Content MarketingApril 2012

• Casey Koppenhoefer• You can call me Casey Kope• Digital Strategy Manager• Originally from Atlanta, GA• @FitDawg• Facebook.com/FitDawg

• http://www.linkedin.com/pub/casey-koppenhoefer/16/104/41a

• Certified Personal Trainer Georgia Bulldog Fanatic

Today’s Presentation

• 2012 Challenge• 3 Stages of Social Media ROI Cycle

• What is Content Marketing?

• The 3 E’s of Content Development

• 14 Step Social Media Marketing Plan

Today’s Topics

• Sharing on Facebook will grow exponentially.

• Better tracking metrics will value content.

• YouTube is poised to disrupt the television landscape.

• Second tier, personalized networks will become mainstream.

2012 Predictions

Transform Your Social Media Into Social Business

2012 Challenge

What are the Benefits of a Social Business?

Social Business

ROI Cycle

ROI Cycle

ROI Cycle

ROI Cycle

75% of People Think Advertisers LIE

Inbound Permission Marketing

Understand Your Audience

1. Identify the personas of your audience

14 Step Social Media Plan

2. Develop content that speaks to the pain points of each

14 Step Social Media Plan

3. Identify sources of content in your organization

14 Step Social Media Plan

4. Develop content for each stage of the customer lifecycle

14 Step Social Media Plan

5. Create an editorial calendar for your content plan

14 Step Social Media Plan

6. Assign content production to as many people as possible

14 Step Social Media Plan

7. Develop diversified portfolio of content across various platforms

14 Step Social Media Plan

8. Leverage social media as engagement channels

14 Step Social Media Plan

9. Define success metrics & measure impact of your strategy

14 Step Social Media Plan

10. Gain C-level Support

14 Step Social Media Plan

11. Produce content that has sales impact

14 Step Social Media Plan

12. Focus on the 4 E’s of content development

14 Step Social Media Plan

13. Experiment with your content

14 Step Social Media Plan

14. Study in & outside your industry for new ideas

14 Step Social Media Plan

Marketing Spend

Marketing Spend

• Quantitative vs. Qualitative Goals

• Search Results Rankings• Website Traffic Sources• 100 Ways to Measure Social Mediamarketersstudio.com/2009/11/100-ways-to-measure-social-media-.html

• ROI Tracking Software

ROI of Social Media

Any Questions?