5 steps for high impact content marketing strategy

@arabellatv | #leancontent

5 Steps for Building a High Impact

Content Marketing Strategy

Arabella SantiagoMarketing and Communications Director

Presented by:

I ’m talking to

I ’m looking for

Problem: The Social Web is crowded.

3@arabellatv | #leancontent3

It’s hard to get heard!

It’s hard to be found.

Challenge: Achieving Visibility on the Web

Visibility

Path: Content Strategy

Visibility

Gateway: Engageme

Engage

ReactListen

Nothing

Engage

ReactListen

Nothing

Engage

ReactListen

Nothing

Engage

ReactListen

Nothing

Engage

ReactListen

Nothing

How can you create impact with your content marketing strategy?

Take the “marketing” out of your

content marketing strategy

Step 1:

A high impact content strategy

is an integral part of your core

business. Not just your marketing.

Engagement Sweet Spot:

Company Core Values

Engagement Sweet Spot

Company Core Values

Customer and Community

Interests

Company Core Values

Interests

Internal Team Interests

Company Core Values

Interests

Opportunity for workforce

development

Opportunity forpersonal branding

Company Core Values

Interests

development

Opportunity forpersonal branding

Engagement Sweet Spot:Key Content Topics

Company Core Values

Interests

development

Why find the engagement sweet spot?

Forced content is too market-y

Exciting content “rallies the troops”

and enlists talented content producers

Passion topics make content easier to produce and share-

worthy

Practical tips:

Run a survey Collect the data

Find the Engagement Sweet Spot

Company Core Values

Interests

Produce good content

Step 2:

Valuable to your audience

Consistent with your message

Dynamic: fresh and frequent

To summarize, good content is:

Very difficu

lt to cr

eate it

To summarize, good content is:

And...not everyone is a writer.

Add content curation to your

content marketing strategy

Step 3:

AuthorsCurators

The Old Content Cycle: One to ManyContent

Audience

AuthorEditor

Readers

Organization and Context

AuthorsCurators

Content

Audience

AuthorsCurato

Readers

The New Content Cycle: Many to Many

AuthorsCurators

Content

Audience

AuthorsCurato

Readers

Necessity.

AuthorsCurators

Content

Audience

AuthorsCurato

Readers

Opportunity!

“Every two days we create as much content as from the dawn of man up to the year 2003.” - Eric Schmidt, Google, at the 2010 Techonomy Conference

The Content Explosion

“Someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online.” - Rohit Bhargava, Ogilvy

“A web superhero.” - Steve Rosenbaum, Author, Curation Nation

Content Curator

Content Curation Case Study

Case Study: IS Decisions

• Information Technology Software Publisher

• Specializes in Infrastructure and Security

• 3,000 customers worldwide

Problem: How do you get top of mind in a crowded market with multiple vendors and numerous potential customers?

Target audience - technology professionals:

• Engineers and Specialists•CIO’s• IT Consultants

Which topics would engage their target audience?

IS Decisions curated topic lineup:Microsoft News Infrastructure IT Tools

Corporate News

Security

Content Discovery

Sources:

What the team

reads: IT blogs, tech

Google Reader

Scoop.it suggestion

content engine

Company blog and

Content Curation

Content types:

Product reviews

Tips and tools

Strategy

Geek stuff

Relevant multimedia:

SlideShares, videos,

infographics

Unique Perspective

•Context •Opinion•Human touch!

Social Sharing

Branding and Integrationwww.isdecisions.com

Results so far:

•Targeted audience of close to 40,000 visits on niche topics

•110,000 page views•46,000+ search results in Google•Lead generation, brand awareness

Read the

Story on our blog

Generate new ideas, iterate, #leancontent

Step 4:

What is #leancontent?

“The lean content model is about writing less, but saying more, using fast feedback loops and tools to live up to the promise that less is more.” - Martin W. Smith, Director of Marketing at Atlantic BT

What is #leancontent?

“The lean content model is about writing less, but saying more, using fast feedback loops and tools to live up to the promise that less is more.” - Martin W. Smith, Director of Marketing at Atlantic BT

“Like lean startup culture, the marketing sector could learn a few things from smaller, nimble means of spreading the word about a great new product...Blasting out a brand message doesn’t work if the underlying claim or value proposition is bupkis.” - As reported by J.D. Lasica, Social Media Biz

Lean Startup Model

#leancontent principles, thus far:

• Scrappiness - high impact with minimum resources

• Validated learning with “small bets”

• Feedback loop: Build-Measure-Learn

Practical tips:

Test ideas on appropriate curation platforms

•Entertainment content

•Pinboard

•Professional content

•Custom topic page

•Video content

•Channel

•Social media chatter

•Embeddable story

Practical tips:

Don’t just create, SHARE your work!

Empower your community of interests.

Step 5:

And they will become the cheerleaders of your brand!

Practical tips:

Host events that bring together your community

Partner with other brands that help spread your message

Review: 5 Steps for High Impact Content Marketing Strategy

1. Take the “marketing” out of your content marketing strategy

2. Produce “good” content

3. Add content curation to your content strategy

4. Generate new ideas, iterate, #leancontent

5. Empower your community of interests

Arabella SantiagoMarketing and

Communications Director, Scoop.itarabella@scoop.it

www.scoop.it@scoopit @arabellatv

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