Learn how to use content marketing to gain prospects. Presentation given by Kevin Lee, CEO and Co-Founder of Didit Marketing, at Market New York Expo.

1. Content Marketing:
Harnessing the Power of Content to Develop New Business
MARKET NY EXPO
MAY 29th, 2014

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• Founded Didit in 1996. 19 years of
SEM, SEO & digital media. Campaign
Technology Maestro / MAPS.
• Written four books, 400 + columns,
350+ conferences.
• Technology ala-carte, or Technology
+ Services. You decide when and
how you need our help.
• Over 50% of clients are referrals
2007
2007, 2008, 2009
Kevin Lee – Mini Biography

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• How to identify the right kinds of content for your business
• Cost effective ways to generate content
• How content helps your SEO
• When and how to promote content via social media
• Storytelling: 140 characters through long form content
• Can you “go viral” and should you try
• When it makes sense to pay to promote content
Overview of Content Marketing

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What content do you need? Prioritize it.
• Who (is consuming the content?)
• What (are you an expert in and what are the primary
objectives of each piece of content?)
• When (is the content consumed?)
• Where (does the content reside?)
• Why (is your content good enough & important enough?)
• How (will you create this content and how can you re-use
the content?)
• How Often (will you create new content?)
• How (will everyone find, receive and consume it?)
The Content Plan

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•Long form copy
• Short form copy
• Evergreen content
• News and commentary
• Video
• Podcasts
• Webinars
• Events
• Social Media Posts
• Testimonials
Content Types
WHAT
COUNTS
CONTENTAS
?

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Personas, Demographics, Psychographics?
• Who are you generating content for?
Who is consuming your content?

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Think of Titles, too (if B-to-B)
Who is consuming your content?

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• Customers
• Prospects
• Press
• Analysts
• Influencers
• Competitors
• Channel partners
Who is consuming your content?
THINK
BROADLY

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The Sales/Purchase Funnel (in it’s new form)
relies on content at every stage.
• Social Media Content
• Content for eMail
• Site Content for each visitor type
• Content with heavy SEO objective
• Non-text content
• Offline content
Know the role(s) of each piece of content.
Have a content plan.
Who (based on buying cycle)

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Sometimes content doesn’t need to relate directly
to leads, prospects or customers
• SEO links matter. Social media worthy?
• Both interesting & of interest?
What are you an expert in?

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What is the objective of the content?
Objective of the content

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Time of day and usage.
Call To
Action?
When is the content consumed?

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Strongest locations?
Where: Think Beyond Your Site

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Participate in forums.
Where: Think Beyond Your Site

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Low quality content doesn’t do the job for anyone.
Why is your content important?

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Quality is in the eye of the beholder (and Google)
What defines high quality?

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Internal Content
• Marketing Team
• Customer service
• Executives
• Product/engineering
Content Sourcing
External Content
• Writers
• Your agency
• Customers
• Suppliers
+

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Internal content
• Do you have existing content?
• Interview everyone around the company to find out:
1. What customers hate/love
2. Issues, problems
3. Testimonials
4. Competitive strengths and weaknesses
5. Tangential areas of interest for customers
Internal Content

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External content
• Brainstorming on additional ideas
• Content type
• Content reuse
• Promotion plan
• Do the SMEs know the industry or topic area?
• Can they come in and interview you?
External Content

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However:
• Video content can be re-edited into
bite-size chunks
• Podcast edits
• Abstracts of other content or your
own content
• Social media re-use of content
residing elsewhere
Content Re-use
Google and Bing don’t like content re-use.

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Content needs to
be a priority.
• Make a content calendar
• Consider a Google
Spreadheet or Calendar
• Plan out two months ahead
• Allow for news driven content
to push evergreen content
further out.
Content Calendars

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•What content is
promotable and is it
worth promoting
heavily or less so?
• Auto-promoting?
Content Promotion Plan
Create it and they will come? Not anymore.
Didit worked with influencer Eric Enge.

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When does it make sense to pay
to amplify message?
When it’s the most interesting!
Content Promotion Plan

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Can’t think of content?
Content Curation
Consider content curation along with
commentary.

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•PR
• Social Media
• Email
• Snail Mail
• SEO
• Blogs
• Discussion groups (no spamming!)
Content Promotion Plan
PROMOTION
CHANNELS

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People don’t search in a vacuum. Media, PR and
marketing stimulate search behavior.
• When people get curious about a product,
they search.
• Brand searches spike most
• Search becomes as much a metric as it is a media
Attribution models often neglect to quantify the
impact of failure to be there in search.
Quality Score goes up when you advertise.
Search and Media Interaction

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What stimulates search in your business?
• Video
• Online Display Media / Rich Media / Gaming
• Social Media (advertising and buzz)
• Email Marketing (CRM and acquisition/advertising)
• Offline Media / Direct Mail
• Public Relations (On Good Morning America?)
Things That Drive Search Behavior
Some of these are paid media, some are
earned media. How well can you control these?
Some are your stimuli, others are your
industry/competition.

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•95% of non-brand
keyword site visitors leave
without converting during
that session.
•Worthless clicks? Or
Micro-Conversions?
How are you Defining Success?
Don’t define conversions / success too narrowly.

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Stay educated on best practices.
• Make content creation a part of daily life at your
company
• Bring in experts when needed to train and in
some cases assist
• Figure out what’s working
Conclusion

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MORE QUESTIONS?