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.

Transcript

1. HELLO my name is Content Marketing
2. @ C H R I S VA N PAT T E N
4. @ N A R J C A S T • N O TA R E A L J O B . C O M
5. G O F I R S T H A N D . C O M
6. HELLO my name is Content Marketing
7. WHAT IS CONTENT MARKETING?
8. Creating amazing content, like
9. Creating amazing content, like BLOG POSTS
10. Creating amazing content, like BLOG POSTS VIDEOS
11. Creating amazing content, like BLOG POSTS VIDEOS PODCASTS
12. Creating amazing content, like BLOG POSTS VIDEOS PODCASTS EBOOKS
13. that your customers will WANT TO OOOO1 READ
14. that your customers will WANT TO OOOO1 WATCH
15. that your customers will WANT TO OOOO1 SHARE
16. (and make them want to buy!)
17. WHAT ARE THE BENEFITS?
18. Introduce potential customers to your
 brand and its values
19. Capture leads and educate them on your products or services
20. More exposure in
 search results and social media platforms
21. WHAT ARE THE PITFALLS?
22. EXPENSIVE
23. SLOW
24. REQUIRES LONG-TERM COMMITMENT
25. HOW IS IT RELATED TO SOCIAL MEDIA?
26. CLOSELY!
27. CONTENT MARKETING EDUCATING
28. SOCIAL MEDIA ENGAGING
29. PINTEREST INSTAGRAM LINKEDIN SLIDESHARE TWITTER FACEBOOK BLOG PODCAST
30. WHAT MAKES GREAT CONTENT?
31. Makes an IMPACT
32. EDUCATES your customers
33. SELLS your product/service
34. EXAMPLES OF GREAT CONTENT
35. BIRCHBOX
38. BUFFER
41. ROSETTA STONE
44. STARTUP
46. CONTENT MARKETING IS NOTHING NEW
52. BUILDING YOUR PROCESS
53. STEP 1 Decide what content you want to create
54. STEP 2 Draft your SOPs
55. Standard Operating Procedures
56. ‘How-To’ manuals for your content marketing
59. SOPs help keep you from becoming reliant on
 any one contractor
60. STEP 3 Choose a process management tool
65. STEP 4 Generate ideas
66. Talk to your customers (WHAT DO THEY FIND VALUABLE?)
67. Examine your favourite blogs (WHAT DO YOU FIND VALUABLE?)
68. Create writing prompts
70. Monthly editorial meetings
71. STEP 5 Hire your
 content creators
72. WRITERS 
 Elance, Reddit,
 Scripted, Writer Access
73. DESIGNERS
 
 Elance, Reddit,
 Dribbble, Behance
74. PODCAST EDITORS
 
 Elance, Reddit
75. STEP 6 Consider a manager
76. HOW DO I MEASURE SUCCESS?
77. Set goals at the start
78. EMAIL LIST SIGNUPS
79. EMAIL LIST SIGNUPS PHONE CALLS
80. EMAIL LIST SIGNUPS PRODUCT SALES PHONE CALLS
81. Review results weekly
84. Which content is succeeding?
85. Which content is failing?
86. Try to understand why
87. Adjust accordingly
88. ADJUST TO CHANGING TIMES
89. Revisit your strategy quarterly
90. Evaluate new tools and platforms
91. A rigid process is no excuse for complacency!
92. TO SUM UP…
93. Great content marketing…
94. Content marketing…
95. Content marketing… IS NOT NEW
96. Content marketing… IS NOT NEW REQUIRES A PROCESS
97. Content marketing… IS NOT NEW REQUIRES A PROCESS SHOULD NEVER STAGNATE
98. Great content marketing… MAKES AN IMPACT
99. Great content marketing… MAKES AN IMPACT EDUCATES CUSTOMERS
100. Great content marketing… MAKES AN IMPACT EDUCATES CUSTOMERS SELLS YOUR PRODUCT
101. You have the TOOLS
102. You have the KNOWLEDGE
103. Go SELL YOUR STUFF!
104. Questions? @ChrisVanPatten cvp.me/houstonwp2015