Creating good marketing content that endures is a significant challenge for most modern marketers. In a practical presentation with scores of examples, René outlined how you can put your expertise and experience at the centre of your marketing effort with 15 tips you can implement the very next day after the conference.

1. Help I’m a content marketer
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13@
15 easy to implement
content tips you can
start using tomorrow
with
René Power
Digital & Business
Development Director,
BDB
Help – I’m a content marketer!

2. The challenge of contentThe challenge of content
The challenge of content

3. Running before you
can walk?
Not cool.
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

4. Being seduced by
the dark side of
technology?
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

5. Not seeing
results?
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

6. You’re not alone
Whilst 56% saw content marketing have
an impact on sales:
15% said they saw 'little or no increase’
29% simply did not know the impact of
content marketing
Half of marketers (46%) find
demonstrating content ROI a key
challenge.
2013 Content Marketing Benchmarking Repo
You’re not alone
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

7. Your world changed
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

8. ‘Old’ marketing doesn’t work any
more
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

9. There’s too much noise
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

10. And too much competition…and too much competition
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

11. Tomorrow:
Rethink how you
push material
out to customers
and consider it
from their
perspective
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

12. Getting started
Getting started

13. Assign responsibilityAssign responsibility
Tomorrow: Can
you identify a
managing editor
and a few
contributors?
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

14. Visit watering holesVisit watering holes
Tomorrow:
Check out one
media site,
Linkedin group,
portal or trade
association to
identify
opportunities
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

15. Map content to buyers
Map content to buyers – Establish
your value add
Tomorrow:
Establish what
the absolute
benefit you
provide?
Access your media everywhere
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

16. Audit what you haveAudit what you have
Tomorrow: Ask
everyone in the
organisation for
one highlight
from the last
twelve months
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

17. Content audit template
Tomorrow:
Match what
customers are
looking for in
groups to what
you offer
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

18. Curation and creation
Curation and creation

19. Curate
Curator
[Cu-ra-tor]
Noun: A keeper or custodian of a museum or
other collection
Curate
Tomorrow: Use
ONE of the
following cool
‘curation’
tools….
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

20. Source content with Feedly
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

21. Twitter / Twittersearch
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

22. Maximise internal
ideas with Yammer
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

23. Create new content
Create new content
Tomorrow:
Repackage
existing content
> release to blog
to newsletter to
case study to
whitepaper
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

24. PR is the bedrock of content marketing
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Most used >> Most effective
Press releases Case study
Blog posts Whitepaper
Case studies Video
PR: the bedrock of content
marketing

25. Evernote case study marketing
Tomorrow:
Check out the
case study
http://bit.ly/181fhoo
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Using case studies

26. Ten things you could blog tomorrow
Repurpose a press release, upload a presentation,
manual and more
Comment on a news story affecting your industry
Comment on latest research / data
Write a round up once a week of your industry
Provide an industry resource list
Report on an event – this event?
Write up a customer case study
Offer a guest post (and reciprocate)
Solve an industry problem
Take a provocative stance on something that
needs to change
Tomorrow: Put a
blog post (or
news story) on
your website
and tell people
about it!
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Ten things you could blog tomorrow

27. Intercom cool blogging

28. Eshots and enewsletters
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Eshots and enewsletters

29. Packaging sector whitepapers
• See ebook – Bosch, Toledo in packaging
Using whitepapers
Tomorrow:
Establish one
industry
problem you can
write a guide
about
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

30. Zendesk using video
Tomorrow:
Check out
http://www.zendesk.com
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Using video

31. Staying organised
Staying organised

32. Create a calendarCreate a calendar
Tomorrow: Plan &
be realistic. Start out
with one post, one
news story a week,
one piece of lead
gen content a
quarter, one eshot a
quarter
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

33. Never miss an idea with Evernote
Tomorrow: Sign
up to Evernote
for free and try
it out – great for
those long
commutes!
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Never miss an idea with Evernote

34. Define what success will look likeDefine what success will look like
Tomorrow:
What does
success look like
to you? Build
activity to
achieve it
whether vanity
or sanity
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

35. Your one-a-day prescription for the
next 3 weeks!
1. Customer
perspective
2. Contributors
3. Watering holes
7. Curation tool
8. Repackage one
element as blog
9. Case study
4. Absolute USP
benefit
5. Highlights
6.Match propositions
& requirements
10. One news story
11. One industry
problem
12. Video
Extras:
16. Subscribe to my
blog
17. Buy my book from
Amazon (or ask nicely for a
free review copy)
13. Plan / calendar
14. Ideas capture
15. Success
metrics
Your one-a-day prescription for the
next 3 weeks!
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

36. Image / reference credits
1 – Devices http://www.geekazine.com/special/pressreader-electronic-newspapers-ces-2013/
3 – Runner http://www.marksdailyapple.com/physical-effects-poor-training-marathon/#axzz2exskx4Nr
4 – Apple Death Star http://geardiary.com/2012/10/05/my-journey-to-the-dark-side-er-apple-is-complete/
5 – Paul Lambert http://images.football365.com/13/01/800x600/Aston-Villa-v-Southampton-Paul-Lambert-pa_2884893.jpg
6 – Animation
http://2.bp.blogspot.com/_oHmrz8xVAH8/TSU7L9Jz9dI/AAAAAAAAAQw/I9PutMsyVTo/s200/dans-poor-performance-lg-14402296.jpg
7 – People http://www.noexcuseshr.com/2013_04_01_archive.html
8 - Marketing http://mkt4pontozero.blogspot.co.uk/2011/02/conversa-novo-marketing-30.html
9 – An Internet minute http://www.mediabistro.com/alltwitter/internet-minute_b38168
11 – Service http://debbielaskey.blogspot.co.uk/2012/04/tale-of-marketing-and-customer-service.html
13 - Batman http://communicatebetterblog.com/root/
15 - Added value http://www.creativ.com.au/ipad-application-developers/
16 – Content audit http://www.madhavighare.com/web-writing/what-is-a-content-audit
17 – Content audit template http://johnmccrory.com/2011/10/the-handy-dandy-content-audit-template/
23 – B2b content types http://www.marketingprofs.com/charts/2013/10888/how-b2b-content-impacts-buying-decisions-infographic
27 – Intercom blog http://insideintercom.io/if-its-important-dont-hack-it/
29 – Screen grabs from www.packworld.com
32 – Calendar http://carmencollins.files.wordpress.com/2011/08/content-calendar.jpg
33 – Evernote http://www.macstories.net/news/evernote-announces-major-redesign-of-ios-app/
Additional resources: Hubspot
Image credits
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

37. MY 330 page Kindle eBook on B2B digital
marketing available now at Amazon
This and hundreds of other guides and
resources are available to Smart Insights
Expert members.
rene@bdb.co.uk
www.bdb.co.uk
@renepower
http://marketingassassin.co.ukblog
http
More on content marketing?
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13