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@arabellatv | #leancontent
5 Steps for Building a High Impact
Content Marketing Strategy
Arabella SantiagoMarketing and Communications Director
Presented by:
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@arabellatv | #leancontent
I ’m talking to
you!
I ’m looking for
you!
Problem: The Social Web is crowded.
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3@arabellatv | #leancontent3
It’s hard to get heard!
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4@arabellatv | #leancontent4
It’s hard to be found.
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@arabellatv | #leancontent
Challenge: Achieving Visibility on the Web
You
Goal
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@arabellatv | #leancontent
You
Visibility
Path: Content Strategy
Challenge: Achieving Visibility on the Web
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@arabellatv | #leancontent
You
Visibility
Gateway: Engageme
nt
Path: Content Strategy
Challenge: Achieving Visibility on the Web
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@arabellatv | #leancontent
Engage
Tell
ReactListen
Nothing
Path: Content Strategy
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@arabellatv | #leancontent
Engage
Tell
ReactListen
Nothing
Path: Content Strategy
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@arabellatv | #leancontent
Engage
Tell
ReactListen
Nothing
Path: Content Strategy
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@arabellatv | #leancontent
Engage
Tell
ReactListen
Nothing
Path: Content Strategy
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@arabellatv | #leancontent
Engage
Tell
ReactListen
Nothing
Path: Content Strategy
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13@arabellatv | #leancontent13
How can you create impact with your content marketing strategy?
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14@arabellatv | #leancontent14
Take the “marketing” out of your
content marketing strategy
Step 1:
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15@arabellatv | #leancontent15
A high impact content strategy
is an integral part of your core
business. Not just your marketing.
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16@arabellatv | #leancontent16
Engagement Sweet Spot:
Company Core Values
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17@arabellatv | #leancontent17
Engagement Sweet Spot
Company Core Values
Customer and Community
Interests
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18@arabellatv | #leancontent18
Engagement Sweet Spot
Company Core Values
Customer and Community
Interests
Internal Team Interests
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19@arabellatv | #leancontent19
Engagement Sweet Spot
Company Core Values
Customer and Community
Interests
Internal Team Interests
Opportunity for workforce
development
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20@arabellatv | #leancontent20
Opportunity forpersonal branding
Engagement Sweet Spot
Company Core Values
Customer and Community
Interests
Internal Team Interests
Opportunity for workforce
development
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21@arabellatv | #leancontent21
Opportunity forpersonal branding
Engagement Sweet Spot:Key Content Topics
Company Core Values
Customer and Community
Interests
Internal Team Interests
Opportunity for workforce
development
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22@arabellatv | #leancontent22
Why find the engagement sweet spot?
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23@arabellatv | #leancontent23
Forced content is too market-y
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24@arabellatv | #leancontent24
Exciting content “rallies the troops”
and enlists talented content producers
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25@arabellatv | #leancontent25
Passion topics make content easier to produce and share-
worthy
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26@arabellatv | #leancontent26
Practical tips:
Run a survey Collect the data
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27@arabellatv | #leancontent27
Find the Engagement Sweet Spot
Company Core Values
Customer and Community
Interests
Internal Team Interests
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28@arabellatv | #leancontent28
Produce good content
Step 2:
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29@arabellatv | #leancontent29
Valuable to your audience
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30@arabellatv | #leancontent30
Consistent with your message
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31@arabellatv | #leancontent31
Dynamic: fresh and frequent
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@arabellatv | #leancontent
Valuable to your audience
Consistent with your message
Dynamic: fresh and frequent
To summarize, good content is:
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Valuable to your audience
Consistent with your message
Dynamic: fresh and frequent
@arabellatv | #leancontent
Very difficu
lt to cr
eate it
all!
To summarize, good content is:
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34@arabellatv | #leancontent34
And...not everyone is a writer.
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35@arabellatv | #leancontent35
Add content curation to your
content marketing strategy
Step 3:
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@arabellatv | #leancontent
AuthorsCurators
The Old Content Cycle: One to ManyContent
Audience
AuthorEditor
Readers
Organization and Context
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@arabellatv | #leancontent
AuthorsCurators
Content
Audience
AuthorsCurato
rs
Readers
The New Content Cycle: Many to Many
Organization and Context
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@arabellatv | #leancontent
AuthorsCurators
Content
Audience
AuthorsCurato
rs
Readers
Necessity.
The New Content Cycle: Many to Many
Organization and Context
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@arabellatv | #leancontent
AuthorsCurators
Content
Audience
AuthorsCurato
rs
Readers
The New Content Cycle: Many to Many
Organization and Context
Opportunity!
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40@arabellatv | #leancontent40
“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
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@arabellatv | #leancontent
“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
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42@arabellatv | #leancontent42
Content Curation Case Study
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@arabellatv | #leancontent
Case Study: IS Decisions
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@arabellatv | #leancontent
• Information Technology Software Publisher
• Specializes in Infrastructure and Security
• 3,000 customers worldwide
Case Study: IS Decisions
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@arabellatv | #leancontent
Problem: How do you get top of mind in a crowded market with multiple vendors and numerous potential customers?
Case Study: IS Decisions
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@arabellatv | #leancontent
Target audience - technology professionals:
• Engineers and Specialists•CIO’s• IT Consultants
Case Study: IS Decisions
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@arabellatv | #leancontent
Which topics would engage their target audience?
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@arabellatv | #leancontent
IS Decisions curated topic lineup:Microsoft News Infrastructure IT Tools
Corporate News
Security
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@arabellatv | #leancontent
Content Discovery
Sources:
What the team
reads: IT blogs, tech
media
Google Reader
Scoop.it suggestion
content engine
Company blog and
news
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@arabellatv | #leancontent
Content Curation
Content types:
News
Product reviews
Tips and tools
Strategy
Geek stuff
Relevant multimedia:
SlideShares, videos,
infographics
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@arabellatv | #leancontent
Unique Perspective
•Context •Opinion•Human touch!
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@arabellatv | #leancontent
Social Sharing
+
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@arabellatv | #leancontent
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
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55@arabellatv | #leancontent55
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56@arabellatv | #leancontent56
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57@arabellatv | #leancontent57
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58@arabellatv | #leancontent58
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59@arabellatv | #leancontent59
Generate new ideas, iterate, #leancontent
Step 4:
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60@arabellatv | #leancontent60
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
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61@arabellatv | #leancontent61
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
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62@arabellatv | #leancontent62
Lean Startup Model
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63@arabellatv | #leancontent63
#leancontent principles, thus far:
• Scrappiness - high impact with minimum resources
• Validated learning with “small bets”
• Feedback loop: Build-Measure-Learn
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64@arabellatv | #leancontent64
Practical tips:
Test ideas on appropriate curation platforms
•Entertainment content
•Pinboard
•Professional content
•Custom topic page
•Video content
•Channel
•Social media chatter
•Embeddable story
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65@arabellatv | #leancontent65
Practical tips:
Don’t just create, SHARE your work!
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66@arabellatv | #leancontent66
Empower your community of interests.
Step 5:
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67@arabellatv | #leancontent67
And they will become the cheerleaders of your brand!
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68@arabellatv | #leancontent68
Practical tips:
Host events that bring together your community
Partner with other brands that help spread your message
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69@arabellatv | #leancontent69
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
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@arabellatv | #leancontent
Arabella SantiagoMarketing and
Communications Director, [email protected]
www.scoop.it@scoopit @arabellatv
Thank you! Please connect with me: