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Up, Down and Sideways:
Going the Distance
With Your Content Marketing
	
  
Presented by Jeff Korhan, MBA
June 4, 2015
©Jeff Korhan 2015 @jeffkorhanhttp://bit.ly/1AD5xN1
©Jeff Korhan 2015 @jeffkorhan
“Artists	
  and	
  athletes	
  go	
  the	
  distance	
  
because	
  stopping	
  just	
  a	
 ...
©Jeff Korhan 2015 @jeffkorhan
“…	
  using	
  content	
  to	
  attract	
  and	
  engage	
  a	
  
clearly	
  defined	
  audie...
©Jeff Korhan 2015 @jeffkorhan
Know,	
  Like	
  and	
  Trust	
  
The	
  Social	
  Marketing	
  Process™	
  
©Jeff Korhan 2015 @jeffkorhan
Content	
  Marketing	
  
Social	
  Selling	
  
①  Know	
  Your	
  Customers	
  
②  Remove	
 ...
©Jeff Korhan 2015 @jeffkorhan
What’s	
  Next?	
  
7
©Jeff Korhan 2015 @jeffkorhan
① 	
  Know	
  Your	
  	
  	
  
Customers	
  
8
©Jeff Korhan 2015 @jeffkorhan
The	
  Trust	
  Economy	
  
1.  Business	
  is	
  Now	
  Personal	
  	
  
2.  Markets	
  are...
©Jeff Korhan 2015 @jeffkorhan
Content	
  Marketing	
  
1.  Answers	
  questions	
  
2.  Solves	
  problems	
  
3.  Inspire...
©Jeff Korhan 2015 @jeffkorhan
Small	
  Business	
  Media	
  	
  
1.  Paid	
  Media	
  –	
  advertising	
  	
  	
  
2.  Ear...
©Jeff Korhan 2015 @jeffkorhan
4	
  Pillars	
  of	
  Online	
  Marketing	
  Success™	
  
12
Photo Credit:
http://bit.ly/1xa...
©Jeff Korhan 2015 @jeffkorhan
4	
  Pillars	
  of	
  Online	
  Marketing	
  Success™	
  
1.  Modern	
  Website	
  
2.  Inti...
©Jeff Korhan 2015 @jeffkorhan
②  Remove	
  Buying	
  	
  
	
  	
  	
  Obstacles	
  
14
©Jeff Korhan 2015 @jeffkorhan
Micro-­‐Business	
  Brand	
  
15
bit.ly/1Ek49zP	
  
©Jeff Korhan 2015 @jeffkorhan
Content	
  Marketing	
  
©Jeff Korhan 2015 @jeffkorhan
③ Nurture	
  
Relationships	
  
17
©Jeff Korhan 2015 @jeffkorhan
Content	
  Marketing	
  
…gets	
  and	
  keeps	
  the	
  narrative	
  on	
  track.	
  	
  
	...
©Jeff Korhan 2015 @jeffkorhan
Stories	
  are	
  how	
  we	
  	
  
make	
  sense	
  of	
  the	
  world.	
  
Stories	
  Sell...
©Jeff Korhan 2015 @jeffkorhan
Newsletter	
  Communities	
  	
  
20
©Jeff Korhan 2015 @jeffkorhan
Repurposing	
  or	
  Self-­‐Plagiarism?	
  
©Jeff Korhan 2015 @jeffkorhan
Deep	
  Practice	
  
©Jeff Korhan 2015 @jeffkorhan
Up,	
  Down	
  and	
  Sideways	
  
n Podcast	
  Interview	
  Ideas	
  -­‐	
  down	
  
n Ne...
©Jeff Korhan 2015 @jeffkorhan
Further:	
  Up,	
  Down	
  and	
  Sideways	
  
n Long-­‐form	
  article	
  -­‐	
  down	
  
...
©Jeff Korhan 2015 @jeffkorhan
What	
  is	
  Free	
  and	
  Premium?	
  
©Jeff Korhan 2015 @jeffkorhan
©Jeff Korhan 2015 @jeffkorhan
Sideways	
  
©Jeff Korhan 2015 @jeffkorhan
Refine	
  Your	
  Content	
  
Development	
  Process	
  
28
…	
  to	
  Make	
  New	
  Discove...
©Jeff Korhan 2015 @jeffkorhan
Up,	
  Down	
  and	
  Sideways	
  
(December	
  2014)	
  
©Jeff Korhan 2015 @jeffkorhan
Yesterday:	
  May	
  5,	
  2015	
  
©Jeff Korhan 2015 @jeffkorhan
Build	
  and	
  Refine	
  Your	
  Process	
  
1.  Content	
  Mission	
  Statement	
  
2.  Pla...
©Jeff Korhan 2015 @jeffkorhan
	
  
	
  
	
  
	
  
Let’s	
  Connect!	
  
	
  	
  
@jeiorhan	
  
jeForhan.com/newsletter	
  ...
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Up, Down and Sideways: Going the Distance With Your Content Marketing

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Description

In the world of marketing, the winners not only create helpful content, but then make the most of it by strategically planning how to reformat, repurpose, and redistribute it up, down, and across appropriate channels.

In this webinar you will learn from the ground up how to build an audience with your content to attract new speaking opportunities, book deals and consulting clients, and most important, how to do it smarter, better and faster.

Participants Will Learn

#1 – Learn the essential 4 Pillars of Online Marketing™ that are either helping or hurting your SEO, and how to get them right.

#2 – Learn how to build a timesaving content generation system that progressively refines your content as it is reformatted, repurposed, and redistributed.

#3 – Learn why personal content curation is a leading trend, and how for a minimal time investment you can leverage it to help your communities.

Speaker Bio

Jeff Korhan is the author of Built-In Social and host of This Old New Business podcast. He helps businesses adapt traditional sales and marketing practices to a digital, social, and global world. Jeff is a trainer and coach for small business, and a keynote speaker for the associations and member organizations that support them. Connect with him on Twitter @jeffkorhan and learn more at JeffKorhan.com

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Up, Down and Sideways: Going the Distance With Your Content Marketing

  1. 1. Up, Down and Sideways: Going the Distance With Your Content Marketing   Presented by Jeff Korhan, MBA June 4, 2015
  2. 2. ©Jeff Korhan 2015 @jeffkorhanhttp://bit.ly/1AD5xN1
  3. 3. ©Jeff Korhan 2015 @jeffkorhan “Artists  and  athletes  go  the  distance   because  stopping  just  a  little  short  is   enough  to  compromise  the  result      –  winning  versus  losing”  
  4. 4. ©Jeff Korhan 2015 @jeffkorhan “…  using  content  to  attract  and  engage  a   clearly  defined  audience,  with  the  objective   of  driving  profitable  actions.”   Content  Marketing  
  5. 5. ©Jeff Korhan 2015 @jeffkorhan Know,  Like  and  Trust   The  Social  Marketing  Process™  
  6. 6. ©Jeff Korhan 2015 @jeffkorhan Content  Marketing   Social  Selling   ①  Know  Your  Customers   ②  Remove  Buying  Obstacles   ③  Nurture  Relationships   6
  7. 7. ©Jeff Korhan 2015 @jeffkorhan What’s  Next?   7
  8. 8. ©Jeff Korhan 2015 @jeffkorhan ①   Know  Your       Customers   8
  9. 9. ©Jeff Korhan 2015 @jeffkorhan The  Trust  Economy   1.  Business  is  Now  Personal     2.  Markets  are  Collaborative     3.  Communities  are  the  New  Markets    
  10. 10. ©Jeff Korhan 2015 @jeffkorhan Content  Marketing   1.  Answers  questions   2.  Solves  problems   3.  Inspires     The  Social  Marketing  Process™   “Helping  is  the  new  selling”  
  11. 11. ©Jeff Korhan 2015 @jeffkorhan Small  Business  Media     1.  Paid  Media  –  advertising       2.  Earned  Media    -­‐  e.g  social  media     3.  Owned  Media    -­‐  e.g,  websites,  blogs,  newsletter,   podcasts,  etc.  
  12. 12. ©Jeff Korhan 2015 @jeffkorhan 4  Pillars  of  Online  Marketing  Success™   12 Photo Credit: http://bit.ly/1xaFkUj
  13. 13. ©Jeff Korhan 2015 @jeffkorhan 4  Pillars  of  Online  Marketing  Success™   1.  Modern  Website   2.  Intimate  Newsletter     3.  Consistent  Blog   4.  Active  Social  Media   13
  14. 14. ©Jeff Korhan 2015 @jeffkorhan ②  Remove  Buying          Obstacles   14
  15. 15. ©Jeff Korhan 2015 @jeffkorhan Micro-­‐Business  Brand   15 bit.ly/1Ek49zP  
  16. 16. ©Jeff Korhan 2015 @jeffkorhan Content  Marketing  
  17. 17. ©Jeff Korhan 2015 @jeffkorhan ③ Nurture   Relationships   17
  18. 18. ©Jeff Korhan 2015 @jeffkorhan Content  Marketing   …gets  and  keeps  the  narrative  on  track.       “The  right  content,                                                        in  the  right  place,                                                                                                              at  the  right  time.”   “Adaptive  Content”  
  19. 19. ©Jeff Korhan 2015 @jeffkorhan Stories  are  how  we     make  sense  of  the  world.   Stories  Sell  
  20. 20. ©Jeff Korhan 2015 @jeffkorhan Newsletter  Communities     20
  21. 21. ©Jeff Korhan 2015 @jeffkorhan Repurposing  or  Self-­‐Plagiarism?  
  22. 22. ©Jeff Korhan 2015 @jeffkorhan Deep  Practice  
  23. 23. ©Jeff Korhan 2015 @jeffkorhan Up,  Down  and  Sideways   n Podcast  Interview  Ideas  -­‐  down   n Newsletters  -­‐  up   n Blog  articles  -­‐  sideways   n Podcast  Episodes  -­‐  sideways   n Live  Presentation  –  up  
  24. 24. ©Jeff Korhan 2015 @jeffkorhan Further:  Up,  Down  and  Sideways   n Long-­‐form  article  -­‐  down   n Online  training  course  -­‐  up   n Live  training  course  -­‐  sideways   n Podcast  -­‐    down  and  sideways   n Book  -­‐  up  
  25. 25. ©Jeff Korhan 2015 @jeffkorhan What  is  Free  and  Premium?  
  26. 26. ©Jeff Korhan 2015 @jeffkorhan
  27. 27. ©Jeff Korhan 2015 @jeffkorhan Sideways  
  28. 28. ©Jeff Korhan 2015 @jeffkorhan Refine  Your  Content   Development  Process   28 …  to  Make  New  Discoveries   “You  don’t  even  know  what  the  thing  is  yet  …    how  big  it  can  get,  how  far  it  can  go.”  
  29. 29. ©Jeff Korhan 2015 @jeffkorhan Up,  Down  and  Sideways   (December  2014)  
  30. 30. ©Jeff Korhan 2015 @jeffkorhan Yesterday:  May  5,  2015  
  31. 31. ©Jeff Korhan 2015 @jeffkorhan Build  and  Refine  Your  Process   1.  Content  Mission  Statement   2.  Plan  “atomization”  sequence   3.  Personally  curate  and  share  (trend)   4.  Create  and  test  original  content   5.  …Go  the  Distance!  
  32. 32. ©Jeff Korhan 2015 @jeffkorhan         Let’s  Connect!       @jeiorhan   jeForhan.com/newsletter   linkedin.com/in/jeiorhan   speaker@jeiorhan.com  

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