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How to Launch a Content Marketing Program

Date post: 11-Apr-2017
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#multimarketing How to Launch A Content Marketing Program #contentprogram | @bitly Blaise Lucey Director of Product & Content Marketing @blaiselucey00 Denise Chan Senior Content and Community Manager @denisechan26
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Page 1: How to Launch a Content Marketing Program

#multimarketing

How to Launch A Content Marketing Program#contentprogram | @bitly

Blaise LuceyDirector of Product & Content Marketing@blaiselucey00

Denise ChanSenior Content and Community Manager@denisechan26

Page 2: How to Launch a Content Marketing Program

Agenda

Bitly Content: A Look Back

The Editorial Calendar

Content Campaigns

Community Campaigns

Page 3: How to Launch a Content Marketing Program

Bitly Content: A Retrospective

Page 4: How to Launch a Content Marketing Program

#contentprogram

The Old Blog

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#contentprogram

The New Blog: Find the Personas

Job Title Industry

Market Trend

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#contentprogram

The New Blog: Perform a Content Audit

Review All Existing Content

Research Your Target Market

Plan Your Content

1

2

3

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#contentprogram

The New BlogCreate the Calendar

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#contentprogram

The New Blog

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#contentprogram

Content Partnerships

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#contentprogram

Ebooks & Webinars

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#contentprogram

Sales Collateral

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#contentprogram

Leads, Logistics, Content

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The Content Funnel

TOP-OF-THE-FUNNELTOFU

MIDDLE-OF-THE-FUNNELMOFU

BOTTOM-OF-THE-FUNNELBOFU

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#contentprogram

The Distribution Channels

BLOG

EMAIL

SOCIAL

PAID

PARTNER

CONTENT LEAD

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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

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#contentprogram

Building Your Cornerstone Content

Page 17: How to Launch a Content Marketing Program

Vertical Content Campaigns: Healthcare

Blog PostsExpert Roundup Blog Posts

Market TrendNewsjacking Blog Posts

EmailContent Digest

CommunityFacebook Live & Twitter Chat

Webinar

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Planning the Blog Posts

1

2

3

What are some big pain points in the industry right now?What’s trending on Google?

What questions are experts asking?

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Blog Post: 5 Experts Share Their Tips For Doing Patient-Centric Marketing Right

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Webinar: How To Build A Patient-Centric Marketing Campaign

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Facebook & Twitter: Patient-Centric Marketing

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#contentprogram

Tracking Results

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#contentprogram

Results in Bitly OneView

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#contentprogram

Results in Bitly OneView

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Bitly’s Content Measurement Toolkit

1 2 3 4 5

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Bitly’s Content Creation Toolkit

1 2 3 4 5

Google Drive Adobe InDesign PicMonkey

PexelsGoToWebinarCamtasia WordPress

Page 27: How to Launch a Content Marketing Program

#multimarketing

THANK YOU#contentprogram

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