help - i'm a content marketer! 15 tips presentation ontheedge birmingham sept 2013
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Help I’m a content marketer
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13@
15 easy to implement content tips you can start using tomorrow
with
René PowerDigital & Business
Development Director, BDB
Help – I’m a content marketer!
The challenge of contentThe challenge of content
The challenge of content
Running before you can walk?
Not cool.
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Being seduced by the dark side of technology?
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Not seeing results?
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
You’re not alone
Whilst 56% saw content marketing have an impact on sales:
15% said they saw 'little or no increase’
29% simply did not know the impact of content marketing
Half of marketers (46%) find demonstrating content ROI a key challenge.
2013 Content Marketing Benchmarking Report
You’re not alone
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Your world changed
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
‘Old’ marketing doesn’t work any more
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
There’s too much noise
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
And too much competition…and too much competition
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Tomorrow: Rethink how you push material out to customers and consider it from their perspective
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Getting started
Getting started
Assign responsibilityAssign responsibility
Tomorrow: Can you identify a managing editor and a few contributors?
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Visit watering holesVisit watering holes
Tomorrow: Check out one media site, Linkedin group, portal or trade association to identify opportunities
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Map content to buyersMap content to buyers – Establish
your value add
Tomorrow: Establish what the absolute benefit you provide?
Access your media everywhere
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Audit what you haveAudit what you have
Tomorrow: Ask everyone in the organisation for one highlight from the last twelve months
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Content audit template
Tomorrow: Match what customers are looking for in groups to what you offer
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Curation and creation
Curation and creation
Curate
Curator [Cu-ra-tor]Noun: A keeper or custodian of a museum or
other collection
Curate
Tomorrow: Use ONE of the following cool ‘curation’ tools….
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Source content with Feedly
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Twitter / Twittersearch
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Maximise internal ideas with Yammer
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Create new content
Create new content
Tomorrow: Repackage existing content > release to blog to newsletter to case study to whitepaper
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
PR is the bedrock of content marketing
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Most used >> Most effectivePress releases Case studyBlog posts WhitepaperCase studies Video
PR: the bedrock of content marketing
Evernote case study marketing
Tomorrow: Check out the case study http://bit.ly/181fhoo
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Using case studies
Ten things you could blog tomorrow
Repurpose a press release, upload a presentation, manual and more
Comment on a news story affecting your industryComment on latest research / dataWrite a round up once a week of your industryProvide an industry resource listReport on an event – this event?Write up a customer case studyOffer a guest post (and reciprocate) Solve an industry problemTake a provocative stance on something that
needs to change
Tomorrow: Put a blog post (or news story) on your website and tell people about it!
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Ten things you could blog tomorrow
Intercom cool blogging
Eshots and enewsletters
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Eshots and enewsletters
Packaging sector whitepapers
• See ebook – Bosch, Toledo in packaging
Using whitepapers
Tomorrow: Establish one industry problem you can write a guide about
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Zendesk using video
Tomorrow: Check out http://www.zendesk.com/why-zendesk
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Using video
Staying organised
Staying organised
Create a calendarCreate a calendar
Tomorrow: Plan & be realistic. Start out with one post, one news story a week, one piece of lead gen content a quarter, one eshot a quarter
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Never miss an idea with Evernote
Tomorrow: Sign up to Evernote for free and try it out – great for those long commutes!
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Never miss an idea with Evernote
Define what success will look likeDefine what success will look like
Tomorrow: What does success look like to you? Build activity to achieve it whether vanity or sanity
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Your one-a-day prescription for the next 3 weeks!
1. Customer perspective
2. Contributors
3. Watering holes
7. Curation tool
8. Repackage one
element as blog
9. Case study
4. Absolute USP benefit
5. Highlights
6.Match propositions & requirements
10. One news story
11. One industry
problem
12. Video
Extras:
16. Subscribe to my blog
17. Buy my book from Amazon (or ask nicely for a
free review copy)
13. Plan / calendar
14. Ideas capture
15. Success metrics
Your one-a-day prescription for the next 3 weeks!
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Image / reference credits
1 – Devices http://www.geekazine.com/special/pressreader-electronic-newspapers-ces-2013/ 3 – Runner http://www.marksdailyapple.com/physical-effects-poor-training-marathon/#axzz2exskx4Nr4 – Apple Death Star http://geardiary.com/2012/10/05/my-journey-to-the-dark-side-er-apple-is-complete/5 – Paul Lambert http://images.football365.com/13/01/800x600/Aston-Villa-v-Southampton-Paul-Lambert-pa_2884893.jpg 6 – Animation
http://2.bp.blogspot.com/_oHmrz8xVAH8/TSU7L9Jz9dI/AAAAAAAAAQw/I9PutMsyVTo/s200/dans-poor-performance-lg-14402296.jpg 7 – People http://www.noexcuseshr.com/2013_04_01_archive.html 8 - Marketing http://mkt4pontozero.blogspot.co.uk/2011/02/conversa-novo-marketing-30.html 9 – An Internet minute http://www.mediabistro.com/alltwitter/internet-minute_b38168 11 – Service http://debbielaskey.blogspot.co.uk/2012/04/tale-of-marketing-and-customer-service.html 13 - Batman http://communicatebetterblog.com/root/ 15 - Added value http://www.creativ.com.au/ipad-application-developers/ 16 – Content audit http://www.madhavighare.com/web-writing/what-is-a-content-audit 17 – Content audit template http://johnmccrory.com/2011/10/the-handy-dandy-content-audit-template/ 23 – B2b content types http://www.marketingprofs.com/charts/2013/10888/how-b2b-content-impacts-buying-decisions-infographic 27 – Intercom blog http://insideintercom.io/if-its-important-dont-hack-it/ 29 – Screen grabs from www.packworld.com 32 – Calendar http://carmencollins.files.wordpress.com/2011/08/content-calendar.jpg 33 – Evernote http://www.macstories.net/news/evernote-announces-major-redesign-of-ios-app/
Additional resources: Hubspot
Image credits
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
MY 330 page Kindle eBook on B2B digital marketing available now at Amazon
This and hundreds of other guides and resources are available to Smart Insights Expert members.
[email protected] @renepower http://marketingassassin.co.ukblog
http
More on content marketing?
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13