Our July 10, 2013 Speaker Mary Kate Gulick presents the Whys and Hows of Content Marketing. Who, What, When, Where, and Why. It's all here.

1. Content Marketing
Why you need it and how to
do it without losing what’s left
of your mind.

2. What is
CONTENT
MARKETING?

3. Creation and distribution of
relevant and valuable content to
attract, acquire and engage a clearly
defined and understood target
audience – with the objective of
driving profitable customer action.
- Content Marketing Institute

4. MY definition of content marketing
• Taking the content you have
• Optimizing it for search
• Breaking it down into every conceivable channel
• Doing that breaking-it-down thing again
• And then doing it one more time
• Tracking the increased web traffic, search rankings
and PEOPLE RAISING THEIR HANDS TO BE PART OF
YOUR ORGANIZATION

5. And that’s the WHY . . .
• Content marketing brings people to you
• They say they’re interested in your message
• They’re interested in your organization
• And they’re signing up to hear more
• Because they begin to see you as a thought leader
IN SHORT, CONTENT MARKETING WILL
BUILD YOU A GOOD LIST OF QUALIFIED
LEADS.

6. WHERE’S
THE
PROOF?

7. More (and better) site traffic
Source: Kapost

8. Cost per lead goes down
Source: Kapost

9. You own the audience
Source: Kapost

10. That’s all great…
But HOW do I do
content marketing?

11. Creation and distribution of
relevant and valuable content to
attract, acquire and engage a clearly
defined and understood target
audience – with the objective of
driving profitable customer action.
- Content Marketing Institute

12. How do we create content?
• Annual report
• Cause book
• Newsletter/enews
• Events
• Press releases
• Powerpoint
• Speaking engagements
• Direct mailers
• Website
• Blog
• eBooks
• White papers
• Original research
• TV spots/PSAs
• Documentaries
• Webinars
• Curated content

13. What does all of this content need to be?
• Optimized for search
• Relevant to the brand and the audience
• Worth the effort to read
• Mineable enough to serve as the engine for your
social media presence

14. Optimize – Find your keywords

15. Relevant – Find your audience
Donors Conversion Process
Qualified Interested Final push Maintenance At Risk
Mass Affluent DM Annual
report
Blog
posts,
Case study
Invitations,
eNews, social
media, blog
DM,
event
Wealthy Presentation Cause
book,
annual
report
Future
plan
brochure
Quarterly
publication,
case studies
Elite
event,
custom
proposal
Foundation Presentation,
Cause book
White
paper
Site visit,
custom
proposal
Monthly
reporting,
case studies
Custom
face-to-
face

16. Editorial Calendar
MONTH THEME CONTENT
DELIVERABLES/OPPS
April Child Abuse Awareness Month Prevention event, DM,
press release, governor
proclamation, eNews,
4 blog posts
May Foster Care Awareness Month Youth event, quarterly
publication, legislative
hearing, eNews, 4 blog
posts
June Summer Learning eBook, 4 blog posts,
eNews
July Early Childhood Annual report, eNews,
4 blog posts, press
release
August School Readiness White paper, DM, PSA
eNews, 4 blog posts

17. Editorial Schedule - April
ITEM SUMMARY KEYWORDS AUTHOR POST SOCIAL
Prevention
event
promo blog
post
A blog post
promoting
the event and
linking to the
registration
page
Prevention
event
Nebraska,
child abuse
Marcus
Belby
4/4/13 2 posts each on
FB, TW/G+
Event page Landing page
with full event
info and
registration
form
Prevention
event
Nebraska,
child abuse
Blaise
Zabini
4/2/13 2 posts each on
FB, TW/G+
Press
release
About the
governor’s
proclamation
Child abuse
awareness
month
Cormac
Mclaggen
4/5/13 Announcement
and Infographic
on FB, TW/G+

18. Do I REALLY have to blog?
• 55% more website visitors
• 97% more inbound links
• 434% more indexed pages
- Hubspot
SO, YEAH, YOU REALLY DO HAVE TO BLOG.

19. MK’s content spectrum
Bite-sized
nugget
Meal
Buffet

20. Distribute as Bite-Size Nuggets
• Facebook
• Twitter
• Google+
• SlideShare
• Pinterest
• Email

21. What is a bite-size nugget?
• Announcement of availability of content piece
• Intriguing quote or statistic from content piece
• Infographic based on content piece
• Promotion of an event
• Photos from event
• Teaser video clip/still from video
• Retweet or shared post from someone served

22. Content Breakdown Model
Annual
Report
InfoGraph
FB/TW/G+
Hot stat
FB/TW/G+
Quote
FB/TW/G+
Release
offer
SM/EM/DM
Slideshare
pres + SM
YouTube
video + SM
DM/EM/SM
Appeal

23. LeadGen/Download Model
Lead
collection
landing
page
Facebook
Twitter
LinkedIn
Google+

24. Resources
• Content Marketing Institute
•HubSpot
•Inbound Marketing University
•Marketo
•Eloqua
•Kapost

25. Contact
And if you ever have a question, email me at
mkgulick@nebraskachildren.org
@NE_Children
facebook.com/nebraskachildren