1.
“K < 9 < 1U‘t< if Tip 37“
on Content Marketing
, Mann

2.
Read a lot,
in order to write well.

3.
Blogs
Social Media Accounts Mainstream Media
YouTube ~ Books
Podcasts Industry Publications
Medium. com
Dnn

4.
— 5 Sites That Do —
Content Marketing
— Really Well —
Pi Dnn

5.
[fie
Identify, then understand
your target audience.

6.
Once you understand your target audience,
put yourself in their shoes when you create content for them.
3. User Personas
1. Demographics
T 4. Interests
2. Firmographics
5. Pain Points

7.
{Eli
Look for relevant
content, continuously.

8.
I. Industry News
2. Trends
3. Feedback
4. Thought Leadership
5. Tips & Insights

9.
Publish free,
|ongi-try; /rrn goirltent.

10.
”We encourage original, high-quality content,
since that's what's best for web users. "
-Google
When content is behind a registration
C]
wall, search engines don't see it.
For some of your content, ”set it free”
(don't collect registration).
[ _, ‘ xi‘ 1 . ‘. ». “V ‘. V

11.
Be creative
and unique.
Dnn

12.
COLORING
IBOOKV
Marketos's
Coloring Book
mms, $B.3B| LL|0N
WILLBESPENTUNVIDEUADS
3.9
1.5 2-0 2.9
UberF| ip's
Video lnfographic
The following is a paid presentation
from MarketingProfs.
Marketing Profs’
infomercial spoff
IBM's
Billboard with Awning

13.
[fie
Maximize the leverage of
primary content assets.

14.
S| ideShare
Blog (Pre) Primary Blog (Post) Hand-out
(webinar) (for Sales)
YouTube
r.
_ ‘ Dnn

15.
___@_j
Go outside ”Marketing" for
"Content Marketing. ”
Ir) nnn

16.
What your wider team delivers:
©
Passion Perspective Personality
Knowledge Insights from Great customer
the trenches stories

17.
[fie
Use social media to inform,
distribute and converse.
Ir, ‘ nnn

18.
O@
Distribute Converse
Follow customers, Share content across Interact with your
influencers and social media readers. Get
thought leaders. channels. Encourage feedback on their
Follow lists, use employees and challenges and pain
search and employ partners to amplify points. Use the
related listening your shares. conversations to
tools. inform your
subsequent content
marketing.

19.
¥_@_fl
Outsource as needed.

20.
II‘
Sponsorship
'I‘ II II III II II II II
1. IT.
Thought Leaders
Analyst firms
Partners (good for jointly produced content)
Freelance writers
r.
L ‘ Dnn

21.
I ‘I II II
M eI 9 II I“, CI II c~; I nt Ifv, ei rill II iii .
: lTlTI e'], I_l, I,I

22.
We hope you enjoyed these ten
quick tips on content marketing.
Visit our website to learn how DNN
can expand the reach and impact of
your content marketing.
@DNNCorp
I‘ Dnn

23.
g;
g;
Presentation Makeover
by Ethos3
ethos3.com

24.
Behind The Scenes
a look at the presentation before the makeover

25.
Content Marketing: 10 Tips in 30 Minutes
_‘ M
7-‘.
1
. 1
ll ll
Dennis Shiao
Dircwttor, Product . ~.~'IaI‘! I;etIIIp, Tweet with hash tag;
@DNNCorp | @dshiao #DNN
I ODD

26.
Content Marketing Overview
Pgfcefnggg of mg Magfigfefs Change in Amountof
Using Content Marketing gfiggm“
7%
Per nt of B2B Markete Who . .
Have caeD0:l. glen1efltEd Contentrsstrategy 828 C°('<')tv°e': 'NI: :3‘2°°' ‘"9 Spmdl 1"‘
32%
Ivrvnari Irv
.14 . —.. --¢. -'. , u. ..-. .. .«. .-. ... . . ... ... ... .,«. .,. .. . ... ... .., ».. . . 'I‘‘ ___, __, ,_~. _ , _ __ _‘ ____ __ . ___
The Report (from Content Marketing Institute and MarketingProfs):
a I i4.. .., ,,, ,,, —_“, rr_
"Content marketing’: purpose is to attract and retain customers by consistently creating and curatlng relevant and
valuable content with the intention of changing or enhancing consumer behavior. ” (source: Content Marketing Institute) D an“

27.
10 Content Marketing Tips in 30 Minutes
onn

28.
1) ”Read” a lot in order to write well.
"Effective content creation starts with extensive content consumption. ”
Mainstream media ' B2C social media
Industry publications aC°°”“t5
Books ' Industry social media
accounts
Hobbyist publications BIO S
(for me, sportswriters) g .
_ Tumblr sites
YouTube videos .
Medium (
Podcasts htt : medium. com)
Twerjt m -3: "To become an effective writer, write less and read more #DNN" T Dnn

29.
1) ”Read” a lot in order to write well.
Top 5 Content Marketing Sites (that I read)
CONTENT
MARKETING
INSTITUTE
I-lu'oS
'0
‘ii i(_, i,v? ’ it .1333)?
iii .
‘ ~ Examples of B2B vendors who excel at content marketing. Their blogs are just one (of many)
sources of their content marketing goodness.

30.
2) Identify, then understand your target audience.
Demographics Interests
Firmographics Pal“ POIWCS
Sources:
User Personas _ CRM
. Marketing Automation
. Salesteam
. Client conversations
. Social media
Once you understand your target audience, put yourself in their shoes when you create
onn
content for them. I

31.
3) Look for relevant content, continuously.
Industry News Thought Leadership
1', -ends Tips & Insights
Market/ Customer Feedback
My two "go to" sources:
Newsjacking: How to Inject your Ideas into a Breaking News I’ feedly
‘ Story and Generate Tons of Media Coverage
/ ~ Related blog post: -
' “"_‘*“ iittp: /lb? ughubspot. coiiijLi| og/ tal; 'd, i'6307jl; ~'cl, l32983HlieJnbciurid; ii1arketergs-_Cornp'ete: j Dnn
GLllLl€: ,IO-N(: 'W‘bjiiCI<l"I}; .d5I)X

32.
4) Publish long form content (ungated).
I For some of your content, ”set it free” (don't collect
registration).
I“ When content is behind a registration wall, search
engines don't see it.
I A quote from Google: "we encourage original, high-
quality content, since that's what's best for web
users. "
A Dhn

33.
4) Publish long form content (ungated).
In-depth articles
Al! l$! !Q§!9J'Q9!! I19&JG¢? J!! l1lP! .‘O. l
lheNewVorilIrnes ‘ID, I‘
I 'IiieIOdInuloq1orrwIriqoui bvui-Vsndfloulobhow ouleckzvdthe
fuliondhsutleof Drvgfibusc nnaoneoflheworlds leamighvui
sc ieiiisls She and other
Wled hv lJr. .ili E-km: riii'r. :in iJ; n. 9:». J
Iwasaqeekvvsuontocnaigelhenxiledhow warswaoed Use
dominion technologies to vviprovc mulury strut-qy N1-tworiicc
compilers coua take data from
I Ifly. h£m9l9flMnfi1mflm m
Ttioinrioivaiors Dilemma
busunessvueltcorn
hat-ed nowfierentfiefuifiovydbusuiescsha-= irievebcenmro. ri1rvhe
diskdrives wtierechmpesntechnology rnarinetsvixttre goodscooe
anavemcalimegrannriavebeenso. ..
How to Write the In-Depth Articles that Google Loves
htt : www. co bio er. com in-de th-article—rankin
A Great Strategy to Create in-Depth Evergreen Content
htt : searchen inewatch. com article 2290883 A-Great-Strate -to-Create-In-De th-
Evergreen-Content
Let's face it: getting into Goog| e’s "In-depth articles" section is a challenge. BUT, if you set D on"
that as your goal, hugely positive content marketing benefits will follow.

34.
5) Be creative and unique. 5%. , ". .-; :;: .¢
Examples S
Coloring book (Marketo)
Spoof of a late night infomercial, done in a S| ideShare
(MarketingProfs)
Video infographic (UberF| ip)
Billboard with a rain-proof awning (IBM)
Source:
htt : socia| mediab2b. com 2013 O9 7—exam les-of-innovative-
b2b-content-marketing[
onn

35.
6) Maximize the leverage of primary content assets.
A HOT on i’accboo. v'<. '
C‘ 5
U
Blog (Pre) PRIMARY ‘ Slides Blog (Post)
(Webinar)
. ,_
.5”.
Replay ~ A _
BONUS: Syndication! 500 Likes/ Shares from article page Hand‘°ut
(for Sales)
cc: m :2 “Content marketing tip: turn primary content assets into secondary and
. , onn
tertiary assets #DNN ' 1

36.
7) Go outside ’’Marketing’’ for ”Content Marketing. ”
, What your wider team delivers:
‘ . 4 I Passion
‘ , ‘ , , I Perspective
I Personality
I Knowledge
I I . W I Insights from the trenches
I Great customer stories
Internal blogging program:
htt : www. marketo. com assets u loads How-to-Create-an-lnternal-Blo in -Pro ram-
that-Works. pdf
Content Rules — Easy Peasy Blog Post Program:
htt : www. contentru| esbook. com extras-files Content Rules Blo Post Tem late. df
I ‘Dhfl

37.
8) Use social media to inform, distribute and
converse.
INFORM: Follow customers, influencers and thought leaders.
Follow lists, use search and employ related listening tools.
DISTRIBUTE: Share content across social media channels.
Encourage employees and partners to amplify your shares.
CONVERSE: Interact with your readers. Get feedback on their
challenges and pain points. Use the conversations to inform
your subsequent content marketing.
INFOGRAPHIC — how to create perfect posts on social platforms: D
- ; gun

38.
9) Outsource as needed.
Functions that
B2B I-«Iarketers Outsource
‘. ‘.'i Il. ll‘: _
D»: «:I_jn
Content DI-; tn'butionisyndication
Edit: I‘;
I. ’-2.1y. .!ement, ‘Analytic5
Content Planning ck Strategy
E: :,4rPersona Creation
l ' I I l I
Outsourcing content creation ("Writing”):
Sponsorship
Thought Leaders
Analyst firms
Partners (good for jointly produced
content)
Freelance writers
I Dl"l| "

39.
10) Measure, quantify, adjust.
' / '/ " '/ »/I/ , j/ /
Photo credit: Leo Reynolds on flijckr,
"Measure, quantify, adjust is the new lather, rinse, repeat. ” 1 onn

40.
Questions?
Contact me:
dennis. shiao@dnnsoftwa re. com
@DNNCorp
@dshiao
htt : www. dnnsoftware. com
onn

41.
‘g
g;
Give your presentation
a makeover.
email start@ethos3.com today