The Company is the Content

Lecture 4: Goals and Metrics

Conversation

Summary: Finding the conversation

Community

Who are you

speaking to?

Content

What are you going

to say?

But first… content marketing Storytelling Shared

Histories Emotions Dreams

Wrapping them around your brand

Identifying with your audience

Company is the Content

Play with the websites at the end

Goal

• What you want

Metrics

• How you measure

Tactics

• What you do

Tools

• What you use

Resist temptation to “go social”Understand the entire process first

Gillin, Schwartzman’s “Four Step Process”

Google+ LinkedIn Blogs Apps Analytic tools How they all fit together

The tools

Continued from last week

Google’s social network Google’s fourth attempt at social

Buzz Friend Connect Orkut

Claims 170M users (ill-defined) Many features, feels over-engineered

Circles getting the most popularity Google, Plus Your World

Marketers: how to meld G+ with SEO

De facto business networking tool 150M members, $522M revenues (2011) Used extensively by recruiters, job hunters Has groups, hard to determine how effective

they are Potential to be great ad platform

Can better target profession, title, location Audience is in a work frame-of-mind on the

network

Blogs Blog-> self publishing platforms

156M blogs Blogger/Worpress more traditional CMS

Content Management Systems Tumblr: cross between a blog and Twitter

45M Tumblrs

Apps: the next frontier Mobile is taking over

the world Content marketing

targeting the consumer

Betting on platforms iPhone Android Facebook Spotify

B2B will follow Be the change!

Tracking Key lesson from

Ridley Scott in 1979 Not so in cyberspace Every click is a

scream

The screams URL shortener

Bit.ly, TinyURL Share Bar

Add This Comment

DISQUS

Tools aren’t about convenience, about analytics

Model: Hub and spoke content syndication

Model: Hub and spoke content syndication

Content Platform

Content Syndicatio

n

Content Marketing

With each interaction, you’re getting feedback on content

I Don’t Care About Content Marketing

WhitePaper

I Don’t Care About Sales

I Don’t Care About HR

I Care About

MarketingSalesHRCustomer Service

You Care About….

WhitePaper

Assignment

OSSCube Letter Grade, hand in answers Questions will be posted tomorrow