These days, taking your business to the next level means being honest about where your strategy falls flat and where you could be doing more. In the age of social, competition can be cutthroat, and in order to stay relevant you must stay on top of what your peers are doing. A dynamic business strategy begins with tracking your competitors’ moves and then comparing that data to your own to find green spaces in content. Once you’ve identified possibilities for consumer needs that aren’t being met, you will be on a path to creating your own original content that allows your company to stand out in the market.

1. Boldly Take Your Content Where No One
Has Gone Before: Tactics for Better
Content and Competition Analysis
#SMTLive

3. #SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
GoToWebinar
Presentation window

4. #SMTLive
Our Speakers
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and
creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is
the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing
for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Lee Frederiksen is an award-winning marketer and business strategist who helped pioneer the field of research-driven marketing.
As the Managing Partner of Hinge, a marketing firm for the professional services industry, he draws on his Ph.D. and his CEO
experience to help clients achieve high growth and profitability. Lee’s research on marketing and business growth has made him a
recognized industry name, along with the six books he authored on the same topics. He been quoted in a number of main-
stream publications, and he regularly speaks at major industry events around the country. @HingeMarketing
Petra Neiger had leadership roles at Cisco, Siemens, Seagate and most recently at Polycom where she was Senior Director of
Integrated Marketing. She is also known for building and leading social business at Cisco and overseeing the digital launch of the
company's Internet of Everything brand campaign, both receiving many best practices awards. In her new role, which she started
this week, she is helping brands as an advisor with their digital and social efforts. In addition, her new venture, Red Pantz (with a
"z") provides tools and methods to leaders and teams to manage stress, and increase engagement and productivity at
work. @petra1400
Chris Boudreaux advises large brands on digital and social media strategy, operations, solution architecture and
implementation. Before joining EY as a Digital Strategy Executive, Chris spent 20 years helping large brands transform their
customer relationships and business operations through digital and social media. Prior to EY, he led the Social Business
Consulting practice at Accenture, globally. He also led business development and marketing at a digital advertising start-up
acquired by Glam Media, and created a consulting practice within the social media agency, Converseon, where he served
clients including IBM, Ford and Walmart. @cboudreaux

5. have received a referral from someone
who wasn’t a client.
81.5%
Source: http://www.hingemarketing.com/library/article/referral-marketing-for-professional-services-firms

6. #RethinkingReferrals
of buyers have ruled out a firm
before speaking with them.
51.9%
Source: http://www.hingemarketing.com/library/article/referral-marketing-for-professional-services-firms

7. Educated me
Source: http://www.hingemarketing.com/library/article/book-inside-the-buyers-brain
Sales Winners vs. Runners-Up
The #1 Difference:
with new ideas and perspectives.

8. 1. Research on target clients to identify top business
challenges.
2. Identify the issues that your services can resolve.
3. Address issues with keyword-driven topics.
4. Develop useful, educational content with a unique
perspective.
The Process for Creating Great Content

9. #SMTLive
Content Marketing:
Feels Like We’ve Been Here Before…
Social Is Everyone’s Business…Content
@petra1400

10. #SMTLive
…And a Balancing Act
@petra1400

11. #SMTLive
How Well Are We Doing?
The attention span of a goldfish is 9 seconds
@petra1400

12. #SMTLive
We Have Other Fish to Fry
“Customers need exposure to your content at least 7 times before they take action”(3)
(1)Source: Statistic Brain, The Associated Press via Samuel Chan blog
(2)Source: Webinar: How to Craft a Killer Content Marketing Strategy That Drives Results, 02-13-14
(3)Source: The Baby Boomer Entrepreneur
(4)Source: Sirius Decisions
“Human attention span went from 12 seconds in 2000 to 8 seconds in 2013”(1)
“Up to 70 percent of b-to-b content goes unused”(4)
“Customers need to interact with your content 3 to 5 times before they believe it”(2)
@petra1400

13. #SMTLive
Brands Need to Think Like Publishers
Source: baikahl, freeimages.com
@petra1400

14. #SMTLive
And Create An Always-On Content Engine
Shared vision and goals
supported by enterprise-wide processes
with individual accountability and ownership
and cross-functional governance and operations oversight
@petra1400

15. #SMTLive
The 4P’s of Content Marketing
@petra1400

16. #SMTLive
People: Get Support and Alignment from Management
• Creators
• Curators
• Writers
• Editors
• Syndicators
• Analysts
• Strategists
• Content lead, operations
Different roles, different skills
@petra1400

17. #SMTLive
Processes: Optimize Operations Based on Insights
• Train and enable
• Listen
• Plan
– Decide on content goals and desired business outcomes
– Map content plan against buyer’s journey and persona targets
• Content topic
• Asset type
• Delivery mechanism
– Think mobile
– Create an editorial program
– Establish gating rules
– Stay agile for real-time opportunities
– Leverage automation tools
• Engage
• Measure
• Analyze
• Improve
@petra1400

18. #SMTLive
Practices: Make the Most of Your Story
• Create
– Original and derivative content
– Based on others’ content
• Curate
– Analyst, press, UGC, advocates, other third party
• Encourage
– Enable advocates and friendly third-party voices to share your story
through their voices and channels
• Reuse
– As is, repurpose or update
• Manage content lifecycle
@petra1400

19. #SMTLive
Places: Promote, Promote, Promote
• Hosted content
• Rented media
• Earned media
• Third-party syndication
• Make your content easy to find, access and share
@petra1400

20. #SMTLive
Thank You!
Petra Neiger
@petra1400

21. #SMTLive
Our Speakers
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and
creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is
the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing
for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Lee Frederiksen is an award-winning marketer and business strategist who helped pioneer the field of research-driven marketing.
As the Managing Partner of Hinge, a marketing firm for the professional services industry, he draws on his Ph.D. and his CEO
experience to help clients achieve high growth and profitability. Lee’s research on marketing and business growth has made him a
recognized industry name, along with the six books he authored on the same topics. He been quoted in a number of main-
stream publications, and he regularly speaks at major industry events around the country. @HingeMarketing
Petra Neiger had leadership roles at Cisco, Siemens, Seagate and most recently at Polycom where she was Senior Director of
Integrated Marketing. She is also known for building and leading social business at Cisco and overseeing the digital launch of the
company's Internet of Everything brand campaign, both receiving many best practices awards. In her new role, which she started
this week, she is helping brands as an advisor with their digital and social efforts. In addition, her new venture, Red Pantz (with a
"z") provides tools and methods to leaders and teams to manage stress, and increase engagement and productivity at
work. @petra1400
Chris Boudreaux advises large brands on digital and social media strategy, operations, solution architecture and
implementation. Before joining EY as a Digital Strategy Executive, Chris spent 20 years helping large brands transform their
customer relationships and business operations through digital and social media. Prior to EY, he led the Social Business
Consulting practice at Accenture, globally. He also led business development and marketing at a digital advertising start-up
acquired by Glam Media, and created a consulting practice within the social media agency, Converseon, where he served
clients including IBM, Ford and Walmart. @cboudreaux

23. #SMTLive
Win a Free Ticket to The Social Shake-Up!
#SMTLive Audience: Tell us why you want to go to The
Social Shake-Up to be entered for a chance to win.
Tweet: “I want to go to #socialshakeup15 because…”

24. #SMTLive
Upcoming Webinar
March 5th
Prioritizing the Customer Experience in Social
Media
Panel: Jason Kapler, Chris Horton, Adam Naide and Paul Dunay