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Content Marketing for Associations and Non-Profits

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Presentation given by Joe Pulizzi of the Content Marketing Institute on how Associations can develop a strategic vision to their content marketing in all channels. Includes both content strategy setup and tactical distribution tips.

Veröffentlicht in: Business, Technologie
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Content Marketing for Associations and Non-Profits

  1. Content Marketing Association Workshop Joe Pulizzi Executive Director, Content Marketing Institute Co-Author, Get Content Get Customers
  2. About Joe Pulizzi (@juntajoe) [email_address] September 6-8, 2011
  3. What do we do? <ul><li>Print magazine </li></ul><ul><li>Newsletter </li></ul><ul><li>eNewsletter </li></ul><ul><li>In-Person Events </li></ul><ul><li>Webinars/Webcasts </li></ul><ul><li>Major Research </li></ul><ul><li>Blogging </li></ul><ul><li>Facebook/Twitter/LinkedIN </li></ul>
  4. What do you need to leave with today?
  5. What You’ll Learn <ul><li>What can we cover today in less than 3 hours? </li></ul><ul><li>Some of this you won’t get, and some will be really basic. </li></ul><ul><li>You’ll takeaway some tangible ideas of how to be a content machine. </li></ul><ul><li>You’ll think about your process differently. </li></ul><ul><li>THERE IS NO ONE RIGHT WAY – NO SILVER BULLET </li></ul><ul><li>GOAL – 3 ACTIONABLE IDEAS TO START TOMORROW </li></ul>
  6. The Ultimate Goal <ul><li>The trusted, expert resource in your niche wherever your customers are at online. </li></ul>
  7. The Trusted Expert
  8. How Many Tickets Do You Have?
  9. How Many Tickets Do You Have? More Content + More Connections Powerful Online Footprint
  10.  
  11. ONLINE
  12. IN PRINT
  13. IN PERSON
  14. SERVICES
  15.  
  16. SERVICES
  17. SERVICES
  18. ECOMMERCE
  19. How-To Articles
  20. Expert Interviews
  21. Create the News
  22. Similar Situation Stories
  23. Reports/Studies
  24. Free Tools http://www.contentmarketinginstitute.com/assessment/
  25. 9 Steps to Content Marketing Strategy
  26. 9 Steps to Content Marketing
  27. The Content Marketing Plan Increase Customer Retention Improve Lead Quantity and Quality Recognized Thought Leaders eNewsletter Bi-Weekly Webinars Whitepapers Features Blogs Videos Distribution 1. Opt-in 4 week trial 2. Check box on all forms 3. Standalone sign- up (Blog/Web source) 4. Twitter, Facebook, Linkedin with light HTML format. Measures: 1. Subscriptions to eNewsletter 2. Increase retention rates by 5% 3. Open rates over 20% 4. Maintain unsubscribe below .4% Measures: 1. Conversion % up 20% Q409 to Q210 2. Meet budgeted revenue goal pipeline 3. 1% Social Media leads Q210 Toolkit Updated Quarterly Whitepapers - Keep top 2-3 gated - Kill non-perfprmers - Replace others to Toolkit & Blog Webinars Videos - User Conference - Possibly Outsource - One for each persona (confirm) --Executive --Manager --Team - 1 per Q - 4X year Measures: 1. Time on Site increase by 20% 2. Mentions (Twitter, Blog) 3. RSS Sign-ups 4. Inbound Links (2 per) Blogs -2X per day -Short actionable tips -Video (PSO Flip cam) -Distribute on Twitter, Facebook -Whitepapers -eBooks -Slideshare Social Outreach Internal Education Marketing 1. Monitor Top 15 Blogs -read and comment -link back -Social Media Admin. 2. Linkedin Group Oppty -survey DB on topics and benchmark content 3. Social Media employee email signatures 4. Promote Executive Speaking ideas 1. Educate on social media and communications with groups Promotion and Participation Presos
  28. Content Marketing Map MAIN BUSINESS GOAL CONTENT TACTIC Content Feeder Content Feeder Content Feeder Frequency? Media? BUYER Details Frequency Integration Details Frequency Integration Details Frequency Integration Content Expertise Mission <ul><li>Small and Big Measurements – How do we know this is working? </li></ul>Distribution Channels
  29. #1 – What Does Success Look Like? <ul><li>One Year from Now, What’s Different? </li></ul><ul><li>Why do content marketing at all? </li></ul>
  30.  
  31. What the Board Wants to Know <ul><li>Is the content driving sales for us? </li></ul><ul><li>Is the content saving costs for us? </li></ul><ul><li>Is the content making our customers happier, thus helping with retention? </li></ul>
  32. The Plan <ul><li>What is the goal of the content initiative? </li></ul><ul><li>What are the user indicators (i.e., web traffic or SEO rankings) that will drive secondary indicators (i.e., leads, shorter sales cycles)? </li></ul><ul><li>How can we develop a report for the CXO that shows the content making an impact on sales, cost savings or customer retention? </li></ul>
  33. The Goal (Primary Indicators) <ul><li>Sales (i.e., members, new revenue streams) </li></ul><ul><li>Cost Savings </li></ul><ul><li>Customer Retention Rates (i.e., does engagement with the content keep customers longer versus those that don't engage in the content?) </li></ul>
  34. Secondary Indicators <ul><li>Increase in lead quality </li></ul><ul><li>Increase in lead quantity </li></ul><ul><li>Shorter sales cycles </li></ul><ul><li>Increase in customer awareness </li></ul><ul><li>Market share indicators </li></ul><ul><li>Increase in cross-selling opportunities </li></ul><ul><li>Qualitative customer feedback on the content </li></ul>
  35. User Indicators (“the doers”) <ul><li>Web traffic increases </li></ul><ul><li>Increase in page views </li></ul><ul><li>Decrease in bounce rates </li></ul><ul><li>Tweets or Facebook shares </li></ul><ul><li>Search engine rankings </li></ul>
  36. MODEL Stats Sheet 10-May-10     Alexa Ranking 609,684     Blog Email Subscribers 22 Blog Feed Subscribers 43 Total Blog Posts To Date 88 Total Blog Comments to Date 29 Blog Unique Users - Last Month 777 Blog Page Views - Last Month 1,955 Blog Total Visits - Last Month 1,012 Blog Pages Per Visit - Last Month 1.83 Blog % New Users - Last Month 67.73 Blog to Trial Users (conversions) 22 Jim 8 Sally 7 Mary 7     Links to Blog 112     Twitter Followers 1401 Twitter Mentions 45         Technorati Ranking 383,299 Technorati Blog Authority 17 Google PageRank 3
  37.  
  38. Write it Down <ul><li>Help define the marketing goal. </li></ul><ul><li>Start with three for now. </li></ul><ul><li>Be specific and use numbers where possible. </li></ul><ul><li>What do you need to happen in 12 months. </li></ul>
  39. #2 – Define the Target Audience <ul><li>Who exactly are you targeting? </li></ul><ul><ul><li>B2B/B2C </li></ul></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>Title/Function </li></ul></ul><ul><ul><li>Their Internet Preferences/Patterns </li></ul></ul><ul><li>What do they think about you? </li></ul>
  40. <ul><li>One Buyer Persona For Every Group </li></ul><ul><li>Job title, Vertical, Power in organization </li></ul><ul><li>Different products or services? </li></ul><ul><li>It’s the WHO you are marketing to </li></ul><ul><li>Developing Buyer Personas </li></ul>
  41. <ul><li>Jeremy </li></ul><ul><li>Mid 30’s – Coffee lover </li></ul><ul><li>Works at a bank </li></ul><ul><li>Responds to email, phone not so much. </li></ul><ul><li>Frustrated because his company is growing too fast to keep up with support </li></ul><ul><li>USP: Enable Jeremy to be 25% more effective! </li></ul><ul><li>Jeremy The IT Buyer </li></ul>
  42. <ul><li>Put your Journalist hat on: </li></ul><ul><li>WHO is the persona… emotionally attached </li></ul><ul><li>WHAT does she do? What does his day look like? WHERE is the gap in his needs/wants? </li></ul><ul><li>WHEN does he need to close this gap? </li></ul><ul><li>WHY does he care about us </li></ul><ul><li>Buyer Persona Profiles </li></ul>
  43. <ul><li>Cheryl – Our CFO </li></ul><ul><li>USP – Save hundreds of thousands of dollars </li></ul><ul><li>Keys to Buyer Personas </li></ul><ul><li>Detail – make them real </li></ul><ul><li>Understand their motivation </li></ul><ul><li>What is in it for them? </li></ul><ul><li>Benefits more than just content marketing… </li></ul><ul><li>Summing Up Buyer Personas </li></ul>
  44. Write it Down <ul><li>Clearly define who your target is for your content. </li></ul><ul><li>What social media/content tools do they use? How can you find out? </li></ul>
  45. #3 – What are their info needs? <ul><li>Think of customers like readers. </li></ul><ul><li>What do they need to know to be successful? </li></ul><ul><li>What are their pain points? </li></ul>
  46. FIND Members’ Pain Points KEYWORD ANALYSIS
  47. <ul><li>www.google.com/alerts </li></ul>
  48.  
  49. Surveys Talk to Members/Sales Reps
  50. Google External Tool
  51.  
  52.  
  53. Write it Down <ul><li>What are the informational needs that your customers need to live better lives, do better at their jobs, etc.? </li></ul>
  54. #4 - Your Secret Sauce
  55. Secret Sauce Matrix
  56. Secret Sauce Matrix The leading provider of lean manufacturing information for small manufacturers in North America. <ul><li>Latest research on shipping trends </li></ul><ul><li>How to integrate lean marketing into a traditional mfg environment </li></ul><ul><li>Ongoing training for lower-level personnel specific to floor managers </li></ul>
  57. Write it Down <ul><li>In order for your content marketing plan to work, what do you really need to be an expert in? </li></ul><ul><li>How does that align with your customers’ info needs? </li></ul>
  58. #5 – Where is the Content? <ul><li>Find Content Happening and Publish it! </li></ul>
  59. Content Inventory
  60. <ul><li>The Inventory Dashboard </li></ul>
  61. <ul><li>The Buying Cycle </li></ul>
  62. <ul><li>Step 2 – Putting It Together </li></ul>
  63. <ul><li>Building The Segmentation Grid </li></ul>
  64. <ul><li>Step 4 – Putting In Our Content </li></ul>
  65. <ul><li>Not All Content Is Equal </li></ul><ul><li>Repurpose content </li></ul><ul><li>Retitle and Repackage </li></ul><ul><li>Sometimes better targeted to another persona or elsewhere in funnel. </li></ul><ul><li>Filling In The Holes </li></ul>
  66. <ul><li>Repackaging The Content </li></ul>BECOMES CFO – TOP OF THE FUNNEL DIR. IT – MID-FUNNEL
  67.  
  68. <ul><li>Podcasts (2) </li></ul><ul><li>Print Article </li></ul><ul><li>Digital Article </li></ul><ul><li>Tweet Schedule </li></ul><ul><li>Facebook Posts </li></ul><ul><li>Blog Posts </li></ul><ul><li>Guest Posts </li></ul><ul><li>White Paper </li></ul><ul><li>Case Study </li></ul>
  69. Where is Content Happening? <ul><li>Customers (including sales calls) </li></ul><ul><li>Internal experts (engineers/product mgrs) </li></ul><ul><li>Events (yours and industry events) </li></ul><ul><li>All employees </li></ul>
  70. What? <ul><li>Flip cams for sales reps? </li></ul><ul><li>Extend presentations with SlideShare. </li></ul><ul><li>Identify your employee rock stars. </li></ul>
  71. STORIES Similar Situation
  72. © 2010 Compendium, All Rights Reserved
  73. © 2010 Compendium, All Rights Reserved Maui on a Budget Maui Travel Tips Hawaii Honeymoon Hotel Hawaii Hotel Honeymoon Hotel in Big Island Lahaina Cheap Hotels Map Honolulu Hotels Maui Family Resorts Maui Hotel Package Oahu Discount Hotels Oahu Motels Where to Stay in Kauai Cheap Flight Maui Cheap Maui Flight Los Angeles to Maui Maui Airfare Deals Packages to Honolulu Sacramento to Hawaii All Inclusive Hawaiian Vacation Packages Best Maui Vacation Big Island Honeymoon Cheap Hawaiian Packages Cheap Maui Deals Discount Maui Vacation Hawaii Travel Tourism Hawaii Vacation Tour Hawaiian Family Vacation Hawaiian Islands Maui Hawaiian Islands Vacation Honolulu Hawaii Activities Kailua Kona Big Island Hawaii Kauai Golf Deals Maui Golf Packages Maui Package Deals Romantic Hawaii Honeymoon Cheap Hotels Maui Hawaii Cheap Hotels Oahu Hawaii Kona Hawaii Lodging Oahu Hotels And Resorts Airline Tickets to Honolulu Cheapest Flights to Honolulu Direct Flights to Honolulu Flights to Hawaii from California Travel to Kona Hawaii Cheap Cruises to Hawaii Cheap Hawaiian Vacation Packages Discount Hawaiian Vacation Honolulu Travel Tips Last Minute Maui Deals Oahu Specials Vacation Spots in Hawaii Vacations Packages to Hawaii Downtown Honolulu Hotels Family Hotels in Hawaii Hawaii Hotel Suites Maui Hotels Reviews Maui Vacation Resorts Best Flights to Hawaii Cheapest Flights to Maui Flights to Hawaii from Los Angeles Flights to Hawaii from San Francisco Flights to Hawaii from Seattle Honolulu Air Tickets Maui Plane Tickets Sacramento to Maui Activities in Honolulu Hawaii Activities in Maui Hawaii Cheap Maui Packages Hawaii Honeymoon Destinations Hawaii Package Tours Honeymoon Destinations Hawaii Honolulu Vacation Deals Maui Family Activities Maui Island Tours Maui Travel Info Maui Vacations Packages Vacation in Honolulu Hawaii Cheap Motel Hawaii Honolulu All Inclusive Hotels Honolulu Boutique Hotels Maui Honeymoon Resorts Air Ticket to Hawaii Air Travel to Honolulu California to Maui Cheap Hawaiian Airfares Cheap Ticket to Honolulu Discount Maui Airfare Hawaiian Air Tickets Honolulu Airfare Deals Sacramento to Honolulu All Inclusive Hawaiian Honeymoon Cheap Hawaii Travel Packages Hawaii Big Island Honeymoon Hawaii Budget Vacations Hawaii Islands Vacation Hawaii Vacation Activities Honolulu Package Deals Honolulu Tourist Information Honolulu Travel Package Kahana Reef Maui Kauai Honeymoon Package Kauai Travel Packages Accommodations in Kauai Cheapest Honolulu Hotels Kauai Vacation Resorts Kona Hawaii Accommodations Kona Resort Big Island Hawaii Maui Honeymoon Hotel Motel in Hawaii Where to Stay in Oahu Air Flights to Honolulu Direct Flights to Kauai Kauai Airfares Phoenix to Maui Big Island Hawaii Vacation Packages Cheap Maui Activities Cheapest Hawaii Vacations Cruising to Hawaii Hawaii Travel Reviews Hawaii Vacation Reviews Honolulu Hawaii Vacation Packages Kauai Honeymoon Vacation Last Minute Hawaii Vacation Packages Maui Honeymoon Vacations Maui Vacation Guide Oahu Hawaii Honeymoon Romantic Hawaii Vacations Honolulu Package Deals Honolulu Tourist Information Honolulu Travel Package Kahana Reef Maui Kauai Honeymoon Package Kauai Travel Packages Accommodations in Kauai Cheapest Honolulu Hotels Kauai Vacation Resorts Kona Hawaii Accommodations Kona Resort Big Island Hawaii Maui Honeymoon Hotel Motel in Hawaii Targeting 17,065,560 Monthly Searches
  74. © 2010 Compendium, All Rights Reserved
  75. Expedia began Receiving stories from customers within 1 minute of sending email. Customer is taken to a landing page where they can share their story
  76. © 2010 Compendium, All Rights Reserved The story is published to Expedia’s Organic Landing Page Network.
  77. An email is sent, notifying the customer that their story is publishing. The customer is then encouraged to share the good news on Facebook.
  78. Write it Down <ul><li>Think about where your company story is happening that we aren’t documenting. </li></ul><ul><li>List all the opportunities we may not be taking advantage of when it comes to storytelling. </li></ul>
  79. <ul><li>Target the top 10 – 15 blogs or websites in your niche </li></ul><ul><li>Read and get active … start commenting </li></ul><ul><li>Where else are your customers online? </li></ul><ul><li>Be the LinkedIn/Yahoo! Answers expert </li></ul>#6 - Where are your customers HANGING OUT?
  80. Where Are Your Customers? <ul><li>LinkedIn Groups </li></ul><ul><li>Yahoo! / LinkedIn Answers </li></ul><ul><li>Google Groups </li></ul><ul><li>Niche Online Communities (Ning?) </li></ul><ul><li>Twitter/Facebook </li></ul><ul><li>StumbleUpon </li></ul><ul><li>BusinessWeek Xchange </li></ul>
  81. Write it Down <ul><li>Identify key influencers in your market. </li></ul><ul><li>List the online sites your customers are hanging out </li></ul><ul><li>Choose where you are going to spend your time. </li></ul>
  82. #7 – What are the best tactics? <ul><li>Choose Content Tactics for the Plan </li></ul><ul><li>Small Content – consistent, everyday advice. </li></ul><ul><li>Big Content – pieces of research and larger information that people want to talk about. </li></ul>
  83. When, Why, How <ul><li>Different Tactics at </li></ul><ul><li>Different Times for </li></ul><ul><li>Different Purposes </li></ul>
  84.  
  85.  
  86. Write it Down <ul><li>What content packages will work the best per your goals? </li></ul><ul><li>Think about Daily, Weekly, Monthly, Quarterly and Annual Content. </li></ul>
  87. #8 – Develop the Content Calendar Monday Tuesday Wednesday Thursday Friday Sat/Sun Content Area 1 (Blog, White Paper, Press Release) X X Content Area 2 X X Content Area 3 X Quote / Joke / Random X
  88. 1-7-30-4-2-1 Plan <ul><li>1=Daily (Twitter, Blog) </li></ul><ul><li>7=Weekly (eNewsletter) </li></ul><ul><li>30=Monthly (Webinar) </li></ul><ul><li>4=Quarterly (eBook, Magazine) </li></ul><ul><li>2=Bi-Annually (User Event) </li></ul><ul><li>1=Yearly (Large Research Project) </li></ul>
  89. Write it Down <ul><li>Develop the schedule. </li></ul><ul><ul><li>What? </li></ul></ul><ul><ul><li>When? </li></ul></ul><ul><ul><li>Who’s Responsible? </li></ul></ul><ul><li>Quality and consistency will make this plan work. </li></ul>
  90. #9 – Execute back to Objective <ul><li>What do you insource and what do you outsource? </li></ul><ul><li>Focus on what you do well, outsource the rest. </li></ul><ul><li>Who owns the program? Chief Content Officer? </li></ul>
  91. <ul><li>CM Becomes Campaigns </li></ul>
  92.  
  93.  
  94. Hard measures <ul><li>Number of marketing-produced prospects who purchased </li></ul><ul><li>Number of sales-produced prospects who purchased </li></ul><ul><li>Dollar amount of deals </li></ul><ul><li>Margin on the deal </li></ul><ul><li>Length of time in marketing-to-sales process </li></ul><ul><li>Customer lifetime value </li></ul>Ardath Albee
  95. Tracking Sales Lift <ul><li>Among those who receive the content program vs. those who do not. </li></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>In-Person </li></ul></ul><ul><ul><li>eNewsletters </li></ul></ul><ul><ul><li>eBooks </li></ul></ul><ul><li>Hard to do for freely accessible content. </li></ul>
  96. Goal Conversion
  97. Measuring Engagement <ul><li>Time spent through online research or by using analytic measures on eNewsletter. </li></ul><ul><ul><li>Engaged visitors </li></ul></ul><ul><ul><li>Open rate/CTR enewsletters 20% rule </li></ul></ul><ul><li>APA 25 minutes research www. 25minutes .co.uk/ </li></ul>
  98.  
  99. <ul><li>Tactics to Help Generate Return on Objective (ROO) </li></ul>
  100. ROO Tactics <ul><li>Using Distinct 800 numbers for print and online initiatives </li></ul><ul><li>Using unique URLs for different content projects </li></ul><ul><li>Leveraging bit.ly for specific content projects </li></ul>
  101. ROO Tactics <ul><li>Ensuring every print or web page has a call to action </li></ul><ul><li>Measure what works best, and use more of those kind of calls to action. </li></ul>
  102. Follow What’s Working <ul><li>What content is working? Why? Should you develop more of that content? </li></ul><ul><li>Tie to conversions/goals </li></ul>
  103. Feedback at Each Sale <ul><li>Get a list of what customers are engaging with to target trends </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Enewsletter </li></ul></ul><ul><ul><li>Magazine? 97% of our closed customers in the 1 st quarter read our digital magazine </li></ul></ul>
  104. Social Media Measurement Visitors from Social Media Visitors Leads Customers SEO 5,289 754 12 Social Media 834 72 3 YouTube 511 28 1
  105. <ul><li>Develop your personas (but don’t belabor it) </li></ul><ul><li>Pay close attention to your buying cycles </li></ul><ul><li>Resist the temptation to throw most “valuable” content at every stage. </li></ul><ul><li>When filling holes – identify it with ALL your content – get ready to be surprised at how little you really have… </li></ul><ul><li>Key Takeaways </li></ul>
  106. Write it Down <ul><li>What areas must you outsource? </li></ul><ul><li>How will your success be defined by your executive team? </li></ul><ul><li>Who’s the owner? </li></ul>
  107. It’s all about the process… <ul><li>Find a simple process that works and tweek as you go </li></ul><ul><li>Remember, this is a promise to your customers </li></ul><ul><li>Keep the schedule </li></ul>
  108. The Project Manager <ul><li>Your Internal Publisher </li></ul>Nation Multimedia
  109. The Project Manager <ul><li>Content/editorial </li></ul><ul><li>Design/art/photography </li></ul><ul><li>Web development/integration </li></ul><ul><li>Content-specific marketing </li></ul><ul><li>Project budgeting </li></ul><ul><li>Contract negotiation with freelancers </li></ul><ul><li>Print/web production and maintenance </li></ul><ul><li>List/audience development and maintenance </li></ul><ul><li>Research and measurement </li></ul><ul><li>Return on Objective (ROO) </li></ul>
  110. The Project Manager
  111. The Project Manager <ul><li>Jack of all trades </li></ul><ul><li>Best from communication & journalism backgrounds </li></ul><ul><li>Multi-task a must </li></ul><ul><li>Look for custom shops/development groups within traditional publishers </li></ul>
  112. Project Budgeting/Organization <ul><li>Project Budgeting Content/Imagery/Development </li></ul>
  113. FM White Paper Project Project Analysis Estimated Cost/ Total Units Unit Cost Actual Editorial Costs Managing Editor 20 75 $ 1,500 Proofing 3 25 $ 75 Graphic Design Template Creation 20 62 $ 1,240 Design (12 Pages, 4 Hrs Page) 20 62 $ 1,240 Web Development Wordpress $ 2,200 Sub-total $ 6,255
  114. Finding Vendors
  115. Content/Editorial <ul><li>A quality managing editor </li></ul><ul><li>Internal/external </li></ul><ul><li>Finding content </li></ul><ul><ul><li>Elance </li></ul></ul><ul><ul><li>Junta42 </li></ul></ul><ul><ul><li>Journalist </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><li>Rates? (Pay Peanuts, Get Monkeys) </li></ul>
  116. Imagery
  117. Web Development <ul><li>The Big Open Source 3 </li></ul><ul><ul><li>Drupal </li></ul></ul><ul><ul><li>Joomla </li></ul></ul><ul><ul><li>WordPress </li></ul></ul><ul><li>Blogs </li></ul><ul><ul><li>WordPress </li></ul></ul><ul><ul><li>TypePad (Six Apart) </li></ul></ul><ul><ul><li>Compendium Blogware </li></ul></ul>
  118. Content Marketing Map MAIN BUSINESS GOAL CONTENT TACTIC Content Feeder Content Feeder Content Feeder Frequency? Media? BUYER Details Frequency Integration Details Frequency Integration Details Frequency Integration Content Expertise Mission <ul><li>Small and Big Measurements – How do we know this is working? </li></ul>Distribution Channels
  119. Now What? Awareness/Position at the Leader BLOG Video: Customer Shorts Presentations Article Marketing 3x - 5x – Daily Online/WP Conv. Blogging Shelly R.. Flip Cam at Tradeshows <ul><li>Build SS Channel </li></ul><ul><li>Always Integrate w/ Blog </li></ul><ul><li>Approach key bloggers and trade sites </li></ul>Design Analysis For Engineers in MFG <ul><li>Pre/Post Awareness study – 12 months, 100% increase to 14% </li></ul><ul><li>RSS subscriptions, Twitter mentions </li></ul><ul><li>Blog signups to Trial to Member </li></ul><ul><li>Ron </li></ul><ul><li>Mary </li></ul><ul><li>Jim </li></ul><ul><li>Trudy </li></ul><ul><li>Barry </li></ul><ul><li>Paul </li></ul><ul><li>Robert </li></ul><ul><li>Eric </li></ul><ul><li>Jon </li></ul><ul><li>Tammy </li></ul><ul><li>Patty </li></ul>Company Twitter Accounts Paul – Design Analysis Ron Mary Jim SM Training Blogger Outreach Listening Trudy
  120. Think Content Factory Content Development Interactive Marketing Q&A Recording Transcript Paper Developed Landing Page Content & Key Words Blog Content Email Content Landing Page (Paper) Podcast w/ Transcript Developed Video w/ Transcript Developed Tweet RSS Syndicates Email Blast Podcast Syndicates Syndication Facebook Blog Paul Dunay
  121.  
  122. TACTICS
  123. THE BLOG
  124.  
  125.  
  126.  
  127. Headline Tips <ul><li>Think about the Problem </li></ul><ul><li>Focus on a Keyword Search (Google External Search) </li></ul><ul><li>Numbers Rule </li></ul><ul><li>Be VERY Specific </li></ul>Ways to Increase Your Stock Returns 10 Ways to Make More Money with Small-Cap Stocks
  128. CALL TO ACTION Think first about your
  129. Always Forget??? <ul><li>Call to Action </li></ul><ul><li>Blog to What??? </li></ul>
  130. From Debbie Weil <ul><li>Download our white paper </li></ul><ul><li>Join us on Twitter, Facebook, LinkedIn, YouTube, etc. </li></ul><ul><li>Ask us a question </li></ul><ul><li>Download our e-book </li></ul><ul><li>Sign up for our free webinar </li></ul><ul><li>Request our visitor’s guide </li></ul><ul><li>Sign up for our e-newsletter </li></ul><ul><li>Request a virtual demo </li></ul>
  131. Content for Basic SEO <ul><li>Clear title tags with a distinct theme such as “orthodontic dental supplies.” </li></ul><ul><li>H1 and H2 tags which support the main theme of this page. </li></ul><ul><li>Keyword density of the main theme of the page in the 2.5% range. </li></ul><ul><li>Hyperlinks from the main theme of the page to other relevant pages. </li></ul><ul><li>A human readable URL containing the main keywords from this page. </li></ul>http://www.savvyb2bmarketing.com/blog/entry/708501/my-new-content-marketing-project-and-2-lessons-learned
  132.  
  133. Syndicate, Syndicate, Syndicate
  134. GUEST BLOGGING
  135. <ul><li>Over 100 blogs, Over 100 Webinars </li></ul>
  136. SOCIAL MEDIA
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  147. Be the Expert using LinkedIn Answers
  148.  
  149. INFLUENCERS Promote the Key
  150. LISTS
  151.  
  152. BLOG NETWORK
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  158. MORE TACTICS
  159. Sign Up Key Bloggers/Niche Sites Work for them, not against them…
  160. Viralhousingfix.com Change Your Content Process
  161. Create Employee Rock Stars <ul><li>Set up blogs for ALL your employees on your platform. </li></ul><ul><li>Create a Social Media Policy (see IBM’s for an example) </li></ul><ul><li>Teach them how to leverage social media (ACTUAL TRAINING) </li></ul>By Giving Up Control You Can Take Back Control
  162.  
  163. Assign an Internal Champion <ul><li>Someone in your company needs to be a social media ambassador. </li></ul><ul><li>Training, support and guidance. </li></ul><ul><li>Identify the employees in your organization now that “get” this. </li></ul>
  164. <ul><li>42 Content Marketing Tactics </li></ul>
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  169. The Old Magazine <ul><li>Create glossy custom magazine </li></ul><ul><li>Mail magazine to targeted list of customers, or ship to distribution spots (retail) </li></ul><ul><li>Upload content (after it’s complete) to magazine website – or create digital replica version – or create pdf version to post on website </li></ul><ul><li>Repeat process every three months </li></ul>
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  172. The Custom Magazine - 2011 <ul><li>Record interviews (video/audio) for later repurposing. </li></ul><ul><li>Develop a news release schedule pre- and post- issue release. </li></ul><ul><li>Discuss upcoming issue on your magazine blog (editor). Set up RSS feeds. </li></ul><ul><li>Post video interviews via YouTube or Vimeo. Embed in your blog post. </li></ul><ul><li>Print and mail/ship your magazine. </li></ul>
  173. The Custom Magazine - 2011 <ul><li>Send digital replica version to international audience or online subscribers. </li></ul><ul><li>Upload content onto magazine website. Be sure content is sharable via targeted social media (Facebook, Digg, StumbleUpon) </li></ul><ul><li>Provide a “remarkable” download on magazine site (eBook, white paper, etc.) </li></ul><ul><li>Continue to provide relevant content on magazine website – articles, blog posts. </li></ul>
  174. The Custom Magazine - 2011 <ul><li>Continue news release program (plan for at least one, best for two per month). </li></ul><ul><li>“ Listen” to who’s talking about what online. </li></ul><ul><li>Upload articles to key vertical and social bookmarking sites. </li></ul>
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  193. MORE IDEAS
  194. Twitter
  195. Tip #1 – Try not to answer the question Focus on what your audience cares about… and that’s it.
  196. Tip #2 – Be Democratic <ul><li>Mix in other’s content, not just your own. </li></ul><ul><li>Use title, then via @ so the person knows you are talking about them. </li></ul>
  197. Tip #3 – Listen, Listen, Listen
  198. Tip #4 – Use a Management System Tweetdeck, Tweetgrid, Hootsuite
  199. Tip #5 – Integrate with Content
  200. Five Twitter DO NOTS <ul><li>Constant Tweeting about You </li></ul><ul><li>Mistaking Public Tweets and Direct Messages </li></ul><ul><li>Cryptic Replies (@you “I know”) </li></ul><ul><li>Links only i.e., http://bit.ly/jkl7 </li></ul><ul><li>Auto Direct Messages </li></ul>http://www.socialmediatoday.com/SMC/118535
  201. Facebook
  202. Integrate FB with Your Content
  203.  
  204. Blogs
  205. Blogs Get More Business
  206. Blogs Get More Traffic
  207. Blogs Get More Twitter Followers
  208. Blogging Tips <ul><li>Shorter is often better (250 words) </li></ul><ul><li>Bullets/Lists do better </li></ul><ul><li>Titles are like magazine covers </li></ul><ul><li>Shake it up (video/audio) </li></ul><ul><li>Link to other bloggers </li></ul><ul><li>Link to other articles </li></ul>
  209. Conversion Blogging Hubspot
  210. LinkedIn
  211. Sharing on LinkedIn <ul><li>Consistently share posts and information through status updates. </li></ul><ul><li>Leverage Your Team </li></ul><ul><li>Integrate with Twitter by using #in </li></ul>
  212.  
  213. Choose Key Groups and Actively Share <ul><li>Assign employees to certain groups. </li></ul><ul><li>Share relevant content. </li></ul>
  214. Be the Expert using LinkedIn Answers
  215. Advanced SEO <ul><li>Link from your LinkedIn profile using keywords, not your company name. </li></ul>
  216.  
  217. What do you need to leave with today?
  218. <ul><li>Joe Pulizzi </li></ul><ul><li>[email_address] • @juntajoe </li></ul>THANK YOU! September 6-8, 2011

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