Speaker: Michelle King, Principal of Reputation Capital

1. CONTENT
MARKETING
November
17,
2011

2. The
development
of
content
that
informs
and
educates
your
prospects
–
without
any
obvious
marke2ng
message
or
mo2ve
–
in
order
to
win
their
a>en?on,
trust,
respect,
and
ul?mately,
their
business.

3. Audiences
everywhere
are
tough.
They
don’t
have
?me
to
be
bored
or
brow
beaten
by
orthodox,
old-­‐fashioned
adver?sing.
We
need
to
stop
interrup+ng
what
people
are
interested
in
and
be
what
people
are
interested
in.
Craig
Davis,
Chief
Crea2ve
Officer,
Worldwide
J.
Walter
Thompson
(world’s
4th-­‐largest
ad
agency)

4. The
fundamentals
— The
Internet
has
changed
the
way
people
find,
discover,
share,
shop
and
connect
— Buyers
are
inundated
with
more
than
2,000
marke+ng
interrup+ons
per
day
— Skep+cism
of
marke?ng
messages
has
increased
— Buyers
have
more
control
–
they
are
ac+vely
searching
online
for
guidance
and
informa+on
before
making
a
purchase
decision
— People
want
valuable
insight,
access
to
great
people,
and
recogni?on
before
they
want
products
and
services
— You
must
move
the
mental
bar
from
“I’m
being
sold”
to
“I’m
being
educated”
— Research
shows
that
the
more
content
companies
publish,
the
more
leads
they
get

5. Top
10
content
types
1. Blog:
the
sun
in
your
content
marke2ng
universe
2. eNewsle>er
3. White
paper
4. Ar?cle
5. eBook
6. Case
study
7. Tes?monials
8. Microblogging
(Twi>er)
9. Webinar/Webcast
10. Video
Content
Marke2ng
Ins2tute’s
2011
Content
Marke2ng
Playbook

6. Other
content
types
— Execu?ve
roundtable
— Mobile
app
— Podcast
— Online
news
release
— Infographic
— Research/survey
Content
Marke2ng
Ins2tute’s
2011
Content
Marke2ng
Playbook

8. Effec+ve
content
marke+ng
Key
steps:
1. Define
a
cri?cal
group
of
buyers
2. Determine
what
informa?on
prospects
really
need
and
how
they
want
to
receive
it
3. Deliver
that
informa?on
in
a
way
that
maximizes
impact
on
the
company’s
goals
4. Measure
and
recalibrate
Best
prac+ces:
— Start
with
a
specific
objec?ve
— Create
content
about
what
you
know,
not
what
you
sell
— Invest
in
your
content;
create
a
unique
point
of
view;
don’t
forget
to
market
your
content
— Create
a
content
marke?ng
editorial
calendar
— Appoint
or
hire
a
chief
editor
who
owns
and
is
accountable
for
content
Grande
Guide
to
B2B
Content
Marke2ng
by
Eloqua

9. 1904
“A
Brief
History
of
Content
Marke?ng”
by
Aprix
Solu?ons

10. American
Express
OPEN
Forum

13. Growth
of
a
content-­‐fueled
community
2007
2008
2009
2010
2011
OPEN
Content
Site
redesign
Becomes
Q1
exceeds
starts
live
from
7
big-­‐ and
major
the
most
en+re
2009
events
and
name
small
scale
of
visited
annual
a
site
to
business
func+onality
small
page
views
house
writers
of
content
business
video
site
on
the
footage
Web
Launch
425,000
5,100,000
10,500,000
Con+nued
page
views
page
views
page
views
growth
June
2011
presenta2on
by
Stacey
Gutman,
director
of
American
Express
OPEN
Forum

14. Procter
&
Gamble’s
Man
of
the
House

16. Consumers
are
geing
savvy
and
are
ignoring
push
marke?ng.
We
needed
to
take
a
different
approach
–
one
that
pulled
in
the
consumer
by
crea?ng
a
conversa?on
and
making
it
relevant.
–
David
Germano
of
Barefoot
Proximity
The
beauty
behind
what
P&G
has
pulled
off
is
that
it
owns
the
pla]orm.
The
company
doesn’t
need
to
rely
on
middlemen
or
pay
for
costly
adver?sing.
Instead,
it
is
growing
something
that
will
help
the
company
connect
with
dads
in
a
powerful
way.
–
Michael
Stelzner,
author
of
Launch:
How
to
Quickly
Propel
Your
Business
Beyond
the
Compe22on

17. We
put
the
reader
first
and
foremost
and
we
help
him
in
every
way
possible.
We
create
genuine
content
for
real
people,
and
we
create
a
context
for
our
content
so
that
adver?sers
and
sponsors
can
deliver
their
message
to
an
already-­‐engaged
reader.
It
doesn’t
do
a
lot
of
good
if
a
reader
is
not
engaged,
and
we’ve
found
the
best
way
to
do
that
is
to
deliver
content
that
helps
him.
–
Craig
Heimbuch,
editor-­‐in-­‐chief,
ManoheHouse.com

18. — Small,
local
insurance
agency
serving
individuals
and
small
businesses
— Provided
+mely,
relevant
and
localized
informa?on

19.
Health Care Reform Timeline
2010: 2011: 2014:
First Plan Year Beginning After 9/22/10
2015:
2016:
2012:
2017:
2018:
2013:
2020:

20. J&O
Fabrics
–
e-­‐newsleaer
and
blog
“Tips,
tricks
and
resources
for
everything
sewing”
— Yardage
charts
— Sewing
dic?onary
— Fabric
dic?onary
— Quil?ng
dic?onary
— Upholstery
dic?onary
— How-­‐to
ar?cles
h>p://www.jandofabrics.com/newsle>ers/?ps-­‐tricks-­‐and-­‐resources-­‐for-­‐everything-­‐sewing/

21. OpenView
Venture
Partners
The
Grande
Guide
to
B2B
Content
Marke2ng
by
Eloqua

22. Goals:
— Be>er
communicate
with
prospec?ve
pormolio
companies
— Establish
themselves
as
thought
leaders
in
specific
industries
— Improve
awareness
of
the
firm
within
their
industry
by
increasing
Web
traffic
Strategy:
— OpenView
blog
— Videos
— Weekly
newsle>er
— Microblogging
Results:
— 1,000%
Web
traffic
increase
— More
than
10,000
e-­‐newsle>er
subscribers,
with
25%
open
rate
— Closed
business
through
online
lead
genera?on
— Shorter
sales
cycles
— Happy,
engaged
employees
From
The
Grande
Guide
to
B2B
Content
Marke2ng
by
Eloqua

25. Goal:
raise
awareness
of
LED’s
benefits
so
architects
and
contractors
will
start
specifying
the
technology
in
residen?al,
commercial
and
public
engineering
contracts

29. Resources
— Content
Marke?ng
Ins?tute
— HubSpot
— Eloqua
— Chief
Content
Officer
magazine
— Content
Rules
— Get
Content
Get
Customers

30. Michelle
Calcote
King
www.reputa+oncap.com