Content Marketing is the New
SEO + Social Media… (sort of)
Presented by
Lisa Kaslyn
President & Chief Content Officer

What is content marketing?
• Articles
• Blogs
• Free eBooks
• Images/Photographs
• Infographics
• Presentations
• Podcasts
• Publicity
• Videos
• Webinars
• White Papers
Tweet about this session using hashtag #Content4Visibility

1. Understand Your clients/prospects & Listen
2. Keyword & Competitive Research
3. Develop Great Content
4. Distribute Content
5. People Like Your Content (hopefully)
6. Those who Like Your Content will Visit Your
Site
7. Search Engines See that People Visit Your
Site, Like Your Content and Reward You with
Higher Ranking☺
Infographic: SocialMediaImpact.com, Content Marketing Vs. Social Media Marketing
When content, social media & SEO work
together, great results can be achieved

Where will your content come from?
Help! I’m not a
writer - I don’t
know how to create
good content

Content Curation - Don’t I have to be
in a museum to do that?
Relax, sweets, you
just need to learn
the secrets of
content curation

Source: Social Media Today | http://ht.ly/o1OHb

Source: Social Media Today | http://ht.ly/o1OHb

“It’s not possible (or recommended) to share your own
content 100% of the time, which is where content curation
comes in. Curating and sharing topical content that’s useful
to your audience associates that content with your brand and
creates brand affinity.” - Pam Dyer, Social Media Today
Source: Social Media Today | http://ht.ly/o1OHb

Source: Social Media Today | http://ht.ly/o1OHb

Source: Beth Kanter | http://www.bethkanter.org/content-curation-101/#sthash.ekvpZpng.dpuf
Tip: Check out Beth’s Seek, Sense & Share curation planning questions
http://socialmediafoundations.wikispaces.com/Curation+Planning+

Content Curation - Seek
Article curated from
enewsletter subscription

Content Curation - Sense
Simple automated
content aggregation
Curated content
from credible
source is seed for
blog post
Editorial and
context
embrace
curated tips

Content Curation - Share

Content Curation Tip
The post generated dozens of responses filled
with great experiential content!

After I wrote the blog, I
Went back to the same
discussion and posted it so
everyone that helped write
it could see their
contribution AND
attribution – Flattery gets
you everywhere : )

What does say about
Curated Content?
Source: Matt Cutts, Google - www.youtube.com/watch?v=o7sfUDr3w8I
Curated Content is Ranked
along a Value-Add Scale
• Simple Aggregation; i.e., site
widgets, RSS, feeds, Twitter
feeds
• Curated content integrated into
original content
• All original content – yes, it’s
still curation
Matt Cutts
Google Overlord of WebSpam

Checklist for Great Curated Content
• Select topics based on your market’s
informational needs
• Put your prospects’ informational interests ahead
of yours
• Prepare & update buyer personas to avoid
wasting time on irrelevant content
• Integrate your own content that summarizes key
ideas and lessons
• Add value and provide a deeper content
experience by cross-referencing curated topics to
other online resources or perspectives

Free Content Curation Tools
• Great for social curation:
LikeHack and Storify
• Great for news gathering:
Alltop and TalkWalker
• Great for blog reading:
Feedly
• Good for…all the other
things: Scoop.it, Pinterest
and List.ly
Source: AimClear http://ht.ly/o1tNe

The Payoff
• Compelling content establishes trust
• Great content enhances web presence
• Positive content helps boost company and
employee morale
• Engaging content initiates immediate
conversion opportunities
• Content sharing encourages the socialization of
large audiences
Source: Digital Sherpa, “Creative and Converting Leads Through Content Marketing”

Questions…
• Twitter: @Kashen
• facebook.com/lisa.kaslyn
• linkedin.com/in/kaslyn
• G+ Prosper Communications
• pinterest.com/seoflack
• Lisa@ProsperComm.com
ProsperComm.com