First of a series of Content Marketing Presentation from the book of Rebecca Lieb. This presentation focuses on the basics of Content Marketing, the tips, best practices, and overview of digital content channels

1. CONTENT MARKETING:
Think Like A Publisher –
How to Use Content to Market
Online and in Social Media
Rebecca Lieb
For the Content Creation Department
By Chantelle M. Oblefias
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2. Introduction
 Content marketing isn’t merely a
tactic; it’s a strategy
 Think more like a publisher to
take advantage of content
marketing
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3. Introduction
Q: How do you position yourself as the
expert in your industry and become the true
source?
A: Through great and consistent content
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4. Introduction
Good content marketing informs customers
at the right time with valuable and relevant
content and entertainment
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5. Part I
Your customers have chosen the moment –
all you have to do is be ready with
information that is:
Relevant
Educational
Helpful
Compelling
Engaging
Entertaining
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6. What is Content Marketing Anyway?
80% of business decision makers get
information about a company from articles
rather than from ads
70% say content marketing makes them feel
closer to the sponsoring company
60% believe company content helps them
make better product decisions
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7. What is Content Marketing Anyway?
Content Marketing =
Recognition
Trust
Credibility
Loyalty
Authenticity
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8. What is Content Marketing Anyway?
Consumers have come to expect content
from brands and the companies they do
business with
In the rush to adopt content marketing as a
tactic, too many marketers forget that if
you’re continually publishing, you have to
think like a publisher.
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9. What is Content Marketing Anyway?
Brands are media. Marketers are editors
14 TIPS ON THINKING (AND EVENTUALLY)
BECOMING PUBLISHERS:
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10. Tip #1
Know your audience
 Who’s on the receiving end?
 Who are you creating your content for?
(customers, prospects, buyers, brand
advocates, bloggers, the media, people
participating in social networks and
potential employees)
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11. Tip #2
Define key themes and messages
What do you want to communicate?
How does it relate to the audience’ real-
world concerns?
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12. Tip #3
Establish a frequency framework
Deadline to produce something
Map out potential stories, features or
other content in advance
Falling into a rhythm beats falling out of
visibility altogether
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13. Tip #4
Create a detailed editorial calendar
 Making relevant content happen
reasonably on a frequent schedule
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14. Example of an Editorial Calendar
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15. Tip #5
Develop great features and rubrics
 Offerings that will keep readers coming
back for more
 Regular features
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16. Tip #6
Interview
 Notable enough to warrant discussion on
their own
 Experts in the field, enthusiastic users,
people in the company
 Make a list of potential interview subjects
and consider making them a regular content
feature
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17. Tip #7
Go multimedia
 Articles (HTML, PDF, Powerpoint)
 Audio (podcasts, MP3)
 Video (YouTube, Facebook videos)
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18. Tip #8
Enlist expert contributors, and provide
them with guidelines
Look for potential contributors
Incentivize timely and authoritative
contributions from really desirable
commentators
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19. Tip #9
Create User-Generated content
 A whole new route to ensure content is
created for you
 Ex. comments, ratings, reviews or
contests
 Set clearly defined guidelines and
expectations
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20. Tip #10
Opine and editorialize
 It’s a big Internet out there, and news is
traveling at the speed of fiber optic cable
 Leave breaking news to the pros
 Become an expert observer and
interpreter of what news means to your
audience
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21. Tip #11
Turn on comments and feedbacks
 Communicate but don’t lecture or preach
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22. Tip #12
Listen
 Get out there and participate in what
others are saying within your arena of
expertise
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23. Tip #13
Recycle
 Once a piece of content is published,
nurture and evolve it
 Return to stores to examine long-term
effects
 Editorialize or voice an opinion
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24. Tip #14
Capture
 For purposes of lead generation
(subscription, viewership, customer
profiling, demographic, market, etc.)
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25. What Kind of Content Are You?
If you were trying to get a pretty girl to go
out with you, you’d likely adapt a radically
different approach when coming on to the
bookish graduate student in the library, as
opposed to the flamboyant party girl in the
red spangled dress at the disco
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26. Part II
 People don’t remember facts, figures,
numbers or statistics. But they recall, and
spread stories
 Consumption patterns may have evolved,
but basic human nature – the desire to
become immersed in compelling, funny,
fantastic or exciting stories – is as strong as
ever
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27. Tip #14
 Rather than just selling, companies are
sharing: knowledge, expertise and how-to
 Customers who might not have 30
seconds to spend on watching one of their
ads might gladly surrender 30 min to dive
into truly useful content (Ex. Wine Library,
Corning, Her Room, Epicurious)
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28. Online Communities
 Amplify customer feedback
 Help sponsoring companies to better
understand their needs and even guide
product development
 Reinforces marketing messages by
demonstrating an atmosphere of trust,
transparency and openness
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29. Branded Content That Informs and Educates
 Produced/sponsored by one entity
rather than a plethora of advertisers (ex.
soap operas)
 You don’t always have to buy media, you
can create it
 High quality publisher site: RSS feeds,
social media links, an iPhone app, and
newsletter subscriptions
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30. Providing Utility
Utility content doesn’t only aid in decision
making; it also helps bring prospects closer
to the purchase.
Examples:
• Rates in eBay or Amazon
• Jeans for your body type
• Hairstyles and makeup colors
• Mobile applications for different purposes
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31. More Web Examples
1. Nike ID
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32. More Web Examples
2. Burpee Gardening
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33. More Web Examples
2. Sit or Squat
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34. More Web Examples
4. Jamie Oliver’s App
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35. Content Curation & Aggregation
What is the biggest problem marketers say they
face when it comes to content marketing?
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36. Act of discovering, gathering, and
presenting digital content on a specific
subject matter
Forms of Curated and Aggregated Content
•RSS Feeds
•Links from/on Blogs
•Social Media Feeds
•Online News Mashup
> Tip: Patiently scour the media and the Internet
for topics of interest.
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37. Set up RSS feeds for keywords for automated
delivery of relevant and compelling web content
from blogs, newswires, and news stories.
Read relevant trade, newspapers, and
magazines. Gather data such as surveys, statistics,
and reports.
Subscribe to trade organizations’ and
competitors’ publications to spark new ideas
Don’t discount the mainstream news.
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38.  Respect copyright!
 Follow publisher
guidelines set by
editorial sites
 Send an email why
you want to publish
their content
 Explain the benefits
of the publication to
the creator of content
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39. Content Curation Platforms:
Aggreage > OneSpot
CIThread > Outside.in
Curata > Perfect Market
CurationStation > Publish2
DayLife > PublishThis
Eqentia > SmartBrief
Idio
Loud3r
MainstreetConnect
Tip: Please feel free to explore the platforms to see its functions
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40. Finding Your Voice
Who are you: Martha Stewart or Emeril Lagasse?
http://www.youtube.com/watch?v=iwnDs6LWA6w
http://www.youtube.com/watch?v=0gAjmUdqEKc
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41. Finding Your Voice
Your online voice SHOUDN’T
sound like:
A formal newpaper article
Edward R. Murrow
A legal brief
An instruction manual
Your senior thesis
A sales brochure/ a commercial
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42. Finding Your Voice
Should be conversational and informal in tone
Speak with animated passion and enthusiasm
Adopt the voice of the channel: You can be
more formal in a Whitepaper than in a Tweet.
Create a Spokesperson or a Spokes Character.
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43. Overview of Digital Content Channels
Social Networks
> A social structure made up of
individuals called ‘nodes’ which are tied
or connected by one or more specific
types of relationship.
5.Interdependency
6.Friendship
7.Kinship
8.Common Interest
9.Financial Exchange
10.Dislikes
11.Sexual relationships
12.Beliefs, Knowledge, or Prestige.
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44. Facebook
Gets over 134 million unique
visitors per month. That’s a LOT!
80-90% of all teens and
younger users subscribe to
Facebook in a global scale.
In any given day, Facebook has
500 million active users
worldwide.
In total, people spend over 700
billion minutes per month on
Facebook.
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45. Facebook
THE PROS:
•Opportunities to cultivate a
network of people
•Dissemination of news feeds and
updates
•Sharing of content and link THE CONS:
juices
•Facebook’s privacy policy
•Host of engagement and
feedback
•Opportunities for B2B usage
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46. THANK YOU EVERYBODY!
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