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John CarcuttDirector of SEO & Social Media

presented by

The “New” ContentMarketing Landscape

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Advance DigitalOne of the largest local media companies in the US

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Advance PublicationsThe parent company of Advance Digital and CondeNast

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Advance PublicationsThe parent company of Advance Digital and CondeNast

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Who is this guy?Why should I take the time to listen to him?

John CarcuttDirector of SEO & Social MediaAdvance DigitalFollow on Twitter @johncarcutt

• 12 Years in SEO and Online Marketing• SEO Teacher and Speaker, University of Miami, National & Local Level• Published on most major online search publications and news sites.• Co-Host of SEO101 on Webmaster Radio (weekly radio show)

• Worked with thousands of local and national companies on SEO• Has worked both as an in-house SEO and built SEO divisions for

national advertising agencies.

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What is it?

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“It’s a marketing process to attract and retain customers by

consistently creating and curating content in order to

change or enhance a consumer behavior.”

Joe Pulizzi – Content Marketing Institute

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Credited with creating the first Content Marketing Campaign

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• 1900 – Michelin develops the “Michelin Guides” to help drivers maintain their cars and find decent lodging.

• 1904 – Jell-O distributes free recipe book that leads to $1 million in sales by 1906.

• 1930s – P&G creates and sponsors radio “soap” operas.• 1982 – Hasbro partners with Marvel to create G.I. Joe series of comic

books, which leads to a revolution in the toy industry.• 1987 – LEGO launches Brick Kicks magazine (now LEGO Club magazine)• 2004 – Microsoft launches Channel 9, one of the first corporate blogs from

a major brand.• 2007 – BlendTec develops Will It Blend? video series.• 2008 – American Express launches Open Forum.• 2008 – P&G creates BeingGirl.com for adolescent teen girls.

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The Internet!

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Now there is a debate.

Content Marketingor

Inbound Marketing

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Most traditional advertisingmediums are moving online.

Content Marketing is moving with them.

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The 7 Layers of ContentThe 7 Layers of Content

Interactive Based

Document Based

Software Based

Audio Based

Video Based

Image Based

Text Based

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The 7 Layers of ContentThe 7 Layers of Content

InteractiveDocumentsSoftwareAudioVideo

Text Based

• Blogs• Sponsored• Articles• Email• eBooks

• Brochures• Manuals• Case Studies• Social Posts• Guides

• Press Releases• Data Sheets• White Papers• Workbooks• Etc.

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The 7 Layers of ContentThe 7 Layers of Content

Interactive Based

DocumentsSoftwareAudioVideo

• Contests• Sweepstakes• Voting• Webinars

• Guides• Courses• Widgets• SaaS

• Sponsored• Data Sets• Etc.

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Yep, it’s overwhelming.

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1. Know “why” you are doing it

2. Know “who” you are speaking to

3. Know “what” you want to happen

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1. Lead conversion & nurturing2. Customer loyalty/retention3. Customer up-sell4. Passionate subscribers

There are a number of possible business goals you can have.

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1. Revenue2. Lower expenses3. Happier customers

The return on any one of the those goals should have a direct impact in one of these areas:.

“How are customers and prospects who engage with mycontent different from those who don’t?” 

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1. Who are they, how do they spendtheir day?

2. What are their needs, how will yourcontent ease their pain points?

3. Why do they care about us, how canwe grab their attention? 

You need to understand your audienceand build persona(s).

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This is about defining your “Editorial Mission Statement”.

Once you know the Why and Who youcan create the focus.

This is not a focus on your products & services, but on the needs of your personas.

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Create a “Voice” based on your company’s persona

Keep your “Voice” consistent

Slightly modify your Voice for specificcustomer personas if needed

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Content

Optimization

Socialization

Promotion

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1. Sponsored Content2. Video Distribution3. White Papers4. Micro Website5. eBook

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Create content campaigns which help easecustomer pain points

Focus on specific customer personas (shotgun approach will not work)

Become a knowledge center not an advertiser

You need a long term commitment

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Thank You!I hope you found this useful.