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Marketing With Content

Marketing With Content. Paul Gillin Download this presentation at http://bit.ly/PGPOMA3. The Sales Funnel. Suspects. Qualified Prospects. Hot Prospects. New Clients. Image Credit: Retail Sales Systems, LLC. Flipped…. And Flattened. Source: Monitor. The Changing Face Of Marketing. 18.

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Marketing With Content

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  1. Marketing With Content Paul Gillin Download this presentation at http://bit.ly/PGPOMA3

  2. The Sales Funnel Suspects Qualified Prospects Hot Prospects New Clients Image Credit: Retail Sales Systems, LLC

  3. Flipped…

  4. And Flattened Source: Monitor

  5. The Changing Face Of Marketing 18 • billionsearches for information each month 200 millionper day 36 billion times information is shared through social channels each month 2.7 billionper day

  6. “Companies that are highly effective communicators had 47% higher total returns to shareholders over the last five years compared with firms that are the least effective communicators.” Towers Watson 2009/2010 Communication ROI Study Report

  7. The Power of 245 The average Facebook member has 245friends, who each receive notifications of their network’s Facebook activities

  8. 2012 Content Marketing Spending Plans Source: Content Marketing Institute http://bit.ly/2012cmtrends

  9. Preferred Content Marketing Tools Source: Content Marketing Institute http://bit.ly/2012cmtrends

  10. Lower Cost Per Lead HubSpot 2011 State of Inbound Marketing Study

  11. HubSpot Gives

  12. Creating Community “I get more readers on American Express Open Forum that I do in any media outlet.” Shel Israel, Author Naked Conversations and Twitterville

  13. Demonstrate Authority Today, you can take your message directly to your constituents without relying upon media intermediaries And why would you not want to do that?

  14. How to Kick-Start Content Marketing

  15. Define Objectives • What are your big goals? • What are you planning to achieve? • Branding • Thought leadership • Lead generation • Engagement Conversions • Traffic • Who do you want to reach? • What’s the best way to reach them? • What actions do you want to create?

  16. Develop Content Strategy • Content • Know your audience!! • It’s not about you; it’s about them • Align with brand and solutions • Understand news vs. evergreen • Determine where content will live • Marketing • Plan integration with other channels • Paid, owned, earned • Content marketing doesn’t compete with channels;it fuels them • Publishing frequency • Keyword strategy: Reach customers at the moments that most influence decisions

  17. Choose Keywords That Are “Just Right” • Don’t target keywords that are “too hot” (they multiple meanings or are poor matches for your site) • Avoid keywords that are “too cold”—too few searchers look for them • Use the language the searcher uses: An Italian tour operator targets “milano tours” but Americans say “milan tours” • Walmart calls them “associates,” but everyone else calls them “employees.” • A computer maker thinks “notebook” sounds classier than “laptop,” but customers don’t. • Someone looking for “lodging” seeks something different than someone searching for “hotel.” Source: Mike Moran 19

  18. Planning is Essential Color coding denotes responsible departments/people

  19. Stagger Activities

  20. Frequency Counts Twitter: @pgillin Source: HubSpot 2011 State of Inbound Marketing Study

  21. Ensure Quality • Content producer recruitment, management and training • Editorial and approval process • Writing guidelines • SEO standards • Search rankings are key • Keyword recommendations

  22. Recruit and Manage Writers • Experts, enthusiasts, influencers • Recruitment plan for quality writers and influencers • Engagement model: ability to pay for performance • Writer tools and dashboard for managing assignments: for content at scale • Writer payments and support

  23. Cross Promote: POE • Display Ads • SEM • Sponsorships • Web Site • Mobile Site • Blog • Twitter Account • WOM • Buzz • Viral REPORTING AND ANALYTICS PAID • Demonstrate value and results to your clients • Measure performance of your client content and replicate key success drivers OWNED EARNED content

  24. Publish Everywhere 250 millionmembers 850 million members 2 million members 60million monthlyvisitors 130 millionmembers

  25. Social Networks Have Personalities = = =

  26. Speak the Audience’s Language Who’s primarily responsible for finding and implementing CRM in your organization? This article says IT is often the group charged with buying and implementing CRM. Is that the right way to go about it? Take our poll: Who should “own” CRM? Sales…Marketing…IT…Customer Care… How to #fail at #CRM – The most common mistakes to avoid. http://bit.ly/McJoBs

  27. It’s Personal Bill Hill, Microsoft

  28. Video Never Dies - Cisco on YouTube

  29. New Life For Old PowerPoints

  30. Even Spreadsheets

  31. Measure, Learn and Optimize • Measure • Content performance • Keyword performance • Social performance • Site performance • Learn • Reporting • Weekly meetings • Optimize • Immediate • Over time

  32. Look for Impact

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