Content is one of the hottest topics in marketing, and while it can be simple once you get started, many companies struggle in the early stages. In this session, join Ann Handley, CC Chapman and Christopher Penn as they map out a process you can follow to generate ideas, understand your customers' journey, the nuts and bolts of content creation and how to get the most reach and value out of your content. You'll learn: • What topics to cover • What to do when the right idea doesn't jump out • How to maximize the value of each piece of content for multiple audiences and channels • Best practices for creating content in a busy workday • How to explain the value of content to internal stakeholders • How to measure the value of your efforts

1. Basics of Killer Content Marketing
Ann Handley, Head of Content, @MarketingProfs
CC Chapman, Marketing Consultant for Social Good, @CC_Chapman
Christopher S. Penn, VP Marketing Tech, SHIFT Communications,
@CSPenn
David B. Thomas, Senior Director, Content and Engagement, Salesforce,
@DavidBThomas

2. “Creating and distributing relevant
and valuable content to attract,
acquire and engage a clearly defined
and understood target audience with
the objective of driving profitable
customer action.”
Content Marketing Institute

3. Goals – Presentation Overview
Building your Strategy Doing the Work Measuring the Value
1 2 3

4. Building Your Strategy
• Understand your business
• Look at your competition
• Ask your sales team

5. Doing the Work
• We don’t need more content; we need better content.
• Use the So what/because exercise
• Don’t overthink: Barf up TUFD. (Then EDIT.)
• Plan: Tools are your buddy
• Also: WRITE (Did I say that yet?)

6. Measuring the Value
1. ROI Funnel
2. Audience Reach
3. Content Engagement
4. Downfunnel Action
5. Analytics

7. What can you do TOMORROW?
1 2 3
Building your Strategy
1. Choose long term
goals
2. Get buy-in
3. Create a customer
journey
Doing the Work
1. Start an editorial
calendar
2. Write something
terrible
3. Identify your
influencers for
activation
Measuring the Value
1. Set business goals
2. Set KPIs
3. Set diagnostic
metrics
4. Monitor your content
marketing funnel

8. Questions?

9. Join Us For Dreamforce 2015
September 15-18, 2015 | San Francisco, CA