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1 Follow us on Tweet about this session:

2 Marketing Communications Strategies and Tactics Content Marketing 101

3 Agenda What is content marketing? Who uses content marketing and why? How do I know if content marketing is right for my organization? How do I begin to implement content marketing principles? Where do I go to learn more about content marketing best practices?

4

5 Good news, Bad news

6 Media relations

7

8 More bad news

9 81 % of adults now use the Internet 71 % of those people use Facebook are on Twitter, % LinkedIn, Instagram or Pinterest 56 % % % college ed. 42 % of women Source: Pew Research

10 Social platforms are now content platforms

11 52 % of adult internet users now use at least two social platforms daily. The demographics are now robust enough that you can use them to target specific audiences with your content. Source: Pew Research

12 Social platforms are now advertising platforms

13 The final piece:

14 The final piece: Amplification

15 The last piece of bad news This is not for your college intern It takes time It takes money And you have no excuses

16 The year of implementation

17 Launching a content marketing program

18 The Buyer s Journey

19 The Buyer s Journey

20

21

22

23

24

25 Tips Ask about Google analytics at the start of every campaign You ll need an and password Use generic s to manage client analytics Use Google videos to learn more

26 The Buyer s Journey

27 Conversion An incremental term to describe going from one step to the next

28 What You ll Need: Content to test Social Advertising Offers based on results Calls To Action Landing Pages Thank you pages workflows

29 Blog Post

30 Social Post

31 Thank you page

32 Follow-up messages

33 Offers

34 Metrics Sales Qualified leads (SQL) Talk to the sales team Understand what it takes to close a customer Attach a value to every action Align your resources with the sales cycle Extend the timeline for results: months

35 Sample Lead Scoring

36 Audits

37

38 Audit Summary Timeline: 6-8 weeks Deliverables: Audience Content Gaps Ongoing Recommendations

39 FRANCHISOR FRAN Background Is a brand marketing manager for a franchisor (e.g. Mosquito Squad) Has a bachelor s degree in marketing or a related field Has at least five years of marketing experience Role/Responsibilities Corporate role: manages marketing initiatives to drive web traffic, leads and sales for franchisees Franchisee support role: provides franchisees with marketing best practices, templates and partner recommendations Personal goal: feels responsible for helping franchisees grow their business Manages partnerships with vendors, including PR, marketing and advertising agencies

40 Brand Journalism Looking ahead

41 INSERT UMGAS Discuss as case study

42 Final Thoughts

43 Resources HubSpot.com (buyers journey) Moz.com (SEO and web analytics) Keywordtool.io (traffic analysis) BuzzSumo (content ideas)

44

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