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Capture, Connect and Communicate with

Content Marketing

Jessica L. Levin, MBA, CMP

About Me About My Company

 @Jessicalevin  

Just the Facts

•  B2B Marketers allocate approximately 26% of their budgets to content marketing

•  The biggest challenge facing content marketers (36%) today: Producing Engaging Content

•  51% of content marketers plan to increase their budgets over the next 12 months

•  Source: Marketo

Just the Facts

The most popular content marketing tactics used by businesses today include: •  Social Media (79%) •  Article posting (78%) •  In-person events (67%) •  eNewsletters (61%) •  Case Studies (55%)

Source: Marketo

WHAT THE HECK IS CONTENT MARKETING?

Video

Blogs

Newsletters

Interviews

Photos

Community

Apps

Social Media

Events

Website

Podcasts White Papers Case Studies

QR Codes Surveys

Infographics

Strategy

Planning

Access

Strategy  

• What  do  you  want  to  accomplish?  Goals  and  Objec?ves?  

Evalua?on  

• Based  on  your  goals  and  resources  which  channel(s)  are  best  for  your  organiza?on?  

Planning  

• How  are  you  going  to  accomplish  your  goals?  Scheduling,  etc.  

Implementa?on  •  Just  Do  it!  

Measure  • What’s  working?  What’s  not?  

Content Marketing Checklist

Factor   Things  to  Consider  

Goal   AQrac?ng  new  aQendees?  Keep  ‘em  coming  back?  

Time  Available   How  much  ?me  does  the  channel  take  per  day/week/month?  

Audience   Where  does  your  market  get  it’s  content?  

Time  Sensi?vity     How  quickly  does  you  message  need  to  get  out?  

Technical     Is  programming  involved?  Will  training  be  needed?  

Budget   Do  you  have  money  to  outsource  wri?ng,  etc.?  

Mommy, Where Does

Content Come From?

Who Provides Fuel for Thought?

•  Attendees •  Vendors •  Staff •  Speakers •  Competitors (Coopetition) •  Industry •  Government •  Random

Content Sources

•  Twitter, Facebook, LinkedIn, Google+ •  Magazines •  Newspapers •  Blogs •  Suggestion Tools (Zite, Feedly,

Stumbleupon) •  Conversations •  TV/Radio

Newsletters

Format •  Paper vs. Electronic •  Frequency •  Contributors

Audience •  Members/Clients •  Potential Members/

Prospects

Have  you  considered  sending  

abbreviated  versions  to  prospects?  

Webinars

Live vs. Prerecorded

Free vs. Paid Members/Attendees

Only?

Selling During a Webinar: OK or Not OK?

Virtual Passes

Interviews

Interviews  can  be  great  teaser  content  for  mee?ngs  and  

events.  

Blogs

Blogs

Video

Surveys

Providing an executive

summary can be a great

marketing tool.

SHRM has a great example

of content marketing with

preferred pricing for

members.

Social Media

New  kid  on  the  block!  

Graphical Sharing

•  Photo boards that express personal interests.

•  Can be used by people or brands. •  Great for visual products. •  Huge trend in graphical social networks.

Customized Pinterest Boards

Brands on Pinterest

Brands on Pinterest

Community

Peer-to-Peer Communities Encourage Content Generation Through Interaction Discussion and

Knowledge Sharing!

BUT, WE CAN’T GIVE IT AWAY…

Marketing

Lead Generation

SEO Know Thy

Benefits of Membership

Member Benefits

What  content  is  unique  enough  for  members/aQendees  only?  

Thought Leadership

Thought Leadership

Is Your

Organization

a

Rockstar?  

Where to Spend Your Time?

Content Marketing Checklist

Factor   Things  to  Consider  

Goal   AQrac?ng  new  aQendees?  Keep  ‘em  coming  back?  

Time  Available   How  much  ?me  does  the  channel  take  per  day/week/month?  

Audience   Where  does  your  market  get  it’s  content?  

Time  Sensi?vity     How  quickly  does  you  message  need  to  get  out?  

Technical     Is  programming  involved?  Will  training  be  needed?  

Budget   Do  you  have  money  to  outsource  wri?ng,  etc.?  

Remember This?

Sample Content Schedule: National Pudding Manufacturers and Retailers Conference

Date   Channel  (S)   Topic   Who  

Week  1  

February  20,  2012   Blog   Pudding  Sales  on  the  Rise   JL  

February  21,  2012   Facebook/TwiQer   Organic  ingredients   MC  

February  22,  2012   YouTube   Teaser  from  keynote  speaker   JL  

February  23,  2012   Facebook  /TwiQer   Tips  about  mee?ng  des?na?on   MC  

February  24,  2012   Facebook/TwiQer   Promote  aQendees  content   MC  

Week  2  

February  27,  2012   Blog   Green  Pudding  Manufacturing   JL  

February  28,  2012   Facebook/TwiQer   Green  manufacturing  trends   MC  

February  29,  2012   Facebook/TwiQer   Retail  marke?ng  trends   MC  

March  1,  2012   Monthly  Podcast   Interview  with  pudding  retailer   MC  

March  2,  2012   Facebook/TwiQer   Promote  aQendees  content   MC  

“The Speakers Who Don’t Leave”

Jessica  L.  Levin,  MBA,  CMP  President  and  Chief  Connector  Seven  Degrees  Communica?ons  

@jessicalevin  www.linkedin.com/in/jessicalevin  

jlevin@sevendegreescommunica?ons.com  908-­‐912-­‐4418