Why Content Marketing Is More Important than Ever and What You and Your Team Can Do About It

1. nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Content Marketing 201:
The Content Mindset
Why Content Marketing Is More Important than Ever
and What You and Your Team Can Do About It

2. Conversation Reminder
@NickWestergaard

3. Content Is Kind of Big Deal

4. User Generated Content!

5. Content Marketing 201
‣ The Content Marketing Landscape
‣ What Makes Great Content
‣ Everyone’s a Publisher (and What That Means)
‣ That’s Cool But It Won’t Work for Us
‣ Planning Your Content Strategy

6. 1
The Content
Marketing Landscape

7. Content Is Fire.
Social Media Is Gasoline.
– Jay Baer
Photo via Flickr user DrPete

8. Photo via Flickr user floeshie
The Age of
Interruption Is Over

9. “– seth godin
You can’t interrupt
or YELL your way
to WINNING.”

10. “
– eric schmidt, executive chairman, google
EVERY TWO DAYS
we create as much
information as we
did from the dawn
of civilization to
up until 2003.

11. A Poetic Dynamic
‣ Paid
‣ Owned
‣ Earned
‣ Media

12. Content by the Numbers

13. Over 90%of all marketers use content marketing
— b2c, b2b, & non-profit sectors!
Source: Content Marketing Institute/MarketingProfs

14. Effectively Using? Only 44% (B2C)

15. Effectively Using? Only 41% (B2B)

16. Effectively Using? 52% (Non-Profit)

17. Over 50%
of content marketers lack a documented content
strategy — includes b2c, b2b, & non-profit sectors
Source: Content Marketing Institute/MarketingProfs

18. Nearly 70%
of content marketers have someone to oversee
content marketing — includes b2c, b2b, & non-profit
sectors
Source: Content Marketing Institute/MarketingProfs

19. Over 41%
of content marketers are producing more content
than last year — includes b2c, b2b, & non-profit
sectors
Source: Content Marketing Institute/MarketingProfs

20. B2C Marketers Use About 12 Forms

21. B2B Marketers Use About 13 Forms

22. Non-Profits Marketers Use 11 Forms

23. Brand
Awareness
was the top organizational goal for content in the
b2c and b2b sectors while fundraising was top for
non-profits
Source: Content Marketing Institute/MarketingProfs

24. Web Trafficwas the top form of content measurement in the
b2c and b2b sectors while increased funding was
top for non-profits
Source: Content Marketing Institute/MarketingProfs

25. Most Plan on Increasing Budgets

26. 24%, 30%, 20%
perecent of budget allocated toward content
marketing efforts for b2c, b2b, and non-profit
Source: Content Marketing Institute/MarketingProfs

27. Writing
& Design
are most likely to be outsourced across all
sectors — b2c, b2b, and non-profit
Source: Content Marketing Institute/MarketingProfs

28. Top Challenges — B2C

29. Top Challenges — B2B

30. Top Challenges — Non-Profit

31. Content Challenges & Pain Points
‣ Content Strategy
‣ Producing Effective & Engaging Content
‣ Producing Enough
‣ Time
‣ Budget

32. 2
What Makes
Great Content?

33. Why Do We Need Great Content?
Source: businessesgrow.com

34. 1. Helpful
Photo via Flickr user gruntzooki

35. Helpful Content

36. Short-Form Help

37. Helping Customers in Six Seconds

38. Questions Are Currency
Photo via Flickr user Instant Vantage

39. Photo via Flickr user Anonymous Account
2. Value

40. Useful
Photo via Flickr user Anonymous

41. 3. Builds Relationships
Photo via Flickr user tim parkinson

42. Building Relationships

43. 4. Timely
Photo via Flickr user North Charleston

44. Not Always Digital But Timely

45. Business Centric
& Customer Aware
great content is both

46. 3
Everyone’s a Publisher
(So, What Does That Mean?)

47. Think Like a Publisher
Photo via Flickr user Herkie

48. Be a Brand Journalist
Photo via Flickr user wishnu.hy

49. YOU Are a Media Platform

50. Deadlines Matter
Photo via Flickr user Droid Gingerbread

51. Just Push Publish
Photo via Flickr user Droid Gingerbread

52. 4
That’s Cool.
But That Won’t Work for Us.

53. #SadTrombone
Photo via Flickr user CarbonNYC

54. Channel Stuart Smalley
Photo via Flickr user evoo73

55. “– david b. thomas, salesforce marketing cloud
The Bs and Cs are
ALL PEOPLE.”

56. Helping: B2B Edition

57. Enhancing Lead Gen

58. Source: lplegal.com/our-people

59. Non-Profits Too

60. 5
Planning Your
Content Strategy

61. The 6 Ps of Content Strategy
‣ Purpose
‣ People
‣ Preference
‣ Production
‣ Promotion
‣ Propulsion

62. Purpose
Photo via Flickr user paul-simpson.org

63. People
Photo via Flickr user Fire At Will

64. Preference
Photo via Flickr user Mavroudis Kostas

65. Production
Photo via Flickr user Illusive Photography

66. Promotion
Photo via Flickr user Jamiesrabbits

67. “
– derek halpern, social triggers
Create content
20% of the time.
Spend the other
80% of your time
promoting what
you created.

68. Photo via Flickr user C!
Propulsion

69. Propulsion: Learn to Love the Logos
Photo via Flickr user kdonovangaddy

70. Make Your Content More Shareable
‣ Ask Them to Share!
‣ Provide Sharing Icons/Options — Numerous
‣ Include Tweetable Passages/Links
‣ Incentivize Sharing — Additional Content, Contest
‣ Measuring Sharing with bit.ly

71. Create Content
Worth Sharing
bottom line: if you want your content shared

72. Planning the 6 Ps Helps
You Plan the Work and …

73. Need People to Work
the Plan

74. Photo via Flickr user otama
Biggest Mistake

75. Content Questions?

76. nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Questions?
blog: branddrivendigital.com
podcast: onbrandpodcast.com
twitter: @nickwestergaard