Content marketing (1)

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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


Introduction

Content marketing isn’t merely a tactic; it’s a strategy

Think more like a publisher to take advantage of content marketing


Introduction

Q: How do you position yourself as the expert in your industry and become the true source?

A: Through great and consistent content


Introduction

Good content marketing informs customers at the right time with valuable and relevant content and entertainment


Part I

Your customers have chosen the moment – all you have to do is be ready with information that is:

RelevantEducationalHelpfulCompellingEngagingEntertaining


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



Content Marketing =

RecognitionTrustCredibilityLoyaltyAuthenticity



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.



Brands are media. Marketers are editors

14 TIPS ON THINKING (AND EVENTUALLY) BECOMING PUBLISHERS:


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)


Tip #2

Define key themes and messages

What do you want to communicate?

How does it relate to the audience’ real-world concerns?


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


Tip #4

Create a detailed editorial calendar

Making relevant content happen reasonably on a frequent schedule


Example of an Editorial Calendar


Tip #5

Develop great features and rubrics

Offerings that will keep readers coming back for more

Regular features


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


Tip #7

Go multimedia

Articles (HTML, PDF, Powerpoint) Audio (podcasts, MP3) Video (YouTube, Facebook videos)


Tip #8

Enlist expert contributors, and provide them with guidelines

Look for potential contributors

Incentivize timely and authoritative contributions from really desirable commentators


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


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


Tip #11

Turn on comments and feedbacks

Communicate but don’t lecture or preach


Tip #12

Listen

Get out there and participate in what others are saying within your arena of expertise


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


Tip #14

Capture

For purposes of lead generation (subscription, viewership, customer profiling, demographic, market, etc.)


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


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


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)


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


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


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


More Web Examples

1. Nike ID


More Web Examples

2. Burpee Gardening


More Web Examples

2. Sit or Squat


More Web Examples

4. Jamie Oliver’s App


Content Curation & Aggregation

What is the biggest problem marketers say they face when it comes to content marketing?


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.


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.


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


Content Curation Platforms:

Aggreage > OneSpotCIThread > Outside.inCurata > Perfect MarketCurationStation > Publish2DayLife > PublishThisEqentia > SmartBriefIdioLoud3rMainstreetConnect

Tip: Please feel free to explore the platforms to see its functions


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


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


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.


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.


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.


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


THANK YOU EVERYBODY!