If you’re starting out with content marketing or want to understand more about why there’s so much buzz about it, this workshop will provide practical advice and strategies to put you on the right path. You’ll leave the workshop with a clear understanding of what content marketing is and how content becomes a valuable asset to help grow your business. By the end of the session you’ll know what it takes to implement an effective content marketing strategy and what traps to avoid so ensure your efforts are successful from the outset. In this workshop attendees will: • Come away with a solid definition of content marketing • Thoroughly understand the three components necessary to implement an effective content marketing strategy • Receive guidance on what types of content may be suitable for their particular organisation • Determine the best way to distribute content • Learn how to establish communities and keep them engaged • Know how to keep the search engines interested in their content • Address important issues such as implementation and management of a content strategy Who should attend? • Marketers responsible for products, services, solutions, segments or industries • PR and communication professionals • Business owners • Directors/VPs/Managers – Marketing, Content Marketing, Product Marketing, Marketing Communications • Marketing Consultants

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“Content Marketing 101
– Getting Started”
Sarah Mitchell
Global Copywriting • @globalcopywrite

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Introductions

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Workshop Agenda

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Definition
Content Marketing:
The art of understanding exactly what
your customers need to know and
delivering it to them in a relevant and
compelling way.
CONTENT MARKETING = EDUCATION

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Once upon a time…

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Traditional vs. Content
Outbound activity:
 Lead Generation
Inbound activity:
 Lead nurturing

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Online Publishers Association – Internet Activity Index
Monthly “Time Spent” in Internet Activity Table

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Average Cost Per Lead
Inbound vs. Outbound

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3 Components

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Original Content

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Social Media

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Tools used by the Pros

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Don’t “Post and Hope”

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Beware of
“Vanity” Metrics

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Consumers “don’t want
a “relationship” with you.
Just help them
make good choices.”
Advice to brand marketers from
Harvard Business Review

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Content Sweet Spot

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Breakout: Listening Posts
Google Alerts
Twitter Searches
LinkedIn Discussion Groups

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Search Engine Optimisation

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Mature Content Strategy

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Easy Ways to “Wipe Out”

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Small Band of Followers

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“Think about
what a user is
going to type”
Matt Cutts, Google

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Breakout: Search Terms
Google Adwords – adwords.google.com
Google Trends - www.google.com/trends
Alexa – www.alexa.com

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Buckshot, aka Hello Adwords

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“Without content,
conversation is mere
networking.
Without conversation,
content is dead.”
Tipping Point Labs

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Land of SPAM

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Content
People are seeking
their own information.
TRAP:
The days of self-serving,
self-promoting “blah, blah, blah” are over

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TIP:
Marketing =
Publishing

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Think Like a Publisher
1 Support each product/service you offer
2 Target each customer segment
3 Consider vertical markets
4 Use multiple content types

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Breakout: Better Titles
Create 10 alternative titles for a blog post
(Each must be 65 characters or less)

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Act Like a Journalist
1 Titles / Headlines
2 Storytelling
3 Deadlines
4 Reference, cite, attribute

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Content as an Asset
 Hire writers
Try and find a web journalist
 Invest in graphic design
 Good writing + Good design = GREAT content

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Reuse Repurpose Recycle
Blogs
White papers
Case studies
Online video
eNewsletters
Powerpoint
Infographics
Webinars
eBooks
Podcasts
Digital magazines
Mobile apps

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Breakout: Valuable Content
Ahava Leibtag Checklist
Content Template

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Managing Your Strategy

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Editorial Calendar
“Content Brain” 1

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Don’t Pay For Attention
BUY
attention:
Advertising
BEG
for attention:
Public Relations
BUG
people:
Sales

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“EARN attention online by
creating great information that
your buyers want to consume
such as YouTube videos, blogs,
Twitter feeds, photographs,
charts, graphs and ebooks
– and it is all free.”
David Meerman Scott,
Web Ink Now

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Sarah Mitchell
@globalcopywrite
globalcopywriting.com