nick westergaard | branddrivendigital.com | 2015 BRAND DRIVEN digital Fueling Social Media with Content Marketing How to Create Compelling Content to Build Your Brand’s Community & Drive Business
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nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Fueling Social Media with Content MarketingHow to Create Compelling Content to Build Your Brand’s Community & Drive Business
Conversation Reminder
@NickWestergaard
#UIMKTG
3 Cs of Digital Brand Building
CONVERSATIONS CONTENT COMMUNITY
What you create/share Who you do it forHow you engage
CONTENTCONVERSATIONS COMMUNITY
How you engage What you create/share Who you do it for
Content Time!
Content Is Fire. Social Media is Gasoline.
– Jay Baer
Photo via Flickr user DrPete
Understanding Content Marketing
‣ What Is This ‘Content’ of Which You Speak?
‣ The Business Impact of Content
‣ Content Creation Considerations
‣ Examples of Effective Content Marketing
1
What Is This ‘Content’ of Which You Speak?
CONTENTnoun
1. usually ‘contents’: the contents of a box
2. something that is to be expressed through some medium, as speech,
writing, or any of various arts: a poetic form adequate to a poetic
content.
3. significance or profundity; meaning: a clever play that lacks content.
4. substantive information or creative material viewed in contrast to its
actual or potential manner of presentation: publishers, record
companies, and other content providers; a flashy Web site, but without
much content.
5. that which may be perceived in something: the latent versus the
manifest content of a dream.
When We Say Content We Mean
‣ Blogs — Your Brand’s Online Content Hub
‣ Podcasts
‣ Videos
‣ eBooks
‣ White Papers
‣ Webinars
‣ Newsletters
‣ Misc Content (ex. Annual Reports, FAQ)
‣ Visual Content
B2C Marketers Use About 12 Forms
B2B Marketers Use About 13 Forms
Non-Profits Marketers Use 11 Forms
“– joe pulizzi, founder, content marketing institute
“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, & engage a clearly defined and understood target audience — with the objective of driving profitable customer action.”
BUSINESS CENTRIC & CUSTOMER AWARE
content is both
Everyone’s a Publisher
Photo via Flickr user FateDenied
Solving Problems
Photo via Flickr user gruntzooki
Builds Community
Photo via Flickr user James Cridland
2
The Business Impact of Content
“– eric schmidt, executive chairman, google
“EVERY TWO DAYS we create as much information as we did from the dawn of civilization to up until 2003.
Source: zeromomentoftruth.com
Zero Moment of Truth
Source: zeromomentoftruth.com
Source: zeromomentoftruth.com
Zero Moment of Truth
Value = Positioning
Photo via Flickr user mpilote
Why Buy?
Photo via Flickr user Cedar Summit Farm
Lead Generation
3
Content Creation Considerations
Top Challenges — B2C
Top Challenges — B2B
Top Challenges — Non-Profit
Where to Start‣ Audience — Who are they?
‣ Content — What can you produce to help them?
‣ Channel — Where is your audience?
‣ Purpose — What are you trying to do?
‣ Point — What action do you want them to take?
WHO IS YOUR AUDIENCE? Utilize Personas
Persona Examples
Source: http://www.branddrivendigital.com/using-personas-to-define-who-i-blog-for/
WHAT: Search
Photo via Flickr user Images_of_Money
WHAT TO CREATE? Ask Them!
Photo via Flickr user Hash Milhan
Where to Share?
Make Fuel Easy to Share
Photo via Flickr user yashima
Create Shareable Social Objects
Consistency Is Key
Photo via Flickr user CHRISTOPHER MACSURAK
Content Resources
‣ Expertise — mining it via interviews
‣ People — staff vs. outsource
‣ Tools — software, etc
‣ Time & Money — all adds up!
Re-Imagining Content
Photo via Flickr user Steve Snodgrass
Utilizing Historical Content
Curate Content
Photo via Flickr user n0nick
User-Generated Content
Source: Ben & Jerry’s Fan Photo
TIP: Provide Idea Starters
Bobs Gone Wild!
4
Examples of Effective Content Marketing
Blogs
Blogs – B2B
Helpful Content
I used to see my company as a ‘pool company.’ Today I see my business as a
CONTENT MARKETING COMPANY. My entire goal is to give more valuable, helpful, and remarkable content to consumers than anyone else in my field.”
“– marcus sheridan, river pools
“
Podcasting Is Not Dead!
Though only 10% use podcastingin their social media marketing strategy, 32% have a desire to learn how to use podcasting in their marketing efforts and 23% have plans to increase podcasting activities.
Source: Social Media Examiner
Podcasts
Source: youtube.com/blendtec
Video: How Would You Sell a Blender?
White Papers vs. Ebooks
7 Steps to Small BusinessMarketing SuccessWritten by John JantschAmerica’s Most Practical Small Business Marketing Expert
By Jeremiah Owyang and Charlene Li with Christine Tran and Andrew Jones
Based on data from 140 global corporate buyers of social business
!!!
How Corporations Should Prioritize Social Business Budgets Corporations must budget spending based on their maturity level.!
February 10, 2011
Ebooks
White Papers
White Papers
Webinars
Email Newsletters
Misc. Content – Annual Reports
Pinterest + UNICEF
5
In Conclusion
Content Measurement‣ Blogs — subscribers, site traffic (Google Analytics),
inbound links, comments, shares
‣ Podcasts — subscribers, reviews
‣ Photos/Videos — views, likes, thumbs up, favorites
‣ eBooks/White Papers — downloads, shares (bit.ly)
‣ Webinars — sign-ups, attendees
BUSINESS CENTRIC & CUSTOMER AWARE
content is both
Source: businessesgrow.com
The Future: Content ShockT
IME
AMOUNT OF CONTENT
Content Production Content Consumption
Let’s Talk Branded Content
nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard
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