The document summarizes a presentation on content marketing. It defines content marketing and discusses how to develop an effective content strategy through defining goals, audiences, and buyer personas. It also discusses how the Electronic Retailing Association developed their content strategy and how they repurposed content into multiple forms. Their blog grew readership through consistently valuable content and repurposing speaker presentations into additional formats like videos and eBooks. The presentation emphasized starting small, testing, and finding ways to extend content reach through repurposing.
DIGIT 13 Karachi Digital Marketing mini Workshop Michael Leander
Great Ideas 2015 Final
1. Content Activation:
Turning Words into Action
March 10, 2015
Suzanne Carawan, Chief Marketing Officer, HighRoad Solution
Scott Oser, President, Scott Oser Associates
Megan Becker, Marketing Manager, Electronic Retailing Association
2. Agenda
• Intro of Speakers
• Discussion #1: Define Content Marketing (SO)
• Our Working Definition of Content Marketing (SO)
• Where is the Market Now? (SC)
• Discussion #2: What Is Your Organization Doing? (SO)
• Essential Elements of Content Marketing (MB)
• Discussion #3 – Re-Purposing Conversation (SC)
• ERA: How We Got Started with Content Marketing (MB)
3. What is Content Marketing?
Discussion #1:
How do YOU define
Content Marketing?
4. How We Define Content Marketing:
• “Content marketing is a strategic marketing
approach focused on creating and distributing
valuable, relevant, and consistent content to
attract and retain a clearly-defined audience
— and, ultimately, to drive profitable customer
action.”
• Content Marketing Institute
10. State of Digital Marketing in
Associations
• Download the Report:
• http://pages.highroadsolution.com/2014digitalmarketing
• Participate in 2015 Survey:
• http://pages.highroadsolution.com/take2015report
11. Are You Doing Content Marketing?
Discussion #2:
What is your association
doing in regards to
content marketing?
12. Essential Elements of Content Marketing
Content Strategy vs. Content Marketing
“Content marketing is a strategic marketing approach…
…focused on creating and distributing valuable,
relevant, and consistent content…”
13. Content Strategy vs. Content Marketing
Content Strategy: The “Brains”
Bigger picture, goal oriented, drives the
content marketing plan.
Content Marketing: The “Beauty”
Tactical output and delivery of your content
strategy.
Content Strategy
Goals
Identify Your Audience(s)
Buyer Personas
Channels and Delivery
Content Mission Statement
Topic Areas
Content Marketing Plan
Content Calendar
Put Into Action
Content Marketing
Articles News Releases
Blog Posts Online Community
Brochures Photos
Case Studies Podcasts
eBooks Print Ads
Education Sessions Social Media
Email Testimonials
eNewsletters Videos
Infographics Webinars
Interviews White papers
14. Are You Re-Purposing Content?
Discussion #3:
Are you currently
re-purposing any of
your content?
15. ERA’s Approach to Content Marketing
• Goals:
– Grow our list
– Provide more leads for membership and sales
– Increase event attendance
• Target Audience: Direct Response Marketers
– Though our membership is comprised of both
marketers and suppliers, our target audience is still
the marketers. They are the “honey” that attract
everyone else. Once they buy in, the suppliers buy
in.
• Buyer Persona Research
– Budget Friendly Options
Content Strategy
X Goals
X Identify Your Audience
X Buyer Persona
Channels and Delivery
Mission Statement
Topic Areas
Content Marketing Plan
Content Calendar
Put Into Action
18. Topic Areas, Channels, and Delivery
Content Strategy
X Goals
X Identify Your Audience
X Buyer Persona
X Channels and Delivery
Mission Statement
X Topic Areas
Content Marketing Plan
Content Calendar
Put Into Action
Blog.Retailing.org
19. Content Mission Statement
• “Welcome to the Electronic Retailing
Association (retailing.org), the place where
direct response marketers can find useful
information, insights, and resources for
growing their business.”
The content mission statement addresses:
• The core target audience: direct response
marketers
• What will be delivered to the audience:
useful information, insights, and resources
• The outcome for the audience: growing
their business
Content Strategy
X Goals
X Identify Your Audience
X Buyer Persona
X Channels and Delivery
X Mission Statement
Topic Areas
Content Marketing Plan
Content Calendar
Put Into Action
20. Success of Our Blog
The blog is the beating heart of ERA’s Content Marketing Strategy.
ERA Blog Views by month since June 2014
21. Positive Member Feedback
Written directly to our CEO About Our Blog:
• Blog content has been excellent. I feel I have read more information
on the blog type formats you are sending out in the past 6 months
than in all my years combined. They are short yet informative.
• Content is exactly what has been talked about for years. I feel the
transition has happened where ERA is becoming a true multiplatform
association and not just TV.
• Whoever is now working on our creative for the emails is doing a great
job. Below is outstanding.
22. Get Started: DRTV eBook – June 2014
1. Start small and see what happens.
2. Don’t lose faith if it doesn’t work, try something else.
3. Test, Test, Test….and Test, again.
519 Views
351 Submissions
67 New Contacts
27. So how did we take one
piece of content and turn
it into 11+++ pieces of
content?
28. Content Re-Purposing at It’s Finest
Topic: Web Optimization for Direct Response
Speaker/Blogger: Oded Noy
Pre-Show Speaker Interview
1. Video Interview
2. Blog Post
3. In-Person
Education Session
4. Post-Session
Speaker Interview
5. Post-Session Video
Recording
32. • Give the audience what they want, what they respond to
• Produce valuable content
• Find ways to build “content momentum” through re-purposing
Moving Forward
33. Discussion #4: Two Strategies
• What are the two things you’re
going to do when you get back to
your office?
36. Contact Us
Suzanne Carawan
Chief Marketing Officer
HighRoad Solution
scarawan@highroadsolution.com
703.297.8480
@suzannecarawan
Scott Oser
President
Scott Oser Associates
scott@scottoserassociates.com
301-279-0468
@scottoser
Megan Becker
Marketing Manager
Electronic Retailing
Association
mbecker@retailing.org
703-908-1021
@meganbecker_era
Notas do Editor
Intro of Speakers
Discussion #1: Define Content Marketing (SO)
Our Working Definition of Content Marketing (SO)
Where is the Market Now? (SC)
Discussion #2: What Is Your Organization Doing? (SO)
Essential Elements of Content Marketing (MB)
Discussion #3 – Re-Purposing Conversation (SC)
ERA: How We Got Started with Content Marketing (MB)
Discussion on what is it
Is it new or have we all been doing this?
Let’s agree as a group as to what our working definition of content marketing is
SCOTT
Where is everyone now
Please share what your association is or is not doing in regards to content marketing. (Room discussion)
Re-purposing content—how are you doing it?
How to get in the mindset to re-purpose?
Shift in value from live events to post-event content
Continue using your pieces of content to increase lifetime value
