The document discusses how content marketing and social media can lead to success when used together. It defines content marketing as creating and publishing valuable content to engage an audience without being sales-focused. The document recommends blogging consistently while thinking of SEO and sharing, curating others' content in a 70/30 ratio, and using social media to amplify content and measure success through metrics like shares, leads, and sales.
4. Benefits of content marketing
• Get better SEO.
• Build word-of-mouth buzz.
• Be known as thought leader.
• Generate more leads and business.
5. Content marketing defined
• Creating and publishing relevant,
valuable content that attracts and
engages a clearly defined audience.
• Must have an objective.
• Not sales-y material.
6. B2B Content Marketing Report
From Content Marketing Institute and
MarketingProfs
• 93% of B2B marketers are using content
marketing.
• 73% are producing more content than last
year.
7. NO ONE cares
about your mission
statement but you.
CONTENT MARKETING + SOCIAL MEDIA =
SUCCESS
8. Types of content
• Text
• Audio
• Video, photo
• Blog
• Podcast
• E-newsletter
• Industry news
• Webinar
• Infographic
• White paper
• E-book
• Survey
• Case study
• How-to guide
10. Get known, get remembered,
get blogging
• Blog consistently, with your goals in mind.
• Write for humans, but think of SEO.
• Use photos, graphics, multimedia.
• Make it easy to share and subscribe.
11. What to blog about?
• Industry news
• Insights, opinions
• Tips, lists, how-to
• Original content plus curated content by
others
20. Why should YOU care about
curation?
• Helps you keep up with rapid flow of
information.
• Positions you as a learner and thought
leader.
• Helps differentiate you.
• Can boost your content marketing efforts.
21. Original and curated content
Follow the 70/30 rule (With thanks to Todd
Defren of SHIFT)
Branded
Curated
25. Measuring content marketing
success
• Page views
• Shares, likes
• Email and blog subscriptions
• Thought leadership: Speaking and
blogging invitations
• Leads and referrals
• Sales!
26. Best practices for
content marketing
• Know your audience; what problems are
they trying to solve?
• Don’t overtly sell; it’s not about YOU!
• Use an editorial calendar.
27. Best practices for
content marketing
• Be sure all content is easy to share.
• Amplify content with social media.
• Don’t try to be everywhere.
• Create, curate, syndicate.
28.
29.
30. Content marketing pitfalls
• Don’t overtly sell your services.
• Don’t be dull.
• Don’t forget to curate as well as create
content.
• Don’t ignore the power of social media.
31. Action steps
• Remember your audience’s needs.
• Keep your end goal in mind.
• Think like a publisher.
• Create, curate and syndicate.
• Amplify your content with social media.
32. Contact me for a free report on
content marketing.
Donna Papacosta
donna@trafcom.com
905.844.7645
trafcom.com
@donnapapacost
a
Notas do Editor
I like being on page 1 of Google results for some searches. Do YOU ever look at page 17?
Not just SEO!
NOT the same as your traditional marketing materials, brochures, etc.
Recent stats on content marketing. It’s EVERYWHERE!
DON’T BORE PEOPLE. They don’t care about your mission statement!
Various kinds of content work better at different stages of the buying cycle.
Content marketing helps you answer the question – WHAT are we going to SAY on our social media accounts?
Paul Lima writes about freelance writing. He helps solve writers’ problems.
Use Twitter to amplify your OWN content, plus curate content from others.
G+ is getting more and more popular. Important trend: GOOGLE AUTHORSHIP!
People keep talking about information overload. NOT TRUE! It’s filter failure. You’ve probably seen this quote many times in the past couple of years. Remember it. SO – it’s not that we have too much info. It’s just that we are doing a lousy job of filtering it.
Todd suggests 70% of your content should be curated and 30% branded because the rest of the world is at least 70% more interesting than your brand. Plus, promoting external content builds social capital, and makes grateful fans of influencers.
Adobe runs and maintains CMO.com for Chief Marketing Officers. Contains both original thought leadership content as well as more frequently updated curated content from various marketing oriented publications such as BizReport, Adage and MediaPost among others. Adobe has taken the high ground by positioning this as a vendor neutral-site with a minimal sponsorship advertisement.
Verne Global, wholesale supplier of data centre space, achieves global recognition as green IT leader using Curata
You don’t have to spend a fortune to curate.
Power of syndication
If you have a fantastic blog post but no one knows about it, what’s the point?