pci asae learning_lab_v3.0

RISE UP.GET FOUND.BE HEARD.ENGAGE.

Edith BullardPCIDan KaplanperiscopeUP

IMPORTANCE OF AUDIENCE ENGAGEMENT

ACTION ALIGNMENT KNOWLEDGE AWARENESS ENGAGEMENT

A marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

WHAT IS CONTENT MARKETING

CONTENT MAY BE KING, BUT WHY

- Demonstrates your expertise

- Positions you as a thought leader

- Provides fodder for search engines

- Less expensive than traditional media

- It’s where your customers and prospects are

- Done correctly – helps grow leads

BEFORE YOU STARTYOUR SHOULD KNOW

- It’s not easy

- It takes time and resources

- It’s a continuous effort (not one and done)

- A lot of competition

- Requires organizational commitment

THREE STEPS TO GREAT CONTENT

PLAN

PRODUCE

PROMOTE

PLAN

- Who are they?

- What problems or issues are they facing?

- Where do they go for information?

- Create profiles (Advanced)

DEFINE YOUR TARGET AUDIENCE

Image Credit: Rick Backus, CPC Strategies

EXAMPLE AUDIENCE PERSONAS

eCommerce

Owner/Operator

2-20 Million Dollars in Annual Revenue

Worried about staying on top of things

in industry

Not always very tech savvy

Loves lists of things, rankings, and how

tos

Doesn’t have much time

Wants to give up managing channels

but doesn’t

have time/resources to train someone

else

55% of existing client base

eCommerce Marketing

Manager

20 MM – 500 MM Company

Usually A VP or Director or Marketing or

eCom

Worried about looking good to bosses

Likes staying up to date, but loves

hearing about what the competition is

doing

Is looking for a place where they can

stay educated on industry to look good

to higher ups

35% of Existing Client Base

- Develop a short-term and long-term strategy

- Leverage what is truly different about you

- Be “uniquely useful”

- Create content that educates and entertains

- Utilize your members, employees, partners, etc.

- Make one person accountable

- Establish goals and metrics of success

DEVELOP YOUR STRATEGY

PRODUCE

TYPES OF CONTENT

- Video

- Blogs

- Articles

- White Papers

- Speaking Engagements

- Newsletters

- Books/Guides

- Webinars

- Research Papers/Findings

- Website

RE-PURPOSING SAVES TIME

- Immediately useful

- Unique

- Helpful

- Personalized

- Exclusive

- Has a call to action/offer

WHAT IS GOOD CONTENT

- What will meet the needs of your target audience?

- What problem or issue can you solve?

- What makes your company or your solution different

from the competition?

- What special knowledge or expertise do you have?

- What partnerships can make your topics more robust?

BRAINSTORM TOPICS

EXAMPLES

EXAMPLES

IDENTIFY ROLES AND RESPONSIBILITIES

- Researcher

- Writer

- Designer

- Coder

- Marketer / Promoter

- Management

DEVELOP AN EDITORIAL CALENDAR

- Use Title & Description tags

- Include calls to action

multiple times

OPTIMIZE FOR PEOPLE AND SEARCH ENGINES

- Keyword research

- Title tag – 70 characters

- Description tag – 160 characters

- Optimize content for people first,

search engines second

SEARCH ENGINESPEOPLE

PROMOTE

- Find where your prospects spend time online

- Present content how they want to consume it

- Include a link back to your site, even if it’s just a by-line

CONTENT DISTRIBUTION

GUARANTEED PLACEMENTS

- Your & your partners’ social media channels

- Discussion boards (Linked In Groups)

- Q&A sites (Quora)

- Presentation sites (Slideshare.net)

- Ebook sites (Amazon.com)

- YouTube.com (second largest search engine)

- Image sites (Flickr, Panoramio)

- Podcast sites (iTunes)

- Industry specific sites (Patch.com, Avvo.com, BBJ)

- Industry publications & bloggers

- Get quoted

- Be a guest writer

- Ask an industry influencer or person in your industry with a large

social following to share

- PR coverage -- HARO

- See who is linking to your competitors and ask them to post/share

your content (Type links: www.site.com into Google)

NEGOTIATED PLACEMENTS

USE ANALYTICS TO TRACK SUCCESS

- Page views of each post

- Entrances to “landing pages”

- Search Engine Ranking Positions (SERPs)

- Social shares

- Overall organic traffic / conversions from organic traffic

- Page “value” in Google Analytics (Advanced)

- Assisted conversions (Advanced)

Do’s

- Have a strategy

- Write for real people

- Choose topics that matter

- Distribute via a variety of mediums

- Resource for success

- Leverage members and partners

- Be committed

Don'ts

- Self promote

- Rely on a single distribution strategy

- Duplicate what everyone else is doing

- Put everything behind a password

- Be boring

CLOSING TIPS

Learn More At Our Upcoming Digital Marketing Webinar Summit

- www.periscopeUP.com/webinar

Pick-up Content is The New Black

- www.pcicom.com/blog

RESOURCES

Edith M. Bullard

PCI

ebullard@pcicom.com

CONTACT US

Dan Kaplan

periscopeUP

dan@periscopeup.com

Q&A