This webcast from Lee Odden shares a practical approach for creative and efficient content creation that leverages a mix of evergreen, repurposed, curated and co-created content that attracts, engages and converts new business. Lee Odden of TopRank Online Marketing is author of Optimize: Win more customers with Social Media, SEO and Content Marketing.

1. Creative Content Marketing
Lee Odden, CEO
TopRankMarketing.com, Author: Optimize
Hosted by Dave Chaffey, SmartInsights.com
Get Better Results with Content Marketing using this practical framework for
content creation, promotion and engagement.
Digital Marketing Priorities 2013
Brought to you by:

2. About SmartInsights.com
Advice on planning and managing digital marketing
http://www.smartinsights.com/managing-digital-
marketing/

3. About Lee Odden
@leeodden
 CEO @ TopRankMarketing
 Editor MarketingBlog.com
 Author OptimizeBook.com
 Consultant, Speaker
 Digital Marketing Since1997

4. Agenda
 The Content Imperative
 Great Content Isn’t Great Unless…
 Winning Content Examples
 Content Optimization Model
 Case Study
 Winning Formula for Sustainable,
Creative Content

5. Content Marketing #1 #1
Image: Shutterstock

6. Increasing content
investment
70%
Econsultancy/Responsys Marketing Budgets 2013 Report
Image: Shutterstock

7. SEO Has Changed. Forever.

8. Mass Rush to Content Marketing
Image: Shutterstock

9. What is the Result?
Velocity Partners
Girl Image: Shutterstock

10. Failure to Plan is a Plan to Fail
We don’t have the
staff to write Where will we
articles every day. find people to
create all this
content?
There are only so many
What if we run out
things we can write
of things to say?
about “widgets”.
Image credit: Shutterstock

11. Content Marketing Maturity Model
1. Stand: 2. Stretch: 3. Walk: 4. Jog: 5. Run:
Curiosity Experiment Strategy Culture of Monetizable
No Resources Evaluate Processes Content Content
Resources in/out “Publisher” Integration

12. Vote
 Where does your company fall in the content
marketing maturity model?
 Stand
 Stretch
 Walk
 Jog
 Run

13. Creative Alone, Doesn’t Win
http://www.hostway.com/resources/infographics-videos/stalking-dead.html

14. What’s Missing?
Where is the Promotion?
Advertising = £££
“Go Viral” = Unreliable
Promotion is Key:
Publicize
Socialize
Optimize
Findable & Shareable:
“the stalking dead”
“infographic novel”

15. Great Content
isn’t really great
until it gets found,
consumed,
and shared.

16. Vote
 Which content marketing activity
do you invest most in?
 A. Featured articles
 B. Videos
 C. Whitepapers
 D. Images, Graphics, Infographics
 E. Buyers guides.

17. “What are some
examples of
winning
creative content
that are
optimized and
socialized?”

18. Co-Created Content - Lists
http://tprk.us/ukomblogs13

19. Winning Content - Experiences

20. Winning Content - Campaigns
Image: Econsultancy

21. Winning Content Social

22. Winning Content
tablespoon.co
m

24. Reward Content Interactions

25. What’s the Payoff?

27. Vote
 What types of content do you produce most
often?
 Entertain
 Inspire
 Educate
 Convince

28. Customer Information Behaviors
Consume
Act
Discover

29. Optimized Content Marketing

30. Optimize Across the Lifecycle
Persona: Values: Content:
“Admin Jane” = Fast = Topics
Influences CEO = Save $ = Keywords
= Service = Media & Channel
awareness interest consideration purchase retention advocacy
Blog Facebook Email Offer Tips Articles Blog
Fast
Byline PPC Locator Newsletter Soc Net
Ads Blog PPC Loyalty VIP
Save $
Press Reviews Discount Community Referral
Article Reviews Display Network Referral
Service
Media Blog Offers Thank You Rewards

31. Editorial Plan: Content, SEO, Social
Free Download XLS at: http://tprk.us/keyedcal

32. Vote
 How do you manage the bulk of your content
creation?
 A. Most activity outsourced – to agency
 B. Most activity in-house – creation, curation and
outreach
 C. Hybrid – combination of in-house and outsourced

33. Example: Discover – Consume - Act
Social Networks PDF Contribute
Direct social messages Slideshare Download
Email Long form interviews Subscribe
Blog Single images Share
Search Attend Conference
All Content & Promotions Consider:
 “Findability”
 “Engagement”
 “Shareability”

34. One Clever Question
You're a secret agent on a mission
and you're having a rendezvous with
your agency contact after pulling a
dangerous undercover operation.
You now have a coveted secret. A
content marketing secret.
What secret for achieving success
with content marketing will you
share? The content marketing world
depends on it!

35. Planned Repurposing
B2B Enterprise Enterprise Enterprise Top 10
Enterprise SMB SMB B2B B2B
SMB B2B Tools SMB
Tools Tools Win budget Tools Marketing
Win budget Win budget B2B Win budget Tactics
B2B Tools B2B B2B Top 20
Enterprise B2B Enterprise Enterprise
Tools
Content
SMB Enterprise SMB
Tools SMB Win budget SMB Marketing
Win budget Win budget Tools Win budget Tools

36. What Happened?
1. Created Demand
2. Dominated SERPs
3. Event Awareness
4. Registrations, Sessions
43k ebook views - 6 days
1k+ PDF downloads
5k views interviews
500+ social shares
100+ inbound links

37. Winning Formula:
• Brand Leadership
• Customer Empathy
• Storytelling & Creativity
= Results!

38. Summary – questions please!
OptimizeBook.com
Great content isn’t great
until it’s discovered, TopRankMarketing.com
consumed and shared. MarketingBlog.com
@LeeOdden
Facts tell, stories sell.
Winning creative is about  Recommended Smart
results, not awards.
Insights resources:
Brand leadership +  7 Steps Guide to Content
customer empathy & Marketing Strategy
creativity = content  Editorial calendar templates
marketing results.