The webinar discussed aligning social media and content marketing strategies. It covered creating a consistent story across channels, measuring success, and examples to get started. Two speakers presented on nurturing programs with "natural nurturing" rather than just email, and the importance of consistency across channels to connect with prospects. The webinar concluded with a question and answer session.

1. #cmi
Today’s Webinar:
Keeping Your Stories Straight:
Aligning Social Media and Content
Marketing Strategies
#CMI @juntajoe @ardath421 @PR_Maven

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Before We Get Started
• Interact with the presenters anytime – ask questions!
• Type into the “ask a question” text area – click submit.
• The slides will advance automatically throughout the event.
• Having trouble? Click “Help” link below the media player.
#CMI @juntajoe @ardath421 @PR_Maven

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Hi I’m Joe Pulizzi
(@juntajoe)
#CMI @juntajoe @ardath421 @PR_Maven

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CMI teaches marketers how to effectively own their
media channels to attract and retain customers.
EVENTS MEDIA CONSULTING
CCO Magazine
#CMI @juntajoe @ardath421 @PR_Maven

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Sept. 9-12, 2013 Coming AGAIN in 2014!
Cleveland, OH
#CMI @juntajoe @ardath421 @PR_Maven

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Today’s Agenda:
• Creating a consistent story
• Measuring success
• Examples to get you started
#CMI @juntajoe @ardath421 @PR_Maven

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Today’s Speakers:
Ardath Albee Paige Musto
@ardath421 @PR_Maven
#CMI @juntajoe @ardath421 @PR_Maven

8. Keeping Your Stories Straight:
Aligning Social Media and Content
Marketing Strategies
@ardath421
Ardath Albee
CEO & B2B Marketing Strategist
Marketing Interactions, Inc.

9. About Ardath Albee Clients include:
Storyteller, Die-Hard Writer, Marketing Geek, Strategy Nut
27 years of business management & marketing leadership
Author of eMarketing Strategies for the Complex Sale
Industry Speaker, Workshop Leader, Blogger
Top 50 Marketing & Sales Influencer 2012
Obsessed about helping B2B companies use eMarketing
strategies & contagious content platforms to turn prospects
into buyers.
Believes buyer personas are the key foundational tool for every
content strategy.
www.marketinginteractions.com
@ardath421

10. Conversation Starters
73% of IT Decision Makers want to discover ideas
they can share and discuss with colleagues. IDG

11. A Few Things About Humans

12. Going Au Naturel
Nurturing programs are
not defined by your
database.

13. Gain Reach With “Natural Nurturing”
Your Database Has Limits
Search
Get Found
Email for
Tweets Press Release Nurturing
Articles
Blog
Lead
Posts
Database
Connected Conversations LinkedIn Status/Groups
and Content Pathways Offers for
Lead Generation

14. Orchestrate Progression

15. Why Consistency Counts
It’s up to you to connect the dots for your prospects.
They will not do it themselves.

16. Channel Consistency is Critical
Twitter Website Blog
How access to colleagues
and data powers
productivity
Improve your customer
satisfaction with presence
Shorten your time to
revenue with project
workspaces
Product Focus Company Focus Customer Focus

17. Think “Hubs”

18. Email
Twitter
Facebook
LinkedIn
Google+
WOM
Gain “Earned” Triggers
#1 for use & influence is information supplied by a peer/colleague

19. Engagement Is Your Compass
• Audience Use this data
• Topics to inform
marketing
• Channels program
• Content design

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

21. Paige Musto
Sr. Manager, Public Relations & Social Media
paige@act-on.net
@PR_Maven
www.act-on.com | @ActOnSoftware | #ActOnSW

22. Embracing the New Speed of Business
• Growing use and adoption of mobile & social
• Multiplication of communication channels
• Increased transparency; always-on
• Greater accessibility to customers & prospects
KEY: Take advantage of highly visible & relevant chatter/trends to increase brand salience
www.act-on.com | @ActOnSoftware | #ActOnSW

23. Is Agile Marketing Right for Me?
• Outgrown a static annual plan
• Experiment + variety
• Big data, analytics, & KPIs
• Individuals & interactions
supersede target markets
• Collaborate and unify teams
KEY: Unified front at all touch points – continuously adjust to changing conditions
www.act-on.com | @ActOnSoftware | #ActOnSW

24. Metrics for Social Media’s Contribution
• Total # of leads
• Volume and share of voice
• Engagement
• Frequency of hashtag used
KEY: Many pieces of the puzzle fit together to build the bigger picture
www.act-on.com | @ActOnSoftware | #ActOnSW

25. Building a Calendar Workflow
Master Campaign Calendar
Content Marketing Calendar
Social Ed Calendar
Share
KEY: Interrelated content that complements and supports your strategy
www.act-on.com | @ActOnSoftware | #ActOnSW

26. Review
• Embracing the New Speed of Business
• Is Agile Marketing Right for Me?
• Metrics for Social Media’s Contribution
• Real World Example
• Building a Calendar Workflow
www.act-on.com | @ActOnSoftware | #ActOnSW

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Questions & Answers
Keep your questions coming. Type into the
“ask a question” text area and click submit.
#CMI @juntajoe @ardath421 @PR_Maven

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Thank you for attending
today’s webinar!
A link to the archive will be sent to you in a day or two
after the event.
For more on the Content Marketing Institute
visit: http://ContentMarketingInstitute.com
#CMI @juntajoe @ardath421 @PR_Maven