Marketing is facing a crisis. In the past decade we have evolved our data systems to know our consumers & prospects from every angle & touch point. We have never had more efficient and effective distribution channels (Search, Email, Social & Mobile). Now we are faced with the last great challenge. We don’t have the content. Content is the weak link in our goal to deliver the right message to the right person at the right time through the right channel. In this webinar you will learn how: - Advanced marketers are leveraging personae - To empower employees and our audience to create large volumes of relevant sharable content - Leverage & repurpose content across all channels - Measure content as an individual element

1. Presents: Chris Baggott,
Co-Founder of Compendium
Content Is Data

3. “Content marketing
is all the marketing
that is left.”
Seth Godin
Best Selling Author

5. What Is Big Data?
According to the IBM’s definition, the three
core components of big data are volume,
variety and velocity.
Volume refers to the growing mass of
terabytes and petabytes being generated
and converted into analysis and real time
decisions.
Variety refers to the structured and
unstructured data pouring in via thousands
of sources that is analyzed in new and
creative combinations.
Velocity simply refers to how quickly the
data is being produced and the speed at
which it must be processed to serve useful
tasks central to marketers’ needs.

6. Content Gap

8. Personas
Jill Brown Behaviors & Culture Fears
Single Working Mom • Slightly unorganized • Feeling unaccomplished
• Very practical but easily flustered • Something bad happening
• Honest and sincere to her son
• Passionate • Getting off task
“There is always something
to be done. I need tasks to
be simple and easy so I can
focus on the more important Challenges Motivations
things in life, like my son • Managing multiple tasks at once • Checking things off her
• Coping when “life” happens and “to-do” list
Brady.” goes against her “plan” • Quality time with her son
• Feeling accomplished
Known Information:
User Category: New Sample Search Queries
Apartment Tenant Needs & Expectations
• Apartments in safe • Simplicity
Age: 38 neighborhoods • Affordable housing options
• Affordable apartments in • Products and services that are
Race: White St. Louis easy to understand and choose
• How to downsize living space • Anything that is in the best
Education: Associate interest of her son
Degree
Employment: Full time
Household Income: $40,000
Family: Divorced, Single
mother

9. Customer Engagement Cycle
Stage Questions Asked
Awareness How can I find/fix/help __________?
Consideratio What do I need to consider when purchasing
n __________?
Inquiry What options/solutions does this company offer?
Purchase Why is it better to purchase from this company
over another?
Retention What would make me purchase from this company
again?

10. Topic Modeling

11. Topic Modeling

12. Tyler Cole, Jill Brown, 38 Kevin Rogers,
21 Single Working 52
College Student Mom Empty Nester

13. Editorial Calendar

15. Most Popular Content Tactics

17. Original

18. Curated

19. Customer

21. Repurposed
Existing Content Repurpose Existing Content As:
News Releases • Rewrite in conversational tone and post on content hub
Video of CEO Annual • Post video on YouTube
Meeting • Convert audio to MP3 for downloadable or streaming podcast
• Transcribe speech and post on blog
Customer case • Create PowerPoint and post on SlideShare
studies • Record PowerPoint with voiceover as video and post on YouTube
• Post video (YouTube embed code) on content hub
Self-published • Rewrite in conversational tone and post as a month long blog
articles series
• Combine similar articles into an eBook and write a post promoting
it’s download
Evergreen Content • Find content that has performed well before and link to it from a
new piece of content or promote it through social

22. FAQ

24. Branded Hub

25. Branded Hub

26. Branded Hub

28. Author Rank

31. Social Reach

33. Demonstrating Content Value

34. Questions?
More Traffic. More Leads. More Business.
Contact: 888-476-1881
www.VerticalMeasures.com

35. FREE WEBINAR SERIES:
Join us February 7th at 11am PST/2pm EST
Beyond Optimization: Elevating Your Content with Google Authorship
Presenter: David Gould,
Creative Services Director at Vertical
Measures
Learn how:
• The SEO benefits of being a verified author
• How to set up your authorship
• Multiple options for linking your content to your profile
• Tips for building your AuthorRank
Check out our website at
www.verticalmeasures.com/webinars
for registration information.