This is the slidedeck to the presentation I delivered at the New Media Conference on February 23, 2012. The topic, content marketing, was broken down into five key parts as they pertain to value, content creation, content administration and sharing/publishing. The session attendees really had a good time with this topic as did I. This was a fantastic, fun and highly informative session. Many thanks to the Frederick Chamber of Commerce for allowing me to speak once again at their event!

1. Milking the MOST Value From
Your Content Marketing Strategy
presentation exclusively for FredNMT by:
Mayra Ruiz-McPherson, Principal @ Ruiz McPherson Communications
Thursday, February 23, 2012 @ Frederick Chamber’s New Media Conference

4. marketing professionals
surveyed confirm
content marketing
is the most-used tactic
in their brand-enhancing
tool box
( HiveFire's B2B Marketing Trends Survey Report ... October 2011 )

5. Today,
content is
still
king
...and more!
{ but why? }

6. videos & email marketing
mobile podcasts
microsites &
blogging social engagement articles landing pages
curation case studies
ebooks PR presentations
white
papers
webinars
infographics
Content impacts everything

7. “Sticks and stones
will break your bones,
but content can
affect your stock price.”
( Content Is The New Currency ... Shawn Parr ... Oct 20, 2011 )

8. P U B L I SHED FOR “FINDABILIT Y ”
CUR ATED
S HARED & RECOM M EN DED
ORIGINATED

9. AWARENESS
prospect may or may not be familiar with a product, service or organization ...
a tweet or status update on social network catches may catch their eye ...
a radio, tv or other programming makes prospect aware of product “X” or service “Y”
RESEARCH
interested prospect now begins to search and read about an o ering or an organization
via blogs, photo galleries, videos, news releases, Facebook or Google+ pages, etc.
to compare and di erentiate between similar solutions or services
CONSIDER
prospect signs up to receive news or information
from a brand ... begins to narrow down choices
to a select few ... online reviews and case studies
help to narrow the decision down to one choice
BUY
prospect makes a purchase
and is immediately introduced to
post-purchase, customer-centric
content and messaging

10. “Our Goal: To Empower You Through
SO WHY DO IT? Education!...and if you live in our area, hopefully
earn your business. This site contains a wealth of
articles, facts, and videos about inground swimming
pools (speci cally berglass). If you're just getting
started, be sure to check out our World Famous Blog
as well as our Inground Pool Boot Camp. ”
Welcome to the Most Educational
Swimming Pool Blog in the Country!
Fiberglass Pool Prices: How Much is My Pool Really Going to Cost?
Top 5 Fiberglass Pool Problems and Solutions
How Much do Above Ground and Inground Swimming Pools Cost?
Fiberglass Pools vs Vinyl Liner Pools vs Concrete Pools: An Honest Comparison
Small Inground Fiberglass Pool Design Awards for 2010
Pool Patio Materials: Stamped Concrete vs Pavers
Fiberglass vs Vinyl Liner Pools: Which is Better?
Viking Fiberglass Pools vs. Trilogy Pools Reviews / Ratings: Which is Better?
Fiberglass Swimming Pools vs Concrete Swimming Pools: Which is better?
Swimming Pool Plumbing: Rigid PVC vs. Flexible PVC, Which is Better?

11. Sure you do.
Look around, people!
Content is everywhere!!!
I know exactly where to nd it ...
but the question is ... do you?

12. FINDING CONTENT
Blog posts
News releases
Case studies
Interviews
Surveys
Customer service
Marketing
Product development
Management
Industry publications
Employees
Community
Industry trends
Social media
Competitors
Product & online reviews
Analytics

13. Domino Effect Example ... INTEGRATION AUDIENCE
What do they want to
What opportunities
exist for integration? know vs. what you
METRICS Social? PR? want to tell them ... and
Who will review analytics and Advertisements? what will be the
metrics to determine which Video? “content compromise?”
content yielded the most
interest, views or tra c? CONTENT
LINKAGES Original, curated or
What content will link both? Quantity and GOAL
to which areas of your what content will link Send out enewsletter
AUTHORS site? Blog? Branded to where?
re Who writes outposts?
view
s, what?
edi
ts
&
te
stin
g
OVERAGES
What content overages
exist and how will the
extra material that doesn’t
“ t” in this edition be
utilized, salvaged or
repurposed?
READINESS
Is your news area, blog, Facebook
page etc. ready for the increase in
tra c? What other content must
be added or updated prior to
email newsletter being sent out?
... eNewsletter Content

14. Publishing approach & sharing direction
of content depends on which “bucket”
content best belongs in ...
LEAD BRAND THOUGHT
GENERATION AWARENESS SEO LEADERSHIP
CUSTOMER CUSTOMER
ACQUISITION RETENTION

15. content
inspiration

19. *the* tool of
choice for
administering all
facets of content

22. June 21, 2011
655 Likes
February 22, 2012
832 Likes

23. HISTORIC MCFARLAND HOUSE - BLOG & NEWS PAGE VIEWS 2011 A2
page views from blog posts
10/19/2011 From keepsake to another bride's closet: Is the idea of “the dress” as a keepsake disappearing? 106
10/4/2011 Wedding Trends: Twitter proposals and online cash for honeymoons: The wedding industry’s tailor-made for 2.0 75
11/18/2011 Flower Girl or Ring Bearer Time? 7 Helpful Tips for Including Children at Weddings 60
12/8/2011 Join Us Sunday, December 18 for our Second Annual Open House! 36
10/1/2011 Save these dates! Upcoming events at Historic McFarland House 34
11/3/2011 Need inspiration for your vintage, rustic or DIY-inspired wedding? Try these 7 creative wedding blogs! 32
10/24/2011 Our entrance's brick steps are being repaired and restored by local brick mason Bill Unger of Shepherdstown 30
10/14/2011 Mountain State Apple Harvest Festival: Queen Pomona's Reception and so much more! 28
11/12/2011 The Women's Network & Dr. Michael McCarty Host "Heart Coherence" Self Empowerment Session for Professional Development 25
9/20/2011 Welcome to our newly launched blog (and web site)! 20
11/5/2011 Recent Landscaping Upgrades to Our Backyard Event Area 20
11/28/2011 Tea for the Holidays: An Afternoon of Tea, Friends & Entertainment Hosted by Historic McFarland House 19
11/24/2011 From our family to yours, we wish you and yours all a loving, wonderful and happy Thanksgiving! 14
10/27/2011 Come see us at this year's Martinsburg Expo 2011! 12
12/12/2011 It never hurts to have superior, expert seamstress skills around here! 8
page views from news releases
10/1/2011 Coutoure Wedding Event of the Year 68
11/15/2011 Upscale Event House for Weddings, Social Gatherings and Business Affairs Launches Mobile Web Site 63
12/15/2011 Historic McFarland House Hires New Catering Manager with Abundant Wedding Venue & Private Event Experience 57
Recommendations
--> Blogging calendar w/Specific topics to be developed
--> at least 1 new news item/release per month (ideally 2 but minimum 1)
--> content must contain healthy, realistic dosage of keywords

24. OLDETOWNEPETRESORT.COM - PR & MEDIA 2011 A2
(08/08/11) Upscale Pet Resort (08/17/11) Last
Opens Second Location in One In Is Still a
Loudoun County, Virginia Lucky Dog!
(06/24/11) Northern Virginia Pet (10/26/11) Northern Virginia-based Olde
Resort Launches New Blog to Highlight (07/26/11) Don't Towne Pet Resort Senior Management
Its Expansion and Grand Opening Turn Your Dog Into Receive Elite Training at Renowned Ritz
Progress in Loudoun County a Couch Potato Carlton Leadership Center
(06/21/11) Upscale Pet Resort Currently Under
Construction in Loudoun County, Virginia
(11/07/11) The Personal Side of
a Pet Resort’s Grand Opening
(08/05/11) Preparing (09/19/11) Olde
Your Pet for the Boarding Towne Pet Resort:
Experience (09/25/11) A Labor of Love:
pr summary 2011
The Ultimate In Pet
Care Luxury Olde Towne Pet Resort
6 otpr news releases via prnewswire
1 advertorial article on i am modern magazine
(09/21/11) Dog owners
1 local article via leesburg today spend as much as $274K (10/09/11) Pet Boarding for
1 reference/mention in novadog magazine (print) for lifespan of a pure the Holidays
breed, study says
2 otpr-sponsored blog posts on novadog blog

25. SHARING THE CONTENT LOVE

26. sharing on twitter example A
For press releeest s,
ae
don’t justitlewand short
t An occassi
release t ake the up” tweet onal “double
URL ... m eresting ... blog AND y plugs your
tweet int estion or release ite our news
pose a qu ey statistic m ...
share a k
TWEET EXAMPLES HIGHLIGHTING “DOUBLING UP”
34% #smallbiz dread Twitter. Get full scoop here http://bit.ly/yxVQyO + here's why these ndings should concern u http://bit.ly/yxVQyO
Just rolled out new version 2.3 features! Media release http://bit.ly/yxVQyO + what these upgrades mean to users here http://bit.ly/yxVQyO
Welcoming new Marketing Mgr today! Announcement here http://bit.ly/yxVQyO + how they will work w/our community here http://bit.ly/yxVQyO

27. sharing on twitter example B
create a aphic
micro−infogr ly stat or
using a time nd make
news brief agular
it into a relumn”
Twitter “co

28. MAYRA RUIZ-MCPHERSON
Digital Marketing Strategist
Our team is led by this long-time digital marketing addict.
Her mission in life is to seek out opportunities to maximize the digital marketing potential of those who retain her.
Ours is to support her and her clients in those very same efforts.
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