How can any brand become a thought leader through content? In an article in Forbes Magazine, Thought Leadership is defined as “simply about becoming an authority on relevant topics by delivering the answers to the biggest questions on the minds of your target audience.” One way of a company becoming a thought leader is by using content marketing to propel their brand forward. Content marketing is a relatively new area in marketing. While it seems some digital marketers and even a few startups do a great job leveraging it, some of the more established brands seem to fall behind. As a marketer, you can think of it as an opportunity: While other brands still invest most of their resources on advertising, you can conquer the top spots of search engines with your great content. The slides cover: 1. Why Content Marketing is Important 2. The 5 Stages of Content Marketing 3. Tips & Best Practices

1. START
Thought Leadership
Through Content
@yaelkochman
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Yael Kochman, Head of Marketing

2. Do you want to be a thought leader?
2
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3. Who is a thought leader?
3
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4. Can brands become thought leaders?
4
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5. What about B2B?
5
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6. Can startups play the game?
6
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7. And what about investors?
7
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8. Content marketing- why?
8
87% report that
content has
affected vendor
selection
10.4 touch
points
needed
Banner
Blindness
CTR < 0.1%
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9. What is content marketing?
9
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10. Is it for me?
10
How Can Any Company
(Including Startups With Low Budgets)
Become Thought Leaders
Through Content?
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11. Roadmap to thought leadership
11
Strategy
Creation
DistributionOptimization
Re-
purposing
Thought
Leadership
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12. Content strategy
13
Target
Audience
Adding to
The
Conversation
Your
Niche
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13. Start gaining points from day 1
14
1
Consult in online groups & forums
2
3
Ask your (potential) customers
Reach out to influencers
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14. Creation Tips
15
• Use simple language
• Write in a conversational manner
• Everyone likes a good story
• Get visual
• Get 1-2 more eyeballs to read It before
publishing (Hemingway/ Atomic reach).
• Give them something to take away
• Optimize for SEO
• Add CTAs
Creation
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15. Distribution Tips
16
• 50/50 rule
• Customize content for each medium
• Get a social media management platform
• Research the top groups & forums
• If it’s worth writing, it’s worth promoting
Distribution
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16. Optimization Tips
17
• 25% of traffic goes to older posts
• Analyze what works and repeat
• A/B test everything you can- title/ CTA /
Image (one at a time)
Optimization
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17. Repurpsing Tips
18
• Repurpose to increase content ROI
• Repurpose /= reuse
• Repurpose each piece of content min. 2
times
• Different title / platform / image / copy
Repurposing
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18. Thank
You!
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