Content Planning and Content Marketing

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This presentation discusses the evolution of markting and content marketing. Presentation includes the new sales funnel overlaid with the "Hero's Journey"

Business

yourspeakeasy.com
Building a
Content Plan

yourspeakeasy.com
@dansturdivant
Chairman, DFW Search Engine Marketing Association
Senior Account Director at Speakeasy- A Content Marketing Agency

yourspeakeasy.com
More Mass
=
More Market

yourspeakeasy.com
Marketing Today
• Mass has collapsed

yourspeakeasy.com
Marketing Today
• Mass has collapsed
• Transparency is the norm

yourspeakeasy.com
Marketing Today
• Mass has collapsed
• Transparency is the norm
• Social connectivity is everywhere

yourspeakeasy.com
Marketing Today
• Mass has collapsed
• Transparency is the norm
• Social connectivity is everywhere
• Trust is paramount

yourspeakeasy.com
Today’s mantra
• You should orchestrate value-added
platforms in order to syndicate frictionless
models that embrace visionary eyeballs for
the most innovative/synergistic consumers
• Once this is complete, you will morph viral
niches in order to exploit B2B ROI & e-enable
cross-platform mindshare

yourspeakeasy.com
Content Buzzwords
• Inbound marketing
• Blogging
• Editorial calendar
• Keyword gap analysis
• KPI’s
• Content audit
• Content

yourspeakeasy.com
Story telling is marketing

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Content Planning and Content Marketing

1. yourspeakeasy.com Building a Content Plan

2. yourspeakeasy.com @dansturdivant Chairman, DFW Search Engine Marketing Association Senior Account Director at Speakeasy- A Content Marketing Agency

3. yourspeakeasy.com Part I

4. yourspeakeasy.com Marketing History

5. yourspeakeasy.com

6. yourspeakeasy.com More Mass = More Market

7. yourspeakeasy.com

8. yourspeakeasy.com

9. yourspeakeasy.com

10. yourspeakeasy.com Marketing Today

11. yourspeakeasy.com Marketing Today • Mass has collapsed

12. yourspeakeasy.com Marketing Today • Mass has collapsed • Transparency is the norm

13. yourspeakeasy.com Marketing Today • Mass has collapsed • Transparency is the norm • Social connectivity is everywhere

14. yourspeakeasy.com Marketing Today • Mass has collapsed • Transparency is the norm • Social connectivity is everywhere • Trust is paramount

15. yourspeakeasy.com Part II

16. yourspeakeasy.com Today’s mantra • You should orchestrate value-added platforms in order to syndicate frictionless models that embrace visionary eyeballs for the most innovative/synergistic consumers • Once this is complete, you will morph viral niches in order to exploit B2B ROI & e-enable cross-platform mindshare

17. yourspeakeasy.com

18. yourspeakeasy.com Content Buzzwords • Inbound marketing • Blogging • Editorial calendar • Keyword gap analysis • KPI’s • Content audit • Content

19. yourspeakeasy.com

20. yourspeakeasy.com But What’s Missing?

21. yourspeakeasy.com

22. yourspeakeasy.com it’s the story stupid

23. yourspeakeasy.com

24. yourspeakeasy.com

25. yourspeakeasy.com Story telling is marketing

26. yourspeakeasy.com • Focus the story on the buyers’ issues and outcomes, versus the me-me-me-centric approach • “Sectionalize” stories so that it speaks to buyers at their state of need Benefit: • Shortens the “time to sale” when your story matches the buyers’ needs • Reinforce the brand which increases the brand’s value • Content has value and becomes an asset Story telling as marketing

27. yourspeakeasy.com Resources • Brand Storytelling: 10 Steps to Start Your Content Marketing Hero’s Journey http://www.business2community.com/content-marketing/brand- storytelling-10-steps-to-start-your-content-marketing-heros- journey-0423047 • Cant’ Buy me Like- How Authentic Customer Connections Drive Superior Results http://cantbuymelike.com/

28. yourspeakeasy.com @DanSturdivant Chairman, DFW Search Engine Marketing Association Senior Account Director at Speakeasy- A Content Marketing Agency YourSpeakeasy.com