Published on July 24, 2014
How to Improve Content Marketing with the 3 Pillars of Content Strategy #ContentMarketing July 24, 2014 Michael Gerard, CMO Twitter: @MichaelGerard
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? 4#ContentMarketing
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 6 • Strategy: Work in process • Investment: Blind ambition • Content: Quantity is everything #ContentMarketing
Content Marketing: Organizational Changes 1. Hire a Content Marketing Lead 2. Build a Team 3. Align Internally Ed Youngblood Director of Content Strategy Enterprise Group, Alcatel-Lucent Kathleen Pierce Director, Content Operations illumina #ContentMarketing 7
Map out Your Content Supply Chain Drive Innovation in Content Development Align Content with Buyers Content Marketing: Process Changes Content Strategy Content Development Asset Development Distribution (publish, promote) Analysis Content Pyramid ContentPyramid: http://bit.ly/CMpyramid #ContentMarketing 8
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. 9 Syndicated Content 3rd party content published in full form on your digital property that has already been published on another site.(paid or unpaid model) Created content Original content authored on behalf of your organization. (internally or externally sourced) Curated content Portions 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 11 http://bit.ly/StopEgoMktg #ContentMarketing
12 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 Content 65% Curated Content 25% Syndicated Content 10% Source: Curata’s 2014 Content Marketing Tactics Planner #ContentMarketing
13 “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 Webinar http://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? 14#ContentMarketing
Then you’ve curated. 15#ContentMarketing
Then you’ve curated. 16 And so have these folks. . . #ContentMarketing
Content Curation in Action 16 Source: http://bit.ly/1mAS1p0 #ContentMarketing
Curation Benefits 18 . . .Thought leadership . . . Lead generation . . . Lower content development costs #ContentMarketing
19 Curation in Action: Alcatel-Lucent http://www.itstrategist.net/ #ContentMarketing
20 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. 21 For more ethics tips: http://bit.ly/curataethicsebook #ContentMarketing
The Content Marketing Tools Universe 23 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 24 Don’t Forget, Content Marketing is an Extension of Your Nurturing Process #ContentMarketing
25 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 Site www.contentcurationmarketing.com eBook: Content Marketing Done Right: Ethical Curation eBook: Open & Shut Case for Curation Guide: Content Curation Annotation Methods Email: email@example.com Twitter: @MichaelGerard eBook: Stop Egocentric Marketing: Content Marketing Strategy eBook: 2014 Content Marketing Tactics Planner #ContentMarketing
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