Content Marketing: Trends to Reality
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Transcript of Content Marketing: Trends to Reality
Think. Create. Communicate. alleecreative.com
Content Marke+ng: From Trends to Reality
Digital Learning Webinar
Presented by: Melissa Harrison, Allée
for
Think. Create. Communicate. alleecreative.com
Today we will cover:
• Content marke+ng trends and predic+ons • Content marke+ng tac+cs to consider
• How to get started
Hashtag for today’s webinar: #MWMCdlw
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What is content marke+ng?
A method of crea+ng customized content with a key audience in mind. This content is used to engage with customers, aLract new customers and provide relevant informa+on that serves a purpose—fulfills a need.
For today’s webinar, we will focus on online content marke7ng tools and trends.
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Poll What forms of online content marke+ng does your business/organiza+on/company rou+nely use? (e.g. weekly, monthly, etc.)
E-‐newsleLers Social media Blogs Video Podcasts E-‐books or Whitepapers Infographics Do not use online content marke+ng rou+nely
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We’re all in a different phase
*Al7meter Group’s Content Marke7ng Maturity Model
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Content Marke+ng Trends • Real-‐+me informa+on • Addi+onal social networks and plaZorms • Embracing compe++on • Personaliza+on
Brands will need to work to get content in front of customers; it’s not all about search anymore.
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Content Marke+ng Tac+cs
Think. Create. Communicate. alleecreative.com
Content Marke+ng Tac+cs
• Blog • eBooks and Whitepapers
• Infographics • Podcasts • Social Media
• Video • Webinars
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Steps to Get Started • Develop (or take) a content ques+onnaire • Establish your marke+ng and content priori+es • Conduct key word research • Set content lists/buckets • Set up editorial calendars and social media conversa+on calendars • Set up online tracking for men+ons and monitoring results Research and set
your plans before jumping on the content marke7ng train.
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Sample Editorial Calendar
Important Dates
Topics/Key Words
Author/Owner Blog Website Newsletter E-News Facebook
Week of January 2, 2012 1/2/12 1/3/12 1/4/12 1/5/12 1/6/12 Week of January 9, 2012 1/9/12 1/10/12 1/11/12 1/12/12 1/13/12
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Sample SM Conversa+on Calendar
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Sample Blog Calendar
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Considering Time Management
Content marke+ng can seem overwhelming, especially if you have limited resources and staff.
Know this: Repurposing content is OK. In fact, I encourage it.
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Prevent your brand from becoming anit-‐social
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Rome wasn’t built in a day.
• Develop a rou+ne • Don’t expect results over night
• You get out of it what you put in to it
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Resources
Content Marke+ng Ins+tute www.contentmarke+ngins+tute.com Content Marke+ng World (#cmworld) Chief Content Officer Magazine
“Stop Selling: A Content Marke+ng Guide” hLp://alleecrea+ve.com/content-‐marke+ng-‐guide/
Marke+ngProfs hLp://www.marke+ngprofs.com/
“The End of Business as Usual” by Brian Solis
eMarketer www.emarketer.com
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Thank you!
Email: melissa@alleecrea+ve.com
TwiLer: www.twiLer.com/alleecrea+ve
Facebook: www.facebook.com/alleecrea+ve
Blog: www.alleecrea+ve.com/blog
Ques+ons?