May 2014 Presentation to the Baltimore Social Media Meetup by Dov Hoffman, Right Source Marketing
@dovhoffman
@rightsource
@BaltSocMedia
http://www.meetup.com/Baltimore-Social-Media/
2. rightsourcemarketing.com
About Dov
2
Marketing Manager, Right Source Marketing
Vice President of Collegiate Relations, Baltimore
Chapter of the American Marketing Association
Staten Island Native (yes, the “Forgotten
Borough”)
Fan of spicy foods (still searching)
Avid world traveler - 19 states and counting;
Israel, England, France, Greece, Mexico, Iceland,
Jamaica, Netherlands, Panama, as well as the
Cayman Islands
@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
8. rightsourcemarketing.com
What is Content Marketing?
8@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
“Content marketing is a marketing
technique of creating and
distributing valuable, relevant and
consistent content to attract and
acquire a clearly defined audience
– with the objective of driving
profitable customer action.”
Source: Content Marketing Institute
9. rightsourcemarketing.com
93% of B2B marketers use content marketing
Content marketing generates 3 times as many
leads, per dollar spent, as traditional marketing
tactics
77% of business buyers prefer different content at
various stages of the product research process
43% of organizations have a dedicated content
marketing executive
Content marketing makes 70% of consumers feel
closer to a company
65% of content marketers tailor content to industry
trends
Fun Facts on Content Marketing
9@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
Source: 57 Remarkable Content Facts from Curata
10. rightsourcemarketing.com
Make It Remarkable
10@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
Every single day…
2,000,000 blog posts are written
294,000,000,000 emails are sent
864,000 hours of video are
uploaded to YouTube
11. rightsourcemarketing.com
The Content Marketer’s Mindset
11@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
Content marketing is
not another tactic
Content marketing is
not another line item
Content marketing
impacts marketing
AND customer service,
public relations,
recruiting and more
12. rightsourcemarketing.com
Why Content Marketing?
12@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
“Content is the cost
of entry to relevance
in today’s society.”
“The top 1-5% [of executives and social media personalities] in the next
few years will have full-time content people around them. There are going
to be 500 to 5,000 people at this time next year who employ a full-time
content person.”
– Gary Vaynerchuk
14. rightsourcemarketing.com
Content Marketing Planning
14@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
Only 44% of B2B Marketers have a written
content marketing strategy
Only 11% of companies that rate content
marketing as ineffective have a written
strategy
B2B Marketers with a content marketing
strategy are 600% more likely to be effective
2/3 of B2B Marketers without a content
marketing strategy are creating more content
now than they did in the previous year
View Full Content Marketing Institute (CMI) Research
17. rightsourcemarketing.com
The Game is Changing…Or Is It?
17
Don’t criticize, condemn or complain.
Give honest and sincere appreciation.
Acquire in the other person an eager want.
@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
18. rightsourcemarketing.com
Social Media Landscape
18@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
Social media is used by 87% of B2B
marketers to distribute content
LinkedIn’s conversion rate is 3 times
higher than Twitter and Facebook
71% of tweets are ignored, only
23% generate replies
70% of organizations have a
presence on Google+
43% of content marketers say social
media is a top contributor to
marketing success
Source: 57 Remarkable Content Facts from Curata
22. rightsourcemarketing.com
Pro Tip: Social Media Required Skills
22@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
Community mindset
Writing proficiency
Tech savviness
Ability to think visually
Capable of crunching data
Ability to act like a sponge
“Social success is now about
optimization, not colonization.”
- Jay Baer
23. rightsourcemarketing.com
Tip #3: Don’t Follow the Pack
23@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
“Social media is not simply a
means to an end – it is part of
your content marketing strategy.”
24. rightsourcemarketing.com
Tip #4: Don’t Think You Can Just Build
24@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
“Social media is about being social,
not just pushing out your messages.”
26. rightsourcemarketing.com
Pro Tip: Starbucks
26@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
“We’ve learned to focus not on selling something through
social media but on how to engage our customers.”
– Troy Alstead, Starbucks CFO
27. rightsourcemarketing.com
Tip #6: Don’t Skip the Research
27@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
“Take a trip back to your school days
and do your research.”
28. rightsourcemarketing.com
Six Tips for Your Social Media Strategy
28
1. Don’t assume that you can execute just social
media.
2. Don’t let the intern run your social media program.
3. Don’t do social media because everyone else is
doing it.
4. Don’t have a “build it and they will come” mentality.
5. Don’t use social media (or expect it to serve) as a
sales channel.
6. Don’t skip the research.
@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
32. rightsourcemarketing.com
Key Takeaway: Content and Social Media
32@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
“Don’t let the social media
tail wag the content
marketing dog!”