A presentation about some of the leading practitioners of content marketing - what are their secrets, their lessons and their hacks. This presentation was delivered at a webinar for BrightTalk in March 2012.

1. Welcome, Future
Content Marketing
Superstars

2. Me V
Content Marketing
Digital Campaigns
Strategic Consulting
• Salesforce
• NetSuite
• Econsultancy
• dotMobi
• Ciena
• Cisco
• Marketo
• App-DNA
• Canonical

3. Who are the
Content Marketing
Superstars?

4. Content Marketing
Superstars!

5. Making of the
Content Marketing
Superstars

6. Lessons

7. Start
A Smart Marketer
Humble
Used to “the way of doing things”

8. Start
A Smart Marketer
Humble
Used to “the way of doing things”
The Motivation
A pretty boring arrangement
Shut off from everything interesting
Tired of making the arrangements

9. The Realization
Holy s*@t! I can engage with the
market directly
Great content leads to real leads,
which lead to real business
Marketing can actually drive
our business

10. The Realization
Holy s*@t! I can engage with the
market directly
Great content leads to real leads,
which lead to real business
Marketing can actually drive
our business
The Series of Revelations

11. Revelations

12. People went this way before

15. People went this way before
Flattery, or just recognition of
great work?
Gaining implicit buy-in from
influencers
Seeking out input from
knowledgeable sources
Building back links

16. Show you know your audience

17. Map your content to your audience

18. Show you know your audience
…but what kind of an audience
are they?
What do they love? Hate? Fear?
Hope for?

20. Show you know your audience
…but what kind of an audience
are they?
What do they love? Hate? Fear?
Hope for?
What are their scenarios?
Situational content

21. Utility beats naked promotion

24. Utility beats naked promotion
Sometimes it doesn’t have to be
about you
It’s enough that it’s from you
Help contacts into a position
to buy from you

25. Get the most from content

27. Get the most from content
One content marketing superstar
calls it “Pimping your content”
Repurpose content for different
context, different channels,
different audiences
Think about on-site & off-site

28. Online, it’s all connected
If you can, avoid entanglements
Use a CMS, track on GA,
consider freeware

29. Online, it’s all connected
If you can, avoid entanglements
Use a CMS, track on GA,
consider freeware
Preach what you’re doing
across the org
Get buy-in from IT & dev resources
Tell them what you need

30. Go rogue

31. Just made for DIY

32. Love your vertical

33. Loving their domains

34. Nothing’s safer than testing
change

35. Nothing’s safer than testing
change
How can change be the most
conservative?
Isn’t it safer to stay put?

36. Nothing’s safer than testing
change
How can change be the most
conservative?
Isn’t it safer to stay put?
What’s the likelihood you’re
doing things wrong?
It’ll always make more sense to
discover waste,
than to continue with it.

37. Manage expectations

38. Not a common
immediate
response

39. Manage expectations
Establish a baseline
Flag honesty

40. Measure what makes sense
to measure

41. Google Analytics
is the content
marketer’s best friend

42. Measure what makes sense
to measure
Link metrics to actions or
responses
Don’t be afraid to change course,
or abandon

43. Content doesn’t sell itself

44. Content doesn’t sell itself
Think distribution and promotion
What channels will your content
take to market?

46. Including influencers PPC Campaign
Webinar
SEO-friendly Landing Page
Email newsletter
Guest posts
Twitter
Blogging on own site Merchandising on own site
Slideshare

47. Mix it up yourself online

48. Mix it up yourself online
The age of the behind-the-scenes
operator is over
Get social skills under your skin

50. Do your research.

52. Do your research.
If you’re not the data superfreak
about your own business,
who will be?
Your data = great content

53. Move fast and break things

54. Move fast and break things

55. Measure

56. Where is our humble
marketer now?

57. Content Marketing
Superstars

58. Where is our humble
marketer now?
Still smart
Still humble
Still used to “the way of doing
things”

59. Where is our humble
marketer now?
Still smart
Still humble
Still used to “the way of doing
things”
So what’s changed?
No longer bored
No longer shut off
Not “making the arrangements”

60. Thanks! Hope you enjoyed it!
Would love to hear from anyone
on the journey to content
marketing superstardom!
Up for a chat?
I’m on twitter @rskin11
Or email:
ryan@velocitypartners.co.uk