How to Improve Content Marketing with the 3 Pillars of Content Strategy

#ContentMarketing

July 24, 2014Michael Gerard, CMO

Twitter: @MichaelGerard

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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?

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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

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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

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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?

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Then you’ve curated.

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Then you’ve curated.

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And so have these folks. . .

#ContentMarketing

Content Curation in Action

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Source: http://bit.ly/1mAS1p0

#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