keeping your stories straight: aligning social media and conent marketing strategies

#cmi

#CMI @juntajoe @ardath421 @PR_Maven

Today’s Webinar: Keeping Your Stories Straight:

Aligning Social Media and Content

Marketing Strategies

#cmi


• Interact with the presenters anytime – ask questions! • Type into the “ask a question” text area – click submit. • The slides will advance automatically throughout the event. • Having trouble? Click “Help” link below the media player.

Before We Get Started

#cmi


Hi I’m Joe Pulizzi (@juntajoe)

#cmi


CMI teaches marketers how to effectively own their media channels to attract and retain customers.

EVENTS MEDIA CONSULTING

CCO Magazine

#cmi


Sept. 9-12, 2013

Cleveland, OH

Coming AGAIN in 2014!

#cmi


Today’s Agenda:

• Creating a consistent story • Measuring success • Examples to get you started

#cmi


Today’s Speakers:

Ardath Albee Paige Musto

@ardath421 @PR_Maven

Keeping Your Stories Straight: Aligning Social Media and Content

Marketing Strategies

Ardath Albee CEO & B2B Marketing Strategist Marketing Interactions, Inc.

@ardath421

About Ardath Albee Clients include:

Storyteller, Die-Hard Writer, Marketing Geek, Strategy Nut 27 years of business management & marketing leadership Author of eMarketing Strategies for the Complex Sale Industry Speaker, Workshop Leader, Blogger Top 50 Marketing & Sales Influencer 2012 Obsessed about helping B2B companies use eMarketing strategies & contagious content platforms to turn prospects into buyers. Believes buyer personas are the key foundational tool for every content strategy.

www.marketinginteractions.com @ardath421

http://www.marketinginteractions.com/

Conversation Starters 73% of IT Decision Makers want to discover ideas they can share and discuss with colleagues. IDG

A Few Things About Humans

Going Au Naturel

Nurturing programs are not defined by your database.

Gain Reach With “Natural Nurturing”

Blog Posts

Articles

Tweets

LinkedIn Status/Groups

Lead Database

Email for Nurturing Press Release

Search

Offers for Lead Generation

Connected Conversations and Content Pathways

Get Found

Your Database Has Limits

Orchestrate Progression

Why Consistency Counts

It’s up to you to connect the dots for your prospects.

They will not do it themselves.

Channel Consistency is Critical

How access to colleagues and data powers

productivity

Improve your customer satisfaction with presence

Shorten your time to revenue with project

workspaces

Twitter Website Blog

Product Focus Company Focus Customer Focus

Think “Hubs”

Email Twitter

Facebook LinkedIn Google+

WOM

Gain “Earned” Triggers #1 for use & influence is information supplied by a peer/colleague

Engagement Is Your Compass

• Audience

• Topics

• Channels

• Content

Use this data to inform marketing program design

Thank You!

Ardath Albee, B2B Marketing Strategist

Marketing Interactions, Inc.

Web: www.marketinginteractions.com

Twitter: @ardath421

Blog: http://marketinginteractions.typepad.com

Free Persona Tool

www.upcloseandpersona.com

http://www.marketinginteractions.com/

http://marketinginteractions.typepad.com/

http://www.upcloseandpersona.com/

www.act-on.com | @ActOnSoftware | #ActOnSW

Paige Musto Sr. Manager, Public Relations & Social Media [email protected]

@PR_Maven


Embracing the New Speed of Business

• Growing use and adoption of mobile & social

• Multiplication of communication channels

• Increased transparency; always-on

• Greater accessibility to customers & prospects

KEY: Take advantage of highly visible & relevant chatter/trends to increase brand salience


Is Agile Marketing Right for Me?

• Outgrown a static annual plan

• Experiment + variety

• Big data, analytics, & KPIs

• Individuals & interactions supersede target markets

• Collaborate and unify teams

KEY: Unified front at all touch points – continuously adjust to changing conditions


Metrics for Social Media’s Contribution

• Total # of leads

• Volume and share of voice

• Engagement

• Frequency of hashtag used

KEY: Many pieces of the puzzle fit together to build the bigger picture


Building a Calendar Workflow

KEY: Interrelated content that complements and supports your strategy

Content Marketing Calendar

Master Campaign Calendar

Social Ed Calendar

Share


Review

• Embracing the New Speed of Business

• Is Agile Marketing Right for Me?

• Metrics for Social Media’s Contribution

• Real World Example

• Building a Calendar Workflow

#cmi


Questions & Answers

Keep your questions coming. Type into the

“ask a question” text area and click submit.

#cmi


Thank you for attending today’s webinar!

A link to the archive will be sent to you in a day or two

after the event.

For more on the Content Marketing Institute visit: http://ContentMarketingInstitute.com

http://contentmarketinginstitute.com/

keeping your stories straight: aligning social media and conent marketing strategies

Documents