Jayme Soulati, president of Soulati Media, Inc. and Heidi Sullivan, senior vice president of digital marketing with Cision presented a webinar on Halloween about the Future of Content Marketing. With Heidi's love of data, analytics and metrics and Jayme's expertise in content strategy and professional blogging, the two share tips and pointers for newbie through experienced content marketers.

1. The Future of Content
Marketing
Going Beyond the Branded Blog
Jayme Soulati – Soulati Media
President
@soulati
Heidi Sullivan – Cision
SVP, Digital Content
@hksully

2. How to participate today


If you are experiencing audio
issues, please contact:
GoToWebinar: 1-800-263-6317

Submit text questions Q&A
addressed at the end of today’s
session

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During today’s web seminar,
attendees will be in listen-only
mode.
Everyone will receive an email
within 24 hours with a link to view a
recorded version of today’s session

3. Your Presenters
Jayme Soulati is a hybrid PR professional
blending digital marketing, content and
social media marketing strategy with core
public relations. In her Chicago agency
days where she worked with small-to-large
PR firms, Jayme plied her specialty in
media relations. She is a professional,
award-winning blogger and author of
Message Mapping: How to Sizzle External
Communication with a #RockHot TM Tool for
Leaders.
One of PRWeek’s 40 under 40 in 2012,
Heidi Sullivan is Senior Vice President of
Digital Content for Cision and a selfproclaimed social media metrics nerd. She
leads the company’s digital and broadcast
content teams, the global research team
for Cision’s media database, Cision’s social
media community team and the company’s
content marketing strategy.

4. What is Content
Section Divider
Marketing?

5. The discipline of creating quality
branded editorial content across
all media channels and platforms
to deliver engaging relationships,
consumer value and measurable
success for brands.
-Content Marketing Association

6. What does content mean to you?
It will:
 Help achieve business objectives
 Brand you
 Embody your online influence
 Define your professionalism
 Create your authority
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7. How can you rise
to the occasion?
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8. Blogging
Section Divider

9. 62% of 3,000 marketers
said they want to “master”
blogging
86% of influential
marketers blog consistently

10. What constitutes blogging?
 Building Relationships
 Writing consistently
 Finding a specialty
 Having purpose (goals)
 Appeal, Authority, Authenticity
 Personality
 Inspiration & Creativity
 Giving & Nurturing
 Teaching
 Loving it
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11. Timeline of a blogger – year 1
•
•
•
•
Web Design
Plug Ins
Programming
Hosting
IT
Strategy
• Goals
• Branding
• Pick a Team
• Topics
• Ed Cal
• Posting
Frequency
Content

12. Timeline of a blogger
• Social Shares
• Comment
Systems
• Design
• Analytics
IT
Strategy
• Community
• Brand Yourself
• Relationships
•
•
•
•
WRITE!
Use Ed Cal
Post Frequently
Social Channels
Content

13. Timeline of a blogger
• SEO
• Analytics
• Plug Ins
IT
Strategy
• Community
• Comment all
over
• WRITE!
• Invite guests
• Write a series
Content

14. List.ly
Shareaholic

15. Timeline of a blogger
• New design
• Best Comment
System
• SEO/Analytics
IT
Strategy
• Build Community
• Brand Yourself
• Niche & Voice
•
•
•
•
How-to/Tips/Best
Lists & List.ly
No echo chamber
Read! Twist
Topics
Content

16. Timeline of a blogger – year 2

17. What does this mean?
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18. BLOGGING IS NO
LONGER ENOUGH!

19. Timeline of a blogger – year 3
•
•
•
•
Analytics
Data Insights
Mobility
Digital Strategy
IT
Strategy
• Lead
Generation
• Monetization
• Partnerships
• Authority
• Email
Newsletter
• E-book
• Specialty
Topics
• Photo Library
Content

20. Content Marketing +
Section Divider
Social Media

21. Is your content reaching your
intended audience?
Google increased the importance of original content when they
determine Search Engine Results Page

22. Number of content sources consumers
access prior to making buying decisions
10.4
5.3
2010
2011
Source: Google Zero Moment of Truth, 2011

23. I’ve created my content:
Now What?

24. “If the news is
that important, it
will find me.”
- A college student in an article by Brian Stelter in the New York
Times, March 2008

25. Spread your
message

27. Relationships with Influencers

28. Native Advertising
Section Divider

29. am·pli·fy: to increase the strength or
amount of; especially:
to make louder.”
- Merriam-Webster
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In content
marketing
terms,
amplification refers to
tactics that help our
content reach the
audiences we are
targeting.
One form of this is
native
advertising.

30. Native Advertising in Action
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31. Native Advertising in Action
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32. Native Advertising in Action
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33. Native Advertising in Action
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35. Take Aways
Section Divider

36. Seven Tips
1. Blogging is more than writing posts. It involves IT, Strategy
and Content.
2. Blogging is a marathon, not a sprint and takes time to build.
3. Identify tools that can make your blog more effective.
4. Creating your content is just the beginning. You need to
market your content as well.
5. You need to find your target community where they are to
grow your presence.
6. Enabling advocates and engaging influencers can help you
build your brand.
7. Native advertising (however small) reaches “third circle”
people in your community.
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37. Hybrid PR Blend: Digital, Social, Content Marketing
& Message Mapping for Business
Buy it:
http://MessageMapping.co
jayme@soulati.com
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38. Upcoming webinars

The Social Impact of your Content
*Guest Presenter: Shelly Kramer
2 p.m. Eastern
Thursday, November 7

Amplifying Your Content
*Guest Presenter: Jay Baer
2 p.m. Eastern
Tuesday, November 12
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