Part Three of my presentation series for the Inbound E-marketing class I teach at Carroll Community College. Key Topics: - Blogs - Articles - Ebooks, press releases & white papers - Presentations - Video - Audio - Online Events - E-mail

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Inbound E-marketing:
Long-form Content Marketing
Mary Ann Davis| mdavis@carrollcc.edu
Carroll Community College | 2016

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Long-form: Characteristics
 More than a few sentences
 Offers deep value
 Requires more than a couple minutes of viewer
attention
 Non-promotional
 Builds brand awareness

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Long-form: Tools
 Blogs
 Articles
 Ebooks, press releases &
white papers
 Presentations
 Video
 Audio
 Online Events
 E-mail

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Blogs: Characteristics
 Typically displays posts in reverse chronological
order
 Usually includes a comments section
 Can be a highly interactive relationship building
tool
 Search engine friendly

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Blogs Best Practices: Posting
3+ times/week
Word Count
Research & Use
Keywords

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Blogs Best Practices: Post Structure
 Title/Headline
 Introductory paragraph - immediately relevant,
explains what people will get in the rest of the post
 Main Body – supporting points; may need to use
sub-headlines & bulleted lists
 Conclusion – provide a take away
 Call to Action – tell readers to download a resource;
leave comments or answer a
question

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Blogs Best Practices: Comments
Moderate Comments
SPAM & Offensive Language
Address Negative Comments
Publicly or Privately

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Blogs Best Practices: Visibility
Make it Shareable
(e.g. ShareThis Plugin)
Set-up RSS Feed
Cross Promote

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Blogs: Tools
 Blog.com – www.blog.com
 Blogger – www.blogger.com
 SquareSpace – www.squarespace.com
 Tumblr - www.tumblr.com
 TypePad - www.typepad.com
 Weebly – www.weebly.com
 Wix – www.wix.com
 WordPress – www.wordpress.com & .org

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Articles: Best Practices
 Site should match the brand
 Formal tone & format – more so than blogs
 Follow each site’s writer’s guidelines
 Write with SEO in mind
 Supplement other content marketing – don’t
lead with it
 Link articles to similar content on your blog

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E-Books: Best Practices
 Topic should relate to the business
 Short – approx. 20 pages with 1” margins, 12 pt. font &
double line spacing
 Requires typical book elements (title, copyright page, table
of contents & chapters)
 Easy for viewers to scan through content
 Show your expertise

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E-Books: Best Practices
 Semi-formal tone – less formal than a research
paper; more formal than a blog post
 Be authentic
 Seek feedback before publishing
 Professionally designed
 Make it shareable – don’t require email addresses,
assign Creative Commons Attribution licensing
(describe this on your website)
 Promote website with link footers

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Press Releases: Best Practices
Journalistic Style
Newsworthy
Most Important
Least
Important
Include Keywords in First
250 Words Promote on Websites

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White Paper: Best Practices
 Educate consumers on complex topics
 Include charts, graphs, footnotes, bibliographies
& quotes
 Share on website, social media accounts, emails &
with other bloggers
 Repurpose content in social media

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Presentations: Best Practices
Create a Profile Should Stand
on its Own
Include Visuals
Add Keyword Tags Make it Sharable

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Video Best Practices: Planning
Content
Background
Sound
Equipment & software

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Video Best Practices: Content
 Product demonstration
 How To’s – useful for screencasts
 Interviews – customers & experts
 Behind the scenes
 Commentaries – industry news or current events
 Q&A
 Company events

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Video Best Practices: Visibility
Make it Shareable
Add Keywords, Annotations
& Transcripts
Cross Promote

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Audio Best Practices: Content
 Tips
 How To’s
 Interviews – customers & experts
 Commentaries – industry news or current events
 Q&A
 Events – behind the scenes or narrating event
activities

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Audio: Best Practices
 Deliver very detailed content
 Utilize equipment and editing software
 Upload it to a publishing site for accessibility
from iTunes
 RSS Feeds – for podcasts
 Include in blog, website & social media sites

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Online Events: Best Practices
 Webinars – deliver free noteworthy content
 Virtual trade show – utilize a service
 Live streaming – include useful/meaningful
content & use quality technology
Content Types
Promotion
 Heavy promotion
 Display website URL throughout event

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E-mail: Best Practices
Use to Extend the
Content Marketing Plan
Develop Newsletter Like
Content
Include Website &
Blog Links
Make it Shareable Automate with a Provider

23. Mary Ann Davis
Digital Marketer & Strategist
Specializing in developing strategic marketing plans using
an effective mix of multi-channel approaches that grow
business development.
about.me/mary_ann_davis
mary_ann_davis@outlook.com