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The Content Marketing Tutorial

A Velocity Prezi Tour
by

Velocity Partners

on 11 November 2015

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Transcript of The Content Marketing Tutorial

Your content needs to meet a need. Don’t just
re-hash what everyone else is talking about.
How do you find the gaps?
Now turn those info-gaps
into topics
Each topic has the right medium to express it.
Here’s a quick tutorial to help you generate some great content.
That’s good.
You’ve already bought into the idea of Content Marketing.

You’re ready turn your company’s insight and advice into campaigns that change people’s minds and incite action.
Start with your
target audience.
Everything starts here.
Share the first or second draft with influencers.
Morph it and ‘atomise it’ across the web.
Harvest as much insight & data as you can.
Here’s where you really add value to the debate.
Find the best writer & designer you can.
Start with an outline and get buy-in.
Be clear, simple, human, open…
GENERATE DETAILED PERSONAS
TALK TO YOUR PROSPECTS
FIND OUT THEIR KILLER ISSUES
LEARN TO SPEAK THEIR LANGUAGE
SOCIAL MEDIA GROUP DISCUSSIONS
LINKEDIN… FACEBOOK… QUORA… FOCUS
BLOG POSTS & COMMENTS
TWITTER USE SEARCH AND #HASHTAGS
SEARCH VOLUMES & TRAFFIC
WORKSHOP: WHITEBOARD IT
THINK TITLE NOW!
HINT: SEO KEYPHRASES?
VIDEO
AUDIO
EBOOK
INFOGRAPHIC
PRINT (WASSAT?)…
GOOGLE WILDLY
ANALYSTS, EDITORS, BLOGGERS…
WHITE PAPERS
LOTS OF QUOTES & STATS…
REWRITE BRUTALLY
REMOVE 30% OF THE WORDS
REPEAT

CROSS-PROMOTE OTHER CONTENT
TAG ALL URLS FOR ANALYTICS
BLOGGERS
EDITORS
ANALYSTS

ASK FOR INPUT AND THANK
THEM IN THE PIECE.
GET IT ON YOUR SITE
WITH A SEARCH-OPTIMIZED LANDING PAGE
FORM OR NO FORM? DO AN A/B TEST TO DECIDE.

GET IT TO THE INFLUENCERS AND ASK FOR THE PLUG!
PROVIDE TAGGED URL TO LANDING PAGE AND THUMBNAILS
SLIDESHARES
VIDEOS
WEBINARS
PODCASTS
BLOG SERIES
GUEST POSTS…
It’s simple really:

Put yourself in your audience’s shoes.
Produce something that adds value to the things they care most about.
And let the world know all about it.
TRAFFIC
CONVERSIONS
COMMENTS
RETWEETS
IMPRESSIONS…
So you can do it better next time.
Incorporate the changes for the influencers.
The Content Marketing Tutorial
A Velocity Prezi Tour
BLOG IT
TWEET IT
SHARE IT WITH SOCIAL GROUPS
EMAIL IT TO YOUR LIST
GUEST BLOG
COMMENT…

TRACK THE TRAFFIC
ANALYTICS IS KING
CAPTURE & NURTURE THE LEADS
Pull out all the stops.
Find the 'info-gaps'.
Generate ideas.
Pick a medium.
Research it.
Produce it.
Pre-release it.
Publish it!
Promote it.
Re-purpose it.
Measure it.
Okay you've read the B2B Marketing Manifesto and its Six Staples of B2B.

Here's the first of a series of Six Staples
drill-downs... Content Marketing.
© Velocity Partners
About Velocity.
Velocity is that hot little B2B marketing agency you’ve heard so much about.

We help our clients develop compelling stories, then drive those stories to market in interesting, innovative ways.

We’re based in London but have passports.
This is our website:
This is our blog:
And our Twitter feed:
Here are some papers and eBooks:
This is where to send an email:

And this is our phone number:
+44 (0)208 940 4099
http://bit.ly/hie5GC
http://bit.ly/g7dkww
http://www.velocitypartners.co.uk
For a bit more theory and some examples, check out the Content Marketing Workbook.
http://bit.ly/gR30nu
And you might like our blog series Project Open Kimono, the living content marketing case study.
http://bit.ly/127DtSR
http://bit.ly/h7O8nY
stan@velocitypartners.co.uk
http://twitter.com/velocitytweets
Thanks!
The B2B Content Marketing Strategy Checklist takes you through the whole strategy process, start to finish.
http://bit.ly/PtwV9V
Full transcript