How to Launch a Content Marketing Program
Transcript of How to Launch a Content Marketing Program
#multimarketing
How to Launch A Content Marketing Program#contentprogram | @bitly
Blaise LuceyDirector of Product & Content Marketing@blaiselucey00
Denise ChanSenior Content and Community Manager@denisechan26
Agenda
Bitly Content: A Look Back
The Editorial Calendar
Content Campaigns
Community Campaigns
Bitly Content: A Retrospective
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The Old Blog
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The New Blog: Find the Personas
Job Title Industry
Market Trend
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The New Blog: Perform a Content Audit
Review All Existing Content
Research Your Target Market
Plan Your Content
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The New BlogCreate the Calendar
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The New Blog
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Content Partnerships
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Ebooks & Webinars
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Sales Collateral
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Leads, Logistics, Content
The Content Funnel
TOP-OF-THE-FUNNELTOFU
MIDDLE-OF-THE-FUNNELMOFU
BOTTOM-OF-THE-FUNNELBOFU
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The Distribution Channels
BLOG
SOCIAL
PAID
PARTNER
CONTENT LEAD
Who Needs What? Product
Sales
CS
Marketing
Product Launch (UI) / Use CasesTutorial videoAPIPR <> “bitly this”
BriefsBiweekly trainingUse cases & case studiesSlide LibraryVertical / persona content
On-boarding & loyalty“Hero” 30-60-90Knowledge Base 2.0Old v. new platformProduct webinars
Product pages & tourProduct webinarsBranding pushBranding : Product
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Building Your Cornerstone Content
Vertical Content Campaigns: Healthcare
Blog PostsExpert Roundup Blog Posts
Market TrendNewsjacking Blog Posts
EmailContent Digest
CommunityFacebook Live & Twitter Chat
Webinar
Planning the Blog Posts
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What are some big pain points in the industry right now?What’s trending on Google?
What questions are experts asking?
Blog Post: 5 Experts Share Their Tips For Doing Patient-Centric Marketing Right
Webinar: How To Build A Patient-Centric Marketing Campaign
Facebook & Twitter: Patient-Centric Marketing
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Tracking Results
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Results in Bitly OneView
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Results in Bitly OneView
Bitly’s Content Measurement Toolkit
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Bitly’s Content Creation Toolkit
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Google Drive Adobe InDesign PicMonkey
PexelsGoToWebinarCamtasia WordPress
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THANK YOU#contentprogram
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