Jayme Soulati, president of Soulati Media, Inc. and Heidi Sullivan, senior vice president of digital marketing with Cision presented a webinar on Halloween about the Future of Content Marketing.
With Heidi's love of data, analytics and metrics and Jayme's expertise in content strategy and professional blogging, the two share tips and pointers for newbie through experienced content marketers.
Future of Content Marketing Beyond the Branded Blog
1. The Future of Content
Marketing
Going Beyond the Branded Blog
Jayme Soulati – Soulati Media
President
@soulati
Heidi Sullivan – Cision
SVP, Digital Content
@hksully
2. How to participate today
If you are experiencing audio
issues, please contact:
GoToWebinar: 1-800-263-6317
Submit text questions Q&A
addressed at the end of today’s
session
2
2
During today’s web seminar,
attendees will be in listen-only
mode.
Everyone will receive an email
within 24 hours with a link to view a
recorded version of today’s session
3. Your Presenters
Jayme Soulati is a hybrid PR professional
blending digital marketing, content and
social media marketing strategy with core
public relations. In her Chicago agency
days where she worked with small-to-large
PR firms, Jayme plied her specialty in
media relations. She is a professional,
award-winning blogger and author of
Message Mapping: How to Sizzle External
Communication with a #RockHot TM Tool for
Leaders.
One of PRWeek’s 40 under 40 in 2012,
Heidi Sullivan is Senior Vice President of
Digital Content for Cision and a selfproclaimed social media metrics nerd. She
leads the company’s digital and broadcast
content teams, the global research team
for Cision’s media database, Cision’s social
media community team and the company’s
content marketing strategy.
5. The discipline of creating quality
branded editorial content across
all media channels and platforms
to deliver engaging relationships,
consumer value and measurable
success for brands.
-Content Marketing Association
6. What does content mean to you?
It will:
Help achieve business objectives
Brand you
Embody your online influence
Define your professionalism
Create your authority
6
6
9. 62% of 3,000 marketers
said they want to “master”
blogging
86% of influential
marketers blog consistently
10. What constitutes blogging?
Building Relationships
Writing consistently
Finding a specialty
Having purpose (goals)
Appeal, Authority, Authenticity
Personality
Inspiration & Creativity
Giving & Nurturing
Teaching
Loving it
10
10
11. Timeline of a blogger – year 1
•
•
•
•
Web Design
Plug Ins
Programming
Hosting
IT
Strategy
• Goals
• Branding
• Pick a Team
• Topics
• Ed Cal
• Posting
Frequency
Content
12. Timeline of a blogger
• Social Shares
• Comment
Systems
• Design
• Analytics
IT
Strategy
• Community
• Brand Yourself
• Relationships
•
•
•
•
WRITE!
Use Ed Cal
Post Frequently
Social Channels
Content
13. Timeline of a blogger
• SEO
• Analytics
• Plug Ins
IT
Strategy
• Community
• Comment all
over
• WRITE!
• Invite guests
• Write a series
Content
21. Is your content reaching your
intended audience?
Google increased the importance of original content when they
determine Search Engine Results Page
22. Number of content sources consumers
access prior to making buying decisions
10.4
5.3
2010
2011
Source: Google Zero Moment of Truth, 2011
29. am·pli·fy: to increase the strength or
amount of; especially:
to make louder.”
- Merriam-Webster
29
29
In content
marketing
terms,
amplification refers to
tactics that help our
content reach the
audiences we are
targeting.
One form of this is
native
advertising.
36. Seven Tips
1. Blogging is more than writing posts. It involves IT, Strategy
and Content.
2. Blogging is a marathon, not a sprint and takes time to build.
3. Identify tools that can make your blog more effective.
4. Creating your content is just the beginning. You need to
market your content as well.
5. You need to find your target community where they are to
grow your presence.
6. Enabling advocates and engaging influencers can help you
build your brand.
7. Native advertising (however small) reaches “third circle”
people in your community.
36
36
37. Hybrid PR Blend: Digital, Social, Content Marketing
& Message Mapping for Business
Buy it:
http://MessageMapping.co
jayme@soulati.com
37
37
38. Upcoming webinars
The Social Impact of your Content
*Guest Presenter: Shelly Kramer
2 p.m. Eastern
Thursday, November 7
Amplifying Your Content
*Guest Presenter: Jay Baer
2 p.m. Eastern
Tuesday, November 12
38
38