With brands now spending over 25% of their budgets on content for content marketing and social media success, it’s critical that marketers learn the “how to” of content marketing.
Expanding on the success of our first annual Content Marketing Retreat in 2011, this year’s retreat will move beyond “building the case for content marketing” to sharing strategic insight and best practices on how to effectively plan, manage and measure content creation, curation, publication and distribution.
The narrative of presentations on Day 1 of the retreat is below; to learn more about the full two day program, as well as learn more about Langley, Whidbey Island, and the Langley Center for New Media, please visit the retreat’s main information page.
Real World Challenges of Content Marketing
Rod Brooks, CMO/Pemco; Pres. Word-of-Mouth Marketing Association
As CMO of PEMCO Insurance, and a Word of Mouth Marketing enthusiast, Rod Brooks has a “big, bodacious goal”: he doesn’t want to have to “buy” a lead again, at least in the traditional sense of paid advertising.
But, as the CMO of a large organization, navigating how to do this poses challenges. For Word-of-Mouth and social media marketers such as Rod, content plays a crucial role, but what kind of content, produced by whom, distributed when and where, and how to manage this, are all questions that need to be answered.
Based on first-hand experience, Rod’s keynote will establish the challenges that marketers face in today’s 24/7, customer-engagement driven world, and lay the foundation for the “how to” focused presentations that will be provided throughout the day by the other speakers.
Content Marketing Cycle for Social Media Success
Russell Sparkman, CEO, FusionSpark Media, Inc.
If today’s marketers need to “think like marketers, and act like publishers,” then they need to adopt a rhythm and flow for content creation and publication, not unlike traditional TV, radio and print media.
Russell will explain the 7 stages of the Content Marketing Cycle and what’s required in each of the steps to succeed at Content Marketing. Russell will contextualize this process in terms of what it means for achieving success through Social Media, in particular. This will include special focus on how the Content Strategy stage is used to plan an editorial calendar based upon the Awareness-Consideration-Decision path that consumers, donors, stakeholders typically follow when making decisions about products, services or causes.
Making Sense of Google Analytics
Tim Frick, Mightybytes
Tim will explain and demonstrate how research and insight, and techniques such as setting Google Analytics goals, can help businesses and non-profits succeed in content marketing and social media.
Tim will explain tools and trends used in measuring content marketing and social media performance, covering recent industry developments for defining the right metrics for your business to track and measure performance. With the insights that Tim will show are possible to achieve, retreat attendees will come away with a clear picture of what return on engagement means to bottomline return on investment.
Building an Editorial Calendar for Marketing & PR
Jayme Thomason, CEO, Divvy HQ
As marketers move increasingly into more and more content creation, curation and distribution it becomes increasingly important to manage content ideas, editorial teams, production process and deadlines. Jayme will explain the real world scenarios for creating and managing an editorial calendar for content marketing, social media distribution and participation.
Additionally, Jayme will detail what it takes, in both personnel and personal skills, to have the discipline that’s required for the consistency that will make content marketing successful.
Sourcing Original Content, Internally and Externally
Chris Baggott, CEO, Compendium
Chris Baggott will explain and demonstrate how original content that is valuable to the reader, valuable for longtail SEO, valuable for customer service, and more, can be found throughout an organization’s everyday activities, and made relevant to prospects, to clients and to customers.
Chris will describe how you can leverage communication between employees, between employees and clients/customers, and User-generated Content, to build an ever expanding archive of original content unique to your organization.
The Art and Science of Content Curation
Pawan Deshpande, CEO, Curata
Organizations that embrace content, for content marketing, for social media engagement, can’t possibly create all the content that they could use to be the most definitive, relevant resource to their customers and stakeholders. To help meet the demand for content, organizations are turning to content curation. So, what is content curation, and why does it matter?
Pawan Deshpande will explain and demonstrate how and why contextually related content created by others adds to and enhances a marketer’s content marketing success by adding context, meaning and knowledge.
Amplifying Context in Video to Achieve ROI
Mark Jacobs, CEO, Me!Box Media, Inc.
Without a doubt, online video is exploding. But are marketers truly using it to their best advantage?
Is the site visitor or user-experience enhanced or hindered by videos?
Most importantly, are videos contributing to the bottomline and if so, how? Mark will explain and demonstrate how embedding greater contextual relevance into online videos drives the decision making process, increasing frequency of sharing, increasing site visits and time on site, and therefore driving ROI.
The Customer Path: From Lead Gen to Customer
Jeff Erramouspe, Pres., Manticore
Content Marketing is all about attracting prospects and engaging with them as buyers and customers.
Attracting and engaging with prospects and customers through content marketing should be tightly aligned with the Awareness-Consideration-Decision phases of the traditional purchase or sales funnel.
Jeff will explain the processes required to nurture prospects that come to a company through content marketing activities, and the importance of tailoring the “right content, at right time” in alignment with the sales funnel, in order for content marketing to fulfill its promise of ROI for business success.
Reaching your Audience in a Post-Advertising Age
Simon Kelly, COO, Story Worldwide
In this post advertising age of brands becoming publishers, its no longer good enough to build it and they will come. Simon will explore how to make the transition from thinking about your target prospects as consumers to thinking about them as an audience. He’ll show how the seismic shift from paid to owned and earned media works in reality and share a couple of case studies of how an entertainment channel and a pharmaceutical company were able to harness the power of their audiences to create engagement levels that paid media alone would never have been able to achieve.
Wrap Up: Managing Content Marketing
Robert Rose, Author, Managing Content Marketing
Robert Rose will wrap up the day by contextualizing all the key learning points made by the previous speakers from his viewpoint as the co-author, with Joe Pulizzi, of the book, Managing Content Marketing.
In wrapping up the day’s presentations, Robert will show attendees, step-by-step, how to develop a content marketing plan that goes beyond theory, with special emphasis on how to build a business case for content marketing with the boss, as well as how to choose the right distribution channels.