This presentation talks to the content marketing toolkit that will help you create demand for your campaigns and event. -How do you create and integrate a robust content marketing plan to drive more awareness and interest? -How to take created content and customize around different social channels? -How do you measure the ROI of your content marketing strategy?

1. Content is King: Selling the Story
Shaku Selvakumar
WW Digital Marketing Strategist, WebSphere
IBM

2. It’s personal
For more content from this speaker
Follow @shakus
Connect : www.linkedin.com/shakuselvakumar
Or Email: shakus@us.ibm.com

3. “Content is the fuel of the social web”
Changing landscape in sharing content:
•93% of Internet users used email
•89% used social networks
•82% used blogs
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4. It’s a loud, loud world
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5. 1. Create the story
C Create the storyline. Understand the
plot and develop a strategy
CREATE
Identify your campaign/event
Identify a social media resource
What are the key elements of your campaign
Identify and join key communities to
understand trending topics
Identify the content formats
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6. Finite time. Finite budget.
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7. 2. Find your characters.
Building content takes a village
F
R Find the characters
Engage and develop
FIND
RELATIONSHIPS
Break the campaign/event
into modules.
Speakers
Influencers
Audience
Partners
Attendees #vue2011
@shakus

8. Engage the Audience
Key Constituents Why
Build credibility. Peer to peer
Customers
endorsement. Building trust.
Win-Win. Leverage networks. Cross
Business Partners
promote
External Influencers (Analysts, Credible content. Building trust.
Press, Speakers, Bloggers) Endorsement.
Peer to peer endorsement.
Attendees
Energizers. Evangelists.
Energizers. Evangelists.
Subject Matter Experts
Endorsement.
Internal Energizers. Leverage networks
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@shakus

9. 3. Build a better story. Break it up
T
R Build Trust.
Develop a strong content
DEVELOP
editorial calendar.
Content atomization. Pull the smaller stories within
the campaign/event.
Content planning requires a project plan. Build an
editorial calendar
Recruit writers, interviewers, asset makers
Talk about sessions, speakers, preview agenda to
increase attendance
Provide micro blog story lines
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Embed social media links in all your comms @shakus

10. Trust is a currency that doesn’t
fluctuate
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@shakus

11. Blogging needs a strategy
Host a Blogger’s
call Post Event
conversations
Publish Speaker
interviews
Rich media. Blogosphere Guest bloggers
Embed
vblogs, podcasts
Highlight Integrate your
Subject Matter
commentary social widgets
Live blogging, at
Leverage Event Over 44,500 page views from over
Media
partners
100 countries.
49.5% increase yty visits
33% organic search
Source: IBM WebSphere Blog

12. Credible and Unique Content is
King
What makes for effective content?
 Unique content
 Useful content
 Channel relevant content.
What is good for Twitter, may not work for
Facebook. #vue2011
@shakus

13. 4. Idle content is wasted content
E
R Engage with the ecosystem
Share. Leverage networks
ENGAGE
Content repurposing
Content distribution
Content communications
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@shakus

14. Making your content sweat
Content Content
Infographics
Repurposing Syndication
Visualize
Adapt Distribute
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15. 5. Content on the go
Can you hear me now?
M
R Real time is mobile time.
Mobile optimization equals relevant
MOBILITY information at your finger tips
Mobile strategy should be part of your event strategy.
Not an after thought.
Mobile optimized means right content for the right
environment
Differentiate mobile for demand generation by
providing useful event information prior to the event
Provide mobile support during the event through real
time updates
Design a socially integrated “share friendly” app #vue2011
@shakus

16. Not another app story
If you build it they will come. Not true.
Build it to serve a customer pain. #vue2011
Not to serve a marketing checklist. @shakus

17. 6. ROI of good content
R
R Refine and reinforce.
Continue the conversation
REINFORCE
Prevent event jet lag. Update
immediately with post event conversation
Converse about event highlights
Curate content and share immediately
Identify hot and warm leads and follow
up with a “thank you”
Add social leads to the enurture stream
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@shakus

18. Case Study: Award winning Social Media
Campaign: Impact 2011 Winner of
the Forrester
Groundswell
Award 2011
for B2B
Talking
Winner of
the 2011
Hermes
Platinum
Award for
Social Media

19. Measure and refine
1. How many people consumed your
content, measured as page
views, downloads, or views?
2. How often do consumers of your
content share it with others?
3. How often do content consumers
? turn into leads?
4. How often do content consumers
turn into customers
*Source: Jay Baer, Convince and Convert #vue2011
@shakus

20. For more content from
this
speaker, follow/conne
ct:
Shaku Selvakumar
Twitter: @shakus
LinkedIn
www.linkedin.com/sha
kuselvakumar
Or Contact:
Email:
shakus@us.ibm.com

21. Interested in learning more?
Join me in the Communication Lounge
now for a scheduled chat
#vue2011
@shakus