1.
Content Marketing:
Make it Work
Presented by:
&
#ContentWorks

2.
Agenda
• What is Content Marketing?
• What makes it so hard?
• Top 8 Complaints
• Conclusions
• Q&A
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3.
Poll:
What is your content marketing level?
• Beginner
• Intermediate
• Advanced
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4.
What is Content Marketing?
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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.
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6.
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7.
What Makes It So Hard?
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8.
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9.
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10.
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11.
Poll:
What is your biggest content marketing
complaint?
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12.
Top 8 Complaints
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13.
Problem
#1
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?”
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14.
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Picking a Content Topic
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15.
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
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16.
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
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17.
Picking a Topic: Content
• What topic has sufficient existing content?
• Tools:
o Google News / Blogs
o Media monitoring list
o Twitter Search
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18.
#ContentWorks
Picking a Content Topic
#ContentWorks

19.
Problem
Insufficient Content #2
"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"
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20.
The Content Beast
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21.
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22.
• Blog Posts
• News Sites
• Newsletters
• Social Media
• Podcasts
• eBooks
• Special Reports
• Infographics
• Polls & Surveys
• Video
• Webinars
www.curata.com/resources
#ContentWorks

23.
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
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24.
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25.
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26.
Problem
Distributing Content
#3
"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?"
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27.
Think of Your Content as a Meal
Appetizer Entree Dessert
- 140 Characters or Less Blog, Community, Forums, Website
Facebook, Twitter, LinkedIn, Micro-sites
Pinterest
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28.
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29.
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30.
Problem
Unlocking Content #4
“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?"
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31.
Breaking Down the Silos
• Empower writers
• Write it for them
• Do Q/A posts
• Video?
• Teach writers about the benefits
• Enable contributors with topics, keywords, & messages
• Show them how their post did afterward…
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32.
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33.
Problem
#5
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."
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34.
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35.
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36.
Problem
Measurement #6
"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?"
#ContentWorks

37.
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?
o Tracking traffic on ALL sites, channels
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38.
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
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39.
#ContentWorks

40.
Problem
Voice of the Content #7
"What is my voice?"
"Who are the voices?"
"What channels make sense per voice?"
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41.
Let Your Voice be Heard
MODERN W E B M A R K E T I N G U N I V E R S E
EVERY O NE ELSE
PEO PLE Y O U M ARKET TO
CUSTO M ER BASE
YOUR MESSAGE
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42.
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?
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43.
Carry Your Style Throughout

44.
Problem
Putting it to Work #8
“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?”
#ContentWorks

45.
Problem
Pick your battles #8
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?
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46.
Problem
#8
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47.
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

48.
Free eBook:
New Video!
5 Simple Steps to Stop the insanity, get off the
Becoming Content web content management
Curation Rockstar merry go round!
Download at View at
www.curata.com www.percussion.com
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