fueling social media with content marketing
TRANSCRIPT
nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Fueling Social Media with Content MarketingHow to Create Compelling Content to Build Your Brand’s Community & Drive Business
3 Cs of Digital Brand Building
CONVERSATIONS CONTENT COMMUNITY
What you create/share Who you do it forHow you engage
Understanding Content Marketing
‣ What Is This ‘Content’ of Which You Speak?
‣ The Business Impact of Content
‣ Content Creation Considerations
‣ Examples of Effective Content Marketing
CONTENTnoun
1. usually ‘contents’: the contents of a box
2. something that is to be expressed through some medium, as speech,
writing, or any of various arts: a poetic form adequate to a poetic
content.
3. significance or profundity; meaning: a clever play that lacks content.
4. substantive information or creative material viewed in contrast to its
actual or potential manner of presentation: publishers, record
companies, and other content providers; a flashy Web site, but without
much content.
5. that which may be perceived in something: the latent versus the
manifest content of a dream.
When We Say Content We Mean
‣ Blogs — Your Brand’s Online Content Hub
‣ Podcasts
‣ Videos
‣ eBooks
‣ White Papers
‣ Webinars
‣ Newsletters
‣ Misc Content (ex. Annual Reports, FAQ)
‣ Visual Content
“– joe pulizzi, founder, content marketing institute
“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, & engage a clearly defined and understood target audience — with the objective of driving profitable customer action.”
“– eric schmidt, executive chairman, google
“EVERY TWO DAYS we create as much information as we did from the dawn of civilization to up until 2003.
Where to Start‣ Audience — Who are they?
‣ Content — What can you produce to help them?
‣ Channel — Where is your audience?
‣ Purpose — What are you trying to do?
‣ Point — What action do you want them to take?
Persona Examples
Source: http://www.branddrivendigital.com/using-personas-to-define-who-i-blog-for/
Content Resources
‣ Expertise — mining it via interviews
‣ People — staff vs. outsource
‣ Tools — software, etc
‣ Time & Money — all adds up!
I used to see my company as a ‘pool company.’ Today I see my business as a
CONTENT MARKETING COMPANY. My entire goal is to give more valuable, helpful, and remarkable content to consumers than anyone else in my field.”
“– marcus sheridan, river pools
“
Though only 10% use podcastingin their social media marketing strategy, 32% have a desire to learn how to use podcasting in their marketing efforts and 23% have plans to increase podcasting activities.
Source: Social Media Examiner
White Papers vs. Ebooks
7 Steps to Small BusinessMarketing SuccessWritten by John JantschAmerica’s Most Practical Small Business Marketing Expert
By Jeremiah Owyang and Charlene Li with Christine Tran and Andrew Jones
Based on data from 140 global corporate buyers of social business
!!!
How Corporations Should Prioritize Social Business Budgets Corporations must budget spending based on their maturity level.!
February 10, 2011
Content Measurement‣ Blogs — subscribers, site traffic (Google Analytics),
inbound links, comments, shares
‣ Podcasts — subscribers, reviews
‣ Photos/Videos — views, likes, thumbs up, favorites
‣ eBooks/White Papers — downloads, shares (bit.ly)
‣ Webinars — sign-ups, attendees
Source: businessesgrow.com
The Future: Content ShockT
IME
AMOUNT OF CONTENT
Content Production Content Consumption