Content marketing (1)
Post on 01-Nov-2014
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CONTENT MARKETING:
Think Like A Publisher – How to Use Content to
Market Online and in Social Media
Rebecca Lieb
For the Content Creation DepartmentBy Chantelle M. Oblefias
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Introduction
Content marketing isn’t merely a tactic; it’s a strategy
Think more like a publisher to take advantage of content marketing
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Introduction
Q: How do you position yourself as the expert in your industry and become the true source?
A: Through great and consistent content
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Introduction
Good content marketing informs customers at the right time with valuable and relevant content and entertainment
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Part I
Your customers have chosen the moment – all you have to do is be ready with information that is:
RelevantEducationalHelpfulCompellingEngagingEntertaining
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What is Content Marketing Anyway?
80% of business decision makers get information about a company from articles rather than from ads
70% say content marketing makes them feel closer to the sponsoring company
60% believe company content helps them make better product decisions
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What is Content Marketing Anyway?
Content Marketing =
RecognitionTrustCredibilityLoyaltyAuthenticity
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What is Content Marketing Anyway?
Consumers have come to expect content from brands and the companies they do business with
In the rush to adopt content marketing as a tactic, too many marketers forget that if you’re continually publishing, you have to think like a publisher.
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What is Content Marketing Anyway?
Brands are media. Marketers are editors
14 TIPS ON THINKING (AND EVENTUALLY) BECOMING PUBLISHERS:
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Tip #1
Know your audience
Who’s on the receiving end?
Who are you creating your content for? (customers, prospects, buyers, brand advocates, bloggers, the media, people participating in social networks and potential employees)
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Tip #2
Define key themes and messages
What do you want to communicate?
How does it relate to the audience’ real-world concerns?
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Tip #3
Establish a frequency framework
Deadline to produce something
Map out potential stories, features or other content in advance
Falling into a rhythm beats falling out of visibility altogether
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Tip #4
Create a detailed editorial calendar
Making relevant content happen reasonably on a frequent schedule
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Example of an Editorial Calendar
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Tip #5
Develop great features and rubrics
Offerings that will keep readers coming back for more
Regular features
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Tip #6Interview
Notable enough to warrant discussion on their own
Experts in the field, enthusiastic users, people in the company
Make a list of potential interview subjects and consider making them a regular content feature
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Tip #7
Go multimedia
Articles (HTML, PDF, Powerpoint) Audio (podcasts, MP3) Video (YouTube, Facebook videos)
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Tip #8
Enlist expert contributors, and provide them with guidelines
Look for potential contributors
Incentivize timely and authoritative contributions from really desirable commentators
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Tip #9
Create User-Generated content
A whole new route to ensure content is created for you
Ex. comments, ratings, reviews or contests
Set clearly defined guidelines and expectations
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Tip #10
Opine and editorialize
It’s a big Internet out there, and news is traveling at the speed of fiber optic cable
Leave breaking news to the pros
Become an expert observer and interpreter of what news means to your audience
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Tip #11
Turn on comments and feedbacks
Communicate but don’t lecture or preach
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Tip #12
Listen
Get out there and participate in what others are saying within your arena of expertise
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Tip #13
Recycle
Once a piece of content is published, nurture and evolve it
Return to stores to examine long-term effects
Editorialize or voice an opinion
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Tip #14
Capture
For purposes of lead generation (subscription, viewership, customer profiling, demographic, market, etc.)
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What Kind of Content Are You?
If you were trying to get a pretty girl to go out with you, you’d likely adapt a radically different approach when coming on to the bookish graduate student in the library, as opposed to the flamboyant party girl in the red spangled dress at the disco
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Part II
People don’t remember facts, figures, numbers or statistics. But they recall, and spread stories
Consumption patterns may have evolved, but basic human nature – the desire to become immersed in compelling, funny, fantastic or exciting stories – is as strong as ever
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Tip #14
Rather than just selling, companies are sharing: knowledge, expertise and how-to
Customers who might not have 30 seconds to spend on watching one of their ads might gladly surrender 30 min to dive into truly useful content (Ex. Wine Library, Corning, Her Room, Epicurious)
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Online Communities
Amplify customer feedback
Help sponsoring companies to better understand their needs and even guide product development
Reinforces marketing messages by demonstrating an atmosphere of trust, transparency and openness
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Branded Content That Informs and Educates
Produced/sponsored by one entity rather than a plethora of advertisers (ex. soap operas)
You don’t always have to buy media, you can create it
High quality publisher site: RSS feeds, social media links, an iPhone app, and newsletter subscriptions
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Providing Utility
Utility content doesn’t only aid in decision making; it also helps bring prospects closer to the purchase.
Examples:
• Rates in eBay or Amazon• Jeans for your body type• Hairstyles and makeup colors• Mobile applications for different purposes
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More Web Examples
1. Nike ID
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More Web Examples
2. Burpee Gardening
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More Web Examples
2. Sit or Squat
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More Web Examples
4. Jamie Oliver’s App
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Content Curation & Aggregation
What is the biggest problem marketers say they face when it comes to content marketing?
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Act of discovering, gathering, and presenting digital content on a specific subject matter
Forms of Curated and Aggregated Content
•RSS Feeds•Links from/on Blogs•Social Media Feeds•Online News Mashup
> Tip: Patiently scour the media and the Internet for topics of interest.
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Set up RSS feeds for keywords for automated delivery of relevant and compelling web content from blogs, newswires, and news stories.
Read relevant trade, newspapers, and magazines. Gather data such as surveys, statistics, and reports.
Subscribe to trade organizations’ and competitors’ publications to spark new ideas
Don’t discount the mainstream news.
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Respect copyright!
Follow publisher guidelines set by editorial sites
Send an email why you want to publish their content
Explain the benefits of the publication to the creator of content
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Content Curation Platforms:
Aggreage > OneSpotCIThread > Outside.inCurata > Perfect MarketCurationStation > Publish2DayLife > PublishThisEqentia > SmartBriefIdioLoud3rMainstreetConnect
Tip: Please feel free to explore the platforms to see its functions
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Finding Your Voice
Who are you: Martha Stewart or Emeril Lagasse?
http://www.youtube.com/watch?v=iwnDs6LWA6w
http://www.youtube.com/watch?v=0gAjmUdqEKc
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Finding Your VoiceYour online voice SHOUDN’T sound like:
A formal newpaper article
Edward R. Murrow
A legal brief
An instruction manual
Your senior thesis
A sales brochure/ a commercial
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Finding Your Voice
Should be conversational and informal in tone
Speak with animated passion and enthusiasm
Adopt the voice of the channel: You can be more formal in a Whitepaper than in a Tweet.
Create a Spokesperson or a Spokes Character.
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Overview of Digital Content ChannelsSocial Networks
> A social structure made up of individuals called ‘nodes’ which are tied or connected by one or more specific types of relationship.
1.Interdependency2.Friendship3.Kinship4.Common Interest5.Financial Exchange6.Dislikes7.Sexual relationships8.Beliefs, Knowledge, or Prestige.
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FacebookGets over 134 million unique visitors per month. That’s a LOT!
80-90% of all teens and younger users subscribe to Facebook in a global scale.
In any given day, Facebook has 500 million active users worldwide.
In total, people spend over 700 billion minutes per month on Facebook.
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FacebookTHE PROS:
•Opportunities to cultivate a network of people
•Dissemination of news feeds and updates
•Sharing of content and link juices
•Host of engagement and feedback
•Opportunities for B2B usage
THE CONS:
•Facebook’s privacy policy
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THANK YOU EVERYBODY!
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