1. Social@Scale Summit: Social Content Marketing 1
Content Marketing in Social Media
Charlie Treadwell
Director of Social Marketing

2. 78% of B2B buyers start their
research with online search.
Social@Scale Summit: Social Content Marketing 2
B2B Buyer Behavior, Demand Gen Report 2012

3. What is content marketing?
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“Content marketing is a pull, rather than a push, strategy.
Content doesn’t interrupt, it attracts.”
Rebecca Lieb, Advertising Age

4. It’s simple.
Answer your prospects’ top 30 questions.
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What content do you create?
Tip: Start with Sales and Support.

5. Source: Greatest Content Marketing Strategy, by Barry Feldman · January 26, 2014
5
Create 90 pieces of content in 90 days
based on the 30 questions.
1. Create 30 blog posts. The headline is the
question. The copy is the answer. Immensely
simple. Ridiculously valuable.
2. Make 30 videos. Same topics. You might change
the title ever so slightly. A lot of people would
rather watch than read
3. Make 30 podcasts. Why? A lot of people choose
to listen, rather than read or watch.
Social@Scale Summit: Social Content Marketing

6. No one is going to buy your stuff…
Until they get the answers they seek.
Social@Scale Summit: Social Content Marketing 6

7. Social@Scale Summit: Social Content Marketing 7
Stock
Stock is the durable stuff.
It’s the content you produce
that’s as interesting in two
months (or two years) as it
is today.
Flow
Flow is the feed. It’s the
posts and the tweets. It’s
the stream of daily and
sub-daily updates that
remind people that you
exist.
&

8. It’s not all about you.
Curate other people’s great content and becoming
a content provider and trusted source.
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Share 4pieces
of influencers
great content.
For 1of your
own content.
And 1piece of
entertainment.

9. Social@Scale Summit: Social Content Marketing 9
EntertainmentOur Content
Other People’s
Content

10. Social@Scale Summit: Social Content Marketing 10
Brand
Goals
Customer
Interests
Relevancy
=
Sharable,
engaging ideas
and values
Identify relevancy with social listening data
Social Content, Listening and Trends
Customer-centric content delights and adds value at every stage of the purchasing
journey and key moments of truth.

11. 11
Impact
Time
Owned Earned Paid
An Integrated Paid-Owned-Earned Model
Owned
Paid
Earned
+ +
Social@Scale Summit: Social Content Marketing

12. Multichannel
Distribution Model
Social@Scale Summit: Social Content Marketing

14. 40% of people shared content that was
personally relevant.
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“I saw something and it made me think
of one of my friends.”
“It seemed right up my friend’s alley.”
What makes people want to share?
Personal
Relevance
Humor Utility#1 #2 #3

15. 1. Identify a list of your target customers
2. Use social listening to understand who
influences them and what topics interest
them
3. Curate a list of content from the top
influencers and bake them into your 4-1-1
content strategy
Social@Scale Summit: Social Content Marketing 15
Where do you find relevant content
from influencers?

16. Then why are brands becoming
more successful with agile
marketing tactics?
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Real-time marketing is a fad…

17. What do the 2014 Grammys and Arby’s have in
common?
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83,162 RETWEETS

18. Social@Scale Summit: Social Content Marketing 18
552 million identities
exposed in 2013
2013 Dubbed the Year of
the Mega Breach

19. Social@Scale Summit: Social Content Marketing 19
If I’m a CIO, what
questions am I asking
myself right now?

20. Social@Scale Summit: Social Content Marketing 20
Stock Flow
&

21. We have surveillance video from
the hotels that shows people turn
on the shower, direct the nozzle at
the wall and then leave the room
for the whole day.
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Russian deputy prime minister Dmitry Kozak, Business Insider

22. Social@Scale Summit: Social Content Marketing 22
1,213 RTs

23. Social@Scale Summit: Social Content Marketing 23

24. 91,213 Likes, 10,237 comments, 21,091 shares
24Social@Scale Summit: Social Content Marketing

25. Earned Media
Social@Scale Summit: Social Content Marketing

26. 64% of B2B buyers said the
winning vendor’s content had a
significant impact on their
buying decision
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2013 Demand Gen Report: B2B Buyer Behavior Survey

27. Key Takeaways
• Start by listening and identify 30 questions your customers ask
• Create 90 pieces of content in 90 days
• Balance your content calendar with other people’s content and
follow the 4-1-1 rule
• Create content that is personally relevant, humorous, and utility
• Leverage real-time events to capitalize on captive audiences
• Show some personality
• Continually analyze your content, listen to your customers, and
always focus on answering your customers key questions
Social@Scale Summit: Social Content Marketing 27

28. Thank you!
Copyright © 2013 Symantec Corporation. All rights reserved. Symantec and the Symantec Logo are trademarks or registered trademarks of Symantec Corporation or its affiliates in
the U.S. and other countries. Other names may be trademarks of their respective owners.
This document is provided for informational purposes only and is not intended as advertising. All warranties relating to the information in this document, either express or implied,
are disclaimed to the maximum extent allowed by law. The information in this document is subject to change without notice.
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Charlie Treadwell, Director of Social Marketing