Mastering Content Marketingmedia01.commpartners.com › 2018 › SMPS › 06_21_18... · Mastering...

#ContentWhisperer @dgmarketingco

Mastering

Content

Marketing (while juggling 97 other tasks)

Presented by:

Danielle Gray


Keep in Mind

• Be Social! Tweet using hashtag #ContentWhisperer | @dgmarketingcoConnect on LinkedIn: Danielle Gray, MBA

• Ask questions! When you feel it, ask it. Someone else is probably thinking the same.

• Relax and Learn! Yes…you can still learn while enjoying yourself. Relax your shoulders.


1. Why Content Marketing?

2. Types of Content

3. Discovering Content

4. Repurposing Content

5. Creating New Content

6. Content Best Practices

Module 1 Recap


The Guide to

Content

Promotion:How to Spread the Word

without being Annoying

MODULE 2


1. The Rule of Seven

2. Promoting in the Decision Making Process

3. What & Where to Promote

4. Content Calendars

5. Promotion Best Practices

Session Overview


1The Rule of Seven


The Rule of Seven is a marketing principle that states that your prospects need to come across your offer at least 7 times

before they really notice your offer and start to take action.


A diehard HipChat fan quickly moved over to HipChat alternative Slack. Here’s what she had to say:

“During those 3-4 weeks, I can’t even

begin to guess how many times I heard or

read about Slack. TechCrunch, The Next

Web, Fast Company, Gigaom, WSJ, Inc. –

everyone was talking about this new app. I

began to like Slack because it became

more familiar to me than HipChat.”


The Rule of Seven

• Leverage Different Forms of Content

• Settle on Frequency (and stick to it)

• Contribute to Industry Publications

• Use email campaigns

• Share content via social media


Stay top

of mind.


2Promoting in the

Decision Making Process


Decision Making Process

Define Problem

Gather Data

Evaluate Options

Make Decision

BlogsVideosArticles

BlogsVideosArticlesCase StudiesPaperseBooksInfographicsProject ProfilesWebinars

Case StudiesPaperseBooksInterviewsProject ProfilesWebinars


3Where to Promote


Where to Promote

• Email Campaigns

• Social Media

• Industry Publications

• Internal Team Network


Email Campaigns

• Thought Leadership

• Team Updates

• Project Updates

• Community Updates


Email Case Study


Email

Case

Study

Infographic used in email


Email

Case

Study

Introductory email to send from BD


Email

Case

Study

Use of team photos for relatability


Email

Case

Study

Call-to-action is a MUST


Behavior Based

Segmentation

Gather Data

Evaluate Options


Subject Lines

• INSIDE:

• [Case Study]

• Questions (that speak to your audience pain points)

• Segment list and create subject for them


Email Juggling Tips

• List firms to collaborate with - 30 minutes

• Create email template - 2 hours (recommend Constant Contact)

• Clean/Segment email list - …seriously, who knows!


Social Media

• Share thought leadership

• Engage with industry

• Connect and collaborate

• Create relationships online


Social Media

Thought Leadership

Team Updates

Project Updates

Community Updates

X

X

X X

X X

X X

X

X X

X X X

X

X


Social Media Case Study


Social Media Case Study

Full Page in National Publication: $0.00


Optimize Social Media


Organic vs Paid

• Organic is most genuine way to share

• Use high quality content for paid promotions

• LinkedIn sponsored updates good start


Industry Publications

• Share thought leadership

• Promotion through unbiased source

• Opportunity to advertise more effectively

• Place internal thought leaders in front of industry


Internal Team Network

• Thought leadership coming from reliable/credible source (not marketing)

• Take advantage of employee network

• Assign SMEs to take photos on job sites, community outings, etc.

• Provide content to copy/paste to share


Juggling Tips

• Search firms and industry publications to connect with - 1 hour

• Connect with actual reporters for publications - 30 minutes

• Prioritize content - 15 minutes

• Develop content for personnel to copy/paste to share on social media - 30 minutes


4Content Calendars


Content Calendar

1. Plan writing schedule

2. Include approval time

3. Create publication date

4. Schedule social media posts

5. Schedule email campaigns


Content Calendar


Frequency!

1. Quarterly newsletters/e-blasts

2. Daily social media updates

3. Like/Comment/Share weekly


NOTE: Topics from Content Generation Workshop can be scheduled in content calendar


5Promotion Best Practices


Content Promotion

Best Practices

• Send copy options for internal team to copy/paste to promote on social media

• Note which types of content perform the best on different platforms

• Add graphics to every post when possible

• Measure everything!


1. Start cleaning up your email list

2. List which social media channels you can use with FREQUENCY

3. Group similar content to place in campaign together

4. Place content in stages of decision making process

What Now?


Questions?


The Guide to

Identity Collection

and Analysis:How to Generate Leads and

Prove You Aren’t Wasting Your Time

MODULE 3


listen and solve,

not tell and sell.


Contact

[email protected]

678.232.0033dgmarketingco.com@dgmarketingco

Danielle Gray, MBA

Content Marketing Strategist

Mastering Content Marketingmedia01.commpartners.com › 2018 › SMPS › 06_21_18... · Mastering...

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