Content Marketing Like a Real Company

113
2012 Enterprise Network Annual Conference Michael King Director of Inbound Marketing iAcquire @ipullrank

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Transcript of Content Marketing Like a Real Company

Page 1: Content Marketing Like a Real Company

2012 Enterprise Network Annual Conference

Michael King

Director of Inbound Marketing

iAcquire

@ipullrank

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@ipullrank

DOWNLOAD THIS DECK

http://bit.ly/active-ipullrank

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….

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….

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….

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…. How is your so-

called “content”

gonna make us

money?

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….

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….

YOUR TEAM MAY DRIVE

YOU TO DRINK

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…AND YOU MIGHT FALL

FLAT ON YOUR FACE

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How can I get

them to buy this

content

marketing stuff?

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….

…CONTENT MARKETERS

YOU MUST TAKE A STAND

AND DO REAL COMPANY SH*T

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CONTENT MARKETING IS REAL COMPANY SH*T

@WilReynolds gave a talk at MozCon he said that I inspired called “Real Company Sh*t” check it out:

http://bit.ly/UfX9BD

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THIS IS NOT REAL COMPANY SH*T

This is what used to pass for content marketing until Google launched the Panda & Penguin algorithm updates.

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THIS IS REAL COMPANY SH*T

Don’t complain about brands, beat them at their own game with remarkable content.

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REAL BRANDS ARE EMBRACING CONTENT MARKETING

Watch Coca-Cola Content 2020: http://bit.ly/PrTDQy

…but they’ll never

be as agile as you

can be.

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LET’S DO REAL COMPANY SH*T WITH CONTENT MARKETING

Make sure to follow @wilreynolds and @seerinteractive they are doing great stuff

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ACT ONE 6 LAWS OF EFFECTIVE

CONTENT MARKETING

Follow these six laws and you will

have an effective content marketing

program.

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LAW #1 ALWAYS START FROM RESEARCH

You must understand your market and your audience intimately to do content marketing that works

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LAW #2 THE FOCUS IS THE STORY

Tell a compelling story and answer a key issue using your data to drive it home

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LAW #3 TAILOR IT DIRECTLY TO THE AUDIENCE

Everything you show should address the needs of the audience; answer their questions and become

the authority

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LAW #4 INVOLVE THE AUDIENCE

Involve the audience in what you’re creating so they are bought-in before it goes live.

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LAW #5 IT BETTER BE REMARKABLE

Remember what you’re competing with and invest in the resources to make your content beautiful,

compelling and shareworthy.

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LAW #6 TIE EVERYTHING DIRECTLY TO ROI

Everything you suggest should be directly explained in context of the ROI

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ACTTWO RESEARCH Doing research that sticks

like a real company

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Opportunity Discovery is the process of understanding the client’s space in context of the business goals to tailor the content strategy

directly to what they need to accomplish.

OPPORTUNITY DISCOVERY

LAND OF OPPORTUNITY

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BUSINESS GOALS ARE PARAMOUNT

Understanding and integration of the business objectives

throughout the entire process is incredibly important to

obtaining buy-in and measuring success. These are critical

to the ROI of content marketing.

If you’re not speaking in terms of conversion, you will not be

speaking much longer.

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MARKET RESEARCH

Every marketer should have at least a working knowledge of the space, the company and the audience. At iAcquire we’ve invested

heavily in the market research capability and we create audience and influencer reports with objectives, personas, customer insights,

market insights, hot topics, key influencers and resources

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Develop four hypothetical representations of people that exist within the online conversation as related to business goals, give them

stories and attributes to which content will be created. The key is to keep it as relevant and actionable to the content you will be creating

as possible

PERSONAS

PERSONA C PERSONA B PERSONA A PERSONA D

DEMOGRAPHICS

LIFESTYLES

USER STORY

USER NEEDS

DEMOGRAPHICS

LIFESTYLES

USER STORY

USER NEEDS

DEMOGRAPHICS

LIFESTYLES

USER STORY

USER NEEDS

DEMOGRAPHICS

LIFESTYLES

USER STORY

USER NEEDS

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I outlined a process in my “Understanding Your Audience Using Social Media” Mozinar about how to use Keyword Research, Social

Media and Discussion Search to develop ad hoc personas. http://mz.cm/UfXmVv

QUASI-AD HOC PERSONAS

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THE PROBLEM WITH AD HOC PERSONAS

While this approach can be very effective

stakeholders may potentially challenge it because

it’s not empirical. However neither is the old

method of handing out post-its to stakeholders

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BUT ALWAYS

BE READY TO

DO THIS …

“A major virtue of personas is the

establishment of empathy and

understanding the individual who uses

the product” -Donald A. Norman, Nielsen Norman Group

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At iAcquire we have a data-driven approach starting from Nielsen’s PRIZM segments, layering data from Experian Simmons and finally

using Social Inventories from Facebook, LinkedIn, YouTube and DoubleClick to develop empirical and social media-relevant personas.

iACQUIRE’S DATA DRIVEN PERSONAS

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INTRODUCING NIELSEN PRIZM

Download this PDF: http://bit.ly/PrTOvb

Nielsen’s PRIZM

segments all of the

US into 66

predetermined

types or “codes”

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INSTANT PERSONAS FOR LOCAL SEARCH USING PRIZM

Understand Your Local Audience Now: http://bit.ly/Qeh0uw

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EXPERIAN SIMMONS

Simmons Mosaic Types: http://bit.ly/SDKvH1

AIO CLUSTERS

MOSAIC TYPE BY URL

MOSAIC TYPE BY

ONLINE ACTIVITY

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MOSAIC USA INTERACTIVE GUIDE

Get free Experian Simmons data by Zip Code: http://bit.ly/R9MzuD

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MOSAIC WORD CLOUDS

Use these to infer attributes of our personas in the user story

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THE RESULTING PERSONA

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GOOGLE CONSUMER SURVEYS

Get very targeted Consumer Data: http://bit.ly/La567r

Google Consumer

Surveys infers

demographic data

rather than getting

it explicitly

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GOOGLE CONSUMER SURVEYS STEP BY STEP

Example from Matt Cutts: http://bit.ly/PJF216

SPECIFY AUDIENCE

WRITE QUESTIONS

GET DATA

DEFINE THE SURVEY TYPE

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SURVEYMONKEY MARKET RESEARCH SURVEYS

An alternative market research survey source http://svy.mk/PAsjxz

SurveyMonkey

gets explicit

demographic data

from respondents

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COMPARE PERSONAS IN SEARCH WITH YAHOO CLUES

Do your personas

align with Yahoo

Clues data?

Leverage Yahoo’s Keyword Demographics: http://clues.yahoo.com

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HERE’S A PERSONA WORKSHEET

Download the Persona Worksheet: http://bit.ly/RAzO7N

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…. BUT WHAT ARE OUR

COMPETITORS DOING?

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FACEBOOK RECOMMENDATIONS PLUGIN DEMO

Get a snapshot of a site’s popular content: http://bit.ly/NDO5E4

EXTEND THE BOX

TO 1000 PIXELS TO

VIEW 20 PIECES

OF POPULAR

CONTENT

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SOCIAL CRAWLYTICS

Use Social Crawlytics to find out what the best performing content for competitors

http://www.socialcrawlytics.com

Social Crawlytics

gives awesome

graphs of shares

by network

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SOCIAL CRAWLYTICS GIVES SHARE COUNTS BY URL

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DON’T GET STARTED

JUST YET!

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ACT TWO GETTING BUY-IN Build a list of people that want the

content to effectively prove that

people want it for stakeholder and

user buy-in.

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The big idea should thematically govern the content strategy and keep content from being an “isolated incident” by tying everything to an

initiative that fits into the overarching marketing mix and gives creative life

WHAT’S THE BIG IDEA?

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Content Marketing is about turning the brand into a storyteller. Tap into the Jungian story archetypes and align

them with the business to build an effective story. More on story archetypes: http://bit.ly/NBjTVC

THE 7 STORY ARCHETYPES

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Content is not a one-way street, but a cyclical process between the client’s goals, the strategist’s ideas and the influencer’s needs. Take

your content to the audience before you ever write a word or place a pixel and get their feedback and buy-in.

THE CLIENT-STRATEGIST-AUDIENCE FEEDBACK LOOP

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Using the following tactics find a group of people that will commit to engaging with this content and use that as evidence that the content

will appeal to the brand’s audience and drive KPIs

CALL YOUR SHOT

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INTRODUCING AUTHORA

Find authors and their content by topic and social metrics: http://www.authora.org

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USING AUTHORA

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GROUPHIGH IS A SIMILAR PRODUCT

GroupHigh has a bit of a headstart on Authora, but it’s paid: http://www.grouphigh.com

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USE TOPSY TO FIND INTERESTED PARTIES

Use Topsy to find people who shared competitor content: http://www.topsy.com

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FOLLOWERWONK, ABOUT.ME, ZERP.LY, FINDPEOPLEONPLUS

Use the features of your personas (instead of just target keywords) to find people using:

http://www.followerwonk.com , http://about.me, http://zerply.com and http://findpeopleonplus.com

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Determine how far your content will go for a given author by computing the scrape rate and share rate. http://bit.ly/NDObeP (original

Scrape Rate concept by @pointblankseo)

SHARE RATE & SCRAPE RATE

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INTRODUCING THE BROKEN LINK INDEX

Find missing resources by keyword with many links and create better versions:

http://www.brokenlinkindex.com

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USING THE BROKEN LINK INDEX

Use the Broken Link Index to prove that content you are looking to create has a built-in audience that

will allow you to hit your inbound link KPI.

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CONTENT AS A MAXIMUM VIABLE PRODUCT

Pitch content that supports multiple KPIs and need states within the customer journey as well as keeps

the barrier to entry high for the competitors.

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YOU ARE NOW READY

TO SHOW WHAT YOU’VE GOT

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ACT THREE MEASUREMENT Validate what you’ve done through

measurement to show the ROI of

content marketing

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Content is an asset that continues to generate ROI over time at a cost that rapidly diminishes over time. http://bit.ly/OGgN8S

THE ROI OF CONTENT MARKETING

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Content marketing costs between 31% and 41% less than paid search and continues to decrease over time while the price of Paid

Search stays fixed on increases due to competition.

CONTENT MARKETING VS. PAID SEARCH

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Over time content marketing accrues value drives the cost per lead down considerably while the cost of Paid Search stays fixed.

THE VALUE INCREASES OVER TIME

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When planning out a content marketing campaign use the consumer decision journey to determine what need state your

content will specifically speak to.

CONSUMER DECISION JOURNEY

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As usual finding the right keywords is important. Mapping them to content, need states and KPIs is paramount to proving

the success of a campaign

MAPPING KEYWORD RESEARCH

[flowers]

[when do roses bloom]

[what flowers for a first date]

[buying chrysanthemums]

[flower a month club]

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Map the content type directly to the customer decision journey to determine where in the funnel that this content

will reach the user

TYING CONTENT MARKETING TO THE FUNNEL

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You will need determine realistic and specific KPIs with regard to where the content is in the funnel and develop reporting

that speaks to directly to that value.

MEASUREMENT PLANNING

Rankings, Social Shares, Links, traffic, Page views

Rankings, Social Shares, Links, traffic, Page views, Time on Site

Rankings, Social Shares, Links, process completions, time on site, purchases

Rankings, Social Shares, Links, purchases

Rankings, Social Shares,Content Creation, Signup, # Logins, Time On Site, Page views

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Share of Voice (SoV) is a traditional advertising term defined as the percentage of possible positions in a channel occupied. As it pertains

to the SEO it is the percentage available search volume captured. Use it when explaining the opportunity to non-SEOs.

WTF IS SHARE OF VOICE FOR SEARCH?

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KEYWORD-LEVEL DEMOGRAPHICS

To date this is the most powerful thing I’ve contributed to the SEO community. Use it! http://mz.cm/UfYicl

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BENEFITS OF KEYWORD-LEVEL DEMOGRAPHICS

Just track the persona

Use the appID Cross Property

This is super powerful stuff!

DYNAMIC TARGETING

KEYWORD ARBITRAGE

SUBSEQUENT

CONVERSION PREDICTION

KEYWORD OWNERSHIP

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KEYWORD-LEVEL DEMOGRAPHICS BEST PRACTICES

Incentivize the Opt-In (Communities or Coupons)

Just track the persona

Use the appID Cross Property Cookie and Remarket

I have a half-finished Wordpress plugin. If you’d find that useful tweet at me and let me know.

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MAP SITE PROFILES TO CONVERSIONS

Does your site require some sort of profile? Tie the fields of that profile to measurement.

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USERREPORT.COM

Survey your users for free and get their demographic data into GA: http://www.userreports.com

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CHANGING KEYWORD DEMOGRAPHICS AS A KPI

The goal of your campaign can be to change the type of people searching for a given keyword

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There are those that don’t understand the ROI of Content Marketing. At this point there it has never been easier to get as granular as

you’d like to prove that return on investment. All that is required is proper planning.

MEASUREMENT HAS NEVER BEEN MORE ADVANCED

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ACT FOUR PITCHING INTERNALLY

Content pitches that failed and how to

overcome them

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A marketer presents the creation of infographics via email and phone, but doesn’t succeed and ultimately the client sees them as

“complicated” or “expensive” measures.

FAIL #1: WEAK PRESENTATION

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Your presentation should not be an email or a phone call, it should be an in-person presentation with all the stakeholders.

RESOLUTION #1: PRESENT A DECK IN-PERSON

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A marketer sells in an idea neglecting to invite key stakeholders only to have that content strategy fall apart once the miss stakeholders

review it.

FAIL #2: LEAVING OUT KEY STAKEHOLDERS

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Get all of the key stakeholders on board so you don’t have to repeat steps or risk the engagement falling apart after you believe

you’re good to go.

RESOLUTION #2: INVITE THEM ALL

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A marketer explains the content strategy using the wrong KPIs and the stakeholders respond that content is “nice to have” not as

beneficial as “bombarding people with 100k email communications.”

FAIL #3: NOT SHOWING THE VALUE

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Build your measurement around the business objectives and things that actually show the positive affects of revenue.

RESOLUTION #3: BETTER MEASUREMENT PLANNING

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A marketer relies heavily on data to make her case and lambasts the regarded accomplishments

of the key stakeholders.

FAIL #4: RELYING ON TOO MUCH DATA

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Don’t use numbers as a weapon to insult your stakeholders, tell a compelling story using the data as an aside that drive

the points of ineffectiveness.

RESOLUTION #4: LET THE STORY DO THE WORK

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ACT FIVE EXAMPLES 13 examples of real companies

performing impressive content

marketing

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MOVOTO & REALTOR.COM INFOGRAPHICS

http://bit.ly/UkA10s

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DELIVER MAGAZINE BY UNITED STATES POSTAL SERVICE

http://www.delivermagazine.com/

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ECOMAGINATION BY GENERAL ELECTRIC

http://www.ecomagination.com/

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LIVE BETTER AMERICA BY AMERICA ONLINE

http://www.livebetteramerica.com/

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PREGNANCY.COM BY JOHNSON & JOHNSON

http://www.pregnancy.com/

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BEINGGIRL.COM BY TAMPAX

Does your site require some sort of profile? Tie the fields of that profile to measurement.

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FITSTUDIO BY SEARS

http://www.fitstudio.com/

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PETSIDE

http://www.petside.com

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OPEN FORUM BY AMERICAN EXPRESS

http://www.openforum.com/

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MINT LIFE BY MINT.COM

http://www.openforum.com/

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RESPONSIBILITY PROJECT BY LIBERTY MUTUAL

http://responsibility-project.libertymutual.com/

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HOME MADE SIMPLE BY PROCTOR & GAMBLE

http://www.homemadesimple.com/en-us/pages/home.aspx

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ACT SIX ACTION ITEMS What should Real Estate marketers

do with all of this information?

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INVEST IN HIGH QUALITY EDITORIAL CONTENT ON YOUR SITE

Focus on what your audience wants and create remarkable content that speaks to their needs

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PADMAPPER – EMBRACE INNOVATIVE CONTENT

Don’t be like Craigslist http://bit.ly/MI9GZx support innovators in the space.

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TURN OPEN HOUSES INTO ONLINE EVENTS

Eliminate the distance between what happens on and offline by turning what you already do into content

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GUEST POSTING ON QUALITY WEBSITES

Wouldn’t you want to steal visitors from Zillow.com?

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GUEST POST HIGH QUALITY CONTENT

Spend the time and resources to create evergreen content and place on highly authoritative sites

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CONTENT MARKETING DIVERSIFY YOUR CONTENT TYPES

PRESS

BLOGS VIDEO

UGC

COMICS

PRODUCTS

PHYSICAL SPACE

ADS

PHOTOS

INFOGRAPHICS

SERVICES

EVENTS

UI ELEMENTS

PDFS TOOLS

APIS

ANIMATIONS

COMMENTS

DATA

PLATFORMS

PRINT MATERIAL SLIDE DECKS

PLUGINS

TWEETS

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REMEMBER CONTENT MARKETING IS A LONG TERM PLAY

Be consistent and plan for a long term strategy with key milestones (Image c/o @randfish)

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MAKE A COMMITMENT TO CONTENT

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[email protected]

www.iacquire.com

THANK YOU / Q&A

MICHAEL KING Director of Inbound Marketing