10/24/2012

1

Rethinking

“Out of the Box”

Marketing

And Something About And Something About

ZombiesZombies

and Content Marketingand Content Marketing

Wait, Really?

10/24/2012

2

Presentation Structure

Conceptual

Strategic

Tactical

Personal

So, Don’t Leave Yet!

• What Content Marketing Means for You

• Why Content Replaces Your Advertizing

• Where All the Content Goes and When

• How to Create Quality Content

• Who Am I and Who Really Cares?

• (Oh, and what’s Content Marketing?)

Hang Around to Understand…

My Story

10/24/2012

3

The Myth:

Traditional Advertizing Works Great!

Content MarketingContent MarketingContent MarketingContent Marketing

(And Zombies?)(And Zombies?)(And Zombies?)(And Zombies?)

The New World:

Zombies Are Everywhere!

Your Challenge: Become a Zombie!

10/24/2012

4

Where Marketing Used To Be

Where’s Marketing Going?

Where Marketing is Right Now

• Need constant flow of butt-kicking content

10/24/2012

5

What If I Don’t?

• Remain hidden in the Googleverse

• Seem irrelevant in the industry

• Missing out on providing value

• Turn off inbound leads

So What Is Content?

• It’s the stuff that attracts new business

• It’s the stuff that builds your list of raving fans

• It’s the stuff that makes you a relevant advisor

• It’s the stuff that improves your SER

• It’s the stuff that drives visits to your website

• It’s the stuff that nurtures leads

It’s the stuff that lets the WORLD know that

YOU are Remarkable!

Where Does Content Go?

• Blogs

• Ebooks

• Video

• Facebook

• Twitter

• Whitepapers

• Newsletters

• Infographics

• Articles

• Calculators/Assessments

• Worksheets

• Podcasts

• Case studies

• Webinars

• Brochures

• Linkedin

10/24/2012

6

Well…

I already do oneoneoneoneoneoneoneone of those things…

Before We Go Any Further…

Weren’t we going to talk about zombies or

something?

What do we know

about Zombies?• Singularly focused

• Unfazed by competition

• Persistent to a fault

• Not vegetarian

• Trait flexible in context

• Fearless

10/24/2012

7

Content Zombie v. Marketer

Content ZombieContent ZombieContent ZombieContent Zombie

• Chases only 1 thing

• Totally unfazed

• Knows target

• On same page w/ others

• 24-hour hunter

Content MarketerContent MarketerContent MarketerContent Marketer

• Chasing latest trend

• Affected by distractions

• Cries when limb falls off

• Creativity dependent

• Struggles for new ideas

• Stares at the clock

The Zombie Marketer

• Always has content at the ready

• Hunts alone or in the pack

• Local or Global

• Time efficient

• Understands the content consumer persona

• Strong, relentless strategy

Assembling Your Tackle Box

• You don’t have endless bait

– You don’t need it!

• Market Only What You’ve Mastered

• Develop Content that Reflects Your Strengths

10/24/2012

8

The Framework

StrategicallyStrategicallyStrategicallyStrategically

• Client Persona Insight

• Goals in Mind

• Be Useful

• Be Easy to Find

• Multiple Stage Content

• Monitor

TacticallyTacticallyTacticallyTactically

• Inventory

• Curate

• Map Delivery

• Repurpose

• Co-create/Create

• Get Something in Return

Insight

• Who are your ideal customers?

• What are their:

– Concerns

– Needs

– Interests

• What do they want solved?

• What are their challenges?

• Where do they look for answers?

Goals

• Perceived as a thought leader?

• Nurture prospects in purchase cycle?

• Provide engaging content?

• Develop conversations in an online space?

• Become more discoverable in SERPs?

• Draw attention of the media?

• Keep your marketing zombie occupied?

10/24/2012

9

Monitor & Measure

• Where’s the content being used?

• How are sales affected?

• How many new leads?

• Social Media engagements

• Number of Downloads

Tactical & Practical

• Inventory Audit (the accountant’s favorite step)

– What do you have?

– Is it any good?

IDIDIDID Title/Document Title/Document Title/Document Title/Document

NameNameNameName

URL or URL or URL or URL or

File locationFile locationFile locationFile location

Document Document Document Document

typetypetypetype

Topic/Topic/Topic/Topic/

CategoryCategoryCategoryCategory

DateDateDateDate

1 3 Ways to Add

Value in the Sales

Process

C:\mydocum

ents/3way.do

cx

Word

Document

Selling

Services

6/14/12

34 5 Tips for Adding

Value in the Sales

Process

Thrivingfirm.

com/blog/tips

.pdf

PDF

Document

Selling

Services

9/19/12

Curate, Repurpose, Co-create

• Content can be 2nd source

– Insider’s Guide to Success, AccWrd, bbr

– Give credit

• Content can be given a new life

– Article into ebook

– Video into a picture

– Multiple blog posts into one article

• Work with others (maybe clients?)

10/24/2012

10

Tactical & Practical

• Create an Editorial Calendar

– Long Term Outlook (6 Months)

QTRQTRQTRQTR MonthMonthMonthMonth ThemeThemeThemeTheme DatesDatesDatesDates NotesNotesNotesNotes

4 Oct

Nov

Dec

Increasing Sales

Efficiency

Financial Fitness

Halloween

Thanksgiving (US)

Webinar Series

1 Jan

Feb

Mar

Succession

Family Business

Choosing a Team

Team Learning

New Website

Vacation

Tactical & Practical

• Create an Editorial Calendar

– Weekly Content Planner

– May have multiple – based on channel/product

November (theme:November (theme:November (theme:November (theme: EfficiencyEfficiencyEfficiencyEfficiency )))) ProductProductProductProduct KeywordsKeywordsKeywordsKeywords NotesNotesNotesNotes

Mon 5 – What are Systems?

Tues 6 – Defining Processes

Wed 7 – Delegating Work

Thur 8 – Planning Ahead

Frda 9 – Using Spreadsheets

Blog Post

Video Blog

Blog Post

Guest Blog

PDF on Website

Teamwork

See March 3 post

Youtube

Client Blog

Linkedin link

Mon 12 – Six Easy Shortcuts

Tue 13 – Must-have Templates

Wed 14 - Newsletter

Blog Post

PDF on Website

Email

Simplify Twitter #easy

Source?

Can’t My Content Just Be

Anything?

Yeah, sure.

End of Presentation.

Thanks for Listening.

10/24/2012

11

Good Content

• Tell a story

• Emotional

• Buzz

• Element of Surprise

• Make a Challenge to the reader

Popular Content

• Visual Spectrum

– Pictures

– Video

– Infographics

– Comics

– Sketches

New Content

• Answer Questions

• Use your Team

• Be Useful

• Publish at the Right Time

• Remember it about brand affinity & awareness

10/24/2012

12

Content Excellence Coke 2020

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