Mastering Content Marketing

Transcription

1 Mastering Content Marketing (while juggling 97 other tasks) Presented by: Danielle Gray

2 Keep in Mind Be Social! Tweet using hashtag Connect on LinkedIn: Danielle Gray, MBA Ask questions! When you feel it, ask it. Someone else is probably thinking the same. Relax and Learn! Yes you can still learn while enjoying yourself. Relax your shoulders.

3 Module 1 Recap 1. Why Content Marketing? 2. Types of Content 3. Discovering Content 4. Repurposing Content 5. Creating New Content 6. Content Best Practices

4 MODULE 2 The Guide to Content Promotion: How to Spread the Word without being Annoying

5 Session Overview 1. The Rule of Seven 2. Promoting in the Decision Making Process 3. What & Where to Promote 4. Content Calendars 5. Promotion Best Practices

6

7 1 The Rule of Seven

8 The Rule of Seven is a marketing principle that states that your prospects need to come across your offer at least 7 times before they really notice your offer and start to take action.

9 A diehard HipChat fan quickly moved over to HipChat alternative Slack. Here s what she had to say: During those 3-4 weeks, I can t even begin to guess how many times I heard or read about Slack. TechCrunch, The Next Web, Fast Company, Gigaom, WSJ, Inc. everyone was talking about this new app. I began to like Slack because it became more familiar to me than HipChat.

10 The Rule of Seven Leverage Different Forms of Content Settle on Frequency (and stick to it) Contribute to Industry Publications Use campaigns Share content via social media

11 Stay top of mind.

12 2 Promoting in the Decision Making Process

13 Decision Making Process Define Gather Evaluate Make Problem Data Options Decision Blogs Videos Articles Blogs Videos Articles Case Studies Papers ebooks Infographics Project Profiles Webinars Case Studies Papers ebooks Interviews Project Profiles Webinars

14 3 Where to Promote

15 Where to Promote Campaigns Social Media Industry Publications Internal Team Network

16 Campaigns Thought Leadership Team Updates Project Updates Community Updates

17 Case Study

18 Case Study

19 Case Study Infographic used in

20 Case Study Introductory to send from BD

21 Case Study Use of team photos for relatability

22 Case Study Call-to-action is a MUST

23 Behavior Based Segmentation Evaluate Options Gather Data

24 Subject Lines INSIDE: [Case Study] Questions (that speak to your audience pain points) Segment list and create subject for them

25 Juggling Tips List firms to collaborate with - 30 minutes Create template - 2 hours (recommend Constant Contact) Clean/Segment list - seriously, who knows!

26 Social Media Share thought leadership Engage with industry Connect and collaborate Create relationships online

27 Social Media Thought Leadership Team Updates Project Updates Community Updates X X X X X X X X X X X X X X X X

28 Social Media Case Study

29 Social Media Case Study

30 Social Media Case Study

31 Social Media Case Study Full Page in National Publication: $0.00

32 Optimize Social Media

33 Organic vs Paid Organic is most genuine way to share Use high quality content for paid promotions LinkedIn sponsored updates good start

34 Industry Publications Share thought leadership Promotion through unbiased source Opportunity to advertise more effectively Place internal thought leaders in front of industry

35 Internal Team Network Thought leadership coming from reliable/credible source (not marketing) Take advantage of employee network Assign SMEs to take photos on job sites, community outings, etc. Provide content to copy/paste to share

36 Juggling Tips Search firms and industry publications to connect with - 1 hour Connect with actual reporters for publications - 30 minutes Prioritize content - 15 minutes Develop content for personnel to copy/paste to share on social media - 30 minutes

37 4 Content Calendars

38 Content Calendar 1. Plan writing schedule 2. Include approval time 3. Create publication date 4. Schedule social media posts 5. Schedule campaigns

39 Content Calendar

40 Frequency! 1. Quarterly newsletters/e-blasts 2. Daily social media updates 3. Like/Comment/Share weekly

41 NOTE: Topics from Content Generation Workshop can be scheduled in content calendar

42 5 Promotion Best Practices

43 Content Promotion Best Practices Send copy options for internal team to copy/paste to promote on social media Note which types of content perform the best on different platforms Add graphics to every post when possible Measure everything!

44 What Now? 1. Start cleaning up your list 2. List which social media channels you can use with FREQUENCY 3. Group similar content to place in campaign together 4. Place content in stages of decision making process

45 Questions?

46 MODULE 3 The Guide to Identity Collection and Analysis: How to Generate Leads and Prove You Aren t Wasting Your Time

47 listen and solve, not tell and sell.

48 Contact Danielle Gray, MBA Content Marketing Strategist