Susan CatoDirector of Digital StrategyChief Troublemakersusan.cato@balanceinteractive.com@susancato

10 Steps

Content Marketing Strategy in (roughly)

Content is currency — something we trade for our audience’s attention.

- Frank Strong, CopyBlogger

Strategy

Define Goals• Examples:

– Strengthen Brand– Expand Reach– Generate Leads– Solve Problems– Attract Strategic Partners

1

OnlineAssessment• Website• Social Networks• Marketing

Initiatives

2

Research Audience• Where are they?• Inventory Priorities• Identify Influencers:

groups/people/organizations

3

Online InfluencersWhat/Who First Last Type Beat/Focus URL Twitter

Facebook Group: "Cloud Computing" FB Group Cloud Computinghttp://www.facebook.com/home.php?sk=group_8450870046

LinkedIn Group: "Cloud Computing" LI Group Cloud Computinghttp://www.linkedin.com/groups?gid=61513&mostPopular=&trk=tyah

Cloud Computing Blog: "Chaotic Flow" Joel York Blog Cloud Computing http://chaotic-flow.com/ ChaoticflowCloud Computing Blog: "Cloud Computing" Chirag Mehta Blog Cloud Computing http://cloudcomputing.blogspot.com/ chirag_mehtaCloud Computing Blog: "Cloud CTweaks" Blog Cloud Computing http://www.cloudtweaks.com/ Cloudtweaks

Cloud Computing Blog: "Infoworld Cloud Computing Blog" David Linthicum Blog Cloud Computinghttp://www.infoworld.com/d/cloud-computing/blogs DavidLinthicum

Cloud Computing Blog: "SaaS Blog" Blog Cloud Computing http://www.saasblogs.com/ DatamationCloud Computing Blog: "Smooth Span" Bob Warfield Blog Cloud Computing http://smoothspan.wordpress.com/ BobWarfield

Cloud Computing Blog: "Software as Services" Phil Wainewright Blog Cloud Computinghttp://www.zdnet.com/blog/saas

zdnet, pchilwwTwitter: @Health_IT TW Healthcare IT health_itTwitter: @HITNewsTweet TW HealthcareIT Hitnewstweet

Facebook Page: "Healthcare IT News" FB Group HealthcareIThttp://www.facebook.com/healthcareitnews

LinkedIn Group: "Health Informatics Technology (HIT)" LI Group Healthcare IThttp://www.linkedin.com/groups?gid=40096&mostPopular=&trk=tyahLinkedIn

LinkedIn Group: "Healthcare Information & Management Systems Society" LI Group Healthcare IT

http://www.linkedin.com/groups?gid=93115&mostPopular=&trk=tyah

Facebook Page: "National Cyber Security Alliance" FB Group Cybersecurity http://www.facebook.com/staysafeonline

LinkedIn Group: "Information Security Community" LI Group Cybersecurityhttp://www.linkedin.com/groups?gid=38412&mostPopular=&trk=tyah

Twitter: @cybersecure TW Cybersecurity Twitter: @msftsecresponse TW Cybersecurity

LinkedIn Group: "IT Specialist" LI Group General IT

http://www.linkedin.com/groups/IT-Specialist-Group-37485?gid=37485&mostPopular=&trk=tyah

ToolsUsername Name Tweet Homepage Location Followers Time

ECCOUNCILEC-COUNCIL

Shoppers, take extra caution on Cyber Monday http://t.co/QwIoZUwk #infosec #hack #cybersecurity http://www.facebook.com/ECCouncil 4260 11/26/2012 20:00

aanvalAanval IDS Console

Begin the full #Aanval SAS install from with our first of five demonstration videos http://t.co/kqwAMbwV #infosec #cybersecurity http://www.aanval.com/ Internet 4565 11/26/2012 12:29

sylviaunlimited

sylviaunlimited

Goodbye paid-for antivirus! I use avast! Free Antivirus and it's great. Download now to stay safe. #cybersecurity http://t.co/SAx9Wzaa http://www.sylviaunlimited.com Arizona, Florida, Mexico 4953 11/26/2012 10:23

Flavien7 FlavienGoodbye paid-for antivirus! I use avast! Free Antivirus and it's great. Download now to stay safe. #cybersecurity http://t.co/COO4EzD8 http://flavien7.wifeo.com jeremie/Haiti 5053 11/27/2012 0:10

RodriiOlivera

☆Follow•Back•Seguro☆

Goodbye paid-for antivirus! I use avast! Free Antivirus and it's great. Download now to stay safe. #cybersecurity http://t.co/GnUdg2J0 http://estilofm.xtrweb.com/ Montevideo - Uruguay 5521 11/26/2012 22:10

softwarecandySoftware Candy

How to Devise Passwords That Drive Hackers Away http://t.co/NfLzQxJW #security #cybersecurity http://www.softwarecandy.com Burlington, VT, USA 7009 11/26/2012 15:44

myraemacdonald

Myra MacDonald

RT @Londonstani: I love #cybersecurity. Its like the coldwar is back. Everyone sounds so happy to be in their (state actor) comfort zone ... http://blogs.reuters.com/pakistan/ London 7871 11/26/2012 9:44

EUintheUSEU in the US

.@Eu_Commission takes concrete actions to tackle #cybersecurity risks http://t.co/v13BZRuA http://www.eurunion.org Washington, DC 7955 11/26/2012 20:20

MfgExecutiveManufacturing Exec.

On demand webcast: Learn how to secure mobile devices & create enterprise #cybersecurity http://t.co/mzhRLVPU #mobility #CIO http://www.manufacturing-executive.com New York 8239 11/26/2012 13:20

DebbieMahlerdebbiemahler

Need to make a #Cybersecurity plan? Here's an easy planner! http://t.co/JO6N0XIs via @FCC #NCSAM http://internettechspecialists.com Algonquin, IL 9333 11/26/2012 9:05

DigitalAgendaEU

Digital Agenda

The @EU_Commission supports research on #CyberSecurity http://t.co/vB5vssCf http://ec.europa.eu/digital-agenda Europe 9702 11/26/2012 12:05

OpPinkPowerAnonymous

RT @AnonyOdinn: Secrecy and President's #Cyber Directive http://t.co/4BdjELkg BO Tries to Hide #Cybersecurity... http://t.co/xbl1vJH9 http://anonymissexpress.cyberguerrilla.org Earth 10702 11/26/2012 8:26

CoreSecurityCoreSecurity

When it comes to #cybersecurity protection, the biggest problem for most SMBs is awareness http://t.co/oOQzglvB via @jd_harrison http://blog.coresecurity.com Boston, MA 14007 11/26/2012 9:30

prosperitygalMichele Price

This is scary RT @BlueLance: Hotel Room Buglar Exploits Critical Flaw in Electronic Door Locks http://t.co/d1VsoC6v #Hotel #CyberSecurity http://www.linkedin.com/in/micheleprice Houston,Texas 38001 11/26/2012 21:17

Tools

Mentions

Impact

Sentiment

STOP!

Document your plan

Develop Content• Audience-focused topics• Keyword research• Curate and create• Create layered content• Organize & Schedule

4

Audience-Focused Topics

Remember!No matter what

type of content you are creating – it’s about your

audience, not you!

Keyword Research

Topics Keywords

Use Keywords Consistently

• On your website:– Headlines, descriptions, metadata,

tags, content, page titles

• In social postings:– Tags, hashtags, categories,

descriptions, video, narrative #

Curating and Creating Content

Your Content1. Guest Blog

2. Webinars: Live and recorded

3. How-to Videos

4. Blog post series based on customer questions

(written or video)

5. Whitepapers that address problems or challenges

6. Q&A Series: Webinar, Teleclass, Twitter

7. eBook: Top blog posts, how-to guides, resource

guides

8. Turn best blog posts into Powerpoint

presentations and/or video.

9. Virtual Conference: Gather a small group (3-5) of

knowledge experts and create a virtual conference.

Have each person give a virtual session or

workshop. These can be recorded as well.

10. Reviews: Written or Video. Products, books,

information products, events, etc.

11. Create an industry report: include interviews with

knowledge experts. Create written and video

versions. Monthly industry roundups are great too.

12. Podcasting booth at your next conference. Pre-

schedule interviews with key people and get people

to do spur of the moment interviews. Ask everyone

one ‘burning question’

13. Create useful tools/templates: decision matrix,

spreadsheet, analytics dashboard, checklists,

14. Product Demos: Video, Powerpoint, Images

15. Teleclass series

16. Infographics, data points from research reports

17. Podcast series from any recorded material

18. Photos/images to tell a story

19. Pinterest boards for resources, how-to’s, galleries

20. Event content repurposed: quotes, presentations,

video

21. Interview an industry expert, popular blogger,

knowledge expert and record it. Create blog posts

and video/audio podcasts.

Content Layering

ResearchReport

Third Party Content

• Industry publications• Video channels• Twitter feeds• Blogs• Articles• Podcasts• Books• Photos/images

• Infographics• Research• eBooks• Pinterest boards• Webinars• Tutorials

Use a Content Dashboard

User-Generated Content• Turn customer

comments, questions, inquiries into topics for content.

• Guest bloggers• Contests: Video,

Photo • Photos/images around

a topic or tag• Curate pre-curated

content: Pinterest

boards, blogrolls, resource lists

• Wikis to solve problems or generate ideas

Visual Content

Share Links• Social posts• Schedule

appropriately• Write for the

medium• Track links

5

Content Mix

60%Links to third party content

10%Direct promotions

30%Links to company

content

Use a Social Content Calendar

Attract Audience• Attract customers• Expand your reach• Consistency + Value = Growth

6

Engage Customers

• Consume, participate, share and use your content.

• Turns into interest in what you have to sell or offer.

7

Take Action• Once your audience is

engaged, it will be easier to get them to act.

8

Optimize for Action

• Define your top key actions for your website and build the site around them.

• Optimize main landing pages – these are the pages you are driving traffic to.– Topics/Keywords

– Key Tasks

– CTA’s

Place CTA’s everywhere

Give to Get

• Create a useful tool or template – decision matrix, spreadsheet, analytics dashboard, etc., that can be distributed as a thank you when customers take key actions.

• Drip feed your content

Give Resources

Nurture Relationships

• Encourage and reward engagement

• Be consistent• Be present

9

Monitor Performance

• Measure what works and what doesn’t

• Track over time

10

Tools

Integrates with Salesforce

Tools

Crowdbooster

Measure, learn, improve…and repeat

Let’s Recap

1. Define

2. Assess

3. Research

4. Create

5. Share

6. Attract

7. Engage

8. Act

9. Nurture

10.Monitor

Key Takeaways

• Begin with one goal• Organize content around

audience-focused topics/keywords

• Visual content rules• Optimize• Give to get• Track, measure and improve

Thank You

Susan CatoDirector of Digital StrategyChief Troublemakersusan.cato@balanceinteractive.com@susancato