The Content Marketing Innovator eBook promises to provoke your thinking and assumptions regarding the best way to communicate in a world of abundant content. Experts in content strategy and creation, SEO, analytics, promotion, and marketing automation share their smartest tools and techniques. Including Gini Dietrich from Arment Dietrich & Spin Sucks blog, Andy Crestodina from Orbit Media Studios, Ian Belknap from Write Club, and many more. eBook created by Konstant Change for Content Jam

1. 18 CONTENT MARKETING
INNOVATOR TIPS
AKONSTANT
CH GEN

2. IT’S TIME TO JAM
Strategy Creative Promotion Measurement
Content Jam is a conference for people who create or curate content
for the web. Experts in content strategy and creation, SEO,
analytics, promotion, and marketing automation share their tips in
the Content Jam Innovator eBook.

3. Andy Crestodina
Web Strategist and
Co-founder
of Orbit Media Studios
@crestodina
Science of attraction and action
There
is
a
science
to
a-rac.ng
visitors
and
ge2ng
them
to
take
ac.on.
But
the
connec.on
that
happens
next
is
all
art.
Data
drives
marke.ng
decisions
about
rankings
and
traffic,
content
and
conversions.
But
as
soon
as
that
visitor
submits,
subscribes
or
comments,
they
change
from
a
number
to
a
person.
Treat
them
with
kindness
and
humility.
TIP
Content
Jam
&
Konstant
Change

4. “There is a science to attracting
visitors and getting them to take
action – the connection that
happens next is all art.”
Andy Crestodina
#ContentJam @crestodina

5. Gini Dietrich
Founder/CEO
Arment Dietrich
Founder and Publisher
Spin Sucks Blog
@ginidietrich
The truth about in-depth articles
Google
recently
announced
a
new
feature
that
returns
in-­‐depth
ar.cles
in
search
results.
Do
a
broad
search
for
your
industry
-­‐
marke.ng,
public
rela.ons,
communica.ons,
social
media,
fundraising,
telecomm,
etc.
-­‐
and
see
if
any
in-­‐depth
ar.cles
come
up.
If
nothing
appears,
you
have
a
huge
opportunity
to
write
some
longer-­‐form
content
that
is
well
researched
and
op.mized
to
extend
your
brand.
If
ar.cles
do
appear,
it's
.me
to
roll
up
your
sleeves
and
get
going!
TIP
Content
Jam
&
Konstant
Change

6. “In-depth articles are the
newest innovation in content
marketing. Roll up your
shirtsleeves and do the work.
Google will reward you.”
Gini Dietrich
#ContentJam @ginidietrich

7. Brad Farris
Principal,
Anchor Advisors
@blfarris
Write the easy way
It's
so
hard
to
write
well
-­‐-­‐
it
takes
a
ton
of
.me,
thought
and
effort
to
write
a
great
blog
post.
So
don't
do
that
-­‐-­‐
it's
too
hard.
Instead,
write
a
really
lousy
blog
post.
Your
blog
needs
your
ideas
and
your
voice
but
there
are
hundreds
of
competent
former
journalism
students
out
there
who
are
perfectly
good
editors.
Hire
one
of
them
to
turn
your
crappy
blog
post
into
something
that
someone
else
wants
to
read.
TIP
Content
Jam
&
Konstant
Change

8. “Good writing is hard.
Bad writing is easy --
Do the easy job &
hire out the hard one!”
Brad Farris
#ContentJam @blfarris

9. Mana Ionescu
Founder
Lightspan Digital
@manamica
What you need to do to write well
Whether
wri.ng
120
characters,
an
Instagram
cap.on,
a
catchy
hashtag
or
a
blogpost,
wri.ng
requires
skill.
And
that
skill
comes
with
prac.ce.
You
can't
write
if
you
don't
read.
You
can't
write
if
you....avoid
wri.ng.
And
you
can't
write
well
if
you
don't
rewrite.
So
read
what
others
write,
write
fearlessly,
and
dare
to
seek
perfec.on
by
rewri.ng
and
rewri.ng.
TIP
Content
Jam
&
Konstant
Change

10. “Read what others write, write
fearlessly, and dare to seek
perfection by rewriting and
rewriting.”
Mana Ionescu
#ContentJam @manamica

11. Sean McGinnis
Digital Marketing Director
Sears Parts Direct
@seanmcginnis
The secret to valuable links
Want
to
rank
well
in
search
results?
You
need
links.
Want
links?
Write
epic
shit!
Your
goal
should
be
to
create
the
best
web
page
on
the
internet
for
that
topic.
People
are
inclined
to
read,
share
and
link
to
the
highest
quality
informa.on.
Do
your
“content
marke.ng”
efforts
measure
up
to
that
loWy
standard?
TIP
Content
Jam
&
Konstant
Change

12. “People are inclined to read,
share, and link to the
highest quality information.”
Sean McGinnis
@seanmcginnis#ContentJam

13. Keith Ecker
Writer. Educator.
Performer.
@keithecker
The secret to keep’em coming back
If
we
were
to
think
of
websites
as
restaurants,
SEO
is
the
billboard,
and
content
is
the
food.
Your
audience
might
come
because
of
the
SEO,
but
they
come
back
because
of
the
content.
Moral
of
the
story?
Do
not
overlook
the
importance
of
being
interes.ng
and
of
use.
TIP
Content
Jam
&
Konstant
Change

14. “You will get a lot more out
of your content if you
think of yourself as a
storyteller first and
a marketer second.”
Keith Ecker
@keithecker#ContentJam

15. Marti Konstant
Founder
and
Growth
Hacker
Konstant
Change
@martikonstant
The wisdom of relevance
If
70%
of
the
sales
process
is
completed
before
a
customer
contacts
you
(Sirius
Decisions
2012),
get
straight
to
the
heart
of
what
your
customer
wants
or
needs.
What
you
want
to
say
and
what
your
customer
is
interested
in
are
oWen
different.
Listen,
give’em
relevant
informa.on,
talk
about
what
is
on
their
mind,
and
help
them
solve
their
problems.
TIP
Content
Jam
&
Konstant
Change

16. “What you want to say
and what people are interested
in are often different.”
Marti Konstant
@martikonstant#ContentJam

17. Steve Susina
Director of Demand
Generation for Crain
Communications /
Business Insurance
@ssusina
Content before marketing automation
Before
ge:ng
started
with
marke<ng
automa<on,
it
is
important
to
have
a
great
content
strategy
already
in
place.
Automa<on
will
help
you
deliver
your
content
faster
and
more
efficiently
to
the
right
people.
That's
awesome
if
you
have
great
content.
If
your
content
sucks,
marke<ng
automa<on
will
also
expose
it
to
more
people,
more
quickly.
TIP
Content
Jam
&
Konstant
Change

18. “Marketing automation is an
ideal platform to deliver the
right content to right audience at
right time in purchase cycle.”
Steve Susina
@ssusina#ContentJam

19. Luvvie Ajayi
Writer and
Digital Strategist
Awesomely Luvvie
@iLuvvit
Social smarts for branding
Branding
is
the
en.re
idea
and
image
that
people
have
of
something
or
another
person.
It's
what
determines
what
people
expect
from
you
and
how
to
treat
you.
To
create
a
strong
one
online,
you
need
to
be
CONSCIOUS
of
your
voice,
CONSISTENT
with
your
content,
and
COHESIVE
across
all
social
networks.
TIP
Content
Jam
&
Konstant
Change

20. “For a strong online brand, be
conscious of your voice, consistent
with your content, and cohesive
across all social networks.”
Luvvie Ajayi
@iLuvvit#ContentJam

21. Jill Salzman
President
The Founding Moms
@foundingmom
Practical content wins every time
Get
prac.cal.
It
may
be
impressive
to
offer
theore.cal
insights
and
beau.ful
concepts,
but
what
are
we
supposed
to
do
with
that
long-­‐term?
Offer
ac.onable,
prac.cal
steps,
.ps
or
tricks
and
you'll
have
them
coming
back
for
more.
TIP
Content
Jam
&
Konstant
Change

22. “Best kind of content marketing?
The practical kind.”
Jill Salzman
@foundingmom#ContentJam

23. Jill Pollack
Owner
StoryStudio Chicago
@jill_pollack
Cocktail party content marketing
Content
Marke.ng
is
like
a
cocktail
party;
being
a
good
host
means
you
don't
stand
in
the
middle
of
the
room
ac.ng
like
a
know-­‐it-­‐all.
Instead,
start
a
discussion
by
involving
your
readers
in
the
conversa.on.
TIP
Content
Jam
&
Konstant
Change

24. “Start a discussion by
involving your readers in the
conversation.”
Jill Pollack
@jill_pollack#ContentJam

25. Deana Goldasich
CEO
Well Planned Web
@goldasich
Uncover relevant content
A
single
customer
story
can
literally
transform
your
editorial
calendar
overnight.
Maximize
your
ROI
(Return
on
Interview)
by
thinking
waaaay
beyond
case
studies
and
tes.monials.
If
you’re
disciplined
in
your
interview,
facilita.on,
listening
and
documenta.on,
you’ll
uncover
a
boatload
of
ac.onable
content
items
that
are
über-­‐relevant
to
your
prospects
TIP
Content
Jam
&
Konstant
Change

26. “Content must map directly to a
specific audience need, dilemma,
or pain point.”
Deana Goldasich
@goldasich#ContentJam

27. Jodi Navta
VP Marketing and
Communications
Coyote
@jodinavta
Have context
Stories
are
everywhere,
but
not
every
story
is
worth
telling.
Think
beyond
your
ver.cal
when
developing
content.
What’s
going
on
in
the
world,
in
the
economy,
in
your
city
that
people
may
have
an
emo.onal
connec.on
to?
Think
of
context
first,
form
content
around
that
context,
and
then
share.
You'll
find
new
audiences
and
also
engage
the
audience
you
want
to
in
a
more
meaningful
way.
TIP
Content
Jam
&
Konstant
Change

28. “Start a campfire in your
organization, and suddenly
everyone will have a compelling
story to tell.”
Jodi Navta
@jodinavta#ContentJam

29. Kate Eyler-Werve
Project Manager
Mightybytes
@innokate
Don’t call it content
For
the
love
of
li-le
green
apples,
stop
calling
all
that
gorgeous
work
you've
created
"content!"
Content
is
a
handy
umbrella
term
for
prac..oners
but
to
most
folks
it
sounds
off-­‐pu2ng,
like
calling
people
"human
resources."
Plus,
have
you
ever
heard
a
customer
declare
their
interest
in
consuming
content?
Of
course
not.
People
come
to
your
site
for
tutorials,
explana.ons,
ideas,
facts,
research,
videos,
pictures
and
expert
advice.
S.ck
with
concrete
descrip.ons
that
convey
the
value
of
your
work
instead
of
using
professional
jargon.
TIP
Content
Jam
&
Konstant
Change

30. “Don’t call it content – stick with
concrete descriptions that convey
the value of your work instead of
using professional jargon.”
Kate Eyler-Werve
@innokate#ContentJam

31. Susan Silver
President
Argentum Strategy
Group
@argentumstrat
How does content further growth?
Be
strategic
about
how
you
use
content
marke.ng.
Ask
yourself
how
it
can
best
help
you
grow
your
company's
business.
TIP
Content
Jam
&
Konstant
Change

32. “First ask yourself how content
marketing can best help you grow
your company’s business.”
Susan Silver
@argentumstrat#ContentJam

33. James Ellis
Director of Digital
Strategy
Flirt Communications
@saltlab
Google Analytics mastery
Once
you
understand
Segments,
Campaigns
and
Conversion
Goals,
you
are
a
Google
Analy.cs
master.
Segments
allow
you
to
filter
and
only
see/
understand
a
single
audience.
Conversions
lets
you
measure
what's
really
important
to
you.
Campaigns
lets
you
see
what
messages
and
channels
really
worked.
Everything
else
is
searching
for
the
right
bu-on.
TIP
Content
Jam
&
Konstant
Change

34. “Content Marketing is a fancy
term for giving users what they
wanted all along.”
James Ellis
@saltlab#ContentJam

35. Keidra Chaney
Founder/Editor
The Learned Fangirl
@kdc
Website trend spotting
As
a
content
creator,
it’s
really
easy
to
get
caught
up
in
traffic
chasing:
logging
into
Google
Analy.cs,
looking
at
a
single
metric
–
say,
number
of
visits
–
in
isola.on
and
making
a
value
judgment
about
how
well
your
content
is
performing.
The
trends
of
your
content
performance
are
the
most
valuable
way
for
you
to
get
a
perspec.ve
on
how
well
your
site
is
performing
over
.me.
Se2ng
your
own
monthly
traffic
benchmarks
should
be
a
primary
goal.
TIP
Content
Jam
&
Konstant
Change

36. “In Google Analytics,set monthly
traffic benchmarks to get a
perspective on how well your
site is performing over time.”
Keidra Chaney
@kdc#ContentJam

37. Tim Frick
Principal
Mightybytes
@timfrick
Agile Content Development
Validated
learning,
the
process
of
conduc<ng
user
tes<ng
at
every
stage
of
product
development,
is
an
agile
soKware
development
process
that
content
marketers
can
add
to
their
workflows.
Create.
Measure.
Learn.
Create
content
based
on
a
single,
specific
hypothesis.
Measure
the
validity
of
your
hypothesis
through
tes<ng
and
analy<cs.
Make
data-­‐
based
decisions
regarding
whether
to
abandon
hypothesis
(pivot)
or
stay
the
course
(persevere).
TIP
Orbit
Media
Studios
&
Konstant
Change

38. “Analytics tools make it easy to
create small chunks of content,
test them and then either pivot to
a new approach or persevere.”
Tim Frick
@timfrick#ContentJam

39. IT’S YOUR TIME TO JAM!
If you liked the content marketing jammin’
innovations, please share this eBook on your
favorite social networks
Register
AKONSTANT
CH GEN