This document provides an introduction to content marketing for publishers. It discusses the rise of content marketing and how brands need to become publishers to leverage their expertise through distributable content. The document outlines goals and strategies for content marketing, including addressing frequently asked questions and leveraging various content formats throughout the marketing funnel. It provides tips for publishers to develop high-quality content that supports business objectives and drives leads and sales.

1. online content marketing
for publishers.
introduction to leveraging your
expertise and content.
dennis saaltink
2013

2. the rise of content marketing
 64% of marketers consider content
marketing to be more important than
strategies used by US B2B marketers in
advertising (% of respondents), 2012
 86% of B2C marketers are using it Content Marketing 87
SEO / SEM 67
 55% of B2C marketers will increase
budgets on it over the next 12 months Events 62
PR 56
 between 18 and 40% of marketing
budgets are allocated to it Traditional Advertising* 26
Other 15
 87% of B2B marketers do it
result: brands need to
become publishers
source: Econsultancy / Adobe, 2012 ; BtoB Magazine, Sep 2012 / Curata, Nov 2012 / Content Marketing Institute, 2012

3. the good news
+ you are a publisher
already!
+
brands need you have tons of
to become great content
publishers
+ you can help other
brands be publishers

4. the bad news
-
it will happen at
the expense of
brands need advertising budgets
to become
-
publishers you will get more
competitors with
good content

5. the big question
are you using your
content only as a
product you can sell?
brands need
to become
are you also using
publishers
your expertise as a
marketing tool to
get customers?

6. enter content marketing
“the translation of an
organization’s knowledge and
content
marketing = expertise into distributable
content to drive valuable
prospect and customer action.”

7. wait a minute…
yes.
if you believe content is the
best you’ve got.
“we should give
away content – it will help you build trust.
for free?”
and trust is the ultimate
thing a brand can have.
[ obviously, you don’t give it all away for free.. ]

8. goals of content marketing
goal measure
1. drive sales revenue
2. make customers happier retention
3. save cost cost
[ these are strategic marketing goals! ]

9. content marketing is answering real questions
business
question answer
lead
description customer question or content created by
the stepping stone to
problem drives online user marketer provides the
conversion is created
behavior solution
example “By the way, you might
“Here’s a practical guide.
“I want to buy a house. be interested in these
It will help you manage
How does that work?” attractive mortgage
the process.”
rates.”
here’s where you build trust
here’s where you develop preference
for your business

10. inspiration
what are the 20 most
frequently asked questions
about your product or service?
like:
 how do i use this product?
 how do i solve this problem?
 how do i minimize risk?
 how do i maximize opportunity?
 where do i need to think about when buying a product like this?
 what do other people think about this product?

11. content marketing in the funnel
sell more
“this is us and this is “sell” your product or
what we do” service to a
marketable person
customer
upsell
brand lead customer customer
awareness generation acquisition service
customer
retention
make a person help a customer
“marketable”, i.e. optimize use of your
specified and product or service
accessible
give your customers
something extra

12. formats in the funnel
customer
upsell
brand lead customer customer
awareness generation acquisition service
customer
format retention
your website
article
video
infographic
(buying) guide
b2c product spec sheet
& newsletter
b2b
demo
instructional
checklist
decision tree
calculator
slideshow
report
b2b whitepaper
specific
webinar
case study

13. the mechanism
your people and your business hold translate your knowledge into basic
huge amounts of knowledge on your (digital) content – content that re-format your content to fit the
markets, products and customers answers real questions various platforms you will use
guide formats
whitepaper article
your valuable
your business content slideshow
knowledge report
checklist
video
webinar infographic
newsletter
tap into the relevant reach and
you hand-over your qualified reputation already accumulated
leads to sales – and generate by content and social platforms
more business
audiences platforms
prospect
p
environment
social
you “receive” prospects in an content and social platforms
environment specifically tuned to meet reinforce each other in
their additional information needs – but addressing specific information
also to make them “marketable” needs of your audiences

14. in other words
it’s about:
translating your knowledge into content
formatting the content for different channels
making the reached audience marketable

15. content is the missing link between search and social
social search
social networkers stumble searchers have a mission
across interesting stuff
they won’t stop until their
a latent need may surface problem is solved
[ focus on interesting content ] [ focus on functional content ]
demand generation demand fulfillment

16. rise of content marketing is driven by ROI
long term relevance branding
SEO better conversion
=
high value
great ROI
low cost
content creation
distribution cost

17. 6 questions publishers need to address
1. what are the 20 most asked questions by your
1 customers?
2. to answer these questions, what content is
2 available and what is lacking?
3. on what content and social platforms are your
3 (prospective) customers present?
4. can you re-format the content to match the
4 selected channels?
5. what information do you need from a prospect to
5 make him marketable?
6. will your sales department properly deal with the
6 leads you deliver?

18. and 8 tips to get started
1 be neutral - people will distrust any
1. 1.
5 re-format and re-use – this is not
organization which only promotes about being lazy, it’s about being
itself smart
2.
2 be timeless – timeless content has a 2.
6 put it all on your website – once you
long shelf life and helps drive have created great content, don’t
positive ROI forget to enrich your own website
3.
3 address a real problem – this will 3.
7 tell the world – press releases and
make your content relevant to your posts on Twitter and Facebook about
audience your new piece of content
4 pay attention to style – people have
4. 4.
8 connect to business objectives – a
a built-in radar for crappy content piece of content is only great if it
supports business objectives

19. “To me, a brand is trust”
Steve Jobs

20. about
I’ve gained vast online media experience in various B2C and B2B publishers in
the Netherlands. I was active in many roles, including online product manager,
online publisher and innovation manager, at large media companies such as
Sanoma Media en Reed Business. At Reed Business, I was ultimately appointed
Chief Strategy Officer, responsible for strategy and business development.
I’ve studied International Business at the University of Maastricht.
Currently, I’m the CEO and Founder of CheckZis.
> dennis@checkzis.com
> +31 6 2039 0289
dennis saaltink