rené power - ote birmingham - help! i’m a content marketer
DESCRIPTION
Topic: Help! I’m a content marketer – 15 easy to implement content tips you can start using tomorrow! Creating good content that endures is a significant challenge for most modern marketers. In a practical presentation with scores of examples directly relevant to On the Edge delegates, René will outline how you can put your expertise and experience at the centre of your marketing effort with 15 examples of content marketing that you can implement the very next day after the conference. An interactive session, not to be missed. Key takeaways: An understanding of what constitutes good content How to cost effectively get a content marketing strategy off the ground 10 great ways to use content for b2b marketingTRANSCRIPT
Help I’m a content marketer
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13@
15 easy to implement content tips you can start using tomorrow
with
René PowerDigital & Business
Development Director, BDB
Help – I’m a content marketer!
The challenge of contentThe challenge of content
The challenge of content
Running before you can walk?
Not cool.
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Being seduced by the dark side of technology?
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Not seeing results?
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
You’re not alone
Whilst 56% saw content marketing have an impact on sales:
15% said they saw 'little or no increase’
29% simply did not know the impact of content marketing
Half of marketers (46%) find demonstrating content ROI a key challenge.
2013 Content Marketing Benchmarking Report
You’re not alone
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Your world changed
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
‘Old’ marketing doesn’t work any more
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
There’s too much noise
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
And too much competition…and too much competition
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Tomorrow: Rethink how you push material out to customers and consider it from their perspective
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Getting started
Getting started
Assign responsibilityAssign responsibility
Tomorrow: Can you identify a managing editor and a few contributors?
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Visit watering holesVisit watering holes
Tomorrow: Check out one media site, Linkedin group, portal or trade association to identify opportunities
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Map content to buyersMap content to buyers – Establish
your value add
Tomorrow: Establish what the absolute benefit you provide?
Access your media everywhere
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Audit what you haveAudit what you have
Tomorrow: Ask everyone in the organisation for one highlight from the last twelve months
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Content audit template
Tomorrow: Match what customers are looking for in groups to what you offer
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Curation and creation
Curation and creation
Curate
Curator [Cu-ra-tor]Noun: A keeper or custodian of a museum or
other collection
Curate
Tomorrow: Use ONE of the following cool ‘curation’ tools….
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Source content with Feedly
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Twitter / Twittersearch
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Maximise internal ideas with Yammer
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Create new content
Create new content
Tomorrow: Repackage existing content > release to blog to newsletter to case study to whitepaper
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
PR is the bedrock of content marketing
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Most used >> Most effectivePress releases Case studyBlog posts WhitepaperCase studies Video
PR: the bedrock of content marketing
Evernote case study marketing
Tomorrow: Check out the case study http://bit.ly/181fhoo
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Using case studies
Ten things you could blog tomorrow
Repurpose a press release, upload a presentation, manual and more
Comment on a news story affecting your industryComment on latest research / dataWrite a round up once a week of your industryProvide an industry resource listReport on an event – this event?Write up a customer case studyOffer a guest post (and reciprocate) Solve an industry problemTake a provocative stance on something that
needs to change
Tomorrow: Put a blog post (or news story) on your website and tell people about it!
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Ten things you could blog tomorrow
Intercom cool blogging
Eshots and enewsletters
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Eshots and enewsletters
Packaging sector whitepapers
• See ebook – Bosch, Toledo in packaging
Using whitepapers
Tomorrow: Establish one industry problem you can write a guide about
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Zendesk using video
Tomorrow: Check out http://www.zendesk.com/why-zendesk
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Using video
Staying organised
Staying organised
Create a calendarCreate a calendar
Tomorrow: Plan & be realistic. Start out
with one post, one
news story a week,
one piece of lead gen content a quarter, one eshot a
quarter
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Never miss an idea with Evernote
Tomorrow: Sign up to Evernote for free and try it out – great for those long commutes!
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Never miss an idea with Evernote
Define what success will look likeDefine what success will look like
Tomorrow: What does success look like to you? Build activity to achieve it whether vanity or sanity
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Your one-a-day prescription for the next 3 weeks!
1. Customer perspective
2. Contributors
3. Watering holes
7. Curation tool
8. Repackage one
element as blog
9. Case study
4. Absolute USP benefit
5. Highlights
6.Match propositions
& requirements
10. One news story
11. One industry
problem
12. Video
Extras:
16. Subscribe to my
blog
17. Buy my book from
Amazon (or ask nicely for a
free review copy)
13. Plan / calendar
14. Ideas capture
15. Success
metrics
Your one-a-day prescription for the next 3 weeks!
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Image / reference credits
1 – Devices http://www.geekazine.com/special/pressreader-electronic-newspapers-ces-2013/ 3 – Runner http://www.marksdailyapple.com/physical-effects-poor-training-marathon/#axzz2exskx4Nr4 – Apple Death Star http://geardiary.com/2012/10/05/my-journey-to-the-dark-side-er-apple-is-complete/5 – Paul Lambert http://images.football365.com/13/01/800x600/Aston-Villa-v-Southampton-Paul-Lambert-pa_2884893.jpg 6 – Animation
http://2.bp.blogspot.com/_oHmrz8xVAH8/TSU7L9Jz9dI/AAAAAAAAAQw/I9PutMsyVTo/s200/dans-poor-performance-lg-14402296.jpg 7 – People http://www.noexcuseshr.com/2013_04_01_archive.html 8 - Marketing http://mkt4pontozero.blogspot.co.uk/2011/02/conversa-novo-marketing-30.html 9 – An Internet minute http://www.mediabistro.com/alltwitter/internet-minute_b38168 11 – Service http://debbielaskey.blogspot.co.uk/2012/04/tale-of-marketing-and-customer-service.html 13 - Batman http://communicatebetterblog.com/root/ 15 - Added value http://www.creativ.com.au/ipad-application-developers/ 16 – Content audit http://www.madhavighare.com/web-writing/what-is-a-content-audit 17 – Content audit template http://johnmccrory.com/2011/10/the-handy-dandy-content-audit-template/ 23 – B2b content types http://www.marketingprofs.com/charts/2013/10888/how-b2b-content-impacts-buying-decisions-infographic 27 – Intercom blog http://insideintercom.io/if-its-important-dont-hack-it/ 29 – Screen grabs from www.packworld.com 32 – Calendar http://carmencollins.files.wordpress.com/2011/08/content-calendar.jpg 33 – Evernote http://www.macstories.net/news/evernote-announces-major-redesign-of-ios-app/
Additional resources: Hubspot
Image credits
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
MY 330 page Kindle eBook on B2B digital marketing available now at Amazon
This and hundreds of other guides and resources are available to Smart Insights Expert members.
[email protected] @renepower http://marketingassassin.co.ukblog
http
More on content marketing?
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13