3. Just the Facts
• B2B Marketers allocate approximately
26% of their budgets to content marketing
• The biggest challenge facing content
marketers (36%) today: Producing
Engaging Content
• 51% of content marketers plan to increase
their budgets over the next 12 months
• Source: Marketo
4. Just the Facts
The most popular content marketing
tactics used by businesses today include:
• Social Media (79%)
• Article posting (78%)
• In-person events (67%)
• Enewsletters (61%)
• Case Studies (55%)
Source: Marketo
6. “Content
marke8ng
is
an
umbrella
term
encompassing
all
marke8ng
formats
that
involve
the
crea8on
and
sharing
of
content
in
order
to
a@ract,
acquire
and
engage
clearly
defined
and
understood
current
and
poten8al
consumer
bases
with
the
objec8ve
of
driving
profitable
customer
ac8on.
Content
marke8ng
subscribes
to
the
no8on
that
delivering
informa8on
to
prospects
and
customers
drives
profitable
consumer
ac8on.
Content
marke8ng
has
benefits
in
terms
of
retaining
reader
a@en8on
and
improving
brand
loyalty.”
7. “Content
Marke8ng
means
crea8ng
and
sharing
valuable
free
content
to
a@ract
and
convert
prospects
into
customers,
and
customers
into
repeat
buyers.
The
type
of
content
you
share
is
closely
related
to
what
you
sell;
in
other
words,
you’re
educa8ng
people
so
that
they
know,
like,
and
trust
you
enough
to
do
business
with
you.”
–
CopyBlogger.com
8. Social Media Community
Photos
Newsletters
Events
Video
Apps
Interviews Website
Blogs
Podcasts
White Papers Case Studies
Surveys
QR Codes
Infographics
9.
10. • What
do
you
want
to
accomplish?
Goals
and
Strategy
Objec8ves?
Strategy
• Based
on
your
goals
and
resources
which
channel(s)
Evalua8on
are
best
for
your
organiza8on?
Planning
• How
are
you
going
to
accomplish
your
goals?
Planning
Scheduling,
etc.
Access
Implementa8on
• Just
Do
it!
Measure
• What’s
working?
What’s
not?
11. Content Marketing Checklist
Factor
Things
to
Consider
Goal
A@rac8ng
new
clients?
Client
reten8on?
Time
Available
How
much
8me
does
the
channel
take
per
day/week/month?
Who
needs
to
do
the
work?
Audience
Where
does
your
market
get
it’s
content?
Time
Sensi8vity
How
quickly
does
you
message
need
to
get
out?
Technical
Is
programming
involved?
Will
training
be
needed?
Is
specialized
knowledge
needed?
Budget
Do
you
have
money
to
outsource
wri8ng,
etc.?
21. Newsletters
Format Audience
• Paper vs. Electronic • Clients
• Frequency • Prospects
• Contributors • COIs
• Canned or custom?
Have
you
considered
sending
abbreviated
versions
to
prospects?
39. Graphical Sharing
• Photo boards that express personal
interests.
• Can be used by people or brands.
• Great for visual products.
• Huge trend in graphical social networks.
56. Content Marketing Checklist
Factor
Things
to
Consider
Goal
A@rac8ng
new
clients?
Client
reten8on?
Time
Available
How
much
8me
does
the
channel
take
per
day/week/month?
Who
needs
to
do
the
work?
Audience
Where
does
your
market
get
it’s
content?
Time
Sensi8vity
How
quickly
does
you
message
need
to
get
out?
Technical
Is
programming
involved?
Will
training
be
needed?
Is
specialized
knowledge
needed?
Budget
Do
you
have
money
to
outsource
wri8ng,
etc.?
Remember This?
57. Sample Content Schedule:
National Pudding Manufacturers and Retailers
Conference
Date
Channel
(S)
Topic
Who
Week
1
February
20,
2012
Blog
Pudding
Sales
on
the
Rise
JL
February
21,
2012
Facebook/Twi@er
Organic
ingredients
MC
February
22,
2012
YouTube
Teaser
from
keynote
speaker
JL
February
23,
2012
Facebook
/Twi@er
Tips
about
mee8ng
des8na8on
MC
February
24,
2012
Facebook/Twi@er
Promote
a@endees
content
MC
Week
2
February
27,
2012
Blog
Green
Pudding
Manufacturing
JL
February
28,
2012
Facebook/Twi@er
Green
manufacturing
trends
MC
February
29,
2012
Facebook/Twi@er
Retail
marke8ng
trends
MC
March
1,
2012
Monthly
Podcast
Interview
with
pudding
retailer
MC
March
2,
2012
Facebook/Twi@er
Promote
a@endees
content
MC
58. Jessica
L.
Levin,
MBA,
CMP,
CAE
President
and
Chief
Connector
Seven
Degrees
Communica8ons
@jessicalevin
www.linkedin.com/in/jessicalevin
jlevin@sevendegreescommunica8ons.com
908-‐912-‐4418
