Content Marketing - CCH UC 2012
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Capture, Connect and Communicate with Content Marketing Jessica L. Levin, MBA, CMP, CAE
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Transcript of Content Marketing - CCH UC 2012
Capture, Connect and Communicate
with Content Marketing
Jessica L. Levin, MBA, CMP, CAE
About Me About My Company
@Jessicalevin #CCHUC12
Just the Facts
• B2B Marketers allocate approximately 26% of their budgets to content marketing
• The biggest challenge facing content marketers (36%) today: Producing Engaging Content
• 51% of content marketers plan to increase their budgets over the next 12 months
• Source: Marketo
Just the Facts
The most popular content marketing tactics used by businesses today include: • Social Media (79%) • Article posting (78%) • In-person events (67%) • Enewsletters (61%) • Case Studies (55%)
Source: Marketo
WHAT THE HECK IS CONTENT MARKETING?
“Content marke8ng is an umbrella term encompassing all marke8ng formats that involve the crea8on and sharing of content in order to a@ract, acquire and engage clearly defined and understood current and
poten8al consumer bases with the objec8ve of driving profitable customer ac8on. Content marke8ng
subscribes to the no8on that delivering informa8on to prospects and customers drives profitable consumer ac8on. Content marke8ng has benefits in terms of
retaining reader a@en8on and improving brand loyalty.”
“Content Marke8ng means crea8ng and sharing valuable free content to a@ract and
convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educa8ng
people so that they know, like, and trust you enough to do business with you.”
– CopyBlogger.com
Video
Blogs
Newsletters
Interviews
Photos
Community
Apps
Social Media
Events
Website
Podcasts White Papers Case Studies
QR Codes Surveys
Infographics
Strategy
Planning
Access
Strategy
• What do you want to accomplish? Goals and Objec8ves?
Evalua8on
• Based on your goals and resources which channel(s) are best for your organiza8on?
Planning
• How are you going to accomplish your goals? Scheduling, etc.
Implementa8on • Just Do it!
Measure • What’s working? What’s not?
Content Marketing Checklist
Factor Things to Consider
Goal A@rac8ng new clients? Client reten8on?
Time Available How much 8me does the channel take per day/week/month? Who needs to do the work?
Audience Where does your market get it’s content?
Time Sensi8vity How quickly does you message need to get out?
Technical Is programming involved? Will training be needed? Is specialized knowledge needed?
Budget Do you have money to outsource wri8ng, etc.?
Mommy, Where Does
Content Come From?
Who Provides Fuel for Thought?
• Clients • Vendors (CCH) • Staff • Speakers (think CPE) • Competitors (Coopetition) • Industry • Government • Random
Content Sources
• Twitter, Facebook, LinkedIn, Google+ • Magazines/Industry Publications • Newspapers • Blogs • Suggestion Tools (Zite, Feedly,
Stumbleupon) • Conversations • TV/Radio
LinkedIn Today
Google+
Blogs
Blogs
Where to Find Blogs
www.socialcpas.com/cpablogs
Newsletters
Format • Paper vs. Electronic • Frequency • Contributors • Canned or custom?
Audience • Clients • Prospects • COIs
Have you considered sending
abbreviated versions to prospects?
Should I Buy a Mailing List?
Webinars
Live vs. Prerecorded
Free vs. Paid Clients or Prospects
Only?
Selling During a Webinar: OK or Not OK?
Virtual Passes
Seminars/Conferences
Interviews
Interviews can be great
conversa8on starters.
Blogs
Blogs
Blogs
Video
Podcasts
Surveys
Providing an executive
summary can be a great
marketing tool.
SHRM has a great example
of content marketing with
preferred pricing for
members.
Social Media
New kid on the block!
Graphical Sharing
• Photo boards that express personal interests.
• Can be used by people or brands. • Great for visual products. • Huge trend in graphical social networks.
Customized Pinterest Boards
Brands on Pinterest
Brands on Pinterest
White Papers
InfoGraphics
Community
Peer-to-Peer Communities Encourage Content Generation Through Interaction Discussion and
Knowledge Sharing!
BUT, WE CAN’T GIVE IT AWAY…
Marketing
Lead Generation
SEO Know Thy
Added Value to Clients
Exclusive Access to Content
What content is unique enough for clients only?
Thought Leadership
Thought Leadership
Is Your
Organization
a
Rockstar?
Where to Spend Your Time?
Content Marketing Checklist
Factor Things to Consider
Goal A@rac8ng new clients? Client reten8on?
Time Available How much 8me does the channel take per day/week/month? Who needs to do the work?
Audience Where does your market get it’s content?
Time Sensi8vity How quickly does you message need to get out?
Technical Is programming involved? Will training be needed? Is specialized knowledge needed?
Budget Do you have money to outsource wri8ng, etc.?
Remember This?
Sample Content Schedule: National Pudding Manufacturers and Retailers Conference
Date Channel (S) Topic Who
Week 1
February 20, 2012 Blog Pudding Sales on the Rise JL
February 21, 2012 Facebook/Twi@er Organic ingredients MC
February 22, 2012 YouTube Teaser from keynote speaker JL
February 23, 2012 Facebook /Twi@er Tips about mee8ng des8na8on MC
February 24, 2012 Facebook/Twi@er Promote a@endees content MC
Week 2
February 27, 2012 Blog Green Pudding Manufacturing JL
February 28, 2012 Facebook/Twi@er Green manufacturing trends MC
February 29, 2012 Facebook/Twi@er Retail marke8ng trends MC
March 1, 2012 Monthly Podcast Interview with pudding retailer MC
March 2, 2012 Facebook/Twi@er Promote a@endees content MC
Jessica L. Levin, MBA, CMP, CAE President and Chief Connector Seven Degrees Communica8ons
@jessicalevin www.linkedin.com/in/jessicalevin
[email protected] 908-‐912-‐4418
