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Hello, my name is... Content Marketing

Hello, my name is... Content Marketing

In this talk, I demystify content marketing, show its (surprisingly lengthy) history, and explain how to build and refine your own content marketing process.

Chris Van Patten

July 01, 2015
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  1. HELLO
    my name is
    Content
    Marketing

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  2. @ C H R I S VA N PAT T E N

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  3. @ N A R J C A S T • N O TA R E A L J O B . C O M

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  4. G O F I R S T H A N D . C O M

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  5. HELLO
    my name is
    Content
    Marketing

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  6. WHAT IS
    CONTENT MARKETING?

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  7. Creating amazing content, like

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  8. Creating amazing content, like
    BLOG POSTS

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  9. Creating amazing content, like
    BLOG POSTS
    VIDEOS

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  10. Creating amazing content, like
    BLOG POSTS
    VIDEOS
    PODCASTS

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  11. Creating amazing content, like
    BLOG POSTS
    VIDEOS
    PODCASTS
    EBOOKS

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  12. that your customers will
    WANT TO OOOO1
    READ

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  13. that your customers will
    WANT TO OOOO1
    WATCH

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  14. that your customers will
    WANT TO OOOO1
    SHARE

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  15. (and make them want to buy!)

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  16. WHAT ARE THE
    BENEFITS?

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  17. Introduce potential
    customers to your

    brand and its values

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  18. Capture leads and
    educate them on your
    products or services

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  19. More exposure in

    search results and social
    media platforms

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  20. WHAT ARE THE
    PITFALLS?

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  21. REQUIRES
    LONG-TERM
    COMMITMENT

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  22. HOW IS IT RELATED TO
    SOCIAL MEDIA?

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  23. CONTENT MARKETING
    EDUCATING

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  24. SOCIAL MEDIA
    ENGAGING

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  25. PINTEREST
    INSTAGRAM
    LINKEDIN
    SLIDESHARE
    TWITTER
    FACEBOOK
    BLOG
    PODCAST

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  26. WHAT MAKES
    GREAT CONTENT?

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  27. Makes an IMPACT

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  28. EDUCATES your customers

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  29. SELLS your product/service

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  30. EXAMPLES OF
    GREAT CONTENT

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  31. ROSETTA STONE

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  32. CONTENT MARKETING IS
    NOTHING NEW

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  33. BUILDING YOUR
    PROCESS

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  34. STEP 1
    Decide what content
    you want to create

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  35. STEP 2
    Draft your SOPs

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  36. Standard Operating Procedures

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  37. ‘How-To’ manuals for
    your content marketing

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  38. SOPs help keep you from
    becoming reliant on

    any one contractor

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  39. STEP 3
    Choose a process
    management tool

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  40. STEP 4
    Generate ideas

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  41. Talk to your customers
    (WHAT DO THEY FIND VALUABLE?)

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  42. Examine your
    favourite blogs
    (WHAT DO YOU FIND VALUABLE?)

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  43. Create writing prompts

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  44. Monthly editorial meetings

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  45. STEP 5
    Hire your

    content creators

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  46. WRITERS

    Elance, Reddit,

    Scripted, Writer Access

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  47. DESIGNERS


    Elance, Reddit,

    Dribbble, Behance

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  48. PODCAST EDITORS


    Elance, Reddit

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  49. STEP 6
    Consider a manager

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  50. HOW DO I
    MEASURE SUCCESS?

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  51. Set goals at the start

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  52. EMAIL LIST SIGNUPS

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  53. EMAIL LIST SIGNUPS
    PHONE CALLS

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  54. EMAIL LIST SIGNUPS
    PRODUCT SALES
    PHONE CALLS

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  55. Review results weekly

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  56. Which content is succeeding?

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  57. Which content is failing?

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  58. Try to understand why

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  59. Adjust accordingly

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  60. ADJUST TO
    CHANGING TIMES

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  61. Revisit your strategy quarterly

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  62. Evaluate new tools and platforms

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  63. A rigid process is no
    excuse for complacency!

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  64. TO SUM UP…

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  65. Great content marketing…

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  66. Content marketing…

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  67. Content marketing…
    IS NOT NEW

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  68. Content marketing…
    IS NOT NEW
    REQUIRES A PROCESS

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  69. Content marketing…
    IS NOT NEW
    REQUIRES A PROCESS
    SHOULD NEVER STAGNATE

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  70. Great content marketing…
    MAKES AN IMPACT

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  71. Great content marketing…
    MAKES AN IMPACT
    EDUCATES CUSTOMERS

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  72. Great content marketing…
    MAKES AN IMPACT
    EDUCATES CUSTOMERS
    SELLS YOUR PRODUCT

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  73. You have the TOOLS

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  74. You have the KNOWLEDGE

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  75. Go SELL YOUR STUFF!

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  76. Questions?
    @ChrisVanPatten
    cvp.me/houstonwp2015

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