Creative Content Marketing - Winning Hearts, Minds & Wallets. Presentation at SES New York by Lee Odden on how to plan & implement scalable, creative content marketing programs.

2. My Journey to SES NY

3. About Lee:
Proud Dad
CEO, Consultant
Speaker, Blogger
Traveler, Foodie
TopRankBlog.com @leeodden

4. @LeeOdden New York| 25–28 March 2013 | #SESNY
#1
Content
Content Marketing #1
Marketing
Image: Shutterstock

5. @LeeOdden New York| 25–28 March 2013 | #SESNY
86% Keep or Increase B2C Content
54%
B2B Marketers
Increase Content
Marketing Spending
Source: CMI 2012
Image: Shutterstock

6. @LeeOdden New York| 25–28 March 2013 | #SESNY
SEO Has Changed. Forever.

7. @LeeOdden New York| 25–28 March 2013 | #SESNY
Mass Rush to Content Marketing
Image: Shutterstock

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What is the Result?
Girl Image: Shutterstock Velocity Partners

9. @LeeOdden New York| 25–28 March 2013 | #SESNY
Graphic by 97th Floor for TopRank

10. @LeeOdden New York| 25–28 March 2013 | #SESNY
Failure to Plan is a Plan to Fail
Where will
we find
We don’t have the people to
staff to write create all this
articles every day. content?
There are only so
What if we run out many things we can
of things to say? write about
“widgets”.
Image credit: Shutterstock

11. @LeeOdden New York| 25–28 March 2013 | #SESNY
Content Marketing Maturity Model
1. Stand: 2. Stretch: 3. Walk: 4. Jog: 5. Run:
Curiosity Experiment Strategy Culture of Monetizable
No Resources Evaluate Processes Content Content
Resources in/out “Publisher” Integration

12. KEEP
CALM
AND GET
CREATIVE

13. @LeeOdden New York| 25–28 March 2013 | #SESNY
Infographic Novel
http://www.hostway.com/resources/infographics-videos/stalking-dead.html

14. @LeeOdden New York| 25–28 March 2013 | #SESNY
What’s Missing?
How will it be promoted?
Can you really count on
“Going Viral”?
Creative Needs Promotion:
Publicized on blogs & media
Optimized for social, search
Make it relevant & top of SERPs:
“the stalking dead”
“infographic novel”

15. Great content
isn’t really great
until it gets found,
consumed, & shared.

16. “What are some
examples of
winning
creative content
that are
optimized and
socialized?”

17. @LeeOdden New York| 25–28 March 2013 | #SESNY
Winning Content
tomfishburne.com

18. @LeeOdden New York| 25–28 March 2013 | #SESNY
Winning Content
tablespoon.com

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21. @LeeOdden New York| 25–28 March 2013 | #SESNY
What’s the Payoff?

22. Sustainable, Quality Content
Means A Different
Perspective

23. @LeeOdden New York| 25–28 March 2013 | #SESNY
Consume
Discover Act
Consumer Focus

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Optimized Content Creative
Engage
Optimize 360 Model
Attract Convert

25. @LeeOdden New York| 25–28 March 2013 | #SESNY
Optimize Across the Lifecycle
Persona: Values: Content:
“Admin Jane” = Fast = Topics
Influences CEO = Save $ = Keywords
= Service = Media & Channel
awareness interest consideration purchase retention advocacy
Blog Facebook Email Offer Tips Articles Blog
Fast
Byline PPC Locator Newsletter Soc Net
Ads Blog PPC Loyalty VIP
Save $
Press Reviews Discount Community Referral
Article Reviews Display Network Referral
Service
Media Blog Offers Thank You Rewards

26. Content
Sourcing Ideas

27. @LeeOdden New York| 25–28 March 2013 | #SESNY
Visualize Trends
• semrush.com
• Google Keywords
• Majestic SEO Anchor Text
• socialmention.com wordle.net
• ubersuggest.com
Export CSV
tweet-cloud.com

28. @LeeOdden New York| 25–28 March 2013 | #SESNY
Your Site
• Onsite search
(logged queries GA)
• Form textarea analysis
• ? Queries in analytics
• Google Webmaster Tools

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Frontline Staff
Sales
Customer Service
BCC FAQs to the content team
Image: Shutterstock

30. @LeeOdden New York| 25–28 March 2013 | #SESNY
Become a Publisher
Ed Cals & Media Kits: Review planned stories
Magazines: Recurring Features, Themes, Short
Form, Long Form
Newspapers: Timely, Objective, Sensational
Television: Storytelling, Recaps, Previews

31. @LeeOdden New York| 25–28 March 2013 | #SESNY
Customer Journey
Maria: Tech Savvy Mom
Buying
Keywords Social Topics Content Type
Cycle
Time Saving Housekeeping, Blog post, articles in
Awareness housekeeping tips
Naptime Cleaning relevant magazines
robot cleaners,
What types of automated
Interest automatic Demonstration video
cleaners are there?
Maria cleaning
Mom
Product feature/benefit
robot cleaner What are the best robot
Consideration list. Comparison to
reviews cleaners?
competitors
Customer Pain Purchase
robot , Zrobot
how to buy, Where can I buy a Zrobot?
Store locator, geo-specific
store pages, FB fan pages
Points Zrobot prices
• No time to clean Zrobot cleaning How to get more uses from Blog posts, guest posts,
Retention
• 5 small children who spill and tips your Zrobot video
make messes Zrobot fans,
• Light colored carpet Zrobot mom user group Q Facebook Fan page,
Advocacy Zrobot
• Cannot afford a weekly maid and A, tips Forum, Zrobot Newsletter
accessories

32. Facts Tell
Stories Sell

33. @LeeOdden New York| 25–28 March 2013 | #SESNY
4 Content Types For Brand Storytelling
Amplification
Evergreen
Repurpose Syndication
Brand d
Stories Curated
Off Site Posts
Co-Created

34. @LeeOdden New York| 25–28 March 2013 | #SESNY
Evergreen Content
• Original, unique to publisher
• Timeless, always relevant

35. @LeeOdden New York| 25–28 March 2013 | #SESNY
Repurposed Content
This is a blog post with
a video embedded
inside of it.
This is a PowerPoint
Showing images and a
There is also text below video embedded inside
the video with show of it.
notes of key moments.
Upload video Embed in a Post screen Upload images
to YouTube blog post with shots from and text as a
show notes. video to story in a
Flickr. PowerPoint.

36. @LeeOdden New York| 25–28 March 2013 | #SESNY
Curated Content
• Aggregate resources
• Curate internal content
• Curate industry news

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Curated Content

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Co-Created Content on GDocs

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Co-Created eBook
119,000 Views
Slideshare
Next Most Pop:
6,473 Views

40. @LeeOdden New York| 25–28 March 2013 | #SESNY
Tips &
Examples Website Email
Blog eBook Category Newsletters
Posts
Industry Media Guide to
Coverage B2B
Press Releases Social
Practice Area
Prospect
(Topic -
Social Co-Created
Brand Networking Keyword) SEO
Visual
Networking Community eBook with
Conference
Contributed
Articles Off Site
Guest Posts Commenting
Topical Survey Topical
Resource Speaking at
“2013 Topic XYZ Conferences
Survey” Lists

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Content Plan Template
http://tprk.us/keyedcal

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Content Marketing Secret
Let Me Tell You A Secret
http://tprk.us/cmsecrets
Image Source: Shutterstock

43. @LeeOdden New York| 25–28 March 2013 | #SESNY

44. @LeeOdden New York| 25–28 March 2013 | #SESNY
Discover – Consume - Act
Attract Engage Convert
Social Networks PDF Contribute
Direct social messages Slideshare Download
Email Long form interviews Subscribe
Blog Single images Share
Search Attend Conference

45. @LeeOdden New York| 25–28 March 2013 | #SESNY
One Clever Question
You're a secret agent on a mission
and you're having a rendezvous with
your agency contact after pulling a
dangerous undercover operation.
You now have a coveted secret. A
content marketing secret.
What secret for achieving success
with content marketing will you
share? The content marketing world
depends on it!

46. @LeeOdden New York| 25–28 March 2013 | #SESNY
Content Marketing
Thought Leaders
Shared Their
“Secrets”

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10 Long Form Interviews

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Planned Repurposing
B2B Enterprise Enterprise Enterprise Top 10
Enterprise SMB SMB B2B B2B
SMB B2B Tools SMB Marketing
Tools Tools Win budget Tools
Win budget Win budget B2B Win budget Tactics
B2B Tools B2B B2B Top 20
Enterprise B2B Enterprise Enterprise Content
SMB Enterprise SMB Tools
Tools SMB Win budget SMB
Marketing
Win budget Win budget Tools Win budget Tools

50. @LeeOdden New York| 25–28 March 2013 | #SESNY

51. @LeeOdden New York| 25–28 March 2013 | #SESNY
All Content &
Promotions Consider:
 “Findability”
 “Engagement”
 “Shareability”

52. What
Happened?
1. Created Demand
2. Dominated Search
Results
3. Event Awareness
4.
Registrations, Sessio
ns

53. @LeeOdden New York| 25–28 March 2013 | #SESNY
Outcomes in 6 Days
43,000+ views on Slideshare
1,000+ PDF downloads
5000+ visits of interviews
3,300+ Retweets
200 “likes”
130 G+
100+ inbound links

54. @LeeOdden New York| 25–28 March 2013 | #SESNY
It’s Not Just About Customers
Attributed to Henry Ford:
"If I listened to my customers,
we'd still be riding horses”
To stand out to customers and above the
competition, brands must take a
leadership position with their content
marketing.

55. @LeeOdden New York| 25–28 March 2013 | #SESNY
Or Just Being More Creative

56. The Winning Formula:
• Brand leadership
• Customer empathy
• Storytelling & creativity
= Results!

57. @LeeOdden New York| 25–28 March 2013 | #SESNY
It All Sounds Good, But…
Can I Really Do This?

58. Yes You Can
You Can Do Anything

59. With the Right Plan
OptimizeBook.com

60. Takeaways
Great content isn’t great until it’s
discovered, consumed and shared.
Facts tell, stories sell.
Winning creative is about
results, not awards.
Brand leadership + customer
empathy & creativity = content
marketing results.

61. @LeeOdden New York| 25–28 March 2013 | #SESNY
Thank You!
@LeeOdden
lee@toprankmarketing.com
TopRankMarketing.com
TopRankBlog.com
OptimizeBook.com
Free Download:
http://tprk.us/cmsmarts13