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Content marketing + social media = success November 2013 [Edited version!] @DonnaPapacosta
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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+
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 [email protected]
trafcom.com@donnapapacosta
