Content marketing is a necessity in today's marketing strategies. Here are some guidelines on overcoming the challenges of content marketing (time, resources), as well as inspiration on content creation. http://thebaochi.com

1. CONTENT MARKETING FOR CHAMPIONS
BAOCHI NGUYEN
March 2013
@baoch

2. Discussion Topics
I Content Marketing: What and Why
II Content Cycle: Then and Now
III Content Challenges
IV Lean Content Marketing
V 7 Content Marketing Components
VI Content Measurement
VII Content Buzzkills
VIII Content Inspiration
IX Tools

3. CONTENT MARKETING DEFINED

4. CONTENT MARKETING DEFINED
“The hope of content marketing
is marketing that our buyers
don’t hate. It is marketing that
serves their needs. It’s
marketing that delivers value to
our buyers, helps us earn their
trust, and that trust then leads to
brand awareness, affinity and
purchase.”
Michael Brenner, vice president of global
marketing for SAP

5. CONTENT MARKETING GOALS
Source: 2012 B2B Content Marketing Trends Survey by Holger Schulze for Optify
CHANNEL ENABLEMENT
SOCIAL MEDIA…
CUSTOMER LOYALTY/…
WEBSITE TRAFFIC
SALES
CUSTOMER ACQUISITION
LEAD NURTURING
BRAND AWARENESS
THOUGHT LEADERSHIP/…
LEAD GENERATION
0% 10% 20% 30% 40% 50% 60% 70%

6. CONTENT MARKETING CYCLE: THEN
Research
Refine Create
Measure Approve
Promote Publish

7. CONTENT MARKETING CYCLE: NOW
Research
Refine Create
Faster Cycles
New Content Types
Many Distribution Channels
Measure Approve
Promote Publish

8. CONTENT MARKETING CHALLENGES
Source: 2013 B2B Content Marketing Benchmarks North America, CM/Marketing Profs
FINDING TRAINED CONTENT MARKETING PROFESSIONALS
LACK OF BUY-IN/
VISION
LACK OF INTEGRATION ACROSS MARKETING
LACK OF KNOWLEDGE, TRAINING, RESOURCES
INABILITY TO MEASURE CONTENT EFFECTIVENESS
LACK OF BUDGET
PRODUCING A VARIETY OF CONTENT
PRODUCING ENGAGING CONTENT
PRODUCING ENOUGH CONTENT
0% 10% 20% 30% 40% 50% 60% 70%

9. LEAN CONTENT MARKETING
• Become a multi-media whizz
• Source from within
• Curate content
Reality check: content marketing can be executed via a lean
approach, but it still requires significant time and commitment.

10. NEW COMMUNITY MANAGER SKILL
“Now, to be a “do it all” social media practitioner you must have some
experience and expertise with photography and graphics production.”
-Jay Baer, author of The Now Revolution

11. 7 CONTENT MARKETING COMPONENTS

12. CONTENT: PERMISSIVE TOPICS
• Establish set of permissive topics: content categories
related to your brand
• Adhere to permissive topics
• Focused content = focused business
• Irrelevant content = disorganized business
• Obvious permissive topics:
• Company news, updates, and product(s)
• Industry
• Now, think of topics related to your
product, audience, industry, and niche

13. CONTENT: COKE’S PERMISSIVE TOPICS

14. CONTENT: DROPCAM’S PERMISSIVE TOPICS

15. CONTENT: AUDIENCE
• Existing customers • Potential customers
• Common issues/questions • Demographics
• Product/Service tips • Product/Service demos
Tailor content to different parts of the customer’s journey
AWARENESS ENGAGEMENT PURCHASE UPGRADE SUPPORT LOYALTY

16. CONTENT: TYPES

17. CONTENT: AUDIENCE

18. CONTENT: CHANNELS
TWITTER
LINKEDIN EMAIL
WEBSITE
BLOG
NEWSLETTER
DATASHEET
VIDEO
PINTEREST FACEBOOK
YOUTUBE

19. CONTENT: SOURCING
HOW COMPANIES ARE CREATING MARKETING CONTENT
Source: Content Marketing Institute and MarketingProfs 2012
• Executives and Employees:
explain benefits, provide
incentives
BOTH, 43% • Influencers and Experts: ask
for interviews and guest blog
IN-HOUSE, 56%
posts.
OUTSOURCED,
1%

20. CONTENT: SOURCING WITH EXECUTIVES

21. CONTENT: SOURCING VIA CURATION

22. CONTENT: CALENDAR
• Establish:
• Content frequency
• Assigned writers
• Define:
• Seasonal events
• Day-of-the-week themes
• Determine:
• Content type
• Distribution channels
• Modify and update frequently
• Distribute content calendar
(Google – calendar, docs, drive)

23. CONTENT: SEO
• Compile SEO glossary of • Publish content from experts
top search terms, as well and influencers
as aspirational SEO • Contribute to other blogs
words (authorship)
• Incorporate keywords in • Implement Authorship
content: title, meta Markup, Twitter Cards, and
description Facebook Open Graph
• Include links to relevant • Publish on a regular basis
content • Update XML sitemaps for
• Post to Google+ text content, images and
videos

24. CONTENT MEASUREMENT
• Visits • Return Visits
• Views • Social Shares
• Referral Traffic • Social Engagement
• Time on Site • Impressions
• Bounce rate • Reach
• Clicks • Conversions
• Retention Rate • SEO Rank

25. CONTENT MEASUREMENT: CONTENT VIEWS

26. CONTENT MEASUREMENT: SOCIAL REFERRAL TRAFFIC
VISITS % SOCIAL REFERRALS
1,400,000 100.0%
90.0%
1,200,000
80.0%
1,000,000 70.0%
60.0%
800,000
50.0%
600,000
40.0%
400,000 30.0%
20.0%
200,000 7.8%
5.6% 6.0% 10.0%
3.7% 3.5% 4.0% 2.7% 3.4% 3.1% 3.0% 2.8% 2.6%
2.2%
- 0.0%
Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13

27. CONTENT BUZZKILLS
• Sales pitches
• Over-promotion
• Omissions to data sources
• Bad grammar and typos
• Too many links
• Lack of visuals
• Corporate-speak

28. CONTENT INSPIRATION
• Tell customer stories • Publish guest blog posts
• Research key words • Find sites that need
• Re-imagine popular content answers (Quora)
• Interview employee experts • Outdo what the competition
• Show behind-the-scenes is doing
• Identify customer questions: • Maintain a crowdsourced
sales & customer service digital library
teams • Feature visuals

29. CONTENT INSPIRATION: EMPLOYEE EXPERTS

30. CONTENT INSPIRATION: BEHIND-THE-SCENES

31. CONTENT INSPIRATION: VISUALS

32. CONTENT TOOLS
• Google: • Graphics: Snag.it, Photoshop
• Google Keyword Tool for • Video: iMovie, Splice
SEO • Stock photos:
• Google Analytics Wikimedia, Shutterstock, iSto
• Keyword Alerts ck
• Curation: Scoop.it, Storify • Word Clouds:
• Photography: worditout.com, wordle.net
Diptic, Instagram • Blogging: Wordpress is the
best

33. SUMMARY
• Content marketing is a long visuals
game • Audience research is critical
• Lean content marketing: • Monitor, measure, optimize
multimedia skills, internal • Consistent, frequent
sourcing, content curation content
• Great content is worth re- • Integrate SEO tactics
purposing • Adhere to brand permissive
• Cross-promotion is key topics
• Content must include

34. EXERCISE: PERMISSIVE TOPICS
• In which industry does your company fit?
• What are the problems your product/service solves?
• Which market segments are you targeting?
• Who is your audience?
• What are the emotions your product/service evoke?
• Who are your competitors and what are they talking
about?
• With which brands do you align?

35. ABOUT BAOCHI
Baochi Nguyen is CEO of
Social Canny, a digital
marketing and social strategy
consultancy. She is a 15-year
veteran in the Internet industry.
Baochi holds a BA and MA
from Stanford University.
@baoch
baochi@socialcanny.com

36. THANK YOU!