I presented this session on Content and Conversations: Content Marketing + Social Media at the Content Marketing Strategies Conference 2011.

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

2. Marketing Today

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

4. 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

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

6. Challenges Context |Content |Conversations | Consistency | Cost

7. Context Rules!

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

9. Conversation

10. Consistency Blog Website

11. 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

12. 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…

13. Think “Hub” Website Social/Earned Blog

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

15. An Event Hub

16. 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

17. Content Hubs Amplify Goals Content Hub

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

19. 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!

20. 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?

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

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

23. Monitor for Response Patterns

24. 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.

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