Connections abound in today's market place. With more and more channels of communication readily accessible, the marketer is left with a huge problem: how to generate quality content to fill all the open streams? This session will uncover the strategies and tactics used to deliver relevant messaging to prospects and clients in a timely and effective way. You will be invited to rethink the creative steps in your marketing process and discover the "why, when, and how" of year-round marketing messages that matter. Learn more about Thriving Firm at http://www.thrivingfirm.com

1. 10/24/2012
Rethinking
“Out of the Box”
Marketing
And Something About
Zombies
and Content Marketing
Wait, Really?
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2. 10/24/2012
Presentation Structure
Conceptual
Strategic
Tactical
Personal
So, Don’t Leave Yet!
Hang Around to Understand…
• What Content Marketing Means for You
• Why Content Replaces Your Advertizing
• Where All the Content Goes and When
• How to Create Quality Content
• Who Am I and Who Really Cares?
• (Oh, and what’s Content Marketing?)
My Story
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3. 10/24/2012
The Myth:
Traditional Advertizing Works Great!
The New World:
Content Marketing
(And Zombies?)
Zombies Are Everywhere!
Your Challenge: Become a Zombie!
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4. 10/24/2012
Where Marketing Used To Be
Where’s Marketing Going?
Where Marketing is Right Now
• Need constant flow of butt-kicking content
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5. 10/24/2012
What If I Don’t?
• Remain hidden in the Googleverse
• Seem irrelevant in the industry
• Missing out on providing value
• Turn off inbound leads
So What Is Content?
• It’s the stuff that attracts new business
• It’s the stuff that builds your list of raving fans
• It’s the stuff that makes you a relevant advisor
• It’s the stuff that improves your SER
• It’s the stuff that drives visits to your website
• It’s the stuff that nurtures leads
It’s the stuff that lets the WORLD know that
YOU are Remarkable!
Where Does Content Go?
• Blogs • Articles
• Ebooks • Calculators/Assessments
• Video • Worksheets
• Facebook • Podcasts
• Twitter • Case studies
• Whitepapers • Webinars
• Newsletters • Brochures
• Infographics • Linkedin
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6. 10/24/2012
Well…
I already do one of those things…
Before We Go Any Further…
Weren’t we going to talk about zombies or
something?
What do we know • Singularly focused
about Zombies?
• Unfazed by competition
• Persistent to a fault
• Not vegetarian
• Trait flexible in context
• Fearless
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7. 10/24/2012
Content Zombie v. Marketer
Content Marketer Content Zombie
• Chasing latest trend • Chases only 1 thing
• Affected by distractions • Totally unfazed
• Cries when limb falls off • Knows target
• Creativity dependent • On same page w/ others
• Struggles for new ideas • 24-hour hunter
• Stares at the clock
The Zombie Marketer
• Always has content at the ready
• Hunts alone or in the pack
• Local or Global
• Time efficient
• Understands the content consumer persona
• Strong, relentless strategy
Assembling Your Tackle Box
• You don’t have endless bait
– You don’t need it!
• Market Only What You’ve Mastered
• Develop Content that Reflects Your Strengths
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8. 10/24/2012
The Framework
Strategically Tactically
• Client Persona Insight • Inventory
• Goals in Mind • Curate
• Be Useful • Map Delivery
• Be Easy to Find • Repurpose
• Multiple Stage Content • Co-create/Create
• Monitor • Get Something in Return
Insight
• Who are your ideal customers?
• What are their:
– Concerns
– Needs
– Interests
• What do they want solved?
• What are their challenges?
• Where do they look for answers?
Goals
• Perceived as a thought leader?
• Nurture prospects in purchase cycle?
• Provide engaging content?
• Develop conversations in an online space?
• Become more discoverable in SERPs?
• Draw attention of the media?
• Keep your marketing zombie occupied?
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9. 10/24/2012
Monitor & Measure
• Where’s the content being used?
• How are sales affected?
• How many new leads?
• Social Media engagements
• Number of Downloads
Tactical & Practical
• Inventory Audit (the accountant’s favorite step)
– What do you have?
– Is it any good?
ID Title/Document URL or Document Topic/ Date
Name File location type Category
1 3 Ways to Add C:mydocum Word Selling 6/14/12
Value in the Sales ents/3way.do Document Services
Process cx
34 5 Tips for Adding Thrivingfirm. PDF Selling 9/19/12
Value in the Sales com/blog/tips Document Services
Process .pdf
Curate, Repurpose, Co-create
• Content can be 2nd source
– Insider’s Guide to Success, AccWrd, bbr
– Give credit
• Content can be given a new life
– Article into ebook
– Video into a picture
– Multiple blog posts into one article
• Work with others (maybe clients?)
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10. 10/24/2012
Tactical & Practical
• Create an Editorial Calendar
– Long Term Outlook (6 Months)
QTR Month Theme Dates Notes
4 Oct Increasing Sales Halloween
Nov Efficiency Thanksgiving (US)
Dec Financial Fitness Webinar Series
1 Jan Succession Team Learning
Feb Family Business New Website
Mar Choosing a Team Vacation
Tactical & Practical
• Create an Editorial Calendar
– Weekly Content Planner
– May have multiple – based on channel/product
November (theme: Efficiency ) Product Keywords Notes
Mon 5 – What are Systems? Blog Post See March 3 post
Tues 6 – Defining Processes Video Blog Youtube
Wed 7 – Delegating Work Blog Post Teamwork
Thur 8 – Planning Ahead Guest Blog Client Blog
Frda 9 – Using Spreadsheets PDF on Website Linkedin link
Mon 12 – Six Easy Shortcuts Blog Post Simplify Twitter #easy
Tue 13 – Must-have Templates PDF on Website Source?
Wed 14 - Newsletter Email
Can’t My Content Just Be
Anything?
Yeah, sure.
End of Presentation.
Thanks for Listening.
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11. 10/24/2012
Good Content
• Tell a story
• Emotional
• Buzz
• Element of Surprise
• Make a Challenge to the reader
Popular Content
• Visual Spectrum
– Pictures
– Video
– Infographics
– Comics
– Sketches
New Content
• Answer Questions
• Use your Team
• Be Useful
• Publish at the Right Time
• Remember it about brand affinity & awareness
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12. 10/24/2012
Content Excellence Coke 2020
Reaction
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