Space Coast Ad Fed: Evok content marketing

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Content Marketing April 2012

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These are the slides from the Advertising Federatio presentation on April 18, 2012

Transcript of Space Coast Ad Fed: Evok content marketing

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Content MarketingApril 2012

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• 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

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• 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

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• 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

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Transform Your Social Media Into Social Business

2012 Challenge

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What are the Benefits of a Social Business?

Social Business

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ROI Cycle

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ROI Cycle

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ROI Cycle

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ROI Cycle

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75% of People Think Advertisers LIE

Inbound Permission Marketing

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Understand Your Audience

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1. Identify the personas of your audience

14 Step Social Media Plan

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

14 Step Social Media Plan

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3. Identify sources of content in your organization

14 Step Social Media Plan

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4. Develop content for each stage of the customer lifecycle

14 Step Social Media Plan

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5. Create an editorial calendar for your content plan

14 Step Social Media Plan

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6. Assign content production to as many people as possible

14 Step Social Media Plan

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7. Develop diversified portfolio of content across various platforms

14 Step Social Media Plan

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8. Leverage social media as engagement channels

14 Step Social Media Plan

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9. Define success metrics & measure impact of your strategy

14 Step Social Media Plan

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10. Gain C-level Support

14 Step Social Media Plan

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11. Produce content that has sales impact

14 Step Social Media Plan

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

14 Step Social Media Plan

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13. Experiment with your content

14 Step Social Media Plan

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14. Study in & outside your industry for new ideas

14 Step Social Media Plan

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Marketing Spend

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Marketing Spend

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• 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

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Any Questions?