content marketing: pulling your content out from under the bushel basket

Content Marketing

Pulling your content out from under the bushel basket

Matt R. Sullivan | [email protected] | @mattrsullivan | mattrsullivan.com

I do three things

eLearningTech Comm training and devSocial media

@mattrsullivan #lavacon

Content marketing defined*

*according to The Content Marketing Institute

Content marketing is a marketing technique of 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*

*according to Matt Sullivan**Creating/reusing content to drive future revenue-or-Using content to market your brand

**I’m happy to say I wrote this prior to looking up the definition!


We are all Content Strategists and Content Marketers, some of us just make money at it

@Matt Sullivan, #lavacon 2013


Companies that “Do it well”

Social Media ExaminerKolakube.comScriptoriumContent Wrangler


Social Media Examiner

socialmediaexaminer.com


Social Media Examiner history

Summer 2009 presented idea to biz partnersPresenting at two conventions in October

Launched oct 12, 2009days later did trade showinterviewed major sm folks Chris BroganCEO of technorati


First month, October, 2009

12,000 visitors in two weeks


Next four months

November Technorati top 100 biz blogs in world, 25k visitorsjan 2010 55k unique visitors3-4 articles a weekposts were RT'd 200-1000 timesFeb ranked #1 small biz blog in world100k visiting/month, 10k subscribers


socialmediaexaminer.com

Initial advertising was for founder’s whitepaper how-to bookWebsite led to email subscription listOnline conferences

Social Media Success Summit

Community


Point #1: Formulate a plan that reinforces your message

TC2LSWebinars for Adobe generate live audiencerecordings create perpetual touchpointdemos and blog posts reinforce message

video used whenever possible


Kolakube WordPress Themes

kolakube.com


kolakube.comFounded by “a kid” (14) wanting to avoid “getting into the system”Framework for sales generationExcellent study of pushing content into a traditional sales funnelNow mountain bikes in Austin, and manages WordPress theme sales


Point #2: Create funnels to convert onlookers to participants/customers

ScriptoriumWe have a lead form on cs101.com and also scriptorium.com but we don't get a ton of inbound contacts that way. Most people contact us directly after doing a lot of research. So, I think that cs101.com helps, but it's not like: xxxxxx people read >>> xxx people contact us via form >>> x people become customersIt's more like xxxxxx people:* read cs101* attend webcasts* read white papers* go to conferences/presentations AND THEN...eventually.... contact us for help.


Scriptorium

Content Strategy 101 is 100% available in pieces on the web


Content Wrangler

Scott went from hosting conferences conference speakerKeynote speaker

While also Facilitating marketing initiativesPromoting Intelligent ContentJoining faculty at UC Berkeley


Point 5: Create a community of peers that will carry your message forward

The Content Wrangler LinkedIn Group


Point 6: Stop creating content that does not further your agenda

TC2LSAction: Stopped answering basic questions on software forums.Reason: Provided no potential benefit and took away from strategic time with clients


Point 7: Formulate a plan that reinforces your message

ScriptoriumOur goal is to show our expertise and trustworthiness. The consulting relationship is quite a strong one, and we want people to understand who we are so that they can decide whether or not we're a fit for them.


Point 8: Identify new content that meets your goals

Social MediaForumsCustomer support


Point 9: Identify existing content that provides value to your audience

TCS2LSVideo Lighting

ScriptoriumWe looked at the question of content strategy as applied to technical content where there is quite a dearth of information. Our goal was to fill that gap.


Point 10: Identify Existing Content that meets your goals

TC2LS Webinar SeriesFm11 Reviewer’s Guide


Point 11: Identify appropriate channels for different types of content

TC2LSWebinars, twitter, forums (including LinkedIn for interaction and content. LinkedIn, twitter, facebook for broadcasting


Point 12: Use content that generates buzz about your product

Scriptorium: Clearly, the Content Strategy 101 book serves dual purposes (income, marketing), but giving away the book content on a web site means that we get buzz, attention, distribute information and prove that we know what we are doing


TC2LS Converted conference marketing materials into classroom handoutsVideo

Reused content (credited) to wistia.comProduced for clientPosted to YouTubeUsed in blog postPromoted via social channels


Video – why?

Viewership stats from YouTube, 10/21/2013More than 1 billion unique users visit YouTube each monthOver 6 billion hours of video are watched each month on YouTube—that's almost an hour for every person on Earth, and 50% more than last year


100 hours of video are uploaded to YouTube every minute70% of YouTube traffic comes from outside the USYouTube is localized in 56 countries and across 61 languagesAccording to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network


Millions of subscriptions happen each day, and the number of people subscribing has more than doubled since last year


Video – how?

Screencasts like Connect/GoToMeetingMP4/FLVPowerPoint recordings like Adobe PresenterDemo/Simulation like Adobe CaptivateU3D


Presenter output

Powerpoint basedEasy to record and editPosted to YouTubePlaced in blog post


Rules for all content marketing

Provide real value, no GoldilocksMinimalist, simple languageStructure with tagsVideo transcription/translation


Thanks for attending!

Matt R. Sullivan@[email protected]

content marketing: pulling your content out from under the bushel basket

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