1. Relaborate
Content Marketing Simplified
eBook:
t up!
C halk i
Content Marketing
+
Social Media 101
Learn why marrying your Content Creation and
Social Syndication strategies will result in your
most productive, cost efficient, marketing channel.
10/4/2012%
“Think%of%Social%Media%as%a%fishing%pole%and%Content%Marke9ng%as%bate%
without%one%or%the%other%your%going%to%have%trouble%catching%many%fish.”%
–Michael%Neu,%Head%of%Product%for%Relaborate%
2. Intro:
The marketing landscape has shifted dramatically in recent years.
While the end marketing goal of filling the sales funnel has
remained the same, the best strategies for accomplishing that goal
have evolved.
Companies that have continued to focus their marketing spend on
Outbound Marketing tactics; TV commercials, print adds, and cold
calling, have realized that the cost per conversion channels have
risen over time.
Companies who have transitioned to comprehensive Inbound
Marketing strategies (social media, content marketing, and SEO)
have witnessed their marketing costs decrease, while their reach,
leads, and conversion rates skyrocket.
The Goals of this eBook:
Solid understanding of content marketing
Solid understanding of social media syndication
Best practices for both
Strong grasp of how the two influence your
company's SEO
And learning how marrying the two strategies
together will be your most effective, cost efficient
marketing strategy with a myriad of ancillary
benefits that follow.
3. What is Content
Marketing?
Benefits of
Content
Content Marketing
Marketing Content
Marketing
1 Hurdles
Search Engines
Love Content
Marketing
Content
Marketing
Tips and Tricks
Relaborate
4. Defi
ne d
Content marketing:
The creation and dissemination of valuable, relevant, impactful
information with the intention of attracting, engaging and
acquiring potential consumer bases. Content Marketing is the
driving force behind successful inbound marking, SEO, social
media, brand loyalty, lead generation and customer action.
Be the
Instead of chasing after consumers, attempting to sell your
services or products, you are producing relevant information
that attracts targeted consumers to you. This empowers
potential customers to make knowledgeable purchase decisions
while simultaneously builds trust and respect for your brand as
a thought leader in your perspective industry.
55% Blogs on company sites result in
55% more visitors.
Companies with blogs receive
97% 97% more inbound links.
of consumers prefer getting to
The 70% know a company via articles
rather than ads.
Facts
of consumers feel more positive
60% about a company after reading
custom content on its site.
Blogs give sites 434% more
434%
indexed pages.
5. Defi
ne d
Content marketing:
The creation and dissemination of valuable, relevant, impactful
information with the intention of attracting, engaging and
acquiring potential consumer bases. Content Marketing is the
driving force behind successful inbound marking, SEO, social
media, brand loyalty, lead generation and customer action.
Be the
Instead of chasing after consumers, attempting to sell your
services or products, you are producing relevant information
that attracts targeted consumers to you. This empowers
potential customers to make knowledgeable purchase decisions
while simultaneously builds trust and respect for your brand as
a thought leader in your perspective industry.
55% Blogs on company sites result in
55% more visitors.
Companies with blogs receive
97% 97% more inbound links.
of consumers prefer getting to
The 70% know a company via articles
rather than ads.
Facts
of consumers feel more positive
60% about a company after reading
custom content on its site.
Blogs give sites 434% more
434%
indexed pages.
6. Funnel Fragmentation
The growth in mobile, search engines, and social media have
vastly altered how people consume and filter their options prior
to making purchase decisions. People in 2011 consumed an
average of 10.4 different sources on information before making
a purchase decision. This is a giant leap form the 5.4 sources
of information people viewed before making decisions in 2010.
The funnel has fragmenting into various touch points that
affect the users purchase decisions.
‘s are a Changing
Because consumers are influenced by more sources of info
during their purchase decision than ever before the need for
a solid content marketing strategy has become paramount.
Good content should be repurposed into different forms and
syndicated across the appropriate channels in order to meet
consumers at as many of these touch points as possible.%
Good content marketing is knowing:
• What topics your company should write about.
• Who in your network is most qualified speak on each topic.
• What types of content are appropriate for each topic.
• Where your audience expects to find the content.
• How can you expand the reach and value of each piece of
content.
Social is Overlapping and Intertwined:
Because content marketing is the creation of valuable information with the
intent of attracting targeted leads, by definition social media is an actual type
of content marketing. Social media also acts a catalyst for topic ideation and a
syndication tool for other forms of content. For these reasons companies tend
to treat social media as its own entity. For the sake of this eBook and your
own marketing efforts I challenge you to think of social media as both a type
content marketing and a catalyst to amplify your other content creation efforts.
7. Benefits of Content marketing
Supply Your Social feed: What good is a
strong social following if the majority of the links
and post you are providing direct traffic away
from your site?
Referral Traffic: Creating and stimulating conversations in
your industry will lead to other sources linking and
referring to your content.
Boost SEO: Search engines reward fresh relevant content.
Individual pieces of content will rank for a variety of
keywords while your entire web presence will gain relevance
in the eyes of search engines overtime.
Reputation and Sentiment Management: When
consumers read your material and find value in it without
you pushing your products or services on to the consumer,
you build a reputation with that consumer and establish
yourself as a thought leader in your industry. You gain
credibility and trust with brand loyalty soon to follow.
Low Costs: Costs per conversion for inbound is 1/3 the cost
per conversion for outbound marketing.
Strengthen Partnerships: Highlighting partners and
bringing on reputable guests broadens your audience and
adds extra value to the companies you partner with.
Fill the Sales Funnel: Delivering high-quality, valuable
content to prospective consumers drives profitable customer
action. (Highly Targeted -Leads from Inbound Marketing are 5x more likely to convert
to a sale than out bound marketing tactics)
8. Content marketing Hurdles
What to write: When met with the task of composing
company content sometimes even the most experienced
members simply don’t know what to write. A good way to
draw up ideas is by reading articles that are already being
shared in your industry and assessing what valuable insights
you can you add to the conversations already taking place.
Also take note of frequently asked questions and
misconceptions in your industry.
Time from Executives: Executives usually have the
expertise to carry the voice of their brand but are to busy
to spend half a day working on a blog post.
Consistency: Producing content on a consistent basis is
vital to building and maintaining an audience. Doing so is
difficult. Create an editorial calendar and build up a stock
pile of content so the process isn’t rushed and you can
survive even the most hectic work months.
Syndication Efforts: You can be the best writer in your
industry but if you don’t put your material in places where it
can be easily found and shared then your efforts will be in
vain. (A big reason why content marketing and social media
go together like fresh baked cookies and a glass of milk.)
Producing valuable content consistently can be
difficult for any company. It requires a high
level of focus, participation, and dedication.
Relaborate
9. Age of Information:
Search: If a consumer needs a product or
service they use a search engine to find what
they are looking for.
Social: Social media has knocked down the
walls of consumer and corporate engagement and
exponentially amplified the concept of “word of
mouth”.
Mobile: The rapped growth in mobile, has taken
these searches and points of engagement and
made them instantaneous and continuous.
Content: These three monumental factors
have created the perfect storm for Content
Marketing to emerge as a primary marketing
need for companies.
To truly understand the value of Content Marketing you first
need a little background in Search Engine Optimization.
SEO 101:
%
& reward sites
that produce fresh, relevant content.
10. Search engines Fresh Content
Terms:
Keywords: The words users type into Google and Bing when
making a search query.
Search Engine Page Results (SERPS): Once a search is
made a SERP is the page of results that appear. They are
usually made up of two types; Paid Results and Organic
Results.
Paid Results: The top 3 results (pink background) and the
right sidebar are paid ads purchased by companies on Google
AdWords. (Content marketing has no effect on these results)
Organic Results: Search Engines take the keywords that
users type into the search bar and run them through a
complicated algorithm. Organic results are the results that
these search engines display in the order that they believe are
most relevant based on your keyword search.
billion searches are made on Google
3
each day.
of people rely on Search Engines as the
The 82% primary source to learn about products
and services they need and want.
Facts
75% of clicks are from organic not paid
search.
50% of queries don’t have paid results at all.
11. Search Engine Algorithms
take into consideration
A solid Content Marketing strategy leveraged by a
comprehensive Social Media strategy is THE BEST way for your
company’s website to rise in organic search engine result
rankings and rank for the widest variety of keyword terms.
After looking at some of the factors in the algorithm its clear
why.
How relevant is the content in the
page.
How reputable is the website. (your site
builds credibility over time)
How often are variations the
keywords found on the page.
How well do the keywords match
the page title.
How recent was the page created.
What
Factors How many people have linked to the
page.
in%
Who has linked to your page. Ex: If
CNN links to your blog post that carries more
weight than if Joe Shmo links to your post.
How long does the average person
stay on your page.
12. SERP Rankings
Rising in SERP’s is a long tail process, but is well
worth the effort. Consider the volume of searches in
your industry in a year and the margins of single sale
for your company. Even moving up even a single
position can equate to a huge increase in revenue.
Adobe Social | adobe.com
www.adobe.com/
The first End-to-End Social Marketing
The'Average'Click'Through'Rate'(CTR)'by'PosiDon'on'
Google'Search'Engine'Landing'Pages'(SERP)'
1 18.20%% Social Listening Tools
www.slideshare.net/rosiesiman/social-listening-tools-10616610
Feb%16,%2012%–Like this presentation? Subscribe to Rosie’s T3 – The…
50 Free Social Media Tools You Can’t Live Without
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Mar%18,%2012%–Specific listening tools. Each of the major social med...
10 Social Media Listening Tools You Haven’t Heard About
3 ''7.22%% www.business2comunity.com/social…/10-social-media-listen-repor..
Jun%7,%2012%–It’s time for another round-up of interesting players in the.
4 ''4.81%% Social media listening tool comparison –Smart Insights…
www.mashable.com/comparing-top-social-media-listening-tools-10410
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The Art of Social Listening: 7 Tools to Improve this task …
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Mar%5,%2012%–Think you cant afford a good social media management…
6 ''2.76%% No-Cost Social Media Listening Tools | Geekwire
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May%11,%2012%–Social media listening tools that will improve your...
Socialmedia-listening - Tools
7 ''1.88%% socialmedia-listeing.wikispaces.com/Tools
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Listening Tools for Social Media Monitoring – Janet Fouts
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July%20,%2012%–A list of social media monitoring tools I’ve tried myself…
13. Tips and Tricks
Editorial Calendar: Input important dates, events,
and releases into your calendar build a schedule
around those dates.
Stock Pile: Build up a stock pile of content that has
been approved for publish, that way if your company
runs into a busy week your blog doesn’t suffer.
Collaborate: Often times the experienced thought
leaders inside companies are to busy to write the
company content. Having a young capable writer
collaborate with that executive to produce and
syndicate the content allows your company to
maintain a voice that reflects the intelligence and
experience inside the company.
Make it a priority: To see results with an inbound
strategy, you will need to jump in with both feet.
Managing your company blog, and social accounts
requires planning, collaboration and dedication.
Timing: Publish your blog content in the morning.
7am is the optimal time to post because other
writers can reference your article in their own work,
and your post will still be fresh for the 9am spike in
reading audience.
Frequency: Sites that produce more than one
article a day receive more inbound links than sites
that don’t. For some companies one a day might not
be possible so aim for three a week.
14. The Value of a
“Like” or
“Follow”
Social Facebook Done
Media Right
Twitter Done
2 Right
Google+ Done
Right
LinkedIn Done
Right
Relaborate
15. Power
Couples
Of
2013
Barack
+
Michelle
David% +
Victoria
Jay z% +
Beyoncé
Solid Content%
+
Social Syndication
16. Social Media:
Social Media has emerged as a monumental force in the marketing
world. An estimated 80% of all small to medium size companies have a
social media presence. SMB’s are estimated to spend around 3.9 billion
in social media marketing in 2013. This trend isn’t just a flash in the
pan.
Reasons for Spend on Social
1. Consumers spend their time on social media platforms.
2. Consumers value the opinions of their peers.
3. The reach of messaging on social platforms in unprecedented.
4. Social Media allows consumers to interact directly with companies.
5. Consumer info is abundant allowing companies to precisely target
their customer base.
? ?
The BIG question:? ?
?
What is the ROI of a “Like” on Facebook or a
“Follow” on Twitter?
Depending on how you are leveraging your channels the answer to that
question can be quite different.
• If your company is using their social channels to engage with your clients and
spread your web content then the value of growing your social following is
immense.
• If your company is only using their social channels to link to other articles in
your industry and reply to disgruntled customers then the girth of your social
audience doesn’t hold nearly as much value.
Understand each channel is
When used correctly, social media can be an extremely powerful asset,
to the branding, community management, and outreach of any company.
If you can understand a few key concepts surrounding the major social
platforms then all of your companies’ engagement moving forward can
be deliberate and impactful.
17. Understanding
of all US Internet visits in April
9% 2012 were to facebook.com.
billion visits a week. Facebook
1.6 averaged more than 229 million
The US visits a day for the year-to-
date.
Facts
20 is the average visit time on
min Facebook.
most searched term on the
#1 internet is Facebook.
0f Facebook users never revisit
96% fan and company pages after
“liking” them.
Behind the Scene
There is a reason why people spend more time on Facebook
than any other sight on the internet. Making their user
experience as fun and engaging as possible is a BIG reason
why.
The newsfeed is where consumers spend 46% of their time on
Facebook and where almost 80% of all information on Facebook
is consumed. In order to make users newsfeed experience as
pleasant as possible Facebook created an algorithm called Edge
Rank.
18. Edge Rank
Edge Rank is an algorithmic filter that works to put the most
interesting info in each users newsfeed. Considering 96% of Facebook
users never revisit fan and company pages after “liking” them; showing
up in as many newsfeeds as possible is VERY important.
How it works:
Page Rank Increase: If you post to your companies wall and
that post receives a lot of “likes” “shares” and “comments” then
your edge rank will increase, and the next time your company
posts something it will show up in more initial users newsfeeds.
Page Rank Decrease: If you post something to your
company’s wall and it receives hardly any “likes” “shares” or
“comments” then your company’s edge rank will drop and the
next time you post from your company’s page the post will
show up in even fewer initial newsfeeds.
Individual Content: If a particular post receives high
engagement then that individual post will have a longer life and
show up in more news feeds. If a piece of content doesn’t
receive engagement after being posted then its life span will be
short and will not show up in as many newsfeeds.
Individual Connections: Users newsfeeds are populated by
info from users and companies they have interacted with in the
past. The more frequent and recent the interactions the higher
the chance that your post will show up in that particular
newsfeed.
Influencer Focus: Receiving engagement from users with a
high edge rank is more beneficial because more users “care”
about those users interactions. Interactions made by that high
profile user naturally shows up in more users news feeds than a
user with a lower edge rank.
19. Follow these tricks
Develop authentic voice:
Be personable, and open. Facebook users want to engage with humans
not robots.
Kick start your posts:
Have advocates of your page (friends or employees that are not
admins) engage with ALL of your posts to gain early traction.
Do your research:
Become aware of other companies successful campaigns, contests,
apps, and post types, then asses whether they would work with your
brand. (check out mashable.com and geekwire.com for new examples)
%
If its dry, it wont fly:
Only post to your company page if your content is interesting enough
to draw engagement. (A low engagement post can hurt your edge
rank.)
Engage, engage, engage:
Ask questions, listen, and be responsive. Every two way conversation
is a golden opportunity to deepen relationships, build loyalty, and
boost edge rank.
Timing and frequency matter:
The best time to post to Facebook is in the mornings and late
evenings. The optimal amount for company pages to post is once every
two days.
Learn from insights:
Facebook.com/insights can be your best friend. Compare ongoing,
posts, pages, campaigns, and apps. See what is working and what is
not. Set goals and find advocates.
Share don’t sell:
Highlight your company culture and syndicate blog posts that bring
value to your audience. Having rewards for customers that engage
with your brand is good, trying to hard-sell customers is bad.
20. Understanding
500 million registered users on Twitter.
billion Tweets flying across the
33
Twittersphere every day.
The of users say they follow a brand on
43%
Facts twitter for special offers/deals.
of users are likely to recommend a
67% brand they follow to others.
of the 100 fortune global companies
88 post daily news and updates.
of users are more likely to purchase
75% from a brand they follow.
What Makes users Retweet
21. How users Access
Twitter.com
64%
Mobile App
16%
3rd Party Site 10%
How Users Decide Who to Follow
Suggested by
Friends
47%
Online Search
44% Suggested by
69%
Twitter
31%
Promotions
22. Follow these tricks
A different beast:
Twitter and Facebook are much different platforms and should be
treated as such. Twitter has no algorithm that filters your posts from
your audience. If you tweet it, it will show up in your all of you
followers twitter feeds. So throw caution to the wind.
Only 1 twitter risk:
If you use Twitter to constantly sell your brand without providing
much value to you audience then some of your followers might un-
follow your company. Besides that if you have something of value to
share, then tweet, tweet, tweet away.
Follow to get followed:
Use followerwonk.com, its free. Find influencers in your industry
follow them. Engage with them. Half will follow you back. In a month
you can unfollow some of the ones who don’t.
Reciprocity is the recipe:
Retweet and reply to influencers tweets and in time they will likely
do the same for you. People take pride in their tweets so showing
some twitter love goes a long way.
Hash tag #
A great way to get more visibility is to use hash tags. Find out which
ones are being used in your industry and apply when applicable.
%
Twitter tools:
You can use third party twitter sites like tweetdeck.com and
hootsuite.com let you organize the handles you follow into categories,
while bit.ly.com allows you to shorten your links to give you more room
to write something twitteriffic.
23. Understanding
61% of top 100 brands have a
presence
90 Million users and counting
The
Facts 60% of users log on to Google + on
a daily basis
80% of users engage on a weekly
basis
Reason to Consider: Google+ might not be as robust as other social
media platforms, but there are still a few reasons to strongly consider
Google + for your business.
Integration with all of Search results are Google indexes your site
Google’s other tools make for effected by your more quickly boosting
a personalized engagement. friends on Google + SEO.
Tips and Tricks
Share others content:
Identify influencers and share their content. If there are topics you can expand
upon, do so in the form of a blog post, make sure to reference the influencers,
and the content with them. They will most likely share your post as well.
Add formating to your posts:
Spend the time to format your posts, with bold, italics and underscores when
appropriate to make your posts stand out.
%
Post your content: Posting company content on Google+ is highly under
utilized. Your audience is targeted and qualified.
24. The image cannot be displayed. Your computer may not have
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of Fortune 500 companies have an
100% executive with a LinkedIn account
million plus companies have LinkedIn
2 Company Pages.
of members say linkedIn helps them
The
64% develop relationships and grow new
Facts business.
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their sites
212 millon business leads were generated
in 2011 via Linked In
members use Linked in to keep on
3/4 business news or research companies
%
Tips and Tricks
Treat connections like relationships:
Make an effort to build a relationship with influencers and companies before
trying to make the LinkedIn connection. If you are trying to use someone for
their name they will most likely see right threw that.
Update often:
Encourage your peers and your company page to update their profiles each time
something significant happens inside the company. It is a great way to attract
talent to your organization and targeted leads.
%
Get a short URL: Go to gplus.to to get a nickname. A short and sweet URL
will be easy to remember and share.
25. Goals of Social
The and Content are
one in the same
Marriage
Strategy Social needs
Content
3
Content Needs
Social
Conclusion
Relaborate
26. Goals for SM and CM
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Brand Awareness: Social Media aims to spread
awareness through “word of mouth”, Content Marketing
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spreads brand awareness through sharing and search.
Brand Loyalty: Social builds relationship through
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Search Visibility: Search engines reward fresh valuable
content. Search engines deem content valuable if it receives
a high volume of visits, and is linked to and shared often
(Social Media’s bread and butter).
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Reputation Management: Both social and content are
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outward facing. Consumers form opinions about your brand
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Enhance PR: Companies that are mentioned by reputable
sources do so by creating content of their own, highlighting
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other thought leaders, and by staying involved in the
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conversations happening in their industry.
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Facilitate Customer Service: Social Media deals directly
with consumers while a portion of the content that your
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Building Community: “Follows” and “Likes” lay the ground
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computer, and
Lead Generation/Drive Sales: Although neither
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and is the ultimate result of accomplishing all other goals.
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27. Content needs Social
Let Social fuel your content: Staying engaged
with you consumer base on social channels, taking
notice of frequently asked questions, and the
topics that are trending in your industry can
always spark content creation ideas.
Giving your content legs: If you write a stellar piece of
content but no one knows it exists than what is the point?
Syndicating your content across your social channels puts your
content in front of an audience. If that audience reads the
article and finds enough value in it to share it with their
audience, then the article can begin to spread through the
social web.
Mean while search engines are tracking your content and
indexing how long users are staying on your content, and how
many people are sharing your link. Because your content is
being passed along social channels it is also climbing in SERP
rankings. Now users that are searching on keywords used in
your piece of content are stumbling across your article and
reading it. A percentage of your audience that found your
%
content on a search engines will then share your link with
their social audience amplifying your message in a viral nature.
28. Social needs Content
Social with a purpose: Growing your community for your social
channels should only be one of eight goals surrounding your social
media efforts. Content syndication and calls to action give your social
channels purpose.
Don’t Echo Conversations, Expand Them:
Sharing and retweeting articles written by other sources in your
industry:
• Helps grow your community.
• Drives traffic to the authors site.
• Establishes your social channel's as a hub for information in your
industry.
Expanding on a topic with a piece of content of your own that
references and links to the original article that you can then tweet
out:
• Helps grow your community.
• Drives traffic to your site and the original author’s site.
• Establishes your social pages as a hub for information in your
industry.
• Showcases your companies experience and wisdom
• Boost your sites SEO
• Builds relationships with industry influencers.
Let Content DRIVE your engagement: Consumers rarely
engage with or share companies’ posts on social platforms
unless the companies' posts provide either, money saving
%
opportunities (coupons and contests),
or links to content that deliver value.
“Without content a social media campaign is hollow.”
- Mike Volpe, CMO of HubSpot
29. Take-A Ways
Be the magnet: In todays age of information you will have a much easier
time attracting qualified leads by increasing your web search and social
visibility rather than trying to chase after consumers and attempting to sell
them on your product or service. Allow those who are interested to find you.
Search Engines Love Fresh Content: Creating a stream of fresh
relevant content is the best way to improve in SERP rankings and to rank for
the widest variety of keywords searches.
Outbound/ Paid Inbound/ Earned
Spend 10% Spend 90%
$40b Traffic $5b Web Traffic
Understanding Social: Knowing the nuances of each social platform helps
you improve your presence and save time.
Social Milestones vs. Social Goals: Your goal for social media isn’t to
receive “Likes” and “Follows” it is a milestone in the larger focus of
generating leads and building brand loyalty.
Social and Content Need Each Other: Like Batman and Robin, peanut-
butter and jelly, brown sugar and oatmeal, without the other the two are
incomplete. For either to reach their full potential both strategies need to
feed of each other.
You Have to Give Love to Receive Love: Whether it is in your social
media engagement, or content creation, giving recognition to thought leaders
is always a good use of time.
Get Organized: Your company will never be content marketing mavens
unless you fully commit, create a calendar around company events and
releases, assign an internal advocate who is held accountable for driving the
process, stockpile posts, and collaborate.
30. Bibliography
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