This document outlines steps for developing an integrated content marketing plan. It discusses performing audience research through keyword analysis and social listening. It recommends auditing existing content and identifying gaps to target. A 5-step process is provided: 1) conduct audience intelligence; 2) audit current content; 3) analyze gaps; 4) plan new content creation; 5) execute and optimize the process. Content should be created and distributed across owned, paid and earned channels to maximize exposure. Measurement of results is important for ongoing optimization.

1. Leveraging Content,
Search, and Social for
Maximum Exposure
1

2. agenda
• why content
marketing?
• the biggest challenge
in content marketing
• 5 steps to developing
your integrated content
marketing plan mike corak – evp of strategy
ethology
2

3. GET EXCITED!
3

4. better?
http://laracasey.com/blog/2009/08/05/get-excited-and-make-things-happen/ 4

5. power to the people
http://thejosevilson.com/2011/10/18/always-power-to-the-people-exponentially-important/ 5

6. why content marketing?
6

7. integration: multilayered brand ecosystem
• website plays role of content hub with ability to reach the highest amount of
users (over 60% of online visits come from search)
• owned experiences allow for deepest user topical engagement
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8. integration: 3 layers of your brand ecosystem
• engagement is then distributed from the content hub, prioritized by target
audience usage trends
• bold media buys play well with various outposts, informed by interaction,
traffic directed to intended calls to action (ex. engagement – social) 8

9. search: the factors (content is core)
http://www.slideshare.net/randfish
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10. authoritative & relevant content required
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11. social search: another reason to integrate
content+search+social
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12. all tactics being equal, what
REALLY makes the difference?
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13. content marketing trends
• Coca-Cola has committed its • unique content + search + social
marketing focus to content marketing, media in combination are powerful
an initiative called Coca-Cola 2020. tactics, set to rival traditional display
the following video links describe the advertising for budget
strategy, video created for internal
education • we anticipate efforts & budgets will
continue to move in this direction, &
• http://youtu.be/LerdMmWjU_E early adopters will receive first to
• http://youtu.be/fiwIq-8GWA8 market advantage 13

14. important Coca-Cola takeaways
• create liquid content
Jeff Bullas
• ensure your content is linked for maximum
benefit
• create conversations
• move onto dynamic story telling
• be brave & creative with your content
creation
http://www.business2community.com/content-marketing/5-lessons-from-coca-colas-new-content-marketing-strategy-0125932
14

15. case study
content: local store & expert pages social engagement around content
and content distribution
lifecycle engagement conversion
result: 12,000 sales leads in 2 months 15
http://www.marketingsherpa.com/article.php?ident=32120#

16. content marketing: operations
16

17. who owns content?
(the biggest question in content marketing)
17

18. in the not-so distant future for many we
predict a new role in marketing
roles & responsibilities
(think pm + journalist)
catalog all content
manage all content creation,
curation, & distribution
own content calendars &
management tools
measure results, arrange
adjustments & optimization
perform content strategy role
inform & coordinate with offline
& traditional efforts
18

19. but today…
could it be you? 19

20. who owns content?
(the biggest question in content marketing)
5 steps to developing an integrated
content marketing plan
20

21. 5 steps to developing your integrated
content marketing strategy
21

22. step 1: audience intelligence
22

23. audience intelligence: search
perform deep keyword
research to identify
“topical” areas of interest
categorize areas of
interest & develop a
brand “taxonomy”
commit to topics you can
& need to own
compare to existing
brand platform & inform
brand based on findings
(bottom up brand
planning)
23

24. audience intelligence: social
take topical interest
points & perform a social
media listening
campaign
use data collected to
inform demand around:
-content media type
-contextual insights
-targets for influence
building & content
distribution
-opportunities for direct
topical engagement
24

25. step 2: content audit
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26. content audit steps
what’s your story? what are you about?
• catalog all existing content onsite & offsite using
URLs & capturing any related tagging
– type: web page, blog post, image, infographic, ..etc.
– purpose: position in conversion funnel, specific
conversion or desired outcome
– targeted audience segment
– owner
• review for quality, measurable effectiveness, &
topical coverage
* flag content that requires future adjustment
26

27. step 3: gap analysis
27

28. expand topical reach by targeting content & keyword ranking gaps
through content revision, curation, & creation efforts
prioritize keyword targeting by examining the quick-win & converging
opportunities as well as any ranking gaps that may exist based on prioritized
terms.
foundation: aggregate all on-and-offline promotional & marketing plans,
personas, brand guidelines, & related creative briefs. understand conversion
funnel
step 1: match type of content to persona &/or stage in engagement cycle, &
desired goal/outcome
step 2: choose the tone of content based on targeted audience & brand
step 3: plan to adjust & optimize current content according to demand
step 4: plan to create content for missing topics/keywords, & optimize for
on-&-off site visibility 28

29. emarketer survey
content types that are
most valuable for
directly supporting
marketing objectives
according to B2B &
B2C marketing
professionals globally
*don’t forget infographics!
http://blog.geoactivegroup.com/2011/10/why-b2b-content-marketing-is-now-going.html
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30. think multi-channel (ex. local content)
content drives audiences to your brand & affects
every aspect of the decision making process. a
geo-targeted content strategy will consider all
forms of content, contextual & media-driven.
develop a local search strategy built for the
future, creating content that targets locations
from the top down, while building in a framework
for further individual expansion.
address the strategic focus of your content,
ensuring your brand is visible for how audiences
search locally throughout the funnel to maximize
relevance & exposure.
* other potential uses to consider: onsite, offsite, mobile,
international, audience, ..etc. 30

31. step 4: plan creation
31

32. content plan creation steps
• team identification: identify (draft) full team formally
assigning roles & responsibilities, capabilities, &
expectations.
• production planning: review inputs, identifying &
prioritizing content flagged for adjustment, &
existing content gaps, by topical significance &
potential return, & eventual location (channel). also
assign tone & goals for each piece.
• activity scheduling & assignment: schedule activity
with all in-mind across the entire team planning for
adjustment, creation, curation, & distribution.
32

33. content calendar(s) creation
create reference documents for content managers, outlining activities,
targeted topics, links, outposts, ..etc. these documents will act as
guides to keep link & content team members in sync.
33

34. measurement planning
track cross-channel influence & conversion points along the funnel
attribution: enable visibility into the key traffic sources, visitor
contexts, & content interactions that define a multi-session visitor-to-
value funnel
integration: provide a scalable framework of technology & processes
to enable integration of tactical, conversion, & behavioral analytics data 34

35. step 5: execution & optimization
35

36. content marketing process
Joe Pulizzi
36

37. resources
37

38. favorite reference companies,
organizations & blogs
38

39. content marketing world infographic
http://blog.junta42.com/2012/02/history-content-marketing-infographic/
39

40. BUT SERIOUSLY
GET EXCITED! 40

41. http://laracasey.com/blog/2009/08/05/get-excited-and-make-things-happen/ 41

42. 42

43. www.ethology.com
mike.corak@ethology.com
@mikecorak
www.linkedin.com/in/mikecorak
www.slideshare.net/mcorak 43