Econsultancy, ethology's Mike Corak, and New York Times Best Selling Author of Youtility, and President of Convince & Convert, Jay Baer, webinar focused on helping prep for 2014 Content Marketing Planning, discussion includes: 1 - How to refocus your content efforts around help, not hype 2 - When and how to use social media to promote your content, and vice versa 3 - What trends and best practices you should use for staffing your content marketing program 4 - Why integrating your content marketing efforts will maximize return 5 - How to better understand your customers, and develop insights for content topics 6 - How to pick the right content execution for each topic 7 - How to measure the impact of your content efforts 8 - How much should you be spending on content marketing in 2014

1. September 11, 2013
2013 Webinar Series
8 Must-Dos for Your 2014
Content Marketing Plan

2. | 2
8 Must-Dos for Your 2014 Content
Marketing Plan
Thank you for join New York Times best selling author Jay Baer,
and digital marketing brainiacs Mike Corak and David St. John
Tradewell, for this fast-paced Econsultancy Webinar that will
make a measurable difference in the content marketing success of
your company.
You may have been asking, "Why would these three marketers
want to give away so much knowledge?" Because they want to!
#CMPlan2014

3. | 3
Today’s Speakers
JAY BAER - CONVINCE & CONVERT:
Jay Baer is a hype-free marketing strategist, acclaimed keynote speaker, and best selling author. A
founder of five companies, Jay is President of the social media and content marketing consultancy
Convince & Convert. A digital marketing pioneer, Jay has advised more than 700 companies since
1994, including 30 Fortune 500 corporations. His new business book Youtility: Why Smart Marketing is
About Help Not Hype reached #3 on the New York Times best seller list. He was also named one of
America’s top social media consultants by Fast Company magazine, and his Convince and Convert
blog is ranked as the world’s #1 content marketing resource.
MIKE CORAK – EVP, STRATEGY, ETHOLOGY
Mike Corak is the Executive Vice President of Strategy at ethology, leading the strategic planning
and agency services teams. An agency veteran, Corak has developed and implemented winning
digital and integrated strategies for hundreds of companies over his 12-year career, including Coca-
Cola, ConAgra Foods, ConocoPhillips, FedEx, Fujitsu, Nike, Office Depot, and Walt Disney. Prior to
ethology, Corak led the interactive services, strategy and client management teams at Off Madison
Avenue and iCrossing. Corak serves on the board of SEMPO (Search Engine Marketing
Professional Organization), helping drive the search industry’s trade group initiatives in research and
best practices education.
#CMPlan2014

4. | 4
Today’s Moderator
DAVID ST. JOHN TRADEWELL – ECONSULTANCY
David has been an advertising, marketing and media professional since the early 1990’s
and has more than 17 years experience in digital. He founded the first online advertising
team for the Times Supplements Group at News International before joining the original
global search engine, AltaVista in 1999. He was part of the founding team of Europe’s
leading search and social media specialists, Spannerworks and stayed with the firm after
its sale to iCrossing. During his tenure the company became the largest independent
digital marketing firm in the world, before being sold to Hearst Media in 2010. David has
worked with dozens of global brands and Fortune 500 business such as Coca-Cola,
Bank of America, Toyota, eBay, Dell, Pfizer and Unilever.
#CMPlan2014

5. Autographed Book Giveaway!
| 5
Audience members who submitted
questions before today’s webcast
will receive an autographed copy
of Jay Baer’s latest NY Times Best
Seller – Youtility (the book
includes comments from Mike
Corak, EVP @ethology)
Include the hashtag #CMPlan2014
in a tweet for additional chances to
win now!
#CMPlan2014

6. | 6
What We Hope You Learn Today!
1. How to refocus your content efforts around help, not hype
2. When and how to use social media to promote your content, and vice
versa
3. What trends and best practices you should use for staffing your
content marketing program
4. Why integrating your content marketing efforts will maximum return
5. How to better understand your customers, and develop insights for
content topics
6. How to pick the right content execution for each topic
7. How to measure the impact of your content efforts
8. How much should you be spending on content marketing in 2014
#CMPlan2014

7. @jaybaer
The difference between
helping and selling is
just 2 letters.
| 7 #CMPlan2014

8. | 8 #CMPlan2014

9. | 9 #CMPlan2014

10. | 10 #CMPlan2014

11. Youtility is marketing
so useful, people would
pay for it.
| 11 #CMPlan2014

12. | 12 #CMPlan2014

13. You are competing for
attention against
everything.
| 13 #CMPlan2014

14. Number of Blogs (in millions)
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35
173
#CMPlan2014

15. If you create Youtility,
your customers will
keep you close.
| 15 #CMPlan2014

16. Useful articles are
forwarded 30% more
than average.
| 16 #CMPlan2014

17. | 17 #CMPlan2014

18. It’s all about self-serve
information.
| 18 #CMPlan2014

19. B2B customers contact
the company only
after 70% of the
purchase decision has
been made
| 19 #CMPlan2014

20. Staffing: Who’s job is content
marketing?
| 20 #CMPlan2014

21. | 21
Youtility is a skill, not
a job.
#CMPlan2014

22. Staffing: It’s Everyone’s!
Proper content marketing
execution crosses many
tactics, and the more buzz,
the better!
Everyone can help, even if
it’s just with simple
promotion.
| 22 #CMPlan2014

23. Trust Matters.
Company experts – 66%
Regular employees – 50%
CEOs – 30%
| 23 #CMPlan2014

24. Inspiration doesn’t
respond to meeting
requests.
| 24 #CMPlan2014

25. | 25 #CMPlan2014

26. | 26 #CMPlan2014

27. | 27 #CMPlan2014

28. Tactical Integration: Content Strategy
at the Core
tactic-
agnostic
future-
friendly
search
social
promotion &
engagement
analytics
lifecycle
marketing
(email)
paid media
promotion
content
creation
content
strategy
lenses: local &
mobile #CMPlan2014

29. Content Strategy: Informed & Effective
Content Planning
29
3. Gap
Analysis
Categories &
Topics
4. Plan
Creation
Tactics &
Prioritization
1. Audience
Intelligence
Vernacular &
Demand
5. Plan
Execution
Analysis &
Agility
#CMPlan2014

30. Many companies are creating content
focused positions to own the process.
Roles & Responsibilities
catalog all content
manage all content creation,
curation, & distribution
own content calendars &
management tools
measure results, arrange
adjustments & optimization
perform content strategy role
inform & coordinate with offline
& traditional efforts
#CMPlan2014

31. Staffing Trends
| 31 #CMPlan2014

32. In-house v. Outsourced
Commonly “In-housed”
Production level creative and
content creation
Social posting and brand
interaction
Internal program management
Business goal reporting and
total ROI analysis
Commonly Outsourced
Research, strategy and planning
Ideation
Complex content creation
External program management
Content tagging
Related development
Media promotion
Program level reporting
Ongoing recommendations and
plan adjustments
| 32 #CMPlan2014

33. Content Demand Through Digital Data
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Keyword based search and social research
categorized by topical theme, prioritized
by position in the funnel (brand
introduction to conversion)
Identifies consumer vernacular,
popularity, associated and common
interests, and content types to inform
content strategy
Other sources for content
marketing insights:
Focus groups, surveys, polls
Website analytics
Social analytics
Site search
Competitive efforts
Stated email interests
#CMPlan2014

34. Choosing Content Executions for
Each topic
Understand Usage
Heavily searched topics lend themselves to consumer
research. Ensure core interest is represented in site
content. Timely interest may be more suited for blog posts.
Consider downloads, reference content, and tools. Deliver
stated interest based content directly (ex. Email).
Popular conversational topics lend themselves to
quickly digestible formats. Consider social conversation
starters, pointing to reference points, with highly sharable
and consumable content. Content with legs (social posts,
small videos, blog posts, infographics,), short and to the
point, tagged with proper micro content for sharing.
| 34 #CMPlan2014

35. Content Types
Continued
Content Type Opportunities:
Most companies lack visual
content balance and variation.
What’s your visual content
strategy?
Few customize and have
enough content related to
consumer desires within various
lenses (device and local).
Tip: Analyze competitively
performing content for type to
assist in understanding where
the “bar” is, and what it may
take to surpass performance
| 35 #CMPlan2014

36. | 36 #CMPlan2014

37. Create Taxonomies & Personas Based
on Prioritized Content Demand
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ATM
ATM machine
cash machine
teller machine
generic
ATM machines for sale
buy ATM machines
sale/purchase
ATM business
ATM solutions
ATM placement
owning an ATM
info
ATM security
ATM services
ATM repair
technology/services
ATM companies
ATM manufactures
ATM providers
company/provider
ATM equipment
ATM parts
ATM models
products/parts
Nautilus Hyosung
#CMPlan2014

38. Market Your Marketing.
| 38 #CMPlan2014

39. | 39 #CMPlan2014

40. Content is fire,
Social media is gasoline.
| 40 #CMPlan2014

41. | 41 #CMPlan2014

42. | 42 #CMPlan2014

43. | 43 #CMPlan2014

44. Use social to promote
Youtility first, company
second.
| 44 #CMPlan2014

45. The goal isn’t to create
content. The goal is to
improve your business
because of content.
| 45 #CMPlan2014

46. Common Content Marketing Metrics
| 46
Trending: Content Attribution
#CMPlan2014

47. Budgeting for Content Marketing
| 47 #CMPlan2014

48. Research Through Plan Creation
Content Audit (Annual) - $20K to +$50K: Page/piece level best
practice and performance audits across channel. What do you have and
how is it performing? Breadth of current content directs effort.
Audience Research (Quarterly) - $10K to +$50K: Typically includes
topic level digital data examination, listening, and audience polling by
segment, with initial analysis and recommendations.
Competitive Analysis - $5K to +30K: Includes cross-channel
documentation of competitive efforts by topical theme, highlighting
superior execution and performance for consideration.
Strategy and Plan - $20K to +$80K: Comprehensive, cross-channel,
content strategy and plan, typically includes goal and performance
mapping, style and tone guides, content gap analysis, personas, roles
and responsibilities matrix, content identification and topical
prioritization, content calendars, projections, reporting samples
| 48 #CMPlan2014

49. Management & Execution
Program Management - $2K to +$10K (monthly): Dependent on plan
depth, roles and responsibilities, and current tactic level integration.
Program Reporting and Insights – $2K to +$5K: Dependent on
program complexity and activity levels
Content Plan Execution – $5K to +$50K (monthly): Dependent on
plan and content needs, as well as organizational integration. May
include cross-channel content curation and creation, channel specific
optimization (search, social, etc), microformats, microcontent,
distribution, testing, and conversion optimization.
| 49 #CMPlan2014

50. Autographed Book Giveaway!
| 50
Audience members who submitted
questions before today’s webcast
will receive an autographed copy
of Jay Baer’s latest NY Times Best
Seller – Youtility (the book
includes comments from Mike
Corak, EVP @ethology)
Include the hashtag #CMPlan2014
in a tweet for additional chances to
win now!
#CMPlan2014
Find this presentation at www.slideshare.net/mcorak

51. About ethology and Convince &
Convert
ethology is an integrated full-service digital marketing agency
for evolving consumer brands. The agency offers consumer
research, strategy, planning, search, display and social media,
email, content and web development, creative and analytic
services.
www.ethology.com
Convince & Convert is a strategic consulting firm that works
with leading companies in North America to improve their
social media and content marketing. The company also
produces the award-winning Convince & Convert blog (named
#1 content marketing blog in the world) and the popular
Social Pros podcast.
www.convinceandconvert.com
| 51 #CMPlan2014

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Thanks for your time
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#CMPlan2014