Getting the Content You Need

Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.

GETTING THE CONTENT YOU NEED

MICHAEL PROCOPIO@MichaelProcopio

Developing and Curating Content for Marketing

http://twitter.com/MichaelProcopio

Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.

What’s the Goal?

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The constant delivery of content that is interesting to the target

and indirectly drives sales.


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/>.


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


Content is….

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Content is…INFORMATIVE

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Content is…INSTRUCTIONAL

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Content is…ENTERTAINING

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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/

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Content Makes Money

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THE PROCESS

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1. Develop Personas

AfterBefore

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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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3. Audit Content

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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


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


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


8. Make it Worth Sharing

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Make the Content Sharable

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In Email

On Blog

Inside PDF


9. Spread/Share Your Content

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WHERE DO I GET ALL THIS CONTENT

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Content Types

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Aggregated Original

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Curated

Automated Manual


Original Content

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InterviewsYour experts

Polls, Surveys & Research

CommissionContent

User Generated


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.


…To this

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SPOTTED: Shuttlebug


What is Curation?

“Finding, grouping, organizing and sharing the best of relevant content.”

- Donna Pappacosta

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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!


Aggregation vs. Curation

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Sour

ce 1

Sour

ce 2

Combine + Filter by Keyword

Sour

ce 1

Sour

ce 2

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EXAMPLES OF CURATED CONTENT

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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


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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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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10. Reuse and Repurpose

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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


Let's Review

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A Well Oiled Content Marketing Machine

Courtesy of: Marketing Interactions, Inc.

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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%


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

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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

Getting the Content You Need

Marketing

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