These slides are from a guest lecture given on January 21, 2015 to an Emerging Media Trends class at Texas Tech University.

1. Content Marketing 101
An introduction in how to use content to
generate awareness, interest, and action
by @josephputnam

2. Never take advice from someone who hasn't done
or isn't doing what you want to accomplish.
-Ethan Bloch, Co-founder of Digit.co

3. My background...

4. jack.and.lucy
You can always trust a cat guy...

5. I studied marketing at...

6. I currently do content marketing at...
And have produced content for...
Among others.

7. Content examples
146,321 views 35,000+ word guide
4,595 views

8. So what is
content marketing?

9. Content marketing is the art (and science) of
producing content people want to consume in
exchange for their attention in order to generate
awareness, interest, and desire for your product or
service.
My definition

10. Examples

11. @texashumor

13. Why does content
marketing work?

14. Because you're producing something
that people want to read, watch,
consume, and share.

15. What types of content
can you produce?

16. ○ Blog posts
○ Youtube videos
○ Social media content
○ SlideShare decks
Types of content
○ Infographics
○ Podcasts
○ In-depth guides
○ Interviews

17. How do you know if
you're successful?

18. You measure it.
○ Pageviews / traffic
○ Engagement, i.e. shares &
comments
○ Email subscriber rate
○ Leads generated
○ Sales & revenue

19. How do you get better
results?

20. ○ Produce on a consistent schedule
○ Study headline writing
○ Pay attention to what works elsewhere
○ Do more of content that works, less of what
doesn't
○ Take time to promote your work
○ Share other people's stuff
○ Build key relationships
○ Grow your audience (Twitter, Facebook, email)
Content marketing tips

21. Headline tips
○ Study magazine headlines
○ Pay attention to what works on other blogs
○ Use common headline formulas
• Lists
• How to's
• Why...
• Questions
○ Be ultra-specific
○ Don't give everything away
○ Include data

22. Content examples
@johnathandane

23. Movoto went from 2,000 to 18,000,000 visits per month in
two years with blog posts like this one.

24. What kind of skills
should you be learning?

25. ○ Writing
○ Copywriting
○ Wordpress
○ Social media marketing
○ Conversion rate optimization
○ Photoshop (bonus)
○ HTML/CSS/Javascript (bonus)
Skills to pick up

26. Tools of the trade

27. Resources
Blogs to read Communities

28. Books to read

29. The best in the business
@neilpatel@gregoryciotti @jimmy_daly
@russhenneberry
@kathrynaragon
@kevanlee @seavnvwork @renee_warren

30. Any questions?
@josephputnam
https://clarity.fm/joeputnam