Educational presentation to the Score Seattle mentor group explaining the broad strokes concepts of content marketing and content strategy applicable to start-up businesses.

1. Content Marketing & Content Production Ideas
(quick reference consolidated deck - for educational purposes only)
Kim Barnes
Business Development/Media Producer
FusionSpark Media
kim@fusionspark.com
July 9, 2013
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2. what is content marketing?
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3. the term “content marketing” emerged circa 2008:
content marketing is any marketing media format that involves the creation and sharing of
media and/or publishing content in order to acquire or retain customers
content marketing is focused not on direct advertising or selling but by way of
authentic, two-way communication with prospects and customers
the idea is to inspire business and loyalty from buyers by delivering:
consistent, ongoing, audience relevant content that positions any business, (either B2B or B2C)
as the hub, a definitive resource, thought provoker or expert with valuable information
through a combination of
PAID, OWNED and EARNED media
transmitted to the target audience via the applicable social media channels
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7. credit: rosetta.com/adamhcohen.com
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8. things your clients might say about content and social media:
“ i don’t know what to blog/write/video/photo about”
“i don’t have time to do all of this trying to just start my business”
“it’s all too expensive to create all this stuff”
“this twitter/social media thing... i just don’t get it”
“i feel like there’s just too much out there already on the subject/it’s too late to start”
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10. it’s all evolving by the day, week, month and year, so there’s
no reason to believe that it’s too little, too late
it’s never too late for you to jump in...
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11. curation is a great solution to time & content resource problems
direct free
download source:
Curata
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12. 1-7-30-4-2-1
Editorial Calendar
AS SEEN IN
client’s that don’t have time? best practice is to plan ahead and
develop editorial curation, creation and distribution calendar
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13. • Curated
•Twitter
• Facebook
• Image Memes
• Pinterest
• Instagram
•Vine
• Curated
• Blog Posts
(Original and
Guest)
• Podcast
• Video Tip
• Webisodes
• Contest /
Sweepstakes
• WORKSHOP: • ANNUAL
AWARDS
GALA:
• for larger
orgnaizations
- educational
seminar,
networking
group
• Provides
content for
ongoing
cycles
• Curated
• Create
original
interview
or profile of
a strategic
partner
• Media
coverage
• Curated
• Seasonal
Guide or
similar
quarterly
self
publication
Sample Editorial Calendar (from a recent case study)
....there’s nothing wrong with reusing the same content over a period of weeks.
Tuesday, July 9, 13

14. it’s all about creating a central resource of relevant educational or emotive storytelling
(conductive content) that inspires peer to peer sharing and engages conversation
“likes” and “follows” don’t matter but sharing great content and
conversation in the correct social media space does matter, a lot.
content marketing maximizes brand message,“virtual” word of mouth -and-
qualifies leads that lead directly or indirectly to a call to action or a sale
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15. content marketing requires a good content strategy to
both devise and utilize
high quality,
audience relevant
paid, owned and earned content
that is searchable, shareable
and most importantly actionable in some way
to achieve marketing goals.
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16. aligning content with the buyer’s journey
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17. your clients cannot afford not to put the effort in with a
basic content strategy in the social media space, in particular
working with video and other forms of full color imagery.
the process takes time, persistence, patience and observation -
it’s all sowing seeds for the long haul so don’t give up!
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18. inspire - inform - influence
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19. content marketing cycle
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20. Blogs, Journalistic Writing (& How-To Articles - not featured here)
Multiple Projects, Multiple Writers
Springs are a lot like people. Once you've spent enough time with them, you
discover that no two are alike; each has its own character and spirit as well as
good days and bad days. Springs also have their shining stars, where evolution
seems to have spent a bit more time making sure it got everything right. In north
Florida, that star is Wakulla Springs.
"Wakulla is the Mecca of springs and underwater caves," diver and film
producer Jill Heinerth tells me. "Movies, world-record cave dives, archeological
discoveries, you name it—Wakulla is where it all happened first."
Excerpt - Exploring Wakulla Springs: One Small Step for Inner Space Full Post
In 1830, novelist Mary Shelley wrote about a scientist who used body parts from people who had died to
construct a living being who was morally and physically superior to other humans. Popular culture soon
transformed this book entitled "Frankenstein" into a warning about the dangers of tinkering with nature. All
subsequent fictional depictions of transplantation have been relentlessly negative.
While such negative stories often overshadow the positive, life-affirming aspects of transplantation, a
growing body of literature - letters between transplant recipients and families of donors - does capture the
emotions that arise when a dead person saves someone else's life. Such letters pass through the office of
Lara Moretti, director of Family Support Services at the Gift of Life Donor Program in Philadelphia.
Excerpt - Finding the Healing Power of Donation Full Post
By Peter Lane Taylor
By Joel Swerdlow
Research & WritingContent Strategy Talent NetworkKEY INPUTS:
Original Material Created by: FusionSpark Media (c)
Tuesday, July 9, 13

21. Video Storytelling
Whidbey & Camano Islands Tourism - View
Scripts & Voiceover Video Talent NetworkKEY INPUTS: Music
Original Material Created by: FusionSpark Media (c)
Text
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22. Video Storytelling
short video stories can be made for no money
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23. Whidbey & Camano Islands Tourism - View
Infographics
Research & Writing
Graphics / Illustration
KEY INPUTS:
Creative Ideas
Content Strategy
Original Material Created by: FusionSpark Media (c)
Tuesday, July 9, 13

24. Florida Springs: Protecting Nature’s Gems / Florida Dept. of Env. Protection - View
Interactive Graphics
Interactive Design
Research & Writing
Original Illustration Information Architecture
Content Strategy Creative Ideas
KEY INPUTS:
Tuesday, July 9, 13

25. Ebooks and White Papers
direct free download sources:
Curata, Hubspot, Marketo
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26. making it legal.
the basics of rights flow & assignment
( brown paper bag version)
kim barnes
recovering indie film producer
media biz affairs geek
Slide Presentations
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27. Editorial Style Images or Memes (or quotes)
Demo Material - Educational Internal Use Only
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28. Editorial Style Images or Memes (or quotes)
Photography Talent NetworkContent Strategy Creative IdeasKEY INPUTS:
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29. “Educating the mind without
educating the heart is no education at all.”
Aristotle
Quotes and Memes that generate discussions
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30. Thanks so much for your time!
kim@fusionspark.com
Tuesday, July 9, 13