Slide 1 Everything You Need To Know About Content Marketing Hana Abaza, Director of Marketing at ’S HOT Authoring – Create your content. Distribution – Get your content out there. Metrics – See how your content performs. 2 WHY IT’S NOT Authoring – Create your content. Distribution – Get your content out there. Metrics – See how your content performs. 3 Content Marketing Landscape Create your content See how your content performs Get your content out there AUTHORING DISTRIBUTION METRICS Authoring – Create your content. Distribution – Get your content out there. Metrics – See how your content performs. 4 MODERN DAY CONTENT MARKETING Create your content See how your content performs Get your content out there Create a killer experience AUTHORING EXPERIENCE DISTRIBUTION METRICS Authoring – Create your content. Distribution – Get your content out there. Metrics – See how your content performs. 5 CONTENT MARKETING TRENDS 6 Content Marketing Trends 1. Marketing Team Makeup TEAM CONTENT 7 Content Marketing Trends 2. Responsive Design 8 Content Marketing Trends 3. Link Earning vs. Link Building 9 Content Marketing Trends 4. Curation & Custom Streams 10 Content Marketing Trends 5. Brand Journalists Take The Reins The recent acquisition of leading ABC news anchor, Katie Couric, as Yahoo’s Global Anchor, is a clear sign that online content is where the mainstream is heading. 11 CONTENT MARKETING STRATEGIES 12 1. Define your targets Content Marketing Strategy 13 2. Understand your buyers Content Marketing Strategy 14 Content Marketing Strategy 3. Set conversion goals 15 4. Context and distribution Content Marketing Strategy 16 Content Marketing Strategy 5. Keep it aligned 17 6. Is it scalable Content Marketing Strategy 18 CONTENT MARKETING SKILLS 19 Content Marketing Skills Content Ideas 20 Content Marketing Skills Contact with Sales / Support Ask Customers or Prospects Take Advantage of Tools! Flip over to browser and show klout, hubspot idea generator, buffer 21 Content Marketing Skills Creating Content 22 Content Marketing Skills What is the purpose of this piece? What is the best format for it? Where will it be distributed? Flip over to browser and show klout, hubspot idea generator, buffer 23 Content Marketing Skills Reduce, Reuse Recycle 24 Examples 25 Examples 26 Examples 27 LEAD GENERATION 28 Lead Generation CTAs in Content Marketing Contextual CTAs Automation vs. Manual 29 Lead Generation 30 Lead Generation ( 2011 ) ( 2014 ) 31 CONTENT MARKETING METRICS 32 Content Marketing Metrics Engagement Metrics: time on site, pages per visit Also, a note about SEO 33 Content Marketing Metrics CTA Performance 34 Content Marketing Metrics Lead & Customer Conversion 35 Content Marketing Operations Set up your processes! Editorial Calendar Idea Gen Tools Distribution Tools Lead Gen Tools Measurement Tools 36 Hana Abaza, Director of Marketing at