Post on 11-Apr-2017
transcript
#multimarketing
How to Launch A Content Marketing Program#contentprogram | @bitly
Blaise LuceyDirector of Product & Content Marketing@blaiselucey00
Denise ChanSenior Content and Community Manager@denisechan26
Agenda
Bitly Content: A Look Back
The Editorial Calendar
Content Campaigns
Community Campaigns
Bitly Content: A Retrospective
#contentprogram
The Old Blog
#contentprogram
The New Blog: Find the Personas
Job Title Industry
Market Trend
#contentprogram
The New Blog: Perform a Content Audit
Review All Existing Content
Research Your Target Market
Plan Your Content
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2
3
#contentprogram
The New BlogCreate the Calendar
#contentprogram
The New Blog
#contentprogram
Content Partnerships
#contentprogram
Ebooks & Webinars
#contentprogram
Sales Collateral
#contentprogram
Leads, Logistics, Content
The Content Funnel
TOP-OF-THE-FUNNELTOFU
MIDDLE-OF-THE-FUNNELMOFU
BOTTOM-OF-THE-FUNNELBOFU
#contentprogram
The Distribution Channels
BLOG
SOCIAL
PAID
PARTNER
CONTENT LEAD
Who Needs What? Product
Sales
CS
Marketing
Product Launch (UI) / Use CasesTutorial videoAPIPR <> “bitly this”
BriefsBiweekly trainingUse cases & case studiesSlide LibraryVertical / persona content
On-boarding & loyalty“Hero” 30-60-90Knowledge Base 2.0Old v. new platformProduct webinars
Product pages & tourProduct webinarsBranding pushBranding : Product
#contentprogram
Building Your Cornerstone Content
Vertical Content Campaigns: Healthcare
Blog PostsExpert Roundup Blog Posts
Market TrendNewsjacking Blog Posts
EmailContent Digest
CommunityFacebook Live & Twitter Chat
Webinar
Planning the Blog Posts
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What are some big pain points in the industry right now?What’s trending on Google?
What questions are experts asking?
Blog Post: 5 Experts Share Their Tips For Doing Patient-Centric Marketing Right
Webinar: How To Build A Patient-Centric Marketing Campaign
Facebook & Twitter: Patient-Centric Marketing
#contentprogram
Tracking Results
#contentprogram
Results in Bitly OneView
#contentprogram
Results in Bitly OneView
Bitly’s Content Measurement Toolkit
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Bitly’s Content Creation Toolkit
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Google Drive Adobe InDesign PicMonkey
PexelsGoToWebinarCamtasia WordPress
#multimarketing
THANK YOU#contentprogram
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