CONTENT MARKETING

Social Media Boot Camp for Professional Service FirmsFebruary 29th, 2012

Tracy Gold

tracy@rightsourcemarketing.com

@tracycgold

WHAT IS CONTENT MARKETING?

“Content marketing is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way.”

- Joe Pulizzi, Junta42

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THOUGHT LEADERSHIP

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FOCUS ON YOUR AUDIENCE

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IMPACT ON OTHER MARKETING TACTICS

• When done right Content Marketing impacts multiple areas including: – Website– Search Engine Optimization– Lead Generation– Lead Nurturing– Sales Process– Social Media– …Everything!

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CONTENT MARKETING – CHALLENEGES

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THE RIGHT WAY TO DO CONTENT MARKETING

• Content Planning• Content Creation• Content Optimization• Content Distribution• Content Reporting & Analysis

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CONTENT PLANNING: HOW IT USUALLY WORKS

Month 1:• 5 content creators• 10 content pieces• Abundant Enthusiasm

Month 2:• 3 content creators• 6 content pieces• Waning Enthusiasm

Month 3: • 1 content creator• 2 content pieces• Excuses, excuses, excuses

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CONTENT PLANNING: HOW IT SHOULD WORK

Month 1:• 5 content creators• 10 content pieces• Abundant Enthusiasm

Month 2:• 5 content creators• 15 content pieces• Growing Enthusiasm

Month 3: • 7 content creators• 20 content pieces• Reporting fosters competition

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EXAMPLE CONTENT CALENDAR

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Content Title Content Type

Person Responsible

Due Date Publish Date Notes

How to use a pensieve

Blog Post Albus 11/11/11 11/13/11 Don’t tell Snape you’re using a pic from his

My Adventure with a Hippogriff

Video Sirius 12/1/11 12/15/11 Make sure to post on Reddit

Should house elves have more rights?

Facebook Question

Hermione 1/15/11 1/15/11 Don’t include a “no” option

WHO SHOULD PARTICIPATE?

• Marketing• Sales• Subject Matter Experts• Customer Service

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• Business Development• Executives• Your Whole Team

CONTENT MARKETING ROLES

• Newspotter• Idea Generator• Project Manager• Strategist• Graphic Designer• Writer• Editor• Distributor• Cheerleader

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TYPES OF CONTENT

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FormatsBlog Posts

Videos

eBooks

Research Results Podcasts

Tweets

Events

Seminars

CREATE VS. CURATE

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Non Retweets Retweets0

0.5

1

1.5

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2.5

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3.5

Percentage of Tweets that Include Self Ref-erence

Source: Dan Zarella

EXAMPLE

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Q&A

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THANK YOU

• Email: tracy@rightsourcemarketing.com

• Website: www.rightsourcemarketing.com

• Blog: www.marketingtrenches.com

• Twitter: @tracycgold@rightsource

• Facebook: facebook.com/rightsource

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