1. Direct Marketing on a Shoestring Budget 2:
Content Marketing
July 10, 2013
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2. Today’s Speakers
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Moderator
Thorin McGee
Editor in Chief
Target Marketing
Carolyn Goodman
President and Creative Director
Goodman Marketing Partners, Inc.
Cyndie Shaffstall
Founder and CEM
Spider Trainers

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4. Please Welcome
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Carolyn Goodman
President and Creative Director
Goodman Marketing Partners, Inc.

5. DM on a Shoestring Budget
Part 2: Content Marketing
July 10, 2013

6. What is Content Marketing?
The creation and distribution of original content that has
perceived value
in order to positively position your brand in the minds of
your prospects and customers.

7. Original Content

8. Content with Perceived Value

9. RESEARCH
• Can be complex
• Often difficult to read/interpret
WHITE PAPER
• Simplifies research findings
• States benefits backed by facts
CASE STUDY
• Proprietary to your company/product
• Demonstrates “proof of concept”

10. Delivering information that
makes your buyer more intelligent.

11. If you deliver consistent, ongoing,
valuable information to potential buyers,
you will be rewarded with their business and loyalty.
The Belief:

12. Some Examples of Content
Whitepapers
E-Books
Slide
Share
Infographics
Case
Studies
Research
Reports
Speeches
Podcasts
Videos
Webcasts
ABC Company Blogs
Articles

13. Your job is to frame the narrative.

14. White Paper
3rd party style
Focus is on a timely
and relevant topic
Creating a “series”
can be beneficial
Case Study
Should follow your
brand guidelines
Organized in logical
sequence
Break up text with
supporting visuals

15. Typical White Paper Topics
• Introductory information about a new technology
• How-to or Best Practices
• POV on Industry changes
• Lessons learned
• Analysis from research

16. Designing White Papers

26. Typical Case Studies
• Establishes a problem, lays out the solution and
highlights the results
• Includes a quote from a named source
• Provides an executive summary

27. Designing Case Studies

35. Formulate a
strategic
plan
Hire a
professional
writer and
designer
Distribute
content

36. Thank you!
Carolyn Goodman
President/Creative Director
Goodman Marketing Partners
P: 415.507.9060 x222
E: carolyn@goodmanmarketing.com
W: www.goodmanmarketing.com
We are a full-service, multi-channel, brand response marketing company
with deep expertise in the art and science of persuasion. Our “what-would-
we-do-if-it-were-our-money?” attitude and the results we achieve for our
clients, speaks for itself.

37. Please Welcome
#TMGWebinar
Cyndie Shaffstall
Founder and CEM
Spider Trainers

38. Promoting Content
Ideas for amplifying your
inbound-content success
using multi-touch marketing.

39. 60% of companies will execute an
inbound marketing strategy in 2013.
— Inbound Marketing Blog

40.  Professional design
 Social sharing buttons
 Lots of graphics
Example: Spider Trainers
The technicalities

41. REPURPOSING
Extend your reach by creating multiple formats

42. Start with repurposing so that you can
promote the various formats in the
appropriate marketing efforts.
Repurposing

43. Be on the lookout for opportunities.

44.  Post to SlideShare
 Tag with keywords
 Monitor statistics
Example: SlideShare
Summarize in a slide deck

45.  Use content as
webcast basis
 Reference in other
webcasts (like this
one)
Example: Target
Marketing Magazine
Hold a webcast

46.  Animate and narrate
slide deck
 Record testimonials
about the document
 Post to website
 Post to YouTube
 Tag appropriately
 Post to other video
networks
 Monitor viewing
statistics
Example: YouTube
Convert to video

47.  Repurpose video
narration as podcast
 Post to your site’s
resource center
 Publish to iTunes
 Monitor listening
statistics
Example: iTunes
Convert to audio

48.  Highlight key points
in an infographic
 Great for social
sharing
 Post to Pinterest
 Post to SlideShare
 Post to your
resource center
Create an infographic

49. 34% of all leads generated in 2013
come from inbound-marketing sources.
— Inbound Marketing Blog

50.  Targeted landing page(s)
 Squeeze pages for gated
content
 Unique tracking codes
 Social sharing buttons
Example: actonsoftware.com
The technicalities

51.  Make it a reference
— not just interesting
 Search-engine optimized
 Cite and link sources
 List keywords
Example: spidertrainers.com
The technicalities

52.  Resource center
 PDF
 HTML
Example:
actonsoftware.com
Post to your website

53.  In-site
advertisements
Example: Target
Marketing Magazine
Use remarketing/retargeting

54.  Keyword-rich
content
 Your blog
 Other blogs
Example:
spidertrainers.com
Write a blog article

55.  PR distribution
services
Example: 24-
7pressrelease.com
Write a press release

56.  Content-syndication
services
Example: edocr.com
Post to syndication services

57.  White label
 Opportunity to
repeat all
promotional efforts
Example:
qrpprinting.com
Offer to partners

58.  Twitter (use #)
 Facebook (use #)
 LinkedIn
 LinkedIn groups
 Google+
 Ask for the retweet
or share
Example: Twitter
Share socially

59.  Facebook ads
 Twitter promoted
tweets
 LinkedIn ads
Example: Facebook
Use social ads

60.  Google
 Bing
Example: Google
Use search-engine ads

61.  Email
 Newsletter
 Direct mail
 Point of sale signage
Example: Spider Trainers
Send outbound messaging

62.  Engage bloggers,
editors
Example:
actonsoftware.com
Engage industry experts

63.  Engage popular
bloggers
 Send links to online
review points
 Mention reviews in
marketing efforts
 Video
Example: Amazon
Ask for and post reviews

64. Add to signature line

65.  Sales send to clients
 Customer-visit leave
behind
 Live-event
distribution
Example:
Spider Trainers
Engage individually

66. Spider Trainers builds custom
drip and nurture campaigns.
Visit our resource center:
 Profiling Personas
 20+ Ideas for Automated Marketing
 Prospects, Leads, & Subscribers
 Marketing Metrics
 Drip-marketing Toolkit
 Contact us:
 651 702 3793
 spidertrainer@
spidertrainers.com
 http://www.spidertrainers.com
 PO Box 280487
Lakewood, CO 80228
United States
Spider Trainers

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68. Thank You
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