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Content marketing for business: tips, tricks and trends

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Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Content Marketing for Business: Tips, Tricks and Trends Presented by:! Melissa Harrison! Allee Creative, LLC! www.alleecreative.com!
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 About the Presenter Melissa Harrison! Named one of the “Top 36 Content Marketers Who! Rock” by TopRank and Content Marketing Institute in! 2013, Melissa has more than 13 years experience ! helping organizations strategize and manage their ! brands through traditional marketing, social media and ! content marketing.! Melissa is also a four-time recipient of the Hermes! Creative Award, a national speaker on the topics of ! branding, content strategy and social media; and is ! certified by Google Analytics Academy in Digital ! Analytics Fundamentals.!
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 What is Content Marketing? •  Customized! •  Two-way! •  Engaging! •  Educational and Informative! •  Solution-driven! •  Leads to action!
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Debunking the Myths Myth #1: Content marketing is the same thing as social media.
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Debunking the Myths Myth #2: Content marketing doesn’t cost much.
How much content marketing could you buy for that?
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Remember… While business goals between content marketing and traditional advertising may be different, the content you create can be leveraged to have a much LONGER shelf life than traditional ad space.
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Debunking the Myths Myth #3: Content marketing needs to be traced to a sale in order to be considered successful . OR You can’t track the ROI of content marketing.
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Debunking the Myths Myth #4: Content marketing is a quick, easy win .
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 So, is it effective?
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Understand what content marketing means for your business.
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Do not start without a strategy. Period. The most effective businesses using content marketing:! 1.  Have a strategy! 2.  Have someone dedicated to manage this strategy! 3.  Use 15+ tactics! 4.  Use an average of 7 social media channels! 5.  Spend between 32-39% of their marketing budget on content marketing!
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Uses for your business •  Customer service! •  Industry pulse! •  Establishing trust and thought-leadership! •  Engaging younger demographics!
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Social media: Which platforms to use The “Fab Four”! –  Facebook! –  Twitter! –  LinkedIn! –  Pinterest!
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Tricks
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Tools for staying on track Tools for staying on track! – KPIs! – Content calendars! – Third-party apps! – Monthly review/analytics (spreadsheets!)! – Source lists! – Dedicated staff, outsource or combination of both!
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Blog Calendar Example:!
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Social Media Calendar Example:!
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Third-party apps Scheduling posts! –  Tweetdeck! –  Hootsuite! –  SproutSocial! –  Native platforms (ie: Facebook)! Monitoring mentions, engagement, ROI! –  SproutSocial! –  Google Analytics! –  Radian 6! –  Mention!
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Trends
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Video Such as:! –  How-to! –  Product launch! –  Q&A! Tools:! –  Vimeo! –  YouTube! –  Instagram! –  Vine!
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Blogging S.O.S! –  Strategy! –  Owners! –  Schedule!
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Better Tracking/ROI •  What’s it all for?! –  Event goals! –  Brand awareness! –  Increased attendance! •  Ideas for measurement! –  Mentions! –  RTs/shares! –  Reach/engagement! –  # ‘likes’/followers! –  Top influencers!
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 RWD: Responsive Website Design •  One billion smartphones were shipped in 2013! •  2/3 of cell phone using Americans use them to check email and the Web (twice as many as 2009)! •  Mobile has taken over!
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Challenges?
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 DIY or Hire it Out? Can you keep up?! –  Resources! –  Budget! –  Time Management! Why it Pays to Hire Out! –  Consistency! –  Outside perspective! –  Continuous monitoring! –  Professional insight!
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Questions?
Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Thank You! For more information:! Melissa Harrison! •  www.alleecreative.com! •  Twitter: @alleecreative! •  Email: melissa@alleecreative.com !

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Content marketing for business: tips, tricks and trends

  • 1. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Content Marketing for Business: Tips, Tricks and Trends Presented by:! Melissa Harrison! Allee Creative, LLC! www.alleecreative.com!
  • 2. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 About the Presenter Melissa Harrison! Named one of the “Top 36 Content Marketers Who! Rock” by TopRank and Content Marketing Institute in! 2013, Melissa has more than 13 years experience ! helping organizations strategize and manage their ! brands through traditional marketing, social media and ! content marketing.! Melissa is also a four-time recipient of the Hermes! Creative Award, a national speaker on the topics of ! branding, content strategy and social media; and is ! certified by Google Analytics Academy in Digital ! Analytics Fundamentals.!
  • 3. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 What is Content Marketing? •  Customized! •  Two-way! •  Engaging! •  Educational and Informative! •  Solution-driven! •  Leads to action!
  • 4. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Debunking the Myths Myth #1: Content marketing is the same thing as social media.
  • 5.
  • 6. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Debunking the Myths Myth #2: Content marketing doesn’t cost much.
  • 7.
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  • 9. How much content marketing could you buy for that?
  • 10.
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  • 13. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Remember… While business goals between content marketing and traditional advertising may be different, the content you create can be leveraged to have a much LONGER shelf life than traditional ad space.
  • 14. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Debunking the Myths Myth #3: Content marketing needs to be traced to a sale in order to be considered successful . OR You can’t track the ROI of content marketing.
  • 15.
  • 16. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Debunking the Myths Myth #4: Content marketing is a quick, easy win .
  • 17.
  • 18. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 So, is it effective?
  • 19.
  • 20. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014
  • 21. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Understand what content marketing means for your business.
  • 22. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Do not start without a strategy. Period. The most effective businesses using content marketing:! 1.  Have a strategy! 2.  Have someone dedicated to manage this strategy! 3.  Use 15+ tactics! 4.  Use an average of 7 social media channels! 5.  Spend between 32-39% of their marketing budget on content marketing!
  • 23. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Uses for your business •  Customer service! •  Industry pulse! •  Establishing trust and thought-leadership! •  Engaging younger demographics!
  • 24. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Social media: Which platforms to use The “Fab Four”! –  Facebook! –  Twitter! –  LinkedIn! –  Pinterest!
  • 25. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Tricks
  • 26. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Tools for staying on track Tools for staying on track! – KPIs! – Content calendars! – Third-party apps! – Monthly review/analytics (spreadsheets!)! – Source lists! – Dedicated staff, outsource or combination of both!
  • 27. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Blog Calendar Example:!
  • 28. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Social Media Calendar Example:!
  • 29. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Third-party apps Scheduling posts! –  Tweetdeck! –  Hootsuite! –  SproutSocial! –  Native platforms (ie: Facebook)! Monitoring mentions, engagement, ROI! –  SproutSocial! –  Google Analytics! –  Radian 6! –  Mention!
  • 30. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Trends
  • 31. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Video Such as:! –  How-to! –  Product launch! –  Q&A! Tools:! –  Vimeo! –  YouTube! –  Instagram! –  Vine!
  • 32. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Blogging S.O.S! –  Strategy! –  Owners! –  Schedule!
  • 33. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Better Tracking/ROI •  What’s it all for?! –  Event goals! –  Brand awareness! –  Increased attendance! •  Ideas for measurement! –  Mentions! –  RTs/shares! –  Reach/engagement! –  # ‘likes’/followers! –  Top influencers!
  • 34. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 RWD: Responsive Website Design •  One billion smartphones were shipped in 2013! •  2/3 of cell phone using Americans use them to check email and the Web (twice as many as 2009)! •  Mobile has taken over!
  • 35. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Challenges?
  • 36. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 DIY or Hire it Out? Can you keep up?! –  Resources! –  Budget! –  Time Management! Why it Pays to Hire Out! –  Consistency! –  Outside perspective! –  Continuous monitoring! –  Professional insight!
  • 37. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Questions?
  • 38. Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative “Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014 Thank You! For more information:! Melissa Harrison! •  www.alleecreative.com! •  Twitter: @alleecreative! •  Email: melissa@alleecreative.com !