mastering content marketingmedia01.commpartners.com › 2018 › smps › 06_21_18... · mastering...
TRANSCRIPT
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#ContentWhisperer @dgmarketingco
Mastering
Content
Marketing (while juggling 97 other tasks)
Presented by:
Danielle Gray
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#ContentWhisperer @dgmarketingco
Keep in Mind
• Be Social! Tweet using hashtag #ContentWhisperer | @dgmarketingcoConnect on LinkedIn: Danielle Gray, MBA
• Ask questions! When you feel it, ask it. Someone else is probably thinking the same.
• Relax and Learn! Yes…you can still learn while enjoying yourself. Relax your shoulders.
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#ContentWhisperer @dgmarketingco
1. Why Content Marketing?
2. Types of Content
3. Discovering Content
4. Repurposing Content
5. Creating New Content
6. Content Best Practices
Module 1 Recap
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#ContentWhisperer @dgmarketingco
The Guide to
Content
Promotion:How to Spread the Word
without being Annoying
MODULE 2
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#ContentWhisperer @dgmarketingco
1. The Rule of Seven
2. Promoting in the Decision Making Process
3. What & Where to Promote
4. Content Calendars
5. Promotion Best Practices
Session Overview
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#ContentWhisperer @dgmarketingco
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#ContentWhisperer @dgmarketingco
1The Rule of Seven
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#ContentWhisperer @dgmarketingco
The Rule of Seven is a marketing principle that states that your prospects need to come across your offer at least 7 times
before they really notice your offer and start to take action.
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#ContentWhisperer @dgmarketingco
A diehard HipChat fan quickly moved over to HipChat alternative Slack. Here’s what she had to say:
“During those 3-4 weeks, I can’t even
begin to guess how many times I heard or
read about Slack. TechCrunch, The Next
Web, Fast Company, Gigaom, WSJ, Inc. –
everyone was talking about this new app. I
began to like Slack because it became
more familiar to me than HipChat.”
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#ContentWhisperer @dgmarketingco
The Rule of Seven
• Leverage Different Forms of Content
• Settle on Frequency (and stick to it)
• Contribute to Industry Publications
• Use email campaigns
• Share content via social media
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#ContentWhisperer @dgmarketingco
Stay top
of mind.
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#ContentWhisperer @dgmarketingco
2Promoting in the
Decision Making Process
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#ContentWhisperer @dgmarketingco
Decision Making Process
Define Problem
Gather Data
Evaluate Options
Make Decision
BlogsVideosArticles
BlogsVideosArticlesCase StudiesPaperseBooksInfographicsProject ProfilesWebinars
Case StudiesPaperseBooksInterviewsProject ProfilesWebinars
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#ContentWhisperer @dgmarketingco
3Where to Promote
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#ContentWhisperer @dgmarketingco
Where to Promote
• Email Campaigns
• Social Media
• Industry Publications
• Internal Team Network
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#ContentWhisperer @dgmarketingco
Email Campaigns
• Thought Leadership
• Team Updates
• Project Updates
• Community Updates
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#ContentWhisperer @dgmarketingco
Email Case Study
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#ContentWhisperer @dgmarketingco
Email Case Study
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#ContentWhisperer @dgmarketingco
Case
Study
Infographic used in email
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#ContentWhisperer @dgmarketingco
Case
Study
Introductory email to send from BD
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#ContentWhisperer @dgmarketingco
Case
Study
Use of team photos for relatability
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#ContentWhisperer @dgmarketingco
Case
Study
Call-to-action is a MUST
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#ContentWhisperer @dgmarketingco
Behavior Based
Segmentation
Gather Data
Evaluate Options
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#ContentWhisperer @dgmarketingco
Subject Lines
• INSIDE:
• [Case Study]
• Questions (that speak to your audience pain points)
• Segment list and create subject for them
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#ContentWhisperer @dgmarketingco
Email Juggling Tips
• List firms to collaborate with - 30 minutes
• Create email template - 2 hours (recommend Constant Contact)
• Clean/Segment email list - …seriously, who knows!
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#ContentWhisperer @dgmarketingco
Social Media
• Share thought leadership
• Engage with industry
• Connect and collaborate
• Create relationships online
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#ContentWhisperer @dgmarketingco
Social Media
Thought Leadership
Team Updates
Project Updates
Community Updates
X
X
X X
X X
X X
X
X X
X X X
X
X
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#ContentWhisperer @dgmarketingco
Social Media Case Study
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#ContentWhisperer @dgmarketingco
Social Media Case Study
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#ContentWhisperer @dgmarketingco
Social Media Case Study
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#ContentWhisperer @dgmarketingco
Social Media Case Study
Full Page in National Publication: $0.00
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#ContentWhisperer @dgmarketingco
Optimize Social Media
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#ContentWhisperer @dgmarketingco
Organic vs Paid
• Organic is most genuine way to share
• Use high quality content for paid promotions
• LinkedIn sponsored updates good start
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#ContentWhisperer @dgmarketingco
Industry Publications
• Share thought leadership
• Promotion through unbiased source
• Opportunity to advertise more effectively
• Place internal thought leaders in front of industry
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#ContentWhisperer @dgmarketingco
Internal Team Network
• Thought leadership coming from reliable/credible source (not marketing)
• Take advantage of employee network
• Assign SMEs to take photos on job sites, community outings, etc.
• Provide content to copy/paste to share
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#ContentWhisperer @dgmarketingco
Juggling Tips
• Search firms and industry publications to connect with - 1 hour
• Connect with actual reporters for publications - 30 minutes
• Prioritize content - 15 minutes
• Develop content for personnel to copy/paste to share on social media - 30 minutes
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#ContentWhisperer @dgmarketingco
4Content Calendars
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#ContentWhisperer @dgmarketingco
Content Calendar
1. Plan writing schedule
2. Include approval time
3. Create publication date
4. Schedule social media posts
5. Schedule email campaigns
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#ContentWhisperer @dgmarketingco
Content Calendar
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#ContentWhisperer @dgmarketingco
Frequency!
1. Quarterly newsletters/e-blasts
2. Daily social media updates
3. Like/Comment/Share weekly
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#ContentWhisperer @dgmarketingco
NOTE: Topics from Content Generation Workshop can be scheduled in content calendar
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#ContentWhisperer @dgmarketingco
5Promotion Best Practices
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#ContentWhisperer @dgmarketingco
Content Promotion
Best Practices
• Send copy options for internal team to copy/paste to promote on social media
• Note which types of content perform the best on different platforms
• Add graphics to every post when possible
• Measure everything!
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#ContentWhisperer @dgmarketingco
1. Start cleaning up your email list
2. List which social media channels you can use with FREQUENCY
3. Group similar content to place in campaign together
4. Place content in stages of decision making process
What Now?
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#ContentWhisperer @dgmarketingco
Questions?
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#ContentWhisperer @dgmarketingco
The Guide to
Identity Collection
and Analysis:How to Generate Leads and
Prove You Aren’t Wasting Your Time
MODULE 3
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#ContentWhisperer @dgmarketingco
listen and solve,
not tell and sell.
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#ContentWhisperer @dgmarketingco
Contact
678.232.0033dgmarketingco.com@dgmarketingco
Danielle Gray, MBA
Content Marketing Strategist