research Audience• Where are they?• Inventory Priorities• Identify Influencers:
groups/people/organizations
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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
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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
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Tools
Mentions
Impact
Sentiment
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STOP!
Document your plan
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Develop Content• Audience-focused topics• Keyword research• Curate and create• Create layered content• Organize & Schedule
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Audience-Focused Topics
Remember!No matter what
type of content you are creating – it’s about your
audience, not you!
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Keyword Research
Topics Keywords
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Use Keywords Consistently
• On your website:– Headlines, descriptions, metadata,
tags, content, page titles
• In social postings:– Tags, hashtags, categories,
descriptions, video, narrative #
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Curating and Creating Content
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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.
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Content Layering
ResearchReport
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Third Party Content
• Industry publications• Video channels• Twitter feeds• Blogs• Articles• Podcasts• Books• Photos/images
• Infographics• Research• eBooks• Pinterest boards• Webinars• Tutorials
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Use a Content Dashboard
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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
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Visual Content
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Share Links• Social posts• Schedule
appropriately• Write for the
medium• Track links
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Content Mix
60%Links to third party content
10%Direct promotions
30%Links to company
content
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Use a Social Content Calendar
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Attract Audience• Attract customers• Expand your reach• Consistency + Value = Growth
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Engage Customers
• Consume, participate, share and use your content.
• Turns into interest in what you have to sell or offer.
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Take Action• Once your audience is
engaged, it will be easier to get them to act.
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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
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Place CTA’s everywhere
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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
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Give Resources
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Nurture Relationships
• Encourage and reward engagement
• Be consistent• Be present
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Monitor Performance
• Measure what works and what doesn’t
• Track over time
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Tools
Integrates with Salesforce
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Tools
Crowdbooster
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Measure, learn, improve…and repeat
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Let’s Recap
1. Define
2. Assess
3. Research
4. Create
5. Share
6. Attract
7. Engage
8. Act
9. Nurture
10.Monitor
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Key Takeaways
• Begin with one goal• Organize content around
audience-focused topics/keywords
• Visual content rules• Optimize• Give to get• Track, measure and improve