1.
Content Marketing
in 5 Easy Steps
Susan Gunelius
President & CEO, KeySplash Creative, Inc.
www.keysplashcreative.com
Featuring concepts from some of
Susan’s popular books, including:

2.
5 Steps You’ll Learn Today
Developing Your Brand Presence
Reaching out & Building Your Audience
Repurposing Content
Streamlining Your Efforts
Analyzing Your Performance

3.
FIRST: Semantics House Cleaning
Content Marketing
vs.
Social Media
Marketing

4.
The Compounding Effect
es t.
i nt er
fo r
ju st
n ot
It’s
Content can help any business.

5.
Time to Dive In
Developing Your Brand Presence

6.
Establish Your Core Branded
Online Destination
Sample Business Social Media Presence
Google+
YouTube SlideShare
Page Your
Profile Group
Other
Other Facebook Blog LinkedIn Groups
Groups
Answers
Ads Your
Group
Twitter
Pinterest
Twellow
Flickr
WeFollow

7.
Brand Yourself
• Promise: unique value proposition
• Position: differentiators
• Message: customer perceptions
and expectations
• Persona: Emotional connections
and relationships

8.
Develop Your Brand Persona
• Examples:
 Website design
 Blog design
 Avatar (www.gravatar.com)
 Facebook page design
 LinkedIn profile
 LinkedIn company page
 Google+ brand page
 Twitter background
 YouTube channel
 Forum signatures

9.
Creating Content
• Why you create • How you say it:
content:  Be personable, honest,
 If you’re just trying to and transparent.
sell more stuff, you’ll  Tell stories.
fail.  Give something extra or
• What you say: exclusive.
 Publish content your  Leave jargon and
audience needs and corporate rhetoric out.
wants. • Where you say it:
 Quality trumps quantity.  Leverage the broad reach
of the social web.

10.
Content Marketing Can Involve All
Areas of a Business
Human Resources Executive
Networking Thought Leadership
• Facebook • Blogs
• LinkedIn Marketing
• LinkedIn Answers
• Google+ • Twitter
Create Content
• Niche networking sites • Blogs
• Quora
• Blogs • Twitter
• Twitter • YouTube
• YouTube • Digg
• StumbleUpon
• Facebook
Public Relations • Google+
• You name it!
Commenting
• Blogs
• Twitter
• YouTube
Customer Service
• Digg Direct Dialogue
• StumbleUpon • Blogs
• Forums • Twitter
• Other social bookmarking sites • YouTube
• Review sites like Yelp and Epinions • Google+
• Facebook

11.
Example: NakedPizza
• Twitter discounts lead to
direct sales.
• 68% of single-day sales
have come from Twitter.
• Twitter integrated into
point-of-sale system.
• Twitter kiosks set up in “Direct mail is sent to a single
address but there are multiple
stores. people in those houses. We want to
maximize and extend our marketing
• Previous direct mail reach, and Twitter helps us do this
newsletter content is now in leaps and bounds.”
fed into Twitter. -- Jeff Roach, NakedPizza co-founder

12.
Avoid Excessive Selling
Ski.com
1 Facebook Page Photo Upload
with Comments
Image via: Facebook.com/skivacations

13.
Expanding Your Base
Reaching out and Building Your
Audience

14.
Find Your Best Audience
• Listen
• Join
• Engage
• Share
Develop relationships that lead to loyalty and
trust and build your band of brand advocates!

15.
Example: Cakes for Occasions
• Pictures
• Real-time promotions
• Picked up by Boston Media
• Testimonials
• Business grew 25% and
“We learned our audience
saved $10,000 in was on Facebook, so
marketing expenses in that’s where we went.”
1 year thanks to content - Kelly Delaney, Owner
Cakes for Occasions
and social media.

16.
Find the Influencers
• Find the people online who already have the
eyes and ears of your target audience.
• They’re trusted.
• They’re shared.
• They’re powerful sources of word-of-mouth.

17.
Example: Roger Smith Hotel
• Connected and engaged with influencers
• Special Twitter discounts
• Twitter kiosk in hotel
• Special hotel welcome to guests who come
from social web

18.
Stalking Your Competitors
• Where are they publishing
content?
• What content do they publish?
• Who follows them on Twitter,
Facebook, etc.?
• Who do they follow?
• What content do they publish
that generates the most
comments, shares, likes, etc.?

19.
Get More Bang for the Buck
Repurposing Content

20.
What is Content Repurposing?

21.
Do’s and Don’ts
• Do add value to
repurposed content.
• Do match the content to
the medium.
• Don’t duplicate content.
• Don’t repurpose and
disappear.

22.
Examples
• Images turn into:
 Flickr uploads, Facebook posts, Twitter updates,
Pinterest pins, blog posts, and more!
• Blog posts turn into:
 Ebooks, infographics, Google+ updates, Facebook posts,
and more!
• Brainshark presentations turn into:
 Pinterest pins, YouTube videos, and more!
• Offline & traditional marketing can turn into:
 Press releases, email marketing, brochures, ads, etc.
A ND VIC E VE RS A

23.
Save Time and Boost Efficiency
Streamlining Your Efforts

24.
Integrate, Cross-Promote, and
Automate
• Use tools to streamline activities like
publishing, promotion, analysis, and more.
• Automating cross promotion can save you
time and ensure your content is published
in the varied ways different people like to
consume it.
• Automating online reputation management
efforts helps save time and ensure you can
respond to mentions in a timely manner.

25.
Popular Automation and
Cross-Promotion Tools
• Twitterfeed.com, Dlvr.it
• Tweetdeck.com, Hootsuite.com,
Seesmic.com, Socialoomph.com
• Google Alerts, SocialMention.com
• Tweetmeme.com, Facebook social tools,
AddThis.com
• Facebook and LinkedIn apps and tools to
share presentations, videos, blog posts,
and images

26.
Popular Tools for
Collaboration and Delegation
• Collaboration and delegation:
 CoTweet, GroupTweet, HootSuite,
Radian6/Salesforce Social Hub
• Communication and project management:
 Basecamp, Backpack, Yammer, and Teambox
• Document sharing and collaboration:
 Dropbox, Box.net

27.
Crowdsourcing for Content
• Ask people to share:
 Guest blog posts
 Contest entries
 Photos and videos on Facebook
 Pins on Pinterest
 Get creative!
Successful Examples

28.
What’s Working?
Analyzing Your Performance

29.
The New Forms of ROI and
Success Measurement
• ROI = Return on Investment (money)
• ROI = Return on Impression:
 Eyeballs (visibility)
 Perceptions (sentiment)
• ROO = Return on Opportunity (indirect marketing)
• ROO = Return on Objectives (closer to goals)
• ROE = Return on Engagement (relationships)

30.
Performance Analysis
• Focus on trends
• Hard and soft metrics
• Engagement, sentiment, and conversions
Examples of What to Track: Measure Against:
• Unique site visitors • Sales
• Page views • Click-throughs
• Referrers • Online mentions
• Incoming links • Online sentiment
• How visitors travel through site
• Returning visitors
• Comments
• Followers and connections
• Retweets and @mentions
• Social shares and likes

31.
Analytics Tools
• One tool isn’t enough
• Human analysis is essential
Fee-based Tools Free Tools
• Radian6 • Google Analytics
• Sysomos • Google Webmaster Tools
• SproutSocial • Hootsuite.com (also a paid version)
• Brandwatch • Tweetdeck.com
• SocialReport • Bitly
• Viralheat • Facebook Insights
• Trackur • LinkedIn company page statistics
• Alterian SM2 • Klout
• AwarenessNetworks • PeerIndex
• Unilyzer • Twitalyzer (also a paid version)
• Lithium • SocialMention.com

32.
Contact Susan Gunelius
Website:
www.KeySplashCreative.com Books by
Twitter:
Susan Gunelius
www.Twitter.com/susangunelius
Facebook:
www.Facebook.com/susangunelius
www.Facebook.com/keysplashcreative
A
LinkedIn:
www.Linkedin.com/in/susangunelius
Amazon: Released April 3, 2012:
The Complete Idiot’s Guide to LinkedIn
www.amazon.com/author/susangunelius
Coming in July 2012:
Email: Blogging All-in-One for Dummies
susan@keysplashcreative.com (2nd Edition)