This document provides an executive's guide to content marketing. It begins with an overview of the dawn of social media and the transition from Marketing 1.0 to 2.0. It then defines content marketing and provides 15 actionable steps for an effective content marketing strategy, including identifying target audiences, developing content for each stage of the customer lifecycle, and measuring success metrics. The document also discusses the skills needed for content marketing and provides examples from hospitals and non-profits that have successful content strategies.

1. Executive’s Guide to ContentMarketing May 19, 2011 Bernie Borges 1

2. Agenda The Dawn of Social Media What Is Content Marketing? 15 Actionable Steps Can my people make it happen? Measuring Results 2

3. The Dawn of Social Media 3

4. Marketing History Lesson 1950 to 2000 4

5. In a Transition 1990 to 2000 5

6. Marketing 1.0 vs. Marketing 2.0 Outbound Marketing Inbound Marketing 6

7. Buyers Don’t Have to Tolerate It 7

8. New Marketing Paradigm Mindset Shift Content Strategy Relationship Building 8

9. New Marketing Paradigm 9 Inbound Marketing

10. How Did We Get Here? 10

11. Farming 1.0 11

12. Farming 2.0 12

13. Telephone 1.0 13

14. Telephone 2.0 14

15. Computers 1.0 15

16. Computers 2.0 16

17. Customers Changed Too 17

18. Consumers Don’t Tolerate Marketing 1.0 http://www.youtube.com/watch?v=heSudg-tfIk 18

19. What is Content Marketing? 19 Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty.[1] http://en.wikipedia.org/wiki/Content_marketing

20. What is Content Marketing? 20

21. What is Content Marketing? 21

22. 15 Actionable Steps Identify the “personas” of your target audience. 22

23. 15 Actionable Steps 2. Identify the sources of content in your organization. 23

24. 15 Actionable Steps 3. Develop content that speaks to the pain points of each of your target personas. 24

25. 15 Actionable Steps 4. Develop content for each stage of your customer’s lifecycle. 25

26. 15 Actionable Steps 5. Create an editorial calendar of your content plan. 26

27. 15 Actionable Steps 6. Assign content production responsibilities to as many people as possible. 27

28. 15 Actionable Steps 7. Marketing functions as traffic coordinator, not producer of all content. 28

29. 15 Actionable Steps 8. Develop a diversified portfolio of content across different media and formats. 29

30. 15 Actionable Steps 9. Leverage social media as communication and engagement channels for your content. 30

31. 15 Actionable Steps 10. Define many success metrics and measure them to gauge impact of your content strategy. 31

32. 15 Actionable Steps 11. C Level support is a must for resource allocation in developing and implementing content. 32

33. 15 Actionable Steps 12. Produce content that has a measurable impact on sales to gain sales support. 33

34. 15 Actionable Steps 13. Focus on educational content, not on sales-centric content. 34

35. 15 Actionable Steps 14. Be willing to experiment with content. 35

36. 15 Actionable Steps 15. Study content marketing in and outside your industry for new ideas. 36

37. Can My People Make it Happen? Skills Needed Writing Story-telling Authentic Responsive Analytical 37

38. Moffitt Cancer Center 38

39. Moffitt Cancer Center 39

40. Sarasota Memorial Hospital 40

41. Sarasota Memorial Hospital 41

42. Sarasota Memorial Hospital 42

43. Sarasota Memorial Hospital 43

44. All Children’s Hospital 44

45. All Children’s Hospital 45

46. All Children’s Hospital 46

47. Facebook for Non Profits 47

48. LinkedIn for Non Profits 48

49. Be a “Magnet” 49

50. More conversation… Bernie Borges bernie@findandconvert.com 727-234-0952 ext. 1001 Websites: http://www.findandconvert.com http://www.bernieborges.com Blog: http://www.findandconvert.com/blog Twitter: http://twitter.com/berniebay LinkedIn: http://www.linkedin.com/in/bernieborges