The document outlines a 5 step process for building a high impact content marketing strategy. The steps are: 1) Make content central to the business rather than just marketing, 2) Produce valuable, consistent, and frequent content, 3) Add content curation to the strategy, 4) Continually generate new ideas and iterate using lean startup principles, and 5) Empower communities of interest around the content.
5 Steps for High Impact Content Marketing Strategy
1. 5 Steps for Building a High Impact
Content Marketing Strategy
Presented by:
Arabella Santiago
Marketing and Communications Director
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2. Problem: The Social Web is crowded.
I’m talking
to you!
I’m looking
for you!
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3. It’s hard to get heard!
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4. It’s hard to be found.
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4
17. Engagement Sweet Spot
Customer
Company Core and Community
Values Interests
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18. Engagement Sweet Spot
Customer
Company Core and Community
Values Interests
Internal Team
Interests
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19. Engagement Sweet Spot
Customer
Company Core and Community
Values Interests
Internal Team
Interests
Opportunity for
workforce development
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20. Engagement Sweet Spot
Customer
Company Core and Community
Values Interests
Internal Team
Interests
Opportunity for Opportunity for
workforce development personal branding
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21. Engagement Sweet Spot:
Key Content Topics
Customer
Company Core and Community
Values Interests
Internal Team
Interests
Opportunity for Opportunity for
workforce development personal branding
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32. To summarize, good content is:
Valuable to your audience
Consistent with your message
Dynamic: fresh and frequent
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33. To summarize, good content is:
Valuable to your audience
ll!
ta
at
Consistent with youremessage ei
cr
lt to
fficu
Dynamic: ifresh and frequent
d
ry
Ve
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35. Step 3:
Add content curation to your
content marketing strategy
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36. The Old Content Cycle: One to Many
Content
Author
Authors
Editor
Curators
Audience Organization
and Context
Readers
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37. The New Content Cycle: Many to Many
Content
Authors
Authors
Curators
Curators
Audience Organization
and Context
Readers
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38. The New Content Cycle: Many to Many
Content
Authors
Authors
Curators
Curators
Necessity.
Audience Organization
and Context
Readers
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39. The New Content Cycle: Many to Many
Content
Authors
Authors
Curators
Curators
Opportunity!
Audience Organization
and Context
Readers
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40. The Content Explosion
“Every two days we create as much
content as from the dawn of man up to
the year 2003.” - Eric Schmidt, Google,
at the 2010 Techonomy Conference
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41. Content Curator
“Someone who continually finds, groups, organizes and
shares the best and most relevant content on a specific
issue online.” - Rohit Bhargava, Ogilvy
“A web superhero.” - Steve Rosenbaum, Author, Curation
Nation
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44. Case Study: IS Decisions
• Information Technology
Software Publisher
• Specializes in Infrastructure
and Security
• 3,000 customers worldwide
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45. Case Study: IS Decisions
Problem: How do you get top of mind in
a crowded market with multiple vendors
and numerous potential customers?
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46. Case Study: IS Decisions
Target audience - technology
professionals:
• Engineers and Specialists
• CIO’s
• IT Consultants
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47. Which topics would engage their
target audience?
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48. IS Decisions curated topic lineup:
Microsoft News Infrastructure IT Tools
Security
Corporate News
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49. Content Discovery
Sources:
What the team reads:
IT blogs, tech media
Google Reader
Scoop.it suggestion
content engine
Company blog and
news
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54. Results so far:
Read the
Story on
our blog
• Targeted audience of close to 40,000 visits on niche topics
• 110,000 page views
• 46,000+ search results in Google
• Lead generation, brand awareness
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60. What is #leancontent?
“The lean content model is about writing less, but saying
more, using fast feedback loops and tools to live up to
the promise that less is more.” - Martin W. Smith,
Director of Marketing at Atlantic BT
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61. What is #leancontent?
“The lean content model is about writing less, but saying
more, using fast feedback loops and tools to live up to
the promise that less is more.” - Martin W. Smith,
Director of Marketing at Atlantic BT
“Like lean startup culture, the marketing sector could
learn a few things from smaller, nimble means of
spreading the word about a great new
product...Blasting out a brand message doesn’t work if
the underlying claim or value proposition is bupkis.” -
As reported by J.D. Lasica, Social Media Biz
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63. #leancontent principles, thus far:
• Scrappiness - high impact with
minimum resources
• Validated learning with “small bets”
• Feedback loop: Build-Measure-Learn
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64. Practical tips:
Test ideas on appropriate curation platforms
• Entertainment • Professional
content content
• Pinboard • Custom topic
page
• Social media
• Video content chatter
• Channel • Embeddable
story
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67. And they will become the cheerleaders
of your brand!
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68. Practical tips:
Host events that
bring together your
community
Partner with
other brands that
help spread your
message
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69. Review: 5 Steps for High Impact
Content Marketing Strategy
1. Take the “marketing” out of your content marketing
strategy
2. Produce “good” content
3. Add content curation to your content strategy
4. Generate new ideas, iterate, #leancontent
5. Empower your community of interests
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70. Thank you!
Please connect with me:
Arabella Santiago
Marketing and
Communications Director,
Scoop.it
arabella@scoop.it
www.scoop.it
@scoopit @arabellatv
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