Content Marketing Strategies Conference: Ardath Albee Content and Conversations

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The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.

Business Technologie

Create a Content Strategy for Lead Momentum Content & ConversationsContent Marketing + Social Media Presented by Ardath AlbeeCEO & B2B Marketing Strategist

Opportunities Building more personalized relationships Increased credibility >> consistency Immersive engagement Expanded reach Be Human

What Buyers Want Helpful Information Insights to Problems No Pressure Choice Instant Gratification Guidance Set Their Own Pace Increased Confidence Professional Success Less Risk Conversations

The Marketing Shift ©2009-2011 Marketing Interactions, Inc.

Challenges Context |Content |Conversations | Consistency | Cost

Content is Marketing Currency Marketing Content Vendor Currency Engagement Level Buyer Currency

Cost Fuel is expensive Perception is hard to change Free isn’t cheap Conversations never end Resources are limited Leads are a terrible thing to waste

Social Media is Content Marketing At least 85% of Executives are using Social Media during the purchase decision. - Forrester Research The ultimate question you need to ask yourself about social is…

Hub = Content + Conversations Email Invitations Tweets Press Release Articles BlogPosts Lead Database LinkedIn Status/Groups

One Asset = One Goal Tweet > Web Traffic eBook > Credibility White paper > Lead Generation Email > Click Thru Syndication > Awareness Blog Post > Thought Leadership Article > Lead Nurturing

Content Hub Case Study eBooks Webinars Syndication Website Blog Pocket Guide Email Tweets

Results Pocket Guide downloads – 7,000 Webinars – 1,000 attendees each Individual guides – 3,000 downloads each Series of 5 emails – 143,000 impressions Social Media – Twitter, LinkedIn, Blog Complete book downloads associated with 7 Deals Three book chapters combined influenced 10 deals Combined webinars influenced with 11 deals Content + Conversations Influenced 28 Deals!

Plan Your Moves Rule of 5 One asset 5 ways to use it Use repetition wisely Think Niche Topics & Themes Incite Action What’s the 1 thing?

Think About What You’re Saying Courtesy of We Make Clouds By Mike Farah & J. Longo

Do Not Forget Your audience now has an audience of their own. Word travels FAST!

A Few Final Thoughts Assess your social profiles from the outside. Pay attention to attention. Nurturing doesn’t depend on a database. Claim your niche and stick with it. Be patient, persistent and consistent…across all channels. Ask for the action.

Thank You! Ardath Albee, B2B Marketing Strategist Marketing Interactions, Inc. Web:www.marketinginteractions.com Twitter:@ardath421 Blog:http://marketinginteractions.typepad.com

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