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.

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Chris Van Patten

July 01, 2015
Tweet

Transcript

  1. HELLO my name is Content Marketing

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

    E N
  3. None
  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

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  38. BUFFER

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  41. ROSETTA STONE

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  44. STARTUP

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  46. CONTENT MARKETING IS NOTHING NEW

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  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

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  59. SOPs help keep you from becoming reliant on
 any one

    contractor
  60. STEP 3 Choose a process management tool

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  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

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  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

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  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