Content marketing has moved from a buzz word to reality. If you’re not using (or thinking about using) content marketing you could be missing the opportunity to engage with your audience and expand your brand. So what are the trends for 2012 and how can you be a part of it all? During this webinar, I discussed trends in content marketing and how you can implement these into your own marketing strategies.

1. Content
Marke+ng:
From
Trends
to
Reality
Digital
Learning
Webinar
Presented
by:
Melissa
Harrison,
Allée
for
Think. Create. Communicate.
alleecreative.com

2. Today
we
will
cover:
• Content
marke+ng
trends
and
predic+ons
• Content
marke+ng
tac+cs
to
consider
• How
to
get
started
Hashtag
for
today’s
webinar:
#MWMCdlw
Think. Create. Communicate.
alleecreative.com

3. What
is
content
marke+ng?
A
method
of
crea+ng
customized
content
with
a
key
audience
in
mind.
This
content
is
used
to
engage
with
customers,
aLract
new
customers
and
provide
relevant
informa+on
that
serves
a
purpose—fulfills
a
need.
For
today’s
webinar,
we
will
focus
on
online
content
marke7ng
tools
and
trends.
Think. Create. Communicate.
alleecreative.com

4. Poll
What
forms
of
online
content
marke+ng
does
your
business/organiza+on/company
rou+nely
use?
(e.g.
weekly,
monthly,
etc.)
E-­‐newsleLers
Social
media
Blogs
Video
Podcasts
E-­‐books
or
Whitepapers
Infographics
Do
not
use
online
content
marke+ng
rou+nely
Think. Create. Communicate.
alleecreative.com

5. We’re
all
in
a
different
phase
*Al7meter
Group’s
Content
Marke7ng
Maturity
Model
Think. Create. Communicate.
alleecreative.com

6. Content
Marke+ng
Trends
•
Real-­‐+me
informa+on
•
Addi+onal
social
networks
and
plaZorms
•
Embracing
compe++on
•
Personaliza+on
Brands
will
need
to
work
to
get
content
in
front
of
customers;
it’s
not
all
about
search
anymore.
Think. Create. Communicate.
alleecreative.com

7. Content
Marke+ng
Tac+cs
Think. Create. Communicate.
alleecreative.com

8. Content
Marke+ng
Tac+cs
• Blog
• eBooks
and
Whitepapers
• Infographics
• Podcasts
• Social
Media
• Video
• Webinars
Think. Create. Communicate.
alleecreative.com

9. Steps
to
Get
Started
•
Develop
(or
take)
a
content
ques+onnaire
•
Establish
your
marke+ng
and
content
priori+es
•
Conduct
key
word
research
•
Set
content
lists/buckets
•
Set
up
editorial
calendars
and
social
media
conversa+on
calendars
•
Set
up
online
tracking
for
men+ons
and
monitoring
results
Research
and
set
your
plans
before
jumping
on
the
content
marke7ng
train.
Think. Create. Communicate.
alleecreative.com

10. Sample
Editorial
Calendar
Important Topics/Key Author/Owner Blog Website Newsletter E-News Facebook
Dates Words
Week of January 2, 2012
1/2/12
1/3/12
1/4/12
1/5/12
1/6/12
Week of January 9, 2012
1/9/12
1/10/12
1/11/12
1/12/12
1/13/12
Think. Create. Communicate.
alleecreative.com

11. Sample
SM
Conversa+on
Calendar
Think. Create. Communicate.
alleecreative.com

12. Sample
Blog
Calendar
Think. Create. Communicate.
alleecreative.com

13. Considering
Time
Management
Content
marke+ng
can
seem
overwhelming,
especially
if
you
have
limited
resources
and
staff.
Know
this:
Repurposing
content
is
OK.
In
fact,
I
encourage
it.
Think. Create. Communicate.
alleecreative.com

14. Prevent
your
brand
from
becoming
anit-­‐social
Think. Create. Communicate.
alleecreative.com

15. Rome
wasn’t
built
in
a
day.
• Develop
a
rou+ne
• Don’t
expect
results
over
night
• You
get
out
of
it
what
you
put
in
to
it
Think. Create. Communicate.
alleecreative.com

16. Resources
Content
Marke+ng
Ins+tute
www.contentmarke+ngins+tute.com
Content
Marke+ng
World
(#cmworld)
Chief
Content
Officer
Magazine
“Stop
Selling:
A
Content
Marke+ng
Guide”
hLp://alleecrea+ve.com/content-­‐marke+ng-­‐guide/
Marke+ngProfs
hLp://www.marke+ngprofs.com/
“The
End
of
Business
as
Usual”
by
Brian
Solis
eMarketer
www.emarketer.com
Think. Create. Communicate.
alleecreative.com

17. Thank
you!
Email:
melissa@alleecrea+ve.com
TwiLer:
www.twiLer.com/alleecrea+ve
Facebook:
www.facebook.com/alleecrea+ve
Blog:
www.alleecrea+ve.com/blog
Ques+ons?
Think. Create. Communicate.
alleecreative.com