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Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
GETTING THE CONTENT YOU NEED
MICHAEL PROCOPIO@MichaelProcopio
Developing and Curating Content for Marketing
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
What’s the Goal?
25 Jan 2013 2
The constant delivery of content that is interesting to the target
and indirectly drives sales.
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
Why Content?
77% of Internet users do not engage with online advertising. A shift from “push” to “pull” marketing is imperative to brand survival.
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Source: Kramer, Staci D. "Pew: Online News Users Don’t Want To Pay—Or Look At Ads" The Economics of Digital Content. Mar. 2010. <http://paidcontent.org/article/419-pew-online-news-users-dont-want-to-pay-or-look-at-
ads/>.
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
And search has changed
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Google’s Penguin release means quality content is the paramount route for SEO and discoverability.
Source: multiple SEO experts, including @CSPenn
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
Content is….
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Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
Content is…INFORMATIVE
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Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
Content is…INSTRUCTIONAL
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Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
Content is…ENTERTAINING
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Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
High-quality infographics are 30x more likely to be read than text articles
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Source: http://ansonalex.com/infographics/infographic-effectiveness-statistics-infographic/
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
Content Makes Money
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Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
THE PROCESS
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Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
1. Develop Personas
AfterBefore
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Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
Print brochures
Call center script
Advertisements
Web Site
Annual report
In-person conversations
ManualsDirect Mail
Events
Packaging Signage
Press release
2. Mine Existing Content
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Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
3. Audit Content
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Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
4. Generate a Topic and Keyword List
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Use your top organic
keywordsvs.
Just keywordresearch
Add to or subtract from the topic list
from the audit
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
5. Create a Content Conversion Plan- MOVING READERS TO THE NEXT STEP
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New contact to newsletter
NewsletterNewsletter
Existing user to cool new service
Sign-up page new serviceSign-up page new service
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved. 17
6. Content for the Buyer’s Journey
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Develop a Spectrum of Content
Content optimized for enthusiastsand search
Visual content drives scale and WOM through network at 2x rate of non-visual
General content calendar basedon tone of voice
Periodic fan acquisition at scale
General imagery and product info
Video content e.g. product demos primed to feed search
Short form
content for
social
Short form
content for
social
‘Social poster’ conten
t
‘Social poster’ conten
t
Long form
content
Long form
contentS
OC
IAL
‘Spike’ campaig
n content
‘Spike’ campaig
n content
Video conten
t
Video conten
t
Visual conten
t
Visual conten
t
SEA
RC
H
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
7. Editorial Calendar
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• How much content, • How often• Specifically when it will
publish. • Who’s the audience• Content requirements• Responsibilities • Schedule
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
8. Make it Worth Sharing
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Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
Make the Content Sharable
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In Email
On Blog
Inside PDF
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
9. Spread/Share Your Content
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Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
WHERE DO I GET ALL THIS CONTENT
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Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
Content Types
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Aggregated Original
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Curated
Automated Manual
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
Original Content
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InterviewsYour experts
Polls, Surveys & Research
CommissionContent
User Generated
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
It can be easy and impactful, change this…
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VW celebrates the final journey of the Shuttle Endeavour. What an adventure it has been.
VW celebrates the final journey of the Shuttle Endeavour. What an adventure it has been.
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
…To this
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SPOTTED: Shuttlebug
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
What is Curation?
“Finding, grouping, organizing and sharing the best of relevant content.”
- Donna Pappacosta
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Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
Why is Curated Content Valuable to Your Audience?
“It’s not information overload. It’s filter failure.” Clay Shirky
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You are the expert filter!
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
Aggregation vs. Curation
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Sour
ce 1
Sour
ce 2
Combine + Filter by Keyword
Sour
ce 1
Sour
ce 2
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
EXAMPLES OF CURATED CONTENT
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Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.25 Jan 2013 32
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.25 Jan 2013 33
Sponsored by verneglobal
Set up independent of company
Original content
The rest is curated by the
editor.
According to the Pawan Deshpande, CEO of Curata, this site has made verneglobal the go-to experts when the
media has a question about green datacenters.
According to the Pawan Deshpande, CEO of Curata, this site has made verneglobal the go-to experts when the
media has a question about green datacenters.
Newsletter signup
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.25 Jan 2013 34
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
Partial List of Aggregation & Curation Tools• Delicious• Pearltrees• Diigo• Storify• Scoop.it• Paper.li• Triberr
• Google+ Sparks• Tumblr• Magnify.net• Curata• Curation Station• Spundge
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Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
Ideas for Curated Content• Case studies• Expert tips and advice• Industry news• Infographics• Interviews• Photos• Presentations• Reviews of events or books• Videos, podcasts
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Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
10. Reuse and Repurpose
3725 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
11. Measure• Which content is
working – make more like it.
• Are all targeted personas being engaged?
• Which channels are working for which type of content and which personas?
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Source: 2013 B2C Content Marketing Benchmarks, Budgets and Trends from the Content Marketing Institute and MarketingProfs
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
Let's Review
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Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
A Well Oiled Content Marketing Machine
Courtesy of: Marketing Interactions, Inc.
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Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
The Pay Off
of buying cycles start with a search SO, you’ll get “free” brand awareness.
of clicks come from Organic search (free) vs Paid search ($$)
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93%
88%
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
ROI
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$$ Returned on $$ Invested
One blog post, one LinkedIn msg & one tweet about post
=2567% ROI
details - http://bit.ly/csmny-roi
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
How to Measure Your Success
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1. # people spreading your word (retweets/shares, mentions)
2. # people asking questions 3. # people clicking on link in content to your site4. # people clicking on content link to sign up for
something (newsletter, webinar, whitepaper)5. # people going from content to lead6. # people going from content to lead to sale
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
HOW CAN WE HELP?
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MICHAEL PROCOPIOTel: +1-805-776-3434 email: mjp@mprocopio.com Also find me on:My Social Media Blog | LinkedIn | Twitter SlideShare | Google+ | Facebook | Quora