Post on 23-Aug-2014
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How to Improve Content Marketing with the 3 Pillars of Content Strategy
#ContentMarketing
July 24, 2014Michael Gerard, CMO
Twitter: @MichaelGerard
2#CMTactics
3#CMTactics
Why Following the Content Marketing Herd is a Mistake
• What content marketing staff & process changes will take place this year?
• What’s a best-in-class content marketing mix?
• How can I better leverage technology?
4#ContentMarketing
State of Content Marketing:“Full Steam Ahead!”...
5Source: Curata’s 2014 Content Marketing Tactics Planner
• Strategy• Priorities: More leads, engage buyers, build brand
awareness• Top challenges: More... staff, budget, content
• Investment – Increasing• “30% of (2013) marketing budget spent on
content marketing.” - MarketingProfs and CMI• “71% of marketers will increase content
marketing $ in 2014” – Curata
• Content – Increasing Production• “73% of B2B content marketers are producing
more content than they did 1 year ago.” - MarketingProfs and CMI
#ContentMarketing
But Be Careful Following the Herd
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• Strategy: Work in process• Investment: Blind ambition• Content: Quantity is everything
#ContentMarketing
Content Marketing:Organizational Changes
1. Hire a Content Marketing Lead2. Build a Team3. Align Internally
Ed YoungbloodDirector of Content Strategy
Enterprise Group, Alcatel-Lucent
Kathleen PierceDirector, Content Operations
illumina
#ContentMarketing 7
Map out Your Content Supply Chain
Drive Innovation in Content Development
Align Content with Buyers
Content Marketing:Process Changes
Content Strategy
Content Development
AssetDevelopment
Distribution(publish, promote)
AnalysisContentPyramid
Content Pyramid: http://bit.ly/CMpyramid
#ContentMarketing 8
Content Marketing: The process for developing, executing and delivering the digital content and related assets that are needed
to create, nurture and grow a company's customer base.
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Syndicated Content3rd party content published in full form on your digital property that has already been published on another site.(paid or unpaid model)
Created contentOriginal content authored on behalf of your organization. (internally or externally sourced)
Curated contentPortions of 3rd party content published on your digital property that have been contextualized (e.g., annotated, commentary added) for your audience.
Definition of Content Marketing
#ContentMarketing
Content Marketing Barriers to Success
External: Most content is in our own voice. Buyers demand more.
Internal: “We can’t create enough content every week!”
#CurationRockstar
STOPEGOCENTRIC
MARKETINGTM
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http://bit.ly/StopEgoMktg
#ContentMarketing
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What will the Content Marketing Mix be for Leaders in 2014?
Q. What is your [desired] content marketing mix for each type of content?
Created Con-tent65%
Curated Con-tent25%
Syndicated Content10%
Source: Curata’s 2014 Content Marketing Tactics Planner #ContentMarketing
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“Content curation is when an individual (or team) consistently finds, organizes, annotates and shares the most relevant and highest quality digital content on a specific topic for their target market.”
-Curata
Content Curation Defined
Curation 101 Webinarhttp://bit.ly/curation101webinar
#ContentMarketing
Have you ever…Published a “best of” post?
Commented on and shared a link on twitter?
Pasted a link to facebook with your commentary?
14#ContentMarketing
Then you’ve curated.
15#ContentMarketing
Then you’ve curated.
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And so have these folks. . .
#ContentMarketing
Curation Benefits
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. . .Thought leadership
. . . Lead generation
. . . Lower content development costs
#ContentMarketing
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Curation in Action: Alcatel-Lucent
http://www.itstrategist.net/
#ContentMarketing
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Curation in Action: 360Chestnut
http://www.360chestnut.com/blog/
#ContentMarketing
Content Curation & Fair Use
• Share only a portion of the original content
• Always attribute sources• Drive visitors to the original
publication• Add your own analyst insight
Create, curate, but never pirate content.
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For more ethics tips:http://bit.ly/curataethicsebook
#ContentMarketing
A Journey through
the
Content Marketing Tools Universe
Pawan DeshpandeCEO, Curata
#ContentMarketing
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The Content Marketing Tools Universe
http://bit.ly/ContentToolsMap
#ContentMarketing
Content Marketing Priorities?
• Do invest in content marketing. . . It’s not just a fad• Build your team (internal and external)• Develop a content workflow and mix• Market your marketing!• Measure, measure, measure
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Don’t Forget, Content Marketing is an Extension of Your Nurturing Process
#ContentMarketing
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Additional Resources
eBook: Look Book Content Curation
Case Studies
eBook: 5 Steps to Becoming a Content Curation Rockstar
…and more online at: www.curata.com/resources
Industry Resource & News: Content Curation Marketing Sitewww.contentcurationmarketing.com
eBook: Content Marketing Done Right:
Ethical Curation
eBook: Open & Shut Case for Curation
Guide: Content Curation Annotation
Methods
Email: marketing@curata.com Twitter: @MichaelGerard
eBook: Stop Egocentric Marketing: Content Marketing Strategy
eBook: 2014 Content Marketing Tactics
Planner
#ContentMarketing