Basics of Killer Content Marketing Ann Handley, Head of Content, @MarketingProfs CC Chapman, Marketing Consultant for Social Good, @CC_Chapman Christopher S. Penn, VP Marketing Tech, SHIFT Communications, @CSPenn David B. Thomas, Senior Director, Content and Engagement, Salesforce, @DavidBThomas

“Creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience with the objective of driving profitable customer action.”

Content Marketing Institute

Goals – Presentation Overview

Building your Strategy

Doing the Work

Measuring the Value

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Building Your Strategy •  Understand your business •  Look at your competition •  Ask your sales team

Doing the Work •  We don’t need more content; we need better content. •  Use the So what/because exercise •  Don’t overthink: Barf up TUFD. (Then EDIT.) •  Plan: Tools are your buddy •  Also: WRITE (Did I say that yet?)

Measuring the Value 1.  ROI Funnel 2.  Audience Reach 3.  Content Engagement 4.  Downfunnel Action 5.  Analytics

What can you do TOMORROW?

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Building your Strategy

1.  Choose long term goals

2.  Get buy-in 3.  Create a customer

journey

Doing the Work

1.  Start an editorial calendar

2.  Write something terrible

3.  Identify your influencers for activation

Measuring the Value

1.  Set business goals 2.  Set KPIs 3.  Set diagnostic

metrics 4.  Monitor your content

marketing funnel

Questions?

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