4. A Day in the Life of a Content
Marketer
• 6am: Check Twitter
• 6:15am: Check Twitter again. Anything new?
• 6:30am: Check Twitter. Did someone just tweet at me?
• 6:45am: Check Twitter yet again. Why hasn’t anybody
tweeted me?
• 7:00am: Drive to work. How am I supposed to check
Twitter?
• 7:30am: This Twitter withdrawal is going to kill me!
• 8:00am: Finally, I can check Twitter again.
• … etc., ad infinitum
5. My Secret Sauce
1. I subscribe to my favorite blogs via
– Feedly (for reading on my mobile phone)
– Email subscriptions
2. I aggregate my favorite blog content into a single email using
Yahoo! Pipes, IFTTT and Feedburner so I get one or two emails a
day with headlines and links
3. If I find an article I want to curate and share, I use two browser
plugins…
8. A Real Day in the Life of a
Content Marketer
• 6am: Check Twitter
• 6:15am: Check email quickly
• 6:30am: Get ready for work
• 7:00am: Head into office
• 8:00am: Read my digests and blogs and curate
• 8:30am: Get on with the real work…
(Oh yeah, and check Twitter)
9. What is Content Marketing?
• Content marketing was a response to the evolution of
search engine technology
• Since content marketing’s rapid rise to popularity,
search engine technology has evolved
• Content marketing techniques must evolve with it
10. Content Marketing is Hot
• 98% of marketers surveyed plan to increase or
maintain their digital marketing budgets for 2014; only
2% plan to decrease their budgets.
• The five top areas where marketers plan to increase
digital spend in 2014 are data and analytics (61%
plan to increase), marketing automation (61%), email
marketing (58%), social media marketing (57%), and
content management (57%).
• $135 billion will be spent on new digital marketing
collateral (content) in 2014. Source: ExactTarget, Jeff Bullas
11. Content Marketing is Big.
BUT…
http://www.flickr.com/photos/22711505@N05/5766880112/
If you build it…
13. Content Marketing =
Search + Social + Media
… Only If You Can Be Found
It’s a search game. And a social game. And a media
game. All in one.
14. Content Marketing ≠ Inbound
MarketingA good content marketing program used to be able thrive on
one web presence (a website or blog with dynamic
content) surrounded by a good social media
Program. This “inbound” model does
Not work as effectively now
As it used to.
Why?
http://www.flickr.com/photos/jameskm03/5990507429/
16. But is Content Marketing
Working for You?
• Are you creating content?
• If so, what kind, how often & what
channels?
• How are you promoting it?
• Is it being applauded or amplified?
• What kind of engagement are you getting?
• Is it working? (i.e., is it converting?)
(and if it is, would you know it??)
17. Rand Fishkin’s
Content Marketing Manifesto
http://www.slideshare.net/randfish/the-content-marketing-manifesto
I pledge to create something remarkable
– something that people will love.
Something they will want to share.
Something I can be proud of. And if it fails
to achieve my marketing goals, I won’t
give up. I will try again. My failures will be
the practice I need to earn future
successes and future customers.
18. 6 Keys to Sharable Content
http://www.slideshare.net/stevenvanbelleghem/a-six-step-content-marketing-model
21. Todd’s Building Blocks of a
Content Marketing Strategy
1. News
2. Understanding of Customer
3. Understanding of Competition
4. Understanding of Industry
5. Understanding of Influencers
6. Opinions on Any and All of These
7. Lack of Fear to be Different, Better or
Critical
22. Curation, Not Just Creation
• Content curation, or the reuse/repackaging of
other people’s content, is becoming hugely
popular
• You must be able to add value to that content:
commentary, insight or more news
29. SEM vs PPC vs SEO
• Search engine marketing (SEM) is a
combination of paid search programs and
“organic” search optimization
• Paid search includes:
1. Pay-per-click (PPC)
2. Cost-per-impression (CPI or CPM)
(M=1,000)
• Organic search (i.e., SEO) focuses on
“unpaid” ways to improve search engine
results page (SERP) placement
http://en.wikipedia.org/wiki/Search_engine_marketing
30. 5 Key Metrics of Site SEO
1. Searchability. Is the structure, content and meta-content (descriptive
information including titles and keywords) of the site optimized for search
engines (specifically Google and Bing), providing the best possible organic
search engine results possible, as defined by search experts and online
SEO/SEM measurement resources?
2. Accessibility. Is the site accessible from different kinds of devices, and
can people with disabilities perceive, understand, navigate and interact
with the site, as defined by the W3C Web Accessibility Initiative?
3. Navigability. Once on the site, is the content easily organized and
navigated?
4. Sharability. If a visitor likes what the can see or do on the site, is it easy
for that person to share their likings (or dislikings) with site managers
and/or the general public?
5. Salability. Does the content of the site lend itself to one or more
understandable (and measurable) goals – e.g., driving visitors to try out a
31. Search & Social are Critical to Content Marketing
Conclusion
33. Social Media ≠ Community
http://www.slideshare.net/rhappe/community-management-fundamentals
34. What is Community Management?
http://www.slideshare.net/rhappe/community-management-fundamentals
The Discipline of Ensuring Productive
Communities
TheIcebergEffect
35. Community Management
Rules
1. Remember that community is not the platform, it’s the people
2. Set up clear guidelines for participation, and put them in writing
3. Understand the implications of exerting editorial control over user-
generated content
4. Don’t sell!
5. Disclose your identity
6. Be yourself, but don’t be all about you or the product
7. Be friendly and helpful, but firm
8. Ask questions and show that you’re listening
9. Show that you’re learning; that they’re making a difference
10. Feed the stars but starve the trolls
11. Keep calm and carry on
12. Admit mistakes and apologize
http://www.slideshare.net/princessmisia/how-to-be-an-awesome-community-manager
http://www.slideshare.net/rhappe/community-management-fundamentals
42. • Reach (how many people does this particular
influencer influence compared to other
influencers)
• Relevance (how closely aligned are the topics
that this influencer writes/talks about compared
to your organization’s topics)
• Reputation (what is the common opinion that
people have about a particular influencer
compared to other influencers)
• Receptivity (how approachable is this
particular influencer, and how likely are they to
be influenced by you – shoot too high and they
may not be receptive. Too low and they won't
have enough followers to make it worth the
effort) 42
The Four Rs of Influence
R
43. The Influence Formula
Calculate an influence score between 0 and 1000 for each by assigning
a numeric value to each R in the following way, and multiplying these
values together:
• Reach: 0-10, with 10 representing a wide reach and 0 a very narrow
reach
• Relevance: 0-10, with 10 representing a very close fit and 0 a
stretch
• Reputation: 0-10, w/ 10 being a household name and 0 a relative
unknown
• Receptivity: A percentage likelihood of action, represented decimally,
from
.0 (0%) to 1 (100%)
The resulting output of this formula is a score between 0 and 1000
I = r1 x r2 x r3 x r4
44. Influence Tactics
1. Rational Persuasion (Appeal to Thoughts)
2. Inspirational Appeal (Appeal to Feelings)
3. Personal Appeal (Appeal to
Relationships)
4. Consultation (Question)
5. Ingratiation
6. Coalitions
7. Relentless Pressure
8. Reciprocity & Exchange
The Influencing Formula by Elizabeth Larson & Richard Larson
45. From Monitoring to Action
• Establish a conversational workflow
– A decision tree outlining how conversations
are treated and routed across the
organization
– e.g., if the topic is this, then this person should
respond; if the topic is that, then there’s no
need to respond
47. What is a Conversion?
• A conversion is a measurable event that indicates movement through the
sales and marketing process (funnel)
• Possible examples of conversions:
– Follow / friend / fan a social profile
– Like / +1 / favorite a post
– Share / re-tweet content
– Sign up for mailing list
– Open email
– Click-through to website
– Ask for more information on offering
– Purchase
– Repurchase
– Advocacy / evangelism
http://en.wikipedia.org/wiki/Conversion_rate
49. Paid vs. Earned vs. Owned
• Advertising was traditionally the realm of
paid media
• Public relations was traditionally the realm
of earned media
• Advertising claimed an early lead in
“interactive” media
• PR claimed an early lead in “social” media
• Both PR and advertising are now
competing for control of owned media
channels
50. PESO
• PAID = Money exchanged for space in
magazine, newspaper or online site; for time
on radio, TV and sometimes online channels
• EARNED = Coined by public relations
professionals to differentiate from paid media
• SHARED = Content shared on, and
communities built on, third-party social
networks (e.g., Facebook, Twitter, LinkedIn,
Pinterest, etc.)
• OWNED = Print collateral, websites, blogs,
video, podcasts, ebooks, etc.
54. The Evolution of Marketing
Technology: 1970-Tomorrow
• Take your customer database and digitize it: telesales
• Then port it to the personal computer: contact
management software
• Then add collaboration, lead scoring and reporting:
sales force automation
• Then port it to the web and add lifecycle management:
customer relationship management
• Then add SEO and some automation scripts: marketing
automation
• Then add omnichannel support and mix in some
consumer empowerment: digital marketing hub
http://www.crmswitch.com/crm-industry/crm-
industry-history/
55. "The Hub of the Universe”
"[The] Boston State-
House is the hub of
the solar system.
You couldn't pry that
out of a Boston man,
if you had the tire of
all creation
straightened out for
a crowbar.”Oliver Wendell Holmes
The Autocrat of the Breakfast Table, vol. 1, no. 6
1858
58. What is a Marketing Hub?
“A digital marketing hub provides marketers
and applications with standardized access to
audience profile data, content, workflow elements,
messaging and common analytic functions for
orchestrating and optimizing multichannel campaigns,
conversations, experiences, and data collection
across online and offline channels, both manually and
programmatically.
“It typically includes a bundle of native marketing
applications and capabilities, but it is extensible
through published services with which certified
partners can integrate.
60. Gartner’s Four Crucial Aspects
of Digital Marketing: The Four Es
1. Have a single view of the customer —
Know who you’re interacting with, no
matter which channel or identity they’re
using.
2. Use the same content engine — Get
everyone involved – from content
ideation, through to creation, curation
and engagement – using the same
platform.
3. Address all channels — Most of your
customers are using multiple channels
to interact with you. Have a plan for
each, even if you’re focusing on just a
few.
4. Don’t stovepipe your measurement
— Have a consistent, overarching set of
program objectives that transcend the
platform. Don’t get trapped into platform-
specific measurement. Gartner, December, 2014
Engagement
Execution
Extensibility
Evaluation
61. Visualizing the Digital Marketing Hub
CMS
Email Marketing System
Facebook
Twitter
Other Social Channels
Web / Mobile / Tablet
F2F
Hootsuite
Tweetdeck
Google Analytics
Link Shorteners
62. Visualizing the Digital Marketing Hub
Knowledge
Interest
Intent
Action
Awareness
Your
Marketing
Hub
Your Sales & Marketing Process
Your Channels
63. Transitioning to a Digital Marketing Hub,
or, Don’t Panic!
Knowledge
Interest
Intent
Action
Awareness
Your
Marketing
Hub
Your Sales & Marketing Process
Your Channels
64. The 8 Keys to Digital Marketing
Success
1. Content Creation, Curation & Management
2. Social Media Monitoring & Engagement
3. Advertising
4. Search Marketing
5. Lead Generation Mentality
6. Reporting, Analytics & Measurement
7. Automation Technology
8. Targeting & Testing
65. Market Research Secrets
• Begins with a competitive analysis
• What companies / sites are you competing
with?
• How well do they perform?
• Great tool: http://websitegrader.com/
66. Keyword Research Secrets
Once you have identified and analyzed the competition at a high
level, you can turn your attention to analyzing the keywords
from four perspectives:
1. What keywords you want to be known for
2. What your site is keyword optimized for
3. What your competitors’ sites are keyword optimized for
4. What people are searching for
Four great keyword tools:
1. http://seokeywordanalysis.com/
2. http://www.googlerankings.com/ultimate_seo_tool.php
3. http://tools.seobook.com/general/keyword-density/
4. http://textalyser.net/
67. On-Page vs. Off-Page
• On-Page SEO focuses on how you can
improve the content, structure and
navigability of your own site
• Off-Page SEO focuses on, well, pretty much
everything else, including
– DNS (Domain name services)
– Social media
– Inbound links
– Press releases
– PPC
http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation
68. HTML 101
<HTML> This is the outside paired HTML element that declares that what’s inside is
HTML
<HEAD> Content inside the HEAD element describes the whole page
<META NAME=“KEYWORDS” CONTENT=“keyword 1,keyword 2,etc”>
<META NAME=“DESCRIPTION” CONTENT=“Description of website for SEO”>
<TITLE>The descriptive name of the page goes here</TITLE>
</HEAD> Paired elements (including TITLE) are “closed off” with a leading forward slash
<BODY> All the content displayed on the actual web page appears inside the BODY
elements
<H1>The largest header tag for really big type</H1>
<P>Body copy appears inside the P element. Click on image below.</P>
<A HREF=“http://hyperlink.com/”><IMG SRC=“pic.gif” ALT=“Desc”></A>
<H2>Slightly smaller header type</H2>
<P>Headers are really important for SEO.</P>
</BODY>
</HTML>
• Right click on a webpage and click on
View source to see how a web page is
designed…
69. On-Page SEO Checklist
• Always start with keyword selection, research and testing
• Meta Description tag
• ALT tags
• H1 tags
• URL structure
• Internal linking strategy
• Content
• Keyword density
• Site maps, both XML and user facing
• Usability and accessibility
• Track target keywords
• Expect results in 6-12 months
http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation
72. PPC 101
• PPC is not just about Google AdWords
– Bing (Microsoft) Ads
– Facebook PPC
– Yahoo! Network
– Chitika
• Not just text ads in SERPs
– YouTube
– Blogger
– Google Maps
– Google News
– Google Managed Placements (Ad Network)
73. How to Get Started in PPC
1. Create an AdWords account
2. Pick your audience
3. Choose your keywords that trigger the ad
4. Identify your call to action
5. Build your landing page
6. Build your ad
7. Test your ad
8. Deploy your ad
9. Measure your success
74. Ad Rank: Who’s #1
• Some factors influencing Quality Score are:
– The relevance of your landing page to the keyword
– The relevance of your ad to the keyword
– The performance of your landing page – a slow-
loading website will get a lower QS
– Your Click-Through-Rate (CTR)
– Historical performance of your campaigns
75. Google AdWords Accounts
• Keywords are bound to a group of ads
• This group of ads is part of a campaign
• The campaign will be part of your account
76. The Top 7 Social Media
Marketing Trends Dominating
2014/2015
1. Social Media is Up. With 92% of business owners indicating that social
media is important to their business in 2014, many are re-allocate budgets
away from traditional methods of advertising towards social media and other
inbound marketing strategies
2. Google+ is Down. With Google announcing earlier this year that social
signals are not part of their ranking algorithm and the recent decision to
remove Authorship photos from the search results, it’s not surprising that
some marketers are confused about how Google+ is different or better than
Facebook or Twitter.
3. Images are Up. Pinterest, Instagram and Twitter images are increasingly
popular.
4. Videos are Up. Vine, Instagram video usage is up, but penetration is still
low: only 28% of brands use Instagram and 7% of brands use Vine.
5. Foursquare is Down. Location-aware apps are ever-popular, but
Fousquare’s recent efforts to split its app has led to confusion and a decline
in usage.
6. Myspace isn’t Dead Yet. Myspace got a new look last year, but has been
slow to reach any kind of critical mass. But with ambiguity around Google+,
there could be opportunity to grow.
7. LinkedIn is Up. Way Up. It’s not the only home for B2B marketing
anymore, but recent efforts to drive more views and engagement seem tohttp://onforb.es/1ACfEUD
78. Search & Influencer Research
Tools
• By topic on Twitter: https://followerwonk.com/bio
• By topic or location on Twitter: http://www.twellow.com/
• By influence: http://klout.com/
• On Google+: http://socialstatistics.com/
• On blogs: http://technorati.com/
• On blogs via Google: http://www.google.com/blogsearch?hl=en
• Online: http://addictomatic.com/
• By topic on blogs: http://alltop.com/
• By retweets and mentions on Twitter: http://mentionmapp.com/
• By topic online: http://socialmention.com/
• Via Google News: https://news.google.com/nwshp?hl=en&tab=wn
• In scholarly articles: http://scholar.google.com/schhp?hl=en
• Via top trending topics: http://www.google.com/trends/
Here’s what a day in the life of a content marketer looks like…
Am I right?
Okay, I hope you know I was kidding there. It’s not that bad. I have a secret I want to share with you. I’m not online all day checking Twitter, Facebook, LinkedIn, Instagram and Pinterest. No, really, it’s true! Instead, I do a lot of my social media work early in the day, and the rest only when I have some spare time. I use a couple of tools to aggregate content in a way I can quickly peruse, and a couple of other tools to schedule out the content that I share throughout the day and week.
I subscribe to my favorite blogs via Feedly (for reading on my mobile phone), which is a great substitute for the much missed Google Reader. For the super critical blogs, I may actually subscribe to get their daily email content as well. But my real secret is to take the content from the 10 “must-read” blogs and news sources, aggregate the content into a single feed using a little known tool called Yahoo! Pipes, and then use IFTTT and Feedburner so I get one or two emails a day with headlines and links that I can read in the morning.
If I find an article I want to curate and share, I use two browser plugins to spread out my tweets throughout the day. I don’t want to overwhelm my Twitter, Facebook and LinkedIn followers early in the morning with a dozen updates – especially when they’re coming out at 5:30 in the morning when few sane people are up. These plugins let me avoid sending a dozen tweets out at a time when few readers are paying attention.
The Buffer plug-in lets me, in two simple clicks, create and automatically schedule a tweet, Facebook post or LinkedIn update for later in the day or week. It’s a very powerful tool, and you can get a decent amount of functionality for free!
The Hootsuite plug-in works in a very similar fashion, but with my personal Hootsuite account. And like Buffer, you can get a decent amount of functionality for free!
So with all that said, THIS is more like what my daily schedule looks like!
Let’s take a quick look at the rise of content marketing. Here are just a few stats, from some research by Jeff Bullas and ExactTarget. 98% of marketers surveyed by ExactTarget plan to increase or maintain their digital marketing budgets for 2014; only 2% plan to decrease their budgets. The five top areas where marketers plan to increase digital spend in 2014 are data and analytics (61% plan to increase), marketing automation (61%), email marketing (58%), social media marketing (57%), and content management (57%). Roughly $135 billion will be spent on new digital marketing collateral (in other words, content) in 2014.
These are not insignifcant numbers!
There is a convergence happening in marketing, both in terms of media and strategy. This illustration from IDG describes it perfectly. At the top, we have the Four Cs of social media, and at the bottom we have the three forms of media. These are all coming crashing together.
Since I’m from Boston, the “Hub of the Universe,” and maybe because I’m a Hubspot fan, I naturally gravitated toward the idea of a marketing hub. Oh, by the way, for those of you familiar with the phrase “Hub of the Universe,” it’s actually the victim of typical marketing hyperbole. The phrase was originally “the Hub of the Solar System” as coined by Oliver Wendall Holmes, then got upgraded to “Universe” sometime thereafter, no doubt by the tourism and visitors bureau…
So what is a marketing hub, what sits in the hub and what are the spokes? Well, it turns out we have a good place to go for this question, as analyst firm Gartner has seen fit to create the Marketing Hub Magic Quadrant in recognition of this need…
So what’s a Marketing Hub, according to Gartner? Here’s their definition.
According to Gartner, the need for a digital marketing hub is motivated by three fundamental developments:
1. Growing consumer empowerment: Social and mobile technologies have given consumers power to research and interact with brands and take control of the conversation from brands and mainstream media.
2. Growing channel proliferation: Along with empowerment, consumers now have an abundance of devices and channels with which to interact with brands and purchase products and services, dramatically increasing the complexity of meeting customer expectations for a personal dialogue.
3. More responsibility being put on Marketing: As these challenges have grown, organizations have turned to marketing to take charge of the task of creating a single view of customers and enabling the organization to address them as individuals and deliver the right offer to the right person at the right time and place, as corporate strategy focuses increasingly on customer experience as the key to differentiation.
And who’s in the first Gartner Magic Quadrant, created in December of 2014? It should be no surprise to see Adobe, Oracle and Salesforce in the Leader Quadrant. They’re being challenged by IBM and Marketo, with many others nipping at their heels.
1. First, you have to create a master audience profile (a single view of the customer) — A consistent view of customers (including anonymous ones) across marketing programs and processes is the baseline for effective communication. Good Digital Marketing Hubs work with both 1st- and 3rd-party data to paint this picture.
2. Then, you must enable a consistent workflow and collaboration process (you must use the same content engine) — It’s critical to fuel marketing programs through ideation, planning and execution; as well as the creation, curation and cultivation of content, internally and with partners. Uniform collaboration and workflow break down silos.
3. Then, you must be able to orchestrate your efforts across all your channels — While specialized channel-specific execution is sometimes prudent, consumers are engaging on their own terms, freely switching among channels and devices. To support this, multichannel marketing programs need to account for the full context of each interaction in real time.
4. Finally, you must unify your measurement and optimize your program — Unless marketing programs are measured by a common set of rules, marketers will squander resources and lose out to more-efficient competitors. Companies must trace a thread between investments and outcomes and to enable marketers to optimize investments to the highest yield.
Want an easier way to think of these? [CLICK] Think of them in terms of the four Es of digital marketing: engagement, execution, extensibility and evaluation.
How does it all work together, you ask?
You start with your hub. [CLICK] Your central platform. It is, at its heart, your content management system [CLICK] (your CMS – like WordPress, Drupal or Joomla). The goal of your content creation and engagement efforts is to drive people to this hub, to a central location where you have the most control and the best ability to serve them.
But most of your engagement will happen outside this sphere of influence. It will happen on channels like [CLICK] Facebook, [CLICK] Twitter and [CLICK] other social channels. Oh yeah, and each of those may come through the [CLICK] web, or through a mobile app or a tablet. And you may rely [CLICK] on your email marketing system to help reinforce your messaging and calls to action. And, [CLICK], God forbid, let’s not forget the dreaded in-person experience (a retail store or a trade show booth visit).
So you need ways to connect with and manage each of these channels [CLICK]. Social media engagement tools like Hootsuite and Tweetdeck were created to do this, but while they support basic workflow management and even some measurement, they’re not closely tied to the content engine – to your hub. Nevertheless, they’re a step in the right direction.
And you need ways to measure. All the social channels offer measurement, but what and how they measure is completely platform dependent. [CLICK] Tools like Google Analytics and link shorteners can provide more consistency, and can even get a little closer to the heart of the matter, but still don’t paint a unified picture. And how do you integrate the in-person experience?
To do this all right, you need a single platform, a marketing hub that includes all of these… [CLICK]
A true digital marketing hub integrates all of these things, [CLICK] providing direct access and control over all of your channels, and [CLICK] integrating your sales and marketing process as well – bringing in your CRM and sales force automation tools, so you have a customized experience for both your customers and your sales and marketing teams. Add a healthy dose of marketing automation and you’re good to go!
A true digital marketing hub integrates all of these things, [CLICK] providing direct access and control over all of your channels, and [CLICK] integrating your sales and marketing process as well – bringing in your CRM and sales force automation tools, so you have a customized experience for both your customers and your sales and marketing teams. Add a healthy dose of marketing automation and you’re good to go!
1. Create great content that doesn’t just sell, but that tells a story. And it’s not just about great storytelling, but a great narrative: an ongoing story that unfolds in real time at the pace that your consumer or prospect wants.
2. Social media engagement
Search marketing
Lead generation mentality
Measurement
Automation technology
Forbes listed the top 7 social media marketing trends dominating 2014. Here they are. (READ SLIDE)