Content & Conversations
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I presented this session on Content and Conversations: Content Marketing + Social Media at the Content Marketing Strategies Conference 2011.
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Content & Conversations
- 1. Create a Content Strategy for Lead Momentum Content & ConversationsContent Marketing + Social Media Presented by Ardath AlbeeCEO & B2B Marketing Strategist
- 3. Opportunities Building more personalized relationships Increased credibility >> consistency Immersive engagement Expanded reach Be Human
- 4. What Buyers Want Helpful Information Insights to Problems No Pressure Choice Instant Gratification Guidance Set Their Own Pace Increased Confidence Professional Success Less Risk Conversations
- 5. The Marketing Shift ©2009-2011 Marketing Interactions, Inc.
- 6. Challenges Context |Content |Conversations | Consistency | Cost
- 8. Content is Marketing Currency Marketing Content Vendor Currency Engagement Level Buyer Currency
- 9. Conversation
- 11. Cost Fuel is expensive Perception is hard to change Free isn’t cheap Conversations never end Resources are limited Leads are a terrible thing to waste
- 12. Social Media is Content Marketing At least 85% of Executives are using Social Media during the purchase decision. - Forrester Research The ultimate question you need to ask yourself about social is…
- 13. Think “Hub” Website Social/Earned Blog
- 14. Hub = Content + Conversations Email Invitations Tweets Press Release Articles BlogPosts Lead Database LinkedIn Status/Groups
- 15. An Event Hub
- 16. One Asset = One Goal Tweet > Web Traffic eBook > Credibility White paper > Lead Generation Email > Click Thru Syndication > Awareness Blog Post > Thought Leadership Article > Lead Nurturing
- 17. Content Hubs Amplify Goals Content Hub
- 18. Content Hub Case Study eBooks Webinars Syndication Website Blog Pocket Guide Email Tweets
- 19. Results Pocket Guide downloads – 7,000 Webinars – 1,000 attendees each Individual guides – 3,000 downloads each Series of 5 emails – 143,000 impressions Social Media – Twitter, LinkedIn, Blog Complete book downloads associated with 7 Deals Three book chapters combined influenced 10 deals Combined webinars influenced with 11 deals Content + Conversations Influenced 28 Deals!
- 20. Plan Your Moves Rule of 5 One asset 5 ways to use it Use repetition wisely Think Niche Topics & Themes Incite Action What’s the 1 thing?
- 21. Think About What You’re Saying Courtesy of We Make Clouds By Mike Farah & J. Longo
- 22. Do Not Forget Your audience now has an audience of their own. Word travels FAST!
- 23. Monitor for Response Patterns
- 24. A Few Final Thoughts Assess your social profiles from the outside. Pay attention to attention. Nurturing doesn’t depend on a database. Claim your niche and stick with it. Be patient, persistent and consistent…across all channels. Ask for the action.
- 25. Thank You! Ardath Albee, B2B Marketing Strategist Marketing Interactions, Inc. Web:www.marketinginteractions.com Twitter:@ardath421 Blog:http://marketinginteractions.typepad.com