How do we create quality & value instead of sharing recycled crap content? Crap may lead to downloads, but it rarely generates high quality leads. In 2013, we have an extraordinary chance as marketers to carry on a dialogue with our future customers. To maintain & increase market share, we have to be more strategic & create content that features expertise on behalf of the whole company & provides a deeper connection between customers & companies they do business with, whether it's B2C or B2B.

1. Cara Posey – Chief Marketing Officer
cposey@expertfile.com
@caraposey
Building a Quality Content Marketing Framework
and kicking crap content to the curb

2. Hi! I’m Cara
Chief Marketing Officer for
Expertfile.com (formerly
Speakerfile.com)
Use Twitter? Make sure to use
the hashtag #WOMMU & follow
me @caraposey

3. Who’s using content marketing?
Source: Demandmetric.com
91%
86%b2b
b2c

4. What’s the point of content marketing?
Identify multiple points of entry with customers
Reach customers in any stage of the buying cycle
Build awareness with prospective customers
Build authority for the company within certain industries
Rather than just selling, we’re
offering value to the customer.
We’re signaling commitment.

5. What counts as content marketing?

7. What’s the difference?
Quality Content Crap Content
Specific Goals General Goals
Measurable Results Hope for Results
Focuses on Quality of Leads Focuses on Quantity of Leads
Focuses on Value of Sales Focuses on Leads not Sales
Specific Content General Content
Advancing industry Conversation Regurgitating industry Conversation
Ties to Specific Experts Ties Only to Company

8. But Cara,
what’s the
big deal?

9. A clogged funnel
doesn’t work for
anyone. It’s not efficient
and it doesn’t make (as
much) money.
#1

10. Invisible
Experts
Slow
Response
Poor
Measurement
No integration
with other online
properties
Not organized for
real-time breaking
issues/events
No way to
quickly track
Interactions
No easy way
mange track
expert content
Misdirected
requests for
expertise
No Control
• No standard content format optimized for expert related
content
• No control over what’s published to employee accounts
• Difficult to aggregate content across a wide array of online
sites
• No ability for agents or agencies to manage content for experts
No social
media sharing
opportunities
Loss of SEO
#2

11. Like Ben Affleck movies, content falls into three categories…

12. Building a quality content framework
Start with expertise
– Who are your senior leaders?
– Who are your subject matter experts?
Look at industries served
– How many industries do you touch?
– Do you have experts that can speak to all of them?
Make sure you have overlapping expertise in every
industry for adequate coverage.

13. Indentify industries
Business
Healthcare
Marketing
Environment
Media
Science & Technology
Legal
Government & Public
Charities/Nonprofits
Sports & Leisure
Transportation
Construction/Housing
Culture & Society
Energy & Resources
Entertainment & Arts
Finance
Food & Beverage
Manufacturing
HR & Talent
IT & Electronics
Retail

14. Framework phase 1
Experts Legal Healthcare Finance
Lisa CEO X X X
KevinCMO X X
MarkSVP X X
Susie Expert X
George Expert X
Valerie Expert X

15. Sales. Now 100% more engaging.

16. Framework phase 2
Experts Legal Healthcare Finance
Lisa CEO X X X
KevinCMO X X
MarkSVP X X
Susie Expert X
George Expert X
Valerie Expert X
Jennifer Sales X
Tim Sales X

17. Research how best to reach your targets

18. Framework phase 3
Experts Writing Video Photos Audio Research/
Analysis
Speaking
Lisa CEO X X X X
KevinCMO X X X X X
MarkSVP X X
Susie Expert X X X
George Expert X
Valerie Expert X X X
Jennifer Sales X X X
Tim Sales X

19. Get to know your analytics
consumption – sharing – lead generation – sales

20. Online
Visibility
Real-Time
Engagement
Analytics &
Control
Website
Integration
Search Engine
Optimization
eCommerce
Sharable
Workflow
Notifications
3rdParty Access
Content
Staging &
Review
Lead Generation
Reporting
Content
Asset Tracking
Lead
Generation
Publish

21. Brand authority and brand awareness
Brand authority is how much respect you have in your industry.
– Depth of expertise
– Variety of experts
– Thought leadership
Brand awareness is how much you are known throughout the
industries you serve and by your customers.
– Name recognition
– Reputation
– Referrals
strive for awareness AND authority

22. Balance opportunity to convert with value

24. Why personality
matters
People buy
from people
People dislike
being sold to

25. In your entire life, you have likely never had a conversation with a
Sales Department. A Sales Department did not come in on Monday
morning and share the amazing hike he took with his son over the
weekend. A Sales Department was not upset when his dog of 16
years died. And a Sales Department has never helped you make
your computer run faster.
But Brian probably has. And when you talked to Brian about that
computer or that hike, he likely didn’t speak in vaguely generic terms
(“Walked on Trail,” “Save on Memory”). He told you his story in a
way that related to you. (“I know how you loved hiking on Big Talbot
Island. Well, this weekend we went there and spotted a school of
bottlenose dolphins just yards from the trail,” “You can speed up your
Dell Latitude D620 with this free memory tool.”)
Source:Marketingexperiments.com

26. We’re all customers
In one family you have
customers, subject matter
experts, and thought
leaders
Imagine what you can find
in your organization if you
look beyond the executive
team

27. Your to-do list:
Identify your leaders and subject matter experts
Focus on industries served
Research best target methods for each industry
Create content that is valuable and adds to industry conversations
Connect your content directly to your experts
Evaluate performance through analytics and sales
Refine and repeat
Cara Posey – Chief Marketing Officer
cposey@expertfile.com
@caraposey