Create Something Remark[et]able: How To Do Good Content Marketing
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Presentation includes an overview of content marketing, why you should be doing it, how to do it well and tips for video, infographics, ebooks, webinars, blogs, images. Also discussed Vine, Instagram, LinkedIn, Pinterest.
![Create Something
Remark[et]able
How to do good content marketing
#remarketable @mdurwin](https://image.slidesharecdn.com/remarketable-131113084343-phpapp01/85/Create-Something-Remark-et-able-How-To-Do-Good-Content-Marketing-1-320.jpg)
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Create Something Remark[et]able: How To Do Good Content Marketing
- 1. Create Something Remark[et]able How to do good content marketing #remarketable @mdurwin
- 2. Michael Durwin Engine East Who am i? Digital Strategist Early Adopter Designer Former Social Media Club Secretary Creative/UX Director Google Glass Explorer Web-Mobile-Print-Video-Social Clients: HBO Microsoft GMC Disney ESPN Amazon ABC Fidelity J Jill Comcast Press: CNN MSNBC Reader’s Digest Mashable AMEX Open Forum
- 4. Content Marketing Wikipedia: any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. Synonym: inbound marketing
- 5. Content Marketing hard sell + (boring/vague) Paid Value + (entertaining/informative) Free
- 6. What Is Content? Blog Posts Articles Videos Infographics eBooks Digital Magazines Website Copy Product Descriptions Podcasts Newsletters White Papers Research Reports Webinars Slideshows Case Studies Reviews Images Games Memes
- 7. Where to Put Content? Your Blog Your Website Other Blogs Partner Websites Facebook LinkedIn YouTube Twitter Google Plus Pinterest Instagram Podcasts App Store Flickr Press Releases Newsletters Dribbble Live Events Publications
- 8. Content Marketing Does Not Try To:
- 9. Content Marketing Does Not Try To: Convert Customers Directly
- 10. Content Marketing Does Not Try To: Acquire Leads Directly
- 11. Content Marketing Does Not Try To: Make Sales Directly
- 12. Content Marketing Does Try To:
- 13. Content Marketing Does Try To: Create Familiarity
- 14. Content Marketing Does Try To: Build Trust
- 15. Content Marketing Does Try To: Establish Credibility
- 16. Content Marketing Does Try To: Increase Likability
- 18. High Quality & Popular Content Quality Indicators/Social Scores = Website Visits & Search Engine Rankings
- 19. Creating Content
- 20. Creating Content
- 21. Content Marketing Is Not New John Deere 1895 Michelin Guides 1829 Guinness Book of World Records 1955
- 22. It Just Looks Different Now
- 23. It Just Looks Different Now
- 24. It Just Looks Different Now
- 25. It Just Looks Different Now
- 26. It Just Looks Different Now
- 28. 61% of consumers are more likely to buy from a company that delivers custom content. Custom Content Counsel
- 29. Companies with active blogs receive 97% More leads Ziff-Davis
- 30. 20% of users’ time is spent surfing the Internet on content-led websites. The CMA
- 31. 25 min Marketing Viewership :30 sec :08 sec :30 sec The CMA
- 32. How marketers are doing content marketing right & wrong
- 33. Companies with less than 10 employees spend 42% of their marketing budget on content. Content Marketing Institute & Marketing Profs
- 34. 78% of CMOs believe content marketing is the future Hanleywood Business Media
- 35. 50% have a content marketing strategy Hanleywood Business Media
- 36. Desired Content Brands vs. Consumers Pandemic Labs Consumers Brands
- 37. Examples marketers doing it right
- 38. Office Max Game Year 1: 36 million visits, 11 million elves shared
- 39. Centers for Disease Control eBook Web traffic increased 10x Twitter following increased 100x Cost: $0
- 40. Boston Technologies Landing Page & eBook Landing page with eBook download 5000% increase in leads 8 man hours, $0, 3 years ago
- 42. Star Trek Facebook X 5,333,442 potential Likes 2,886,724 potential comments
- 43. Tips to improving your content marketing
- 45. Tip 1 Leverage A) spread a single bit of content over multiple content forms: tweets, infographics, images B) test content effectiveness C) survey customers about preferred content format D) repurpose and repackage assets and data
- 46. Tip 2 Infographics A) B) C) D) use credible sources create a blog post around your infographic promote with a press release break into screenshots for Twitter, Instagram, Facebook, LinkedIn, Pinterest then link back to blog post E) schedule multiple SoMe posts F) no designer to agency? Use visual.ly, Infgr.am, Piktochart G) submit to StumbleUpon, Delicious, Reddit, or Digg
- 47. Tip 2b Infographics A. submit to infographic aggregators: dailyinfographic.com coolinfographics.com infographicsshowcase.com submitinfographics.com infographicsarchive.com visual.ly infographicjournal.com
- 48. Tip 3 Video A) get a smartphone & video editing apps B) publish on YouTube, Vine, Instagram, Facebook, Pinterest C) use screenshots to promote on sites that don't show video thumbnails D) start with HD and scale down E) don't forget the music
- 49. Tip 4 Images A) a picture is worth 1000 words, say more with less B) ALWAYS include an image with a SoMe post or blog C) NEVER use images from Google image search D) get a Flickr account and learn about Creative Commons licensing E) ALWAYS include image attribution F) use search relevant file names
- 50. Tip 5 Webinars & Slide Decks A) Owning PowerPoint doesn’t make you a designer B) use interesting titles C) use provocative images D) choose soft sell over hard sell E) create value through problem solving F) don't be afraid to advertise
- 51. Tip 6 Articles & Blog Posts A) B) C) D) E) F) G) don't overuse keywords use provocative titles reference your other blog posts and other blogs with links include contact info in articles use images don't forget the subscribe button make sure your site/blog allows sharing and comments
- 52. Why you should be doing more visual content
- 53. videos and images in press releases increases views by 45% PRNewswire
- 54. Videos Are 10x Pandemic Labs more likely to be shared than links
- 55. 94% Add images to an article to increase viewing by Skyword
- 57. videos on landing pages increased conversions by 86% Content Marketing Institute
- 59. Images are processed 60,000x faster than text 3M Corporation/McGraw-Hill
- 60. Content Consumption Images vs. Text 50% of the brain is dedicated to visual information 90% of the information transmitted to the brain is visual 65% of the population are visual learners 3M Corporation
- 61. Questions what can I answer for you?