Regardless of whether you’re just now hearing about Content Marketing or if you’ve been doing it for a while, it’s no surprise that this marketing “trend” is here to stay. So if you’re like most marketers, you’re trying to build your program from the ground up. But are you doing it in a logical manner with clear-cut goals, a streamlined process and a holistic program? Better yet, where do you even start? If you’re struggling with these types of questions, you don’t want to miss Angela Moore from Intrapromote identifying 5 goals that you should establish when it comes to Content Marketing. And there’s no better time to set up new goals than at the beginning of the year. In this presentation you’ll learn: 1. The five areas of content marketing that are in most need of goal-oriented action steps 2. The difference between a content marketing strategy and a content strategy 3. How valuable a goal-driven content marketing program can be 4. Which team members can provide the most value to your content marketing efforts 5. Ways to organize your content marketing 6. So much more (Angela talks a lot) Enjoy the content and if you have any questions, tweet them to @amcmoore, @intrapromote or by using the #IPSpeaks hashtag.

1. 5 Content Marketing
Goals for 2014

2. About Angela
Moore

3. 5 Quick Facts
1. With IP for Five Years
2. Started in Link Development
3. VP Client Operations
4. Works with World-Class Brands
5. Mom of three
@amcmoore | /+AngelaMoore80 | angela@intrapromote.com

4. How It Works

5. #IPSpeaks
Questions, a-ha moments & blatant flattery welcome

6. 5 Areas in Need
1. Audience
2. Measurement
3. Personnel
4. Process
5. Culture

7. The Importance of
Goals

8. The Importance of Goals
1. Know where you’re going
2. Know where you’re at
3. Unites your team
4. Simplifies meetings and work plans
5. They can be changed

9. S.M.A.R.T. Goals
•
•
•
•
•
Specific
Measureable
Attainable
Relevant
Time-bound
http://topachievement.com/smart.html

10. Reaching Goals
1. Write them down
2. Share them with others
3. Create incentives
4. Review them regularly
5. Celebrate the progress

11. Content Marketing
in 60 Seconds

12. Content Marketing
Connecting consumers
who have a need with
their solution via content
Social media sites and blogs reach 8 out of 10 of all US Internet users
(Content Marketing Institute)

13. Content Strategy vs.
Content Marketing
Strategy

14. Goal #1: Audience

15. Audience
“I don’t want to fail the
audience. I don’t want to
let them down.”
-Henry Rollins

16. Goal #1
Find out what your
audience REALLY wants
90% of consumers find custom content useful
(TMG Custom Media)

17. Beginners
Persona Development

18. Beginners
1. Demographics
2. Goals
3. Pain Points

19. Persona Resources
•
•
•
Building a better persona with creative sourcing
data:
http://contentmarketinginstitute.com/2013/09/buil
d-better-buyer-persona-data-sourcing-ideas/
Free template for creating buyer personas:
http://offers.hubspot.com/free-template-creatingbuyer-personas
Buyer Persona Institute:
http://www.buyerpersona.com/

20. Intermediate
Dissect Reader
Engagement

21. Intermediate
1. Comment analysis
2. Share analysis
3. Competitor review

22. Resource
•
C Metrics Plugin from ConvertPress:
http://convertpress.com/

23. Intermediate
1. Comment analysis
2. Share analysis
3. Competitor review

24. Resource
•
Social Crawlytics:
http://www.socialcrawlytics.com

25. Advanced
Audience Involvement

26. Advanced
1. User Generated
Content
2. Audience Polls
3. Virtual Focus Groups

27. Recap #1
1. Set up buyer personas
2. Dissect User Engagement
3. Get the audience involved

28. Goal #2: Measure

29. Measure
“If you can’t measure it,
you can’t manage it.”
- Peter Drucker

30. Goal #2
Set up a measurement
system that actually works
Articles with images get 94% more views
(Jeff Bullas)

31. Beginner
Use Google Analytics

32. Resource
•Google Analytics Academy:
https://analyticsacademy.withgoogle.com/cours
e

33. Intermediate
Use tracking URLs, set up
goals & leverage
conversion path analysis
tools

34. Advanced
Try out an advanced
analytics tool that creates
persona profiles

35. Recap #2
1. Use Google Analytics
2. Get familiar with in-depth functions
of GA
3. Investigate an advanced platform
with user profiles

36. Goal #3: Personnel

37. Personnel
“Individual commitment to a group
effort – that is what makes a team
work, a company work, a society
work, a civilization work.”
- Vince Lombardi

38. Goal #3
Establish your content
marketing team
53% of B2C marketers create content entirely in-house
(Content Marketing Institute)

39. Beginner
Find one creator.
Create one piece of
content.
Repeat.

40. Intermediate
Schedule a regular
team meeting to
share ideas

41. Advanced
Break down the
operational silos in
your organization

42. Recap #3
1. Find one creator. Create.
Repeat.
2. Schedule a regular meeting of
your creators
3. Break down operational silos in
your organization

43. Goal #4: Process

44. Process
“Everything is an experiment”
- TiborKalman

45. Goal #4
Organize your content
marketing process
27,000,000 pieces of content are shared everyday.
(AOL and Nielsen)

46. Beginner
Create a basic
process as a starting
point

47. Marcus Sheridan
@TheSalesLion
http://www.thesaleslion.com/how-to-come-up-with-100-blog-articles-foryour-business-in-10-minutes-or-less/

48. Beginner
Three Process Elements:
1. Topic Sourcing
2. Publishing
3. Distribution

49. Intermediate
Streamline your
process with one
improvement

50. Advanced
Experiment with
your process & see
how far you can go

51. Resource
Managing Content
Marketing
by @Robert_Rose
& @JoePulizzi

52. Recap #4
1. Create a basic content
marketing process
2. Find one inefficiency to
streamline
3. Experiment with your process &
get creative

53. Goal #5: Culture

54. Culture
“Content isn’t King, it’s the
Kingdom.”
- Lee Odden

55. Goal #5
Make content marketing a
key part of your culture
86% of B2C marketers and 91% of B2B marketers use content marketing
(Content Marketing Institute)

56. Beginner
Set up constant
reminders

57. Intermediate
Drive your
coworkers crazy

58. Advanced
Incentivize your
team to drive
awareness

59. Recap #5
1. Set up constant reminders
2. Drive your colleagues crazy
3. Incentivize your team to drive
awareness

60. Recap
Cause that was a lot of stuff…

61. The Five Goals
1. Find out what your audience really
wants.
2. Set up a measurement system that
actually works
3. Establish your content marketing team
4. Organize your content marketing
process
5. Make content marketing a part of your
culture

62. Questions
Use #IPSpeaks on Twitter

63. Notes
www.intrapromote.com/CMResources14
Presentation uploaded on Slideshare
Recorded presentation available soon

64. Want More?

65. Contact
angela@intrapromote.com
@amcmoore
/+AngelaMoore80
blog.intrapromote.com | @intrapromote | facebook.com/intrapromote

66. Contact
info@intrapromote.com
866.570.1785
blog.intrapromote.com | @intrapromote | facebook.com/intrapromote

67. Thank you!