As the practice of content marketing evolves, it’s not only the term itself that is difficult to define, but even more so the role for social media and public relations professionals. Maccabee Vice President and Social Media Director Christina Milanowski explains the state of content marketing with tips and tricks for creating quality content and how to start a best-in-class content marketing program at your B2B or B2C organization. To learn more about content marketing, visit MaccaPR.com.

1. Content Marketing 101:
The Basics of Content Marketing
1
Social Media Rockstars 2015 | #smrockstarevent
Christina Milanowski | @christinamila

2. Agenda
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 What Is the Content Marketing Discipline?
 Why Is Content Marketing So Effective?
 How Can I Get Started with Content Marketing?

3. What Is Content
Marketing?

4. 9/16/2015
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Source: Lead Genius

5. 5
“A MARKETING TECHNIQUE OF
CREATING AND DISTRIBUTING
VALUABLE, RELEVANT AND
CONSISTENT CONTENT TO
ATTRACT AND ACQUIRE A
CLEARLY DEFINED AUDIENCE –
WITH THE OBJECTIVE OF
DRIVING PROFITABLE
CUSTOMER ACTION.”
-Content Marketing Institute

6. Why Is Content Marketing
So Effective?

7. 7
Buyers go through 57% of the purchasing
process before talking to sales.
Brands relying on inbound marketing
save over $14 dollars
for every new customer acquired.
70% of B2B marketers are creating more
content than they did one year ago.
Sources: HubSpot, Executive Board, Content Marketing Institute

8. 8
“NEVER BUILD
YOUR CONTENT
ON RENTED LAND.”
-Joe Pulizzi
Source: www.brinx.it/BCH

9. 9
So, Are You a Fit for Content Marketing?
 Is your company interested in being positioned as a thought leader
in your industry?
 As a marketer, are you ready to more closely align with sales and
think like a sales person?
 Do your customers go through a considered buying process of
gathering and processing information?
 Are you ready to drive inbound leads and nurture back-and-forth
relationships with your key audiences?

10. 10
Challenges of Content Marketing
1. Content marketing efforts are not free
2. Time and commitment are required to
do content marketing well
3. Integration and buy-in from key
departments (sales, IT, executives,
marketing) are imperative
4. Content marketing is a new paradigm
that requires the energy to try
something new
5. Content marketing offers a constant
stream of data and analytics, requiring
the courage to shift efforts mid-
execution
6. Content has to be customer-focused

11. How To Get Started

12. 12
#1. Gain Buy-In of Key Stakeholders
1. Tap into the competitive spirit of the company
2. Share data and statistics about the power of content marketing
3. Focus on quick, inexpensive wins
4. Explain the benefit of content marketing to not just marketing,
but sales

13. 13
#2. Document Your Content Strategy
60% OF B2B MARKETERS WITH A
DOCUMENTED CONTENT MARKETING
STRATEGY SAY THEY ARE EFFECTIVE
VERSUS
32% OF THOSE WITH A VERBAL
STRATEGY.
-Content Marketing Institute

14. 14
#2. Document Your Content Strategy
• Set goals
• Determine brand voice
• Understand your buyer and select target audiences
• Map out content that will solve your buyers’ needs and drive
them down the funnel
• Develop your promotion plan

15. 15
Set Goals
-Kristina Halvorson
“NECESSARILY, THE
CONTENT STRATEGIST
MUST WORK TO DEFINE
NOT ONLY WHICH
CONTENT WILL BE
PUBLISHED, BUT WHY
WE’RE PUBLISHING IT IN
THE FIRST PLACE.”

16. 16
Map Out Content
• Blog
• Case Studies
• E-books
• E-newsletters
• Events
• Infographics
• Microsites
• Presentations
• Research Reports
• Videos
• Webinars
• White Papers
Top Content Types

17. 17
Quality Content Best Practices
• Tell a story with your content (Think: what’s the point?)
• Spark an emotional reaction (e.g. surprise, laughter, mouth drop)
• Incite action with your content
• Content that’s about the reader, and not your company
• Create content that is novel, bold and original
• Use high-quality visuals
• Make it shareable
Read our blog post for more: http://brinx.it/9FI

18. 18
Develop Your Promotion Plan

19. #3. Get Started
1. Start Small
2. Prioritize
3. Be Inclusive
4. Understand Who You’re Talking to First
5. Test Regularly
6. Small Changes Can Mean Big Success
7. Think about the Next Step
8. Rely on Good Data
Tips from Deluxe’s Interactive Marketing Specialist
Read our blog post for more: http://brinx.it/wYi
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20. 20
#4. Measure Success
• Consumption (e.g. views, time on site, social media mentions)
• Sharing (e.g. forwards, social media engagement, inbound links)
• Leads (e.g. contact form downloads, blog subscribers or comments,
conversion rates)
• Sales (e.g. new business)
Main Areas of Content Marketing ROI Metrics

21. 21
#5. Learn By Doing

22. Thank you!
Questions?
22
Christina Milanowski
christina@maccabee.com
@ChristinaMila
A Strategic Public Relations
& Online Marketing Agency
Maccabee.com

23. Resources

24. 24
Website: ContentMarketingInstitute.org

25. 25
E-Book: Content Marketing Strategy
http://brinx.it/BCO

26. 26
Website: TheContentCouncil.org

27. 27
Blog: MaccaPR.com
www.subscribe.maccabee.com

28. 28
Blog Post: Sales-Marketing Alignment
http://brinx.it/BCh

29. 29
Blog.HubSpot.com

30. 30
Video: Inbound Marketing
http://brinx.it/BCq

31. Maccabee
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211 N 1st St Ste 425
Minneapolis, MN 55401
(612) 337-0087
Email Here
MACCABEE | A Strategic Public Relations & Online Marketing Agency
Stay In Touch!
@ MaccabeePR