This document summarizes a content marketing seminar titled "Coffee Connections: Secrets to Content Marketing Success". It features a panel of experts who discuss three secrets to content marketing success: 1) Leverage content across all channels like website, email, blogs and social media. 2) Know your target audience and appropriate social media platforms to engage them. 3) Utilize free search engine data and tools to plan and optimize content. The panelists provide tips on content strategy, distribution, writing for different channels, and using SEO to increase organic traffic.

2. COFFEE CONNECTIONS
SECRETS TO CONTENT MARKETING SUCCESS
October 17, 2013

3. Kevin Lee
 Today’s Moderator
 Didit CEO & Co-Founder
 We-Care.com Founder
 Industry Thought Leader
 SEMPO Founding Board Member
 Helped Shape Search Engine Marketing field
@Kevin_Lee_QED
#THEcoffeeconnection

4. Content is King - Context is Queen
Things to think about:
 Content bridges Marketing, PR, SEO, and Social
Media
 Content lives in many places and can be
repurposed. “The why of content”
 Sometimes a content strategy can be truly
innovative and meet SEO, Social Media and DR
goals simultaneously
 Content strategy varies based on industry and
specific marketing plan/objectives
 Do you have a treasure trove of content waiting to
be unleashed?
 What is the second largest search engine?
@Kevin_Lee_QED
#THEcoffeeconnection

5. Today’s Panel
Don Miller:
PR Executive Vice President, HLD Communications
Liz Burke:
PR Group Account Director, HLD Communications
Ana Maria Raynes:
Social Media Director, Didit
Marcus Arcabascio:
Search Engine Optimization Director, Didit
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6. Don Miller
@dm_donmiller
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7. Don Miller
 Executive Vice President, Public Relations
 Crisis Management Counselor
 Community & Government Relations Specialist
 Content Marketer
 Former Elected Official
@dm_donmiller
#THEcoffeeconnection

8. Definition of Content Marketing
Content Marketing:
The technique of creating and distributing
relevant and valuable content to attract, acquire,
and engage clearly defined target audiences,
with the objective of driving profitable customer
action.
@dm_donmiller
#THEcoffeeconnection

9. Content Trend Statistics
60% of consumers feel more positive about a
company after reading custom content.
(Content Plus)
Email continues to be the most effective & profitable
tool for accounting firms. (Thomson Reuters)
Email is a valued channel across nearly all message
types -- from patient care and health tips to seasonal
reminders and payment reminders. (TeleVox)
The number of B2B firms that blog rose almost 30%
in the past year. (LawMarketing.com)
@dm_donmiller
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10. Content Marketing Tips
 Make Content Marketing part of your organization’s
culture.
 Create year-long content calendar to generate
steady flow of articles.
 Capitalize on industry news and trends.
 Write engaging and relevant content.
 Be human and relate to your prospects &
customers.
@dm_donmiller
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11. Common Mistakes
 Consistently writing content about you and your
business
 Selling services through content
Content should educate and assist
 Complicating content
 Skipping approval processes
@dm_donmiller
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12. Liz Burke
@LizBurke7
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13. Liz Burke
 Group Account Director
 Public Relations Professional
 Content Marketer
 Former Journalist
 Edward R. Murrow Award Recipient
@LizBurke7
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14. Secret #1
ONE PIECE OF CONTENT
CAN BE LEVERAGED
ACROSS ALL CHANNELS
@LizBurke7
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15. Content Marketing Distribution
@LizBurke7
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16. Content Marketing Examples
@LizBurke7
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17. Content Marketing Examples
@LizBurke7
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18. Website Tips
 Every company website should include a press
section on the homepage:
- News articles
- Press releases
- Blogs
 Homepage should also feature following sections:
- Q&A
- Industry facts
- Easy way to subscribe to email
@LizBurke7
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19. Email Marketing Tips
 Importance of subject line
 Tailor content according to certain audience(s)
 Make it shareable / social media icons
 Recognize holidays
 Include your company’s link in every email
 Keep content to a few paragraphs
 Include a call to action
@LizBurke7
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20. Email Analytics
@LizBurke7
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21. Blog Tips
 Tell your story
 Share your opinion
 Keep it short but focused
 Proofread
 Invite comments
 Ask a question
@LizBurke7
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22. Ana Maria Raynes
@StylinAna
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23. Ana Maria Raynes
 Social Media Director
 Online Strategist
 Feautured in Glamour Magazine "Women on the
Rise"
 Appeared on FOX Strategy Room
 Founder of "Smart Is Cool" alongside the non-profit
Girls Take Charge
@StylinAna
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24. Secret #2
KNOW YOUR SOCIAL
MEDIA PLATFORMS AND
LINK BACK TO YOUR
WEBSITE
@StylinAna
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25. Social Media - Know Your Platform
 Not every platform fits every initiative
 Use appropriate channels
 Know your target audience
 Know what time your audience is watching
@StylinAna
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26. Social Media - Know Your Platform
The Landscape of Social Media Users
Age
Gender
Facebook
25-34/ 4554
male/female
Twitter
18-29
male
LinkedIn
35-44/ 4554
male/female
Google+
25-34
male
Pinterest
45-54
female
Instagram
18-29
female
Tumbler
16-24
male/female
@StylinAna
#THEcoffeeconnection
Type
some college
education
city dwellers,
African
Americans
some college
education
some college
education
some college
education,
Caucasian
African
Americans,
urban residents,
Latinos
some college
education
(Pew Research and Digital Serpa)
Social Networking Site

27. Social Media - Know Your Platform
@StylinAna
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28. Social Media – Reach More People
 Know where the conversation is happening
 Use the tools: Hootsuite, Facebook Analytics, etc.
 Research hashtags(#)
 Find the right communities and groups
 When possible, tag people and places
 Keep it short
 Call to action
@StylinAna
#THEcoffeeconnection

29. Social Media - Reach More People
@StylinAna
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30. Social Media - Link to Your Website
 Ultimate goal is to drive people back to your website
 Place the content you are talking about on your site
 Link back to the appropriate places
 Use Bitlys to track clicks
@StylinAna
#THEcoffeeconnection

31. Marcus Arcabascio
@marcabascio
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32. Marcus Arcabascio
 Director of Search Engine Optimization
 Managing Partner of American Health Journal
 B.S. in Business Administration & Entrepreneurship,
Fordham University Gabelli School of Business
 Can be found skiing in Vermont when it snows
@marcabascio
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33. Secret #3
USE FREE DATA PROVIDED
BY SEARCH ENGINES TO
PLAN & OPTIMIZE CONTENT
@marcabascio
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34. SEO
What is SEO? Search Engine Optimization
The ability to rank in search engines, and find
prospects previously unavailable via traditional
marketing channels.
@marcabascio
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35. SEO
Google AdWords Keyword Planner Tool
@marcabascio
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36. SEO
Google Eliminates The Guesswork
@marcabascio
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37. SEO
Increase Doorways To Organic Traffic
@marcabascio
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38. SEO
Play By The Rules, Get Ranked
Create quality, unique content (or retool old content)
Organize content properly
Share your content
Engage your target audience
Develop relevance and authority
Repeat…
@marcabascio
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39. Conclusion
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40. So…
what were the
secrets?
@Kevin_Lee_QED
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41. Secret Summary
 Leverage Your Content
 Use Appropriate Platforms and
Link Back to Your Website
 Utilize Free Search Engine Data
@Kevin_Lee_QED
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42. Content Marketing Conclusion
Q&A
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43. Your Feedback
We would love to hear your feedback
on this seminar.
Expect to receive a short email survey
soon with a chance to win a gift card.
Thank you for attending!
#THEcoffeeconnection