C O N T E N T M A R K E T I N G # S T L C M

T H E 5 F U N D A M E N T A L S O F

@AlexCruz4u & @TheMattKamp

P R E S E N T A T I O N

• History of Content Marketing

• What is content marketing

• The 5 Fundamental Steps & Tools

• 2 Case Studies

• 1-2 Audience Audits

I N 1 8 3 7 - I N G R A N D D E T O U R I LE A R L Y C O N T E N T M A R K E T E R

J E L L - OE A R L Y C O N T E N T M A R K E T E R

W H Y C O N T E N T M A R K E T I N G

• Authority

• Awareness

• Trust

• Relationship

5 S T E P S T O C O N T E N T M A R K E T I N G

• Strategy

• Creation

• Distribution

• Promotion

• Tracking

S T R A T E G YS T E P 1

Strategy: Capabilities / KPI’s

Goals

Personas

Topics

Consistent

Distribution needs

Influencers

S T R A T E G Y - T O O L S

• PenPath

• ICO

• Google Trends

• AddThis

C R E A T I O NS T E P 2

Strategy > Mission > Editor > Writer

Cover the bases:

SEO

Visuals/Layout

Length/Title

C R E A T I O N - T O O L S

• data.gov / Pew Research Center

• PublishThis.com

• Google Keyword

• Evernote

D I S T R I B U T I O NS T E P 3

Platforms for posting

Distribute to platforms correctly (repurpose!)

Establish your networks

Educate & engage with your whole team

D I S T R I B U T I O N - T O O L S

• Wordpress / Medium / Blogger / Tumblr

• LinkedIn

• contactually.com

• mailchimp.com

• Hatchbuck / HubSpot / Greenrope

P R O M O T I O NS T E P 4

Leverage your efforts with the right tools

Study reports on what’s most effective

Explore unsaturated channels

P R O M O T I O N - T O O L S

• hipb2b.com

• Twitter Cards / FB / LI sponsored content

• Outbrain / Taboola / Zemanta / SimpleReach

T R A C K I N GS T E P 5

Goals: lead gen, speaking, exposure, traffic,

social engagement, etc.

Listening

Measuring KPI’s

Social engagement

Subscriptions

Funnel

T R A C K I N G - T O O L S

• bufferapp.com

• Google Analytics

• Inbound CRMs

• PenPath

• AirPR.com / Docalytics / KISSmetrics

C A S E S T U D Y 1 - I N F L U E N C E &

C O

S T E P 5

C A S E S T U D Y 1 - I N F L U E N C E &

C O

S T E P 5

C A S E S T U D Y 1 - I N F L U E N C E &

C O

S T E P 5

C A S E S T U D Y 1 - I N F L U E N C E &

C O

S T E P 5

Consultant: Digital Marketing Strategy

Cut Marketing Expenses: +40%

New Revenue Channels: +$2,000,000

C A S E S T U D Y 2 - P E N P A T H

C O N T E N T M A R K E T I N G # S T L C M

T H E 5 F U N D A M E N T A L S O F

@AlexCruz4u & @TheMattKamp