This document outlines strategies for effective content marketing. It begins with an introduction to content marketing and discusses common challenges like topic selection, content creation, distribution, measurement, voice, and goals. It then provides recommendations in each area, such as curating existing content, developing a content calendar, setting key performance indicators, and aligning content with goals. The presentation aims to help audiences overcome complaints and make their content marketing efforts more successful.
5. What is Content Marketing?
Content marketing is a marketing technique of creating
and distributing relevant and valuable content to attract,
acquire, and engage a clearly defined and understood
target audience - with the objective of driving profitable
customer action.
#ContentWorks
14. How do I pick a topic?
“What do our prospects want to read?”
“Are people really going to be interested in
what I have to say?”
“There’s already so much content out there.
How can I be unique?”
Problem
#1
#ContentWorks
16. Picking a Topic: Competitors
• What is a topic that my competition is not covering
sufficiently?
• Competitors
o Marketplace competitors
o Trade Publications
o Media Outlets
o Bloggers
• Tools
• Google Search
• Social Media
• Google Keyword Tool
#ContentWorks
17. Picking a Topic: Audience
• In which topic is your target audience
interested?
• On what topic is your company a unique
expert and authority?
• Tools
o Messaging Frameworks
o Surveys and polls
o Sales Team
#ContentWorks
18. Picking a Topic: Content
• What topic has sufficient existing content?
• Tools:
o Google News / Blogs
o Media monitoring list
o Twitter Search
#ContentWorks
21. Insufficient Content
"Our blog has not been updated in 3 months."
"I feel like I just finished writing a blog post, and
now it's time for another??"
"I can't think of anything new to say."
"I wish I had a whole editorial staff"
Problem
#2
#ContentWorks
24. • Blog Posts
• News Sites
• Newsletters
• Social Media
• Podcasts
• eBooks
• Special Reports
• Infographics
• Polls & Surveys
• Video
• Webinars
#ContentWorks
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25. Content Curation
“A Content Curator is someone who continually finds, groups,
organizes and shares the best and most relevant content on a
specific issue online.”
-Rohit Bhargava
#ContentWorks
29. Distributing Content
"I have a lot of content now, what do I do with it
all?"
"What are the right outlets for each piece of
content I've created?"
Problem
#3
#ContentWorks
30. Think of Your Content as a Meal
Appetizer
- 140 Characters or Less
Facebook, Twitter, LinkedIn,
Pinterest
Entree
Blog, Community, Forums,
Micro-sites
Dessert
Website
#ContentWorks
33. Unlocking Content
“Our content is silo-ed within our
organization."
"Not sure how to unlock the content we
have within our organization."
"How do I empower contributors?"
Problem
#4
#ContentWorks
34.
35. Breaking Down the Silos
• Empower writers
• Write it for them
• Do Q/A posts
• Video?
• Teach writers about the benefits
• Enable contributores with topics, keywords, &
messages
• Show them how their post did afterward…
#ContentWorks
37. Quality vs. Quantity
"Do I spend the next 6 weeks writing an
eBook, or writing 10 blog posts?"
"I feel like most of my content is regurgitation. I
feel like I am in an echo chamber."
Problem
#5
#ContentWorks
41. Measurement
"I'm doing all of this writing, is it
working?"
"What Key Performance Indicators
(KPIs) should I put in place for my
content marketing efforts?"
"How do I justify my budget?"
Problem
#6
#ContentWorks
42. Measurement: Beginner
• Content Throughput
o Who is publishing?
o How stale is it?
o Where is it getting stuck in publishing
process?
o How much content are we publishing?
#ContentWorks
43. Measurement: Advanced
Engagement
• Tracking what content is gaining readers
• What blog posts get comments
• What is the average time on site
• What is the click path
• Top content themes that refer to your website
• What content items gain the highest bounce rate
Dashboard
• Pick 5 KPIs to measure against monthly
#ContentWorks
45. Voice of the Content
"What is my voice?"
"Who are the voices?"
"What channels make sense per voice?"
Problem
#7
#ContentWorks
46. Let Your Voice be Heard
YOUR MESSAGE
M ODERN W E B M A R K E T I N G U N I V E R S E
CUSTOMER BASE
PEOPLE YOU MARKET TO
EVERYONE ELSE
#ContentWorks
47. Finding Your Voice
• What does your brand stand for?
• What tone do you want to communicate?
• What do your prospects/buyers expect?
• What tone does your competitors use?
#ContentWorks
49. Putting it to Work
“I can create content, but how can I get it to
meet my marketing goals?”
“How can I get people to share it?”
“How can I get it to help with SEO?”
“How can I get more leads from it?”
Problem
#8
#ContentWorks
50. Pick your battles
What is your goal?
o Is it to get more leads?
o Is it to get more followers?
o Is it to get press coverage?
o Is it to grow your email list?
o Is it to increase in search engine rankings?
Problem
#8
#ContentWorks
52. What do I do now?
1. Unlock the hidden content gems
2. Develop your content marketing menu
3. Set Your Baseline Content Throughput and
Goal
4. And Make it Work!
#ContentWorks
53. Free eBook:
5 Simple Steps to
Becoming Content
Curation Rockstar
Download at
www.curata.com
New Video!
Stop the insanity, get off the
web content management
merry go round!
#ContentWorks
View at
www.percussion.com