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A 2019 Content Marketing System for B2B Companies

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A 2019 Content Marketing System for B2B Companies

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In this presentation, I look at how to write a whitepaper and turn it into 35+ pieces of additional content for your marketing team. From one writer's perspective, this is a way for your B2B company to make an impact and see impressive results from content marketing in 2019.

In this presentation, I look at how to write a whitepaper and turn it into 35+ pieces of additional content for your marketing team. From one writer's perspective, this is a way for your B2B company to make an impact and see impressive results from content marketing in 2019.

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A 2019 Content Marketing System for B2B Companies

  1. 1. The 2019 Content Model Writer’s Edition A strategy for transforming long-form content into 35+ pieces of marketing content...
  2. 2. Content System Overview Strategy Create ResearchPromote - Publishing - Tagging - Outreach - Commenting - Feedback - Community - White Papers - Case Studies - Guides - Articles - Stories - Updates - Keywords - Influencers - Interviews - Data - Studies - Experience - Audience Personas - KPIs & Goals - Brand Narrative - Content Inventory - Governance - Team START HERE
  3. 3. 7 Types of Written Content White papers, eBooks, technical docs, in-depth guides... Slideshare presentations, webinars... Technical articles, blog posts, guest posts... Resources, tools, checklists, lists... Status updates... Stories, mashups, memes, GIFs, graphics, quotes... Tagging, mentions, outreach, commenting... DEEP-DIVE DOCUMENTS PRESENTATIONS ARTICLES DOWNLOADS UPDATES GRAPHICS Engagement
  4. 4. Deep-Dive Documents Deep-Dive Doc Technical Articles Presentations Downloads Status Updates Micro-Content Community
  5. 5. 1. Create Deep-Dive Document What is it? A Deep-Dive Document goes deep on a specific topic. It’s research-centric and driven by a desire to provide the MOST value to your readers. Types of Deep-Dive Documents: White Papers: A broad term for long-form docs created to share research, insights, and strategies. Case Studies: Show readers, by example, what kind of results your product or service can deliver. In-Depth Guides: Dive DEEP into the tactical plan for how to achieve a goal or execute a strategy. 1 2 3
  6. 6. 1. Create Deep-Dive Document Transform Into Article Use the Deep-Dive Doc and your additional research to construct an articulate, optimized article. Generate Ideas While writing, use the Google Doc commenting feature to identify article titles as you create the Deep-Dive Doc. Conduct More Research Take the idea and flesh it out with more research. This will give it the power to stand as its own piece of content.
  7. 7. 1. Create Deep-Dive Document Here’s an example of commenting with an article idea...
  8. 8. Presentations Deep-Dive Doc Technical Articles Presentations Downloads Status Updates Micro-Content Community
  9. 9. Presentations You’re viewing this presentation, aren’t you? Seems like they DEFINITELY have a place in a B2B marketing strategy. ;-)
  10. 10. 2. Create a Presentation SlideShare receives 159,000,000 page views per month 65% of people are visual learners What is it? A Presentation gives users yet another digestible way to consume your content. Transform your deep-dive doc, or 1-2 technical articles, into this format. All the visual learners out there will thank you for it.
  11. 11. Technical Articles Deep-Dive Doc Technical Articles Presentations Downloads Status Updates Micro-Content Community
  12. 12. 3. Write Technical Articles What is it? A Technical Article goes into actionable tactics, strategies, how-tos, and whys. Think of it as a typical 1,000-word blog post, but with more purpose and less keyword stuffing. Why write technical articles? Some will want to read your 5,000-word document, but others won’t. Technical articles are valuable for those who need a more consumable version. Where should I publish these? ● Your company blog ● As a LinkedIn Article ● On Medium.com ● For a guest post
  13. 13. Downloads Deep-Dive Doc Technical Articles Presentations Downloads Status Updates Micro-Content Community
  14. 14. 4. Develop downloads What is it? Downloads serve as an additional resource for readers to refer back to time and time again. Often, they require an email address to download, which builds your list. However, you can give them away at no cost, too. 1 2 3 4
  15. 15. Status Updates Deep-Dive Doc Technical Articles Presentations Downloads Status Updates Micro-Content Community
  16. 16. 5. Write Status Updates Why care? If your content gets published and no one is around to hear it, it won’t make a sound. You’ve gotta go raise the roof and stir up some noise. That starts with consistently updating your status. You’ll connect with readers, forge relationships, and begin building a thriving community. Elements of a Good Status Update ● Long-form captions to engage deeper ● Tagging relevant people and influencers ● Video or audio micro-content to accompany it ● A call-to-action around community engagement ● Responding to all the comments
  17. 17. Micro-Content Deep-Dive Doc Technical Articles Presentations Downloads Status Updates Micro-Content Community
  18. 18. 6. Make Micro-Content As you work on Deep-Dive and Technical Articles, highlight opportunities for micro-content. If you identify it while creating, you can use the micro-content within the longer content as well.
  19. 19. 6. Make Micro-Content Once you’ve got the idea identified, transform it into a visual piece of micro content. Group Flow Triggers #2: Good Communication Leadership requires consistent communication. If they don’t know what you’re looking for, you’ll never get it. I’ve learned a lot about communication over the years, and I love studying leadership. Those of you like me will love this concept of “group flow triggers” I recently discovered while writing an article. ...see more {
  20. 20. Community Engagement Deep-Dive Doc Technical Articles Presentations Downloads Status Updates Micro-Content Community
  21. 21. 7. Engage With the community Community Engagement is one of the most important aspect of any content marketing plan. Without a following, your investment gets squandard. Find your tribe and connect with them. Comment on their posts, go out of your way to add value, get their expertise, become the host of an industry meetup… If you want to be a leader, it starts with the community.
  22. 22. Do You Need Content?
  23. 23. Let’s Connect! Chelsei R. Henderson Full-Stack Freelance Writer - - - - - [phone number] chelsei@535creative.com http://www.linkedin.com/in/chelseirae

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