Content Marketing for Professional Services Firms
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What is content marketing? How can it grow your business? What planning steps should you take? Answers to these questions, and a walkthrough of some of the pitfalls and opportunities of content marketing. Presented at Social Media Boot Camp for Professional Service Firms, hosted by the Maryland Association of CPAs.
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Content Marketing for Professional Services Firms
- 1. CONTENT MARKETING Tracy Gold tracy@rightsourcemarketing.com @tracycgold Social Media Boot Camp for Professional Service Firms February 29th, 2012
- 2. WHAT IS CONTENT MARKETING? “Content marketing is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way.” - Joe Pulizzi, Junta42 2
- 3. THOUGHT LEADERSHIP 3
- 4. FOCUS ON YOUR AUDIENCE 4
- 5. IMPACT ON OTHER MARKETING TACTICS • When done right Content Marketing impacts multiple areas including: – Website – Search Engine Optimization – Lead Generation – Lead Nurturing – Sales Process – Social Media – …Everything! 5
- 6. CONTENT MARKETING – CHALLENEGES 6
- 7. THE RIGHT WAY TO DO CONTENT MARKETING • Content Planning • Content Creation • Content Optimization • Content Distribution • Content Reporting & Analysis 7
- 8. CONTENT PLANNING: HOW IT USUALLY WORKS Month 1: • 5 content creators • 10 content pieces • Abundant Enthusiasm Month 2: • 3 content creators • 6 content pieces • Waning Enthusiasm Month 3: • 1 content creator • 2 content pieces • Excuses, excuses, excuses 8
- 9. CONTENT PLANNING: HOW IT SHOULD WORK Month 1: • 5 content creators • 10 content pieces • Abundant Enthusiasm Month 2: • 5 content creators • 15 content pieces • Growing Enthusiasm Month 3: • 7 content creators • 20 content pieces • Reporting fosters competition 9
- 10. EXAMPLE CONTENT CALENDAR Content Content Person Due Date Publish Date Notes Title Type Responsible How to use a Blog Post Albus 11/11/11 11/13/11 Don’t tell pensieve Snape you’re using a pic from his My Video Sirius 12/1/11 12/15/11 Make sure Adventure to post on with a Reddit Hippogriff Should Facebook Hermione 1/15/11 1/15/11 Don’t house elves Question include a have more “no” option rights? 10
- 11. WHO SHOULD PARTICIPATE? • Marketing • Business Development • Sales • Executives • Subject Matter Experts • Your Whole Team • Customer Service 11
- 12. CONTENT MARKETING ROLES • Newspotter • Idea Generator • Project Manager • Strategist • Graphic Designer • Writer • Editor • Distributor • Cheerleader 12
- 13. TYPES OF CONTENT Research Podcasts Results eBooks Tweets Videos Events Blog Posts Formats Seminars 13
- 14. CREATE VS. CURATE Percentage of Tweets that Include Self Reference 3.5 3 2.5 2 1.5 1 0.5 0 Non Retweets Retweets Source: Dan Zarella 14
- 15. EXAMPLE 15
- 16. Q&A 16
- 17. THANK YOU • Email: tracy@rightsourcemarketing.com • Website: www.rightsourcemarketing.com • Blog: www.marketingtrenches.com • Twitter: @tracycgold @rightsource • Facebook: facebook.com/rightsource 17