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The Content Marketing Tutorial
Transcript of The Content Marketing Tutorial
re-hash what everyone else is talking about.
How do you find the gaps?
Now turn those info-gaps
Each topic has the right medium to express it.
Here’s a quick tutorial to help you generate some great content.
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
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?
ANALYSTS, EDITORS, BLOGGERS…
LOTS OF QUOTES & STATS…
REMOVE 30% OF THE WORDS
CROSS-PROMOTE OTHER CONTENT
TAG ALL URLS FOR ANALYTICS
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
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.
So you can do it better next time.
Incorporate the changes for the influencers.
The Content Marketing Tutorial
A Velocity Prezi Tour
SHARE IT WITH SOCIAL GROUPS
EMAIL IT TO YOUR LIST
TRACK THE TRAFFIC
ANALYTICS IS KING
CAPTURE & NURTURE THE LEADS
Pull out all the stops.
Find the 'info-gaps'.
Pick a medium.
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
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
For a bit more theory and some examples, check out the Content Marketing Workbook.
And you might like our blog series Project Open Kimono, the living content marketing case study.
The B2B Content Marketing Strategy Checklist takes you through the whole strategy process, start to finish.