The document appears to be a presentation on reviving and keeping content marketing relevant. It discusses how content marketing is not dead since people consume large amounts of media daily and businesses see results from publishing content. The presentation provides tips for making content marketing effective such as identifying customer personas, mapping content to sales cycles, finding intersections to make content resonate, repurposing content across different channels, and producing quality content consistently while also providing ways for readers to learn more.

1. Is Content
Marketing
Dead?
…and if so, how to revive it.
@EricTTung #SMDayHou

2. Hi, I’m @EricTTung
Social Media Manager
at BMC
#33 Social Media
Influencer via Forbes
Worked on Social at:
@EricTTung #SMDayHou

3. What We’re Noodlin’
Is Content Marketing Dead?
How To Keep Content Relevant
Repurpose Content for the Biggest Impact
@EricTTung #SMDayHou

4. 90percentof all the data ever created…
Was created in the last two years.
@EricTTung #SMDayHou

5. 15.5 Hoursof media consumed
per person, per day
@EricTTung #SMDayHou

6. 75 Million
225 Million
500 Million
How
Many Blogs
Are There?
@EricTTung #SMDayHou

7. That’s A Lot of
Blogs… Make Sure
Your Stuff Isn’t
@EricTTung #SMDayHou

8. Businesses that publish at least 15
blog posts per month average
1,200new leads
per month
@EricTTung #SMDayHou

9. Content Marketing Costs
62% Less Than Traditional
Marketing and Generates
300% More Leads
- DemandMetric
@EricTTung #SMDayHou

10. So What’s This Mean?
There’s Lots of Content being produced
out there.
People consume media and trust it.
Businesses get results from content
marketing
@EricTTung #SMDayHou

11. @EricTTung #SMDayHou

12. Is Content Marketing Dead?
(I Sure Hope Not… I’m Supposed To Be Presnting On It...)
@EricTTung #SMDayHou

13. The reports of
my death are
greatly
exaggerated.
- Mark Twain
@EricTTung #SMDayHou

14. Good Content
Marketing is Just
Good Storytelling.
@EricTTung #SMDayHou

15. If You’re Not
Seeing Results,
Your Content Might
Not Be Relevant.
@EricTTung #SMDayHou

16. The Content Matrix:
Mapping Content To Your
Sales Cycle
@EricTTung #SMDayHou

17. Workshop Time!
(Grab a Sheet of Paper)
@EricTTung #SMDayHou

18. Who Are Your Customer
Personas?
Think about your main customer profiles.
Give them names, demographics, etc.
What motivates them, what are their goals?
What obstacles do they have in their way?
Use photos to give this person a face.
Create 3-5 people.
@EricTTung #SMDayHou

19. @EricTTung #SMDayHou

20. @EricTTung #SMDayHou

21. Now Find Your Sales Cycle
LoyaltyServicePurchaseConsiderationAwareness
@EricTTung #SMDayHou

22. Now Mash The Two Together
Awareness Consideration Purchase Service Loyalty
CIO
IT Manager
IT User
Sales Cycle
Personas
@EricTTung #SMDayHou

23. What Questions Are They
Asking?
Awareness Consideration Purchase Service Loyalty
CIO What are the
costs/ROI?
IT Manager How can I
make this
task easier?
What options
are there?
How long
does this
take to
implement?
IT User How long
does training
take?
@EricTTung #SMDayHou

24. Map Questions to Existing Content &
Channels:
@EricTTung #SMDallas
Awareness Consideration Purchase Service Loyalty
CIO What are the
costs/ROI?
IT Manager How can I
make this
task easier?
VIDEO
What options
are there?
PAPER
How long
does this
take to
implement?
IT User How long
does training
take?
@EricTTung #SMDayHou

25. SEO: What Questions Are
People Asking…in General?
What Blogs Get the Most Clicks?
What are people searching for?
What does Google Suggests
suggest?
What does Google Keyword Tool
suggest?
What are the top 25 questions
prospects ask?
@EricTTung #SMDayHou

26. Before you create
content, ask the
question: “Who will
support & amplify
this content and
why?”
- @RandFish@EricTTung #SMDayHou

27. Make Content Relevant
Teach
Entertain
Inspire
Be Timely
Intersections@EricTTung #SMDayHou

28. Wait… what are
intersections?
@EricTTung #SMDayHou

29. This is Gary
Hoover.
(@GaryHoov)
@EricTTung #SMDayHou

30. If You’re in Sales, You
Know Him From…
@EricTTung #SMDayHou

31. He Also Started A Company
Called Bookstop
@EricTTung #SMDayHou

32. He Said It Was Created
Because of Intersections…
@EricTTung #SMDayHou

33. Good Content Also Exists at
Intersections…
@EricTTung #SMDayHou

34. Intersections…
Intersections between:
Entertaining/Timely
Teaching/Inspirational
Nostalgic/Funny
Interesting Topics and Your Boring Stuff.
@EricTTung #SMDayHou

35. Find Intersections
To Make Your
Content
Resonate.@EricTTung #SMDayHou

36. Sweating Your
Assets@EricTTung #SMDayHou

37. “Big Rock Content”
- @JasonMillerCA
@EricTTung #SMDayHou

38. Repurpose Content
Soup
Sandwich
Pasta
Pot Pie
Salad
@EricTTung #SMDayHou

39. Repurpose Content
Webinar
Infographic
Blogs
Video
SlideShare
@EricTTung #SMDayHou

40. How It Works
The Guide
The Podcast
The Slideshare
The Ebook
The Blog
The Infographic
The Webinar
The Book

41. The Next Level: Go Global

42. Assembling Your
Content Puzzle
with PPC and
SEO
@EricTTung #SMDayHou

43. Last year, I
presented this…
@EricTTung #SMDayHou

44. Online Marketing Lead Gen
BMC Communities
Remarketing
Banner Ad
Landing Page
Lead BMC.com

45. But that’s pretty much a
bunch of…
@EricTTung #SMDayHou

46. People Consume Content
More Like..
@EricTTung #SMDayHou

47. People Don’t
Consume Content
Linearly, From Social
To Blog To Lead
Form.@EricTTung #SMDayHou

48. To Resonate, You
Need To Provide
Interesting, Quality
Content Consistently.
@EricTTung #SMDayHou

49. But Don’t Forget
To Offer
Opportunities For
Readers To Get
More Info
@EricTTung #SMDayHou

50. So Let’s Review…
Rethink Content Marketing
Make Sure Your Content Doesn’t Suck
Find out Who Is Going To Share Your Content
Use Sweating/Big Rock to Repurpose Content
Produce Good Content Consistently
@EricTTung #SMDayHou

51. I’m @EricTTung
You can find me at:
fb.com/
twitter.com/
linkedin.com/in/
instagram.com/
pinterest.com/
slideshare.com/
youtube.com/
Or Eric@EricTTung.com
Or www.EricTTung.com
Carlos Gil Would Be Proud:
EricTTung
@EricTTung #SMDayHou

52. @EricTTung #SMDayHou