Date post: | 09-May-2015 |
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How to Impress Your Boss, Get Ahead of the Curve,
And Tighten Your Bottom (Line)
ANN HANDLEY Chief Content Officer, MarketingProfs
@MarketingProfs
COREY O’LOUGHLIN Content Marketing Manager, MarketingProfs @CoreyOlo
WARM UP
Who we are • The Boss: Ann Handley
• The Do-er: Corey O’Loughlin
TODAY’S WORKOUT
Transform Yourself: 2014 Trends • Step It Up: from Elementary to Excellent
• Online Content: Create and Curate
• Social Savvy: from Restricted to Required
• Integrate: from One Voice to Many United Voices
• Data: from Overwhelmed to Actionable
Cool Down: 10 Bad Habits to Shed in 2014
STEP IT UP:
FROM ELEMENTARY TO EXCELLENT The basics are no longer enough.
STEP IT UP
Real-time marketing is required.
• Do you have the ability to produce real-time, same-day
content around relevant news stories?
• Real-time relevance is key (you don’t have to be Oreo)
REAL-TIME RELEVANCE
STEP IT UP
Real-time marketing is required.
• Do you have the ability to produce real-time, same-day
content around relevant news stories?
• Real-time relevance is key (you don’t have to be Oreo)
Story and strategy are your cornerstone.
• Do you have processes and platforms that work?
• Create a variety of content types: Reimagine, refine.
(BTW: Download research at
Slideshare.net/mprofs)
USEFUL X ENJOYABLE X INSPIRED =
EFFECTIVE CONTENT
Multiplication signs are key. (Thank you, Doug Kessler.)
STEP IT UP
Real-time marketing is required. • Do you have the ability to produce real-time, same-day content
around relevant news stories?
• Real-time relevance is key (you don’t have to be Oreo)
Story and strategy are your cornerstone. • Do you have processes and platforms that work?
• Create a variety of content types: Reimagine, refine.
Loosen up your content. • Content is evolving from buttoned up to business casual
• Video is the opportunity in 2014!
HOW TO: STEP IT UP
Real time marketing is required.
• Google Alerts, Hyper
Alerts
• Stay on top of your
brand, but also on top of
trending stories/events
of importance to your
audience. (Not all
opportunities are the
right fit.)
HOW TO: STEP IT UP
Story and Strategy are your cornerstone.
• Content Rules (Ann and C.C.) or Content Strategy for the Web (Halvorson)
• Make sure you have staffing roles covered (See Ann’s simple org chart: http://www.annhandley.com/2013/10/06/a-simple-content-marketing-org-chart/
• Get educated: MarketingProfsU, Content Marketing Crash Course, or Marketing Writing Bookcamp
HOW TO: STEP IT UP
Loosen up your Content.
• iMovie, Vine, Instagram, YouTube
• Improv classes.* Bringing a sense of playfulness to your content will
help you stand out. (*Tim Washer’s idea)
ONLINE CONTENT:
CREATE AND CURATE Voice and tone are your secret sauce.
ONLINE CONTENT
Voice and tone are your secret content sauce. • A distinct brand voice is essential in 2014.
• You have personas for your prospects: Do you have one for your brand? Do you have a “verbal identity”?
Hi.
ONLINE CONTENT
Voice and tone are your secret content sauce. • A distinct brand voice is essential in 2014.
• You have personas for your prospects. Do you have one for your brand? Do you have a “verbal identity”?
Evolved focus: Create and curate • With a content surplus, the value of curation comes in
finding the best content, commenting on it, and sharing it.
ONLINE CONTENT
Voice and tone are your secret sauce. • A distinct brand voice is essential in 2014.
• You have personas for your prospects. Do you have one for your brand? Do you have a “verbal identity”?
Evolved focus: Create and curate. • With a content surplus, the value of curation comes in
finding the best content, commenting on it, and sharing it.
Take social seriously as a content/story platform. • Curate content from your audience.
HOW TO: ONLINE CONTENT
Voice and tone are your secret sauce.
• Tool: A whiteboard (and the smartest people you can find).
• Create a brand persona: Who are you? And: Who are you not?
• Tip: If you erase your visual branding, is your content clearly yours?
HOW TO: ONLINE CONTENT
Evolved focus: Create and curate.
• Tool: Curata, Buffer
• Sharing links without commenting on why it matters is simply aggregating; add value for your audience.
HOW TO: ONLINE CONTENT
Take social seriously • Tool: Oktopost (for
publishing, monitoring)
• Tool: Storify (for social curating)
SOCIAL SAVVY:
FROM RESTRICTED TO REQUIRED Opting out of social media isn’t an option.
SOCIAL SAVVY
Marketers have to be steeped in social and know how to best use it.
• Identify your communities and influencers
Stay current on social rules. • Social networks change the rules frequently. (We’re looking at
you Facebook.) Stay up to speed!
HOW TO: SOCIAL SAVVY
Find your communities and influencers. • Tool: Little Bird
Stay up to speed on changing social rules, guidelines, best practices and my relationship status…. (Ha!)
• Tools: MarketingProfs, Mashable, Moz
• Tip: Read MarketingProfs #SocialSkim every Friday! (Ann’s favorite bit of content.)
INTEGRATE:
FROM ONE VOICE TO
MANY UNITED VOICES Help your employees tell your story.
INTEGRATE
Involve your employees: Everyone is a brand ambassador.
Find the hidden assets on your team • Who has latent or dormant skills that may help your brand stand
out?
Make it fun! • Incentivize participation in content/sharing.
HOW TO: INTEGRATE
Everyone is a brand ambassador.
• Tool: Addvocate
HOW TO: INTEGRATE
Find the hidden assets on your team. • Tool: Your ears and eyes.
• Tip: Sometimes all you have to do is ask.
HOW TO: INTEGRATE
Make it fun! • Tool: YouEarnedIt
• Tip: Not everyone is competitive: What motivates your team members?
DATA:
FROM OVERWHELMED TO ACTIONABLE Measure what matters.
DATA
Figure out what you need to know to make decisions. • Measure what’s important.
Manage your time wisely.
Report regularly (weekly, monthly) to those you need to inform.
SEE FAST COMPANY’S
GOOGLE ANALYTICS FOR CONTENT MARKETERS
HOW TO: DATA
Breathe. You’ve got this: • Tool: Moz Analytics
• Tip: The more you understand the better your content will be
HOW TO: DATA
Get smart about time management. • Tool: Kanbanize
• Tip: Focus on what matters. The rest can wait.
HOW TO: DATA
Report regularly: Simplicity works. • Tool: Excel
• Tip: Hold yourself accountable.
10 BAD HABITS
TO SHED IN 2014 Just because you can doesn’t mean you should.
THE TWITTER ROBO DM
YOUR CRAPPY LINKEDIN PHOTO
SPAMMY BLOG COMMENTS
CLICHÉ STOCK PHOTOS
EMOTICONS
RIDICULOUS ADJECTIVES
You are not a ninja.
“BORROWING” CONTENT
It’s stealing and it’s not cool.
FRANKENSPEAK
AUTO CROSS-POSTING
Humble Bragging and Vaguebooking
ANN HANDLEY Chief Content Officer, MarketingProfs
@MarketingProfs
COREY O’LOUGHLIN Content Marketing Manager, MarketingProfs @CoreyOlo
Thank You!