Content marketing + social media = successNovember 2013 [Edited version!]

@DonnaPapacosta

Benefits of content marketing• Get better SEO.

• Build word-of-mouth buzz.

• Be known as thought leader.

• Generate more leads and business.

Content marketing defined

• Creating and publishing relevant, valuable content that attracts and engages a clearly defined audience.

• Must have an objective.

• Not sales-y material.

B2B Content Marketing ReportFrom Content Marketing Institute and MarketingProfs

• 93% of B2B marketers are using content marketing.

• 73% are producing more content than last year.

NO ONE cares about your mission statement but you.CONTENT MARKETING + SOCIAL MEDIA = SUCCESS

Types of content• Text• Audio• Video, photo• Blog• Podcast• E-newsletter• Industry news

• Webinar• Infographic• White paper• E-book• Survey• Case study• How-to guide

Social media + content marketingCONTENT MARKETING + SOCIAL MEDIA = SUCCESS

Get known, get remembered, get blogging

• Blog consistently, with your goals in mind.

• Write for humans, but think of SEO.

• Use photos, graphics, multimedia.

• Make it easy to share and subscribe.

What to blog about?

• Industry news

• Insights, opinions

• Tips, lists, how-to

• Original content plus curated content by others

Blog as hub

BlogTwitter

Google+

LinkedIn

Facebook

Pinterest

Twitter

Google+

Be sure to set up Google Authorship

Slideshare

“It’s not information overload. It’s filter failure.”

– Clay ShirkyCONTENT CURATION

Why should YOU care about curation?• Helps you keep up with rapid flow of

information.

• Positions you as a learner and thought leader.

• Helps differentiate you.

• Can boost your content marketing efforts.

Original and curated contentFollow the 70/30 rule (With thanks to Todd Defren of SHIFT)

BrandedCurated

Paper.li

Measuring content marketing success• Page views• Shares, likes• Email and blog subscriptions• Thought leadership: Speaking and

blogging invitations• Leads and referrals• Sales!

Best practices forcontent marketing

• Know your audience; what problems are they trying to solve?

• Don’t overtly sell; it’s not about YOU!

• Use an editorial calendar.

Best practices forcontent marketing

• Be sure all content is easy to share.

• Amplify content with social media.

• Don’t try to be everywhere.

• Create, curate, syndicate.

Content marketing pitfalls

• Don’t overtly sell your services.

• Don’t be dull.

• Don’t forget to curate as well as create content.

• Don’t ignore the power of social media.

Action steps

• Remember your audience’s needs.

• Keep your end goal in mind.

• Think like a publisher.

• Create, curate and syndicate.

• Amplify your content with social media.

Contact me for a free report on content marketing.

Donna Papacostadonna@trafcom.com905.844.7645

trafcom.com@donnapapacosta