The document provides guidance on using content marketing to find new customers. It recommends appointing a chief content officer and managing editor to oversee content creation and promotion. Content should be created for all stages of the buyer's journey, from early to late stage. Marketers should repurpose existing content into different formats like blogs, videos and ebooks. Content performance should be regularly measured and underperforming pieces retired. The key is to publish useful content that helps customers and promotes it across owned channels and social media.
7. Content Marketing Stats
• 86% of marketers are using content to attract or
engage customers
• 78% believe custom branded content will
become more important next year
• 74% believe content marketing played a key role
in traffic increases
17. Organizational Content Contributors
How do you get the thought leaders in your
company to create content?
• Stakeholder /executive support
• Grass roots evangelism
• Training
• Incentive programs
• Create a splash!
25. Ideation
Generating ideas on a consistent basis has been reported
to be one of the biggest content marketing challenges.
• Engage your organization
• Social listening
• Customer interviews
• Surveys
• Hot trends and topics
• SEO considerations
• Personal/business interests
26. Content Arcs/ Themes
• What do you want to talk about and when?
– Themes based on product releases, new services,
other announcements
– Themes based on trends, hot topics
– Arcs could be 1 month – 6 months depending on
your business
• Example: Agency Content Arc
39. Retire
• Every piece of content should have a limited shelf
life
• Ask yourself:
– How is this content piece performing?
– Could we rewrite or redesign?
• Obvious content to retire:
– Reports that are dated
– Assets around an event
– Topic is no longer relevant
42. Webinars
• Webinar 1: The Definitive Guide to Social Marketing
– Registrants: 2,775 Attendees: 588
– Recorded Asset: 14,000 Views
• Webinar 2: The ROI of Social Marketing
– Registrants: 2,289 Attendees: 568
– Recorded Asset: 3,000 Views
54. ROI Measurements
• Determine what you want to measure
– Contact us
– Social engagement
– Linkbuilding and SEO
– Website stats like time spent on page, bounce rate
• Conversions
– Email conversions
– Lead quality
– Retention period
– Sales cycle
57. 7 Key Takeaways
1. The way buyers buy has changed forever—the way we
market and sell must change as well.
2. Publish/own content to help customers find you.
3. Investing in the right team is the key to success.
4. Do more with less by using lean content creation
5. Multi-channel content promotion will give you biggest
bang for your buck.
6. Create content for all stages of the buying cycle
7. Thing big, start small, move quickly!