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Today’s Webinar: Keeping Your Stories Straight:
Aligning Social Media and Content
Marketing Strategies
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#CMI @juntajoe @ardath421 @PR_Maven
• Interact with the presenters anytime – ask questions! • Type into the “ask a question” text area – click submit. • The slides will advance automatically throughout the event. • Having trouble? Click “Help” link below the media player.
Before We Get Started
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Hi I’m Joe Pulizzi (@juntajoe)
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CMI teaches marketers how to effectively own their media channels to attract and retain customers.
EVENTS MEDIA CONSULTING
CCO Magazine
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Sept. 9-12, 2013
Cleveland, OH
Coming AGAIN in 2014!
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Today’s Agenda:
• Creating a consistent story • Measuring success • Examples to get you started
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Today’s Speakers:
Ardath Albee Paige Musto
@ardath421 @PR_Maven
Keeping Your Stories Straight: Aligning Social Media and Content
Marketing Strategies
Ardath Albee CEO & B2B Marketing Strategist Marketing Interactions, Inc.
@ardath421
About Ardath Albee Clients include:
Storyteller, Die-Hard Writer, Marketing Geek, Strategy Nut 27 years of business management & marketing leadership Author of eMarketing Strategies for the Complex Sale Industry Speaker, Workshop Leader, Blogger Top 50 Marketing & Sales Influencer 2012 Obsessed about helping B2B companies use eMarketing strategies & contagious content platforms to turn prospects into buyers. Believes buyer personas are the key foundational tool for every content strategy.
www.marketinginteractions.com @ardath421
Conversation Starters 73% of IT Decision Makers want to discover ideas they can share and discuss with colleagues. IDG
A Few Things About Humans
Going Au Naturel
Nurturing programs are not defined by your database.
Gain Reach With “Natural Nurturing”
Blog Posts
Articles
Tweets
LinkedIn Status/Groups
Lead Database
Email for Nurturing Press Release
Search
Offers for Lead Generation
Connected Conversations and Content Pathways
Get Found
Your Database Has Limits
Orchestrate Progression
Why Consistency Counts
It’s up to you to connect the dots for your prospects.
They will not do it themselves.
Channel Consistency is Critical
How access to colleagues and data powers
productivity
Improve your customer satisfaction with presence
Shorten your time to revenue with project
workspaces
Twitter Website Blog
Product Focus Company Focus Customer Focus
Think “Hubs”
Email Twitter
Facebook LinkedIn Google+
WOM
Gain “Earned” Triggers #1 for use & influence is information supplied by a peer/colleague
Engagement Is Your Compass
• Audience
• Topics
• Channels
• Content
Use this data to inform marketing program design
Thank You!
Ardath Albee, B2B Marketing Strategist
Marketing Interactions, Inc.
Web: www.marketinginteractions.com
Twitter: @ardath421
Blog: http://marketinginteractions.typepad.com
Free Persona Tool
www.upcloseandpersona.com
www.act-on.com | @ActOnSoftware | #ActOnSW
Paige Musto Sr. Manager, Public Relations & Social Media [email protected]
@PR_Maven
www.act-on.com | @ActOnSoftware | #ActOnSW
Embracing the New Speed of Business
• Growing use and adoption of mobile & social
• Multiplication of communication channels
• Increased transparency; always-on
• Greater accessibility to customers & prospects
KEY: Take advantage of highly visible & relevant chatter/trends to increase brand salience
www.act-on.com | @ActOnSoftware | #ActOnSW
Is Agile Marketing Right for Me?
• Outgrown a static annual plan
• Experiment + variety
• Big data, analytics, & KPIs
• Individuals & interactions supersede target markets
• Collaborate and unify teams
KEY: Unified front at all touch points – continuously adjust to changing conditions
www.act-on.com | @ActOnSoftware | #ActOnSW
Metrics for Social Media’s Contribution
• Total # of leads
• Volume and share of voice
• Engagement
• Frequency of hashtag used
KEY: Many pieces of the puzzle fit together to build the bigger picture
www.act-on.com | @ActOnSoftware | #ActOnSW
Building a Calendar Workflow
KEY: Interrelated content that complements and supports your strategy
Content Marketing Calendar
Master Campaign Calendar
Social Ed Calendar
Share
www.act-on.com | @ActOnSoftware | #ActOnSW
Review
• Embracing the New Speed of Business
• Is Agile Marketing Right for Me?
• Metrics for Social Media’s Contribution
• Real World Example
• Building a Calendar Workflow
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Questions & Answers
Keep your questions coming. Type into the
“ask a question” text area and click submit.
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Thank you for attending today’s webinar!
A link to the archive will be sent to you in a day or two
after the event.
For more on the Content Marketing Institute visit: http://ContentMarketingInstitute.com
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