The rising popularity of content marketing has sent marketers into a content publishing frenzy. Everyone is producing more content just to stay ahead of the competition; however, the increased effort and expense will not pay off by simply following the herd. We're sad we missed you at yesterday's webinar, How to Improve Your Content Marketing with the 3 Pillars of Effective Content Strategy. But we know your day is full of commitments, and we wanted to make sure you still got access to this great content. You can download the slides anytime. Learn more: http://www.percussion.com

1. How to Improve Content Marketing
with the 3 Pillars of Content Strategy
#ContentMarketing
July 24, 2014
Michael Gerard, CMO
Twitter: @MichaelGerard

2. 2#CMTactics

3. 3#CMTactics

4. Why Following the Content
Marketing Herd is a Mistake
• What content marketing staff & process
changes will take place this year?
• What’s a best-in-class content marketing
mix?
• How can I better leverage technology?
4#ContentMarketing

5. State of Content Marketing:
“Full Steam Ahead!”...
5Source: Curata’s 2014 Content Marketing Tactics Planner
• Strategy
• Priorities: More leads, engage buyers, build
brand awareness
• Top challenges: More... staff, budget, content
• Investment – Increasing
• “30% of (2013) marketing budget spent on
content marketing.” - MarketingProfs and CMI
• “71% of marketers will increase content
marketing $ in 2014” – Curata
• Content – Increasing Production
• “73% of B2B content marketers are producing
more content than they did 1 year ago.”
- MarketingProfs and CMI
#ContentMarketing

6. But Be Careful Following the Herd
6
• Strategy: Work in process
• Investment: Blind ambition
• Content: Quantity is everything
#ContentMarketing

7. Content Marketing:
Organizational Changes
1. Hire a Content Marketing Lead
2. Build a Team
3. Align Internally
Ed Youngblood
Director of Content Strategy
Enterprise Group, Alcatel-Lucent
Kathleen Pierce
Director, Content Operations
illumina
#ContentMarketing 7

8. Map out Your Content
Supply Chain
Drive Innovation in
Content Development
Align Content with
Buyers
Content Marketing:
Process Changes
Content
Strategy
Content
Development
Asset
Development
Distribution
(publish,
promote)
Analysis
Content
Pyramid
ContentPyramid:
http://bit.ly/CMpyramid
#ContentMarketing 8

9. Content Marketing: The process for developing, executing and
delivering the digital content and related assets that are needed
to create, nurture and grow a company's customer base.
9
Syndicated Content
3rd party content published in
full form on your digital property
that has already been published
on another site.(paid or unpaid
model)
Created content
Original content authored on
behalf of your organization.
(internally or externally sourced)
Curated content
Portions of 3rd party content
published on your digital property
that have been contextualized
(e.g., annotated, commentary
added) for your audience.
Definition of Content Marketing
#ContentMarketing

10. Content Marketing Barriers to
Success
External: Most content
is in our own voice.
Buyers demand more.
Internal: “We can’t create
enough content every week!”

11. #CurationRockstar
STOPEGOCENTRIC
MARKETINGTM
11
http://bit.ly/StopEgoMktg
#ContentMarketing

12. 12
What will the Content Marketing
Mix be for Leaders in 2014?
Q. What is your [desired] content marketing mix for each type of content?
Created
Content
65%
Curated
Content
25%
Syndicated
Content
10%
Source: Curata’s 2014 Content Marketing Tactics Planner #ContentMarketing

13. 13
“Content curation is when an individual (or team) consistently
finds, organizes, annotates and shares the most relevant and
highest quality digital content on a specific topic for their target
market.”
-Curata
Content Curation Defined
Curation 101 Webinar
http://bit.ly/curation101webinar
#ContentMarketing

14. Have you ever…
Published a “best of” post?
Commented on and shared a link on twitter?
Pasted a link to facebook with your
commentary?
14#ContentMarketing

15. Then you’ve curated.
15#ContentMarketing

16. Then you’ve curated.
16
And so have these folks. . .
#ContentMarketing

17. Content Curation in Action
16
Source: http://bit.ly/1mAS1p0
#ContentMarketing

18. Curation Benefits
18
. . .Thought leadership
. . . Lead generation
. . . Lower content
development costs
#ContentMarketing

19. 19
Curation in Action: Alcatel-Lucent
http://www.itstrategist.net/
#ContentMarketing

20. 20
Curation in Action: 360Chestnut
http://www.360chestnut.com/blog/
#ContentMarketing

21. Content Curation & Fair Use
• Share only a portion of the
original content
• Always attribute sources
• Drive visitors to the original
publication
• Add your own analyst insight
Create, curate, but
never pirate content.
21
For more ethics tips:
http://bit.ly/curataethicsebook
#ContentMarketing

22. #ContentMarketing

23. The Content Marketing Tools
Universe
23
http://bit.ly/ContentToolsMap
#ContentMarketing

24. Content Marketing
Priorities?
• Do invest in content marketing. . . It’s not just a fad
• Build your team (internal and external)
• Develop a content workflow and mix
• Market your marketing!
• Measure, measure, measure
24
Don’t Forget, Content Marketing is an
Extension of Your Nurturing Process
#ContentMarketing

25. 25
Additional Resources
eBook: Look Book
Content Curation
Case Studies
eBook: 5 Steps to
Becoming a Content
Curation Rockstar
…and more online at: www.curata.com/resources
Industry Resource & News:
Content Curation Marketing Site
www.contentcurationmarketing.com
eBook: Content
Marketing Done Right:
Ethical Curation
eBook: Open & Shut
Case for Curation
Guide: Content
Curation Annotation
Methods
Email: marketing@curata.com Twitter: @MichaelGerard
eBook: Stop Egocentric
Marketing: Content
Marketing Strategy
eBook: 2014 Content
Marketing Tactics
Planner
#ContentMarketing