This document contains the slides from a presentation on content marketing strategies. It discusses topics like understanding your target audience, collaborating with others, responding to comments, researching keywords, and creating unique content for different platforms. Case studies are presented on how Nuffer Smith Tucker and companies like Applebee's, Warby Parker, Chobani, Cisco, Oreo, and Citrix leverage content marketing. Statistics are provided on content engagement metrics and spending. The document concludes with a Q&A section.

1. Content
Marketing
Insider
Secrets
Bill Trumpfheller Anna Lingeris Zena Weist Jason Keath
Nuffer Smith Tucker Hershey’s Expion Social Fresh
@trumpyski @ahhnalin @zenaweist @jasonkeath
#freshcontent

2. Thank you to our speakers
Bill Trumpfheller
Nuffer Smith Tucker
@trumpyski
Anna Lingeris
Hershey’s
@ahhnalin
Zena Weist
Expion
@zenaweist
#freshcontent

3. Creating Content – Stimulating interaction
8 Things to Think About
1. The Voice: Your company’s voice your target audiences.
2. Tweens vs first-time homebuyers: Where’s your target audience in
their lifecycle?
3. Get over yourself: Bring value to the table.
4. Strength in numbers: Consider collaboration.
5. Be a curator: Monitor your own platforms and be engaging.
6. Hello…anyone out there: Respond!
7. Research: Key words and phases that encourage action.
8. Write for the medium: Don’t send your “Tweets” through all of your
platforms.
#freshcontent

4. Content Per Platform
4 Things to Think About
1. Know your brand voice
2. Research and understand each platform
3. Lengthening the life of your
copy/campaign
4. Creating unique content per
platform = brand trust!
#freshcontent

5. Get People Talking On and Offline
• Importance of off-line conversations
• Make word of mouth
a marketing objective
• Be authentic and transparent
• Make it easy
#freshcontent

6. NST Case Study: Spacesavers Community
• Online portal to share home organization tips
• Hub for social interactions
• Twitter used for engaging and customer service
• Facebook used for sharing relevant content
• Youtube channel to showcase testimonials
#freshcontent

7. NST Case Study: Spacesavers Community
In-depth content found on the site SpacesaversCommunity.com
#freshcontent

8. #freshcontent

9. 86%
of National Marketers are looking to
modify, adapt and localize their
marketing content, messaging and
engagement practices.
Source: MarketingProfs.com: November 2, 2011 (CMO Council Research)
#freshcontent

10. Why local market pages make sense:
Local Has Higher Engagement — Active Fans %
Based on an analysis of Facebook activity on corporate pages for the top 50 restaurants and top 50 retailers
(using fan counts) compared to a sample of 190 local pages from different brands and local companies. Time
period was May 1, 2011 to October 31, 2011. Active Fans % = number of fan posts and comments/total fans
#freshcontent

11. 54%
of US adults are on Facebook.
No other social network comes close.
13% LinkedIn, 10% Twitter, 8% Google+
SocialHabit.com
#freshcontent

12. Applebee’s Sponsored Story
Applebee’s 2 for $20 Page Post Sponsored Story
#freshcontent

13. Applebee’s Sponsored Story:
By the numbers
STATS Dates: April 10 and 11, 2012
Impressions 13,786,319
Frequency 2.8
Clicks 6,177
CTR 0.045%
Actions N/A
Spend $1,024.52
CPM $0.07
#freshcontent

14. Content Round Robin: Warby Parker
WarbyParker.com/annual-report-2011
#freshcontent

15. Content Round Robin: Chobani
Facebook.com/Chobani
#freshcontent

16. Content Round Robin: Cisco
blogs.cisco.com
#freshcontent

17. Content Round Robin: Oreo
Facebook.com/Oreo
#freshcontent

18. Content Round Robin: Citrix
Workshifting.com
#freshcontent

19. Content
Marketing
Insider
Q&A
Secrets
Bill Trumpfheller Anna Lingeris Zena Weist Jason Keath
Nuffer Smith Tucker Hershey’s Expion Social Fresh
@trumpyski @ahhnalin @zenaweist @jasonkeath
#freshcontent