Capture, Connect and Communicate with Content Marketing
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Transcript of Capture, Connect and Communicate with Content Marketing
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Capture, Connect and Communicate with
Content Marketing
Jessica L. Levin, MBA, CMP
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About Me About My Company
Hashtag: #iConnect
@Jessicalevin
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Just the Facts
• B2B Marketers allocate approximately 26% of their budgets to content marketing
• The biggest challenge facing content marketers (36%) today: Producing Engaging Content
• 51% of content marketers plan to increase their budgets over the next 12 months
• Source: Marketo
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Just the Facts
The most popular content marketing tactics used by businesses today include: • Social Media (79%) • Article posting (78%) • In-person events (67%) • eNewsletters (61%) • Case Studies (55%)
Source: Marketo
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WHAT THE HECK IS CONTENT MARKETING?
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Video
Blogs
Newsletters
Interviews
Photos
Community
Apps
Social Media
Events
Website
Podcasts White Papers Case Studies
QR Codes Surveys
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Strategy
Planning
Access
Strategy
• What do you want to accomplish? Goals and ObjecCves?
EvaluaCon
• Based on your goals and resources which channel(s) are best for your organizaCon?
Planning
• How are you going to accomplish your goals? Scheduling, etc.
ImplementaCon • Just Do it!
Measure • What’s working? What’s not?
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Content Marketing Checklist
Factor Things to Consider
Goal ATracCng new aTendees? Keep ‘em coming back?
Time Available How much Cme does the channel take per day/week/month?
Audience Where does your market get it’s content?
Time SensiCvity How quickly does you message need to get out?
Technical Is programming involved? Will training be needed?
Budget Do you have money to outsource wriCng, etc.?
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Mommy, Where Does
Content Come From?
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Who Provides Fuel for Thought?
• Attendees • Vendors • Staff • Speakers • Competitors (Coopetition) • Industry • Government • Random
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Content Sources
• Twitter, Facebook, LinkedIn, Google+ • Magazines • Newspapers • Blogs • Suggestion Tools (Zite, Feedly,
Stumbleupon) • Conversations • TV/Radio
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Newsletters
Format • Paper vs. Electronic • Frequency • Contributors
Audience • Members • Potential Members
Have you considered sending
abbreviated versions to prospects?
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Webinars
Live vs. Prerecorded
Free vs. Paid Members/Attendees
Only?
Selling During a Webinar: OK or Not OK?
Virtual Passes
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Interviews
Interviews can be great teaser content for meeCngs and
events.
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Blogs
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Blogs
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Video
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Surveys
Providing an executive
summary can be a great
marketing tool.
SHRM has a great example
of content marketing with
preferred pricing for
members.
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Social Media
New kid on the block!
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Community
Peer-to-Peer Communities Encourage Content Generation Through Interaction Discussion and
Knowledge Sharing!
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BUT, WE CAN’T GIVE IT AWAY…
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Marketing
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Lead Generation
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SEO Know Thy
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Benefits of Membership
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Member Benefits
What content is unique enough for members/aTendees only?
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Thought Leadership
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Thought Leadership
Is Your
Organization
a
Rockstar?
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Where to Spend Your Time?
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Content Marketing Checklist
Factor Things to Consider
Goal ATracCng new aTendees? Keep ‘em coming back?
Time Available How much Cme does the channel take per day/week/month?
Audience Where does your market get it’s content?
Time SensiCvity How quickly does you message need to get out?
Technical Is programming involved? Will training be needed?
Budget Do you have money to outsource wriCng, etc.?
Remember This?
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Sample Content Schedule: National Pudding Manufacturers and Retailers Conference
Date Channel (S) Topic Who
Week 1
February 20, 2012 Blog Pudding Sales on the Rise JL
February 21, 2012 Facebook/TwiTer Organic ingredients MC
February 22, 2012 YouTube Teaser from keynote speaker JL
February 23, 2012 Facebook /TwiTer Tips about meeCng desCnaCon MC
February 24, 2012 Facebook/TwiTer Promote aTendees content MC
Week 2
February 27, 2012 Blog Green Pudding Manufacturing JL
February 28, 2012 Facebook/TwiTer Green manufacturing trends MC
February 29, 2012 Facebook/TwiTer Retail markeCng trends MC
March 1, 2012 Monthly Podcast Interview with pudding retailer MC
March 2, 2012 Facebook/TwiTer Promote aTendees content MC
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“The Speakers Who Don’t Leave”
Jessica L. Levin, MBA, CMP President and Chief Connector Seven Degrees CommunicaCons
@jessicalevin www.linkedin.com/in/jessicalevin
[email protected] 908-‐912-‐4418