Content Marketing:

Make it Work

Presented by:

& #ContentWorks

Agenda

• What is Content Marketing?

• What makes it so hard?

• Top 8 Complaints

• Conclusions

• Q&A

#ContentWorks

Poll:

What is your content marketing level?

• Beginner

• Intermediate

• Advanced

#ContentWorks

What is Content Marketing?

#ContentWorks

What is Content Marketing?

Content marketing is a marketing technique of creating

and distributing relevant and valuable content to attract,

acquire, and engage a clearly defined and understood

target audience - with the objective of driving profitable

customer action.

#ContentWorks

#ContentWorks

What Makes It So Hard?

#ContentWorks

#ContentWorks

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#ContentWorks

Poll:

What is your biggest content marketing

complaint?

#ContentWorks

Top 8 Complaints

#ContentWorks

How do I pick a topic?

“What do our prospects want to read?”

“Are people really going to be interested in

what I have to say?”

“There’s already so much content out there.

How can I be unique?”

Problem

#1

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Picking a Content Topic

#ContentWorks

#ContentWorks

Picking a Topic: Competitors

• What is a topic that my competition is not covering

sufficiently?

• Competitors

o Marketplace competitors

o Trade Publications

o Media Outlets

o Bloggers

• Tools

• Google Search

• Social Media

• Google Keyword Tool

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Picking a Topic: Audience

• In which topic is your target audience

interested?

• On what topic is your company a unique

expert and authority?

• Tools o Messaging Frameworks

o Surveys and polls

o Sales Team

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Picking a Topic: Content

• What topic has sufficient existing content?

• Tools:

o Google News / Blogs

o Media monitoring list

o Twitter Search

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Picking a Content Topic

#ContentWorks

#ContentWorks

Insufficient Content

"Our blog has not been updated in 3 months."

"I feel like I just finished writing a blog post, and

now it's time for another??"

"I can't think of anything new to say."

"I wish I had a whole editorial staff"

Problem

#2

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The Content Beast

#ContentWorks

#ContentWorks

• Blog Posts

• News Sites

• Newsletters

• Social Media

• Podcasts

• eBooks

• Special Reports

• Infographics

• Polls & Surveys

• Video

• Webinars

#ContentWorks

www.curata.com/resources

Content Curation

“A Content Curator is someone who continually finds, groups,

organizes and shares the best and most relevant content on a

specific issue online.”

-Rohit Bhargava

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#ContentWorks

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Distributing Content

"I have a lot of content now, what do I do with it

all?"

"What are the right outlets for each piece of

content I've created?"

Problem

#3

#ContentWorks

Think of Your Content as a Meal

Appetizer - 140 Characters or Less

Facebook, Twitter, LinkedIn,

Pinterest

Entree Blog, Community, Forums,

Micro-sites

Dessert Website

#ContentWorks

#ContentWorks

#ContentWorks

Unlocking Content

“Our content is silo-ed within our

organization."

"Not sure how to unlock the content we

have within our organization."

"How do I empower contributors?"

Problem

#4

#ContentWorks

Breaking Down the Silos

• Empower writers

• Write it for them

• Do Q/A posts

• Video?

• Teach writers about the benefits

• Enable contributors with topics, keywords, & messages

• Show them how their post did afterward…

#ContentWorks

#ContentWorks

Quality vs. Quantity

"Do I spend the next 6 weeks writing an eBook,

or writing 10 blog posts?"

"I feel like most of my content is regurgitation. I

feel like I am in an echo chamber."

Problem

#5

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Measurement

"I'm doing all of this writing, is it

working?"

"What Key Performance Indicators

(KPIs) should I put in place for my

content marketing efforts?"

"How do I justify my budget?"

Problem

#6

#ContentWorks

Measurement: Beginner

• Content Throughput

o Who is publishing?

o How stale is it?

o Where is it getting stuck in publishing

process?

o How much content are we publishing?

o Tracking traffic on ALL sites, channels

#ContentWorks

Measurement: Advanced

Engagement

• Tracking what content is gaining readers

• What blog posts get comments

• What is the average time on site

• What is the click path

• Top content themes that refer to your website

• What content items gain the highest bounce rate

Dashboard

• Pick 5 KPIs to measure against monthly

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#ContentWorks

Voice of the Content

"What is my voice?"

"Who are the voices?"

"What channels make sense per voice?"

Problem

#7

#ContentWorks

Let Your Voice be Heard

YOUR MESSAGE

M O D E R N W E B M A R K E T I N G U N I V E R S E

CUSTOMER BASE

PEOPLE YOU MARKET TO

EVERYONE ELSE

#ContentWorks

Finding Your Voice

• What does your brand stand for?

• What tone do you want to communicate?

• What do your prospects/buyers expect?

• What tone does your competitors use?

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Carry Your Style Throughout

Putting it to Work

“I can create content, but how can I get it to

meet my marketing goals?”

“How can I get people to share it?”

“How can I get it to help with SEO?”

“How can I get more leads from it?”

Problem

#8

#ContentWorks

Pick your battles

What is your goal?

o Is it to get more leads?

o Is it to get more followers?

o Is it to get press coverage?

o Is it to grow your email list?

o Is it to increase in search engine rankings?

Problem

#8

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Problem

#8

#ContentWorks

What do I do now?

1. Unlock the hidden content gems

2. Develop your content marketing menu

3. Set Your Baseline Content Throughput and

Goal

4. And Make it Work!

#ContentWorks

Free eBook:

5 Simple Steps to

Becoming Content

Curation Rockstar

Download at

www.curata.com

New Video! Stop the insanity, get off the

web content management

merry go round!

#ContentWorks

View at

www.percussion.com