Content Marketing Tactics 2014: Creation, Curation and Syndication - - PowerPoint PPT Presentation

▶
content marketing tactics 2014
SMART_READER_LITE
LIVE PREVIEW

Content Marketing Tactics 2014: Creation, Curation and Syndication - - PowerPoint PPT Presentation

Jan 19, 2024 303 likes •728 views

Content Marketing Tactics 2014: Creation, Curation and Syndication December 10, 2013 Michael Gerard, CMO @michaelgerard #CMTactics #CMTactics @GetCurata @GetCurata #CMTactics 2 Which animal spirit best describes your organization?

slide-1
SLIDE 1

Content Marketing Tactics 2014: Creation, Curation and Syndication

#CMTactics #CMTactics @GetCurata @GetCurata

December 10, 2013 Michael Gerard, CMO

@michaelgerard

slide-2
SLIDE 2

2 #CMTactics

slide-3
SLIDE 3

3

Which animal spirit best describes your

  • rganization?

#CMTactics

slide-4
SLIDE 4

Content Marketing 2014

  • Source of Insight
  • Current State of Content Marketing
  • 2014 Content Marketing Strategy
  • Getting Tactical
  • Additional Resources

4 #CMTactics

slide-5
SLIDE 5

Source of Insight

  • Survey: Dive deep into the tactics of digital content marketing

practices

– n=502 marketers – 53% BtoB; 12% BtoC; 28% Both – Revenue: 56.8% <$10M; 21.3% $10M to >$100M; 12.6% $100M to <$1B; 9.3% $1B+ – Title: 21% VP Marketing or CMO – Verticals: 28% tech; 22% marketing agencies; 20% professional services; 11% healthcare

  • Interviews with content marketing leaders

– Thought leaders: CMI, B2B MarketingProfs, Industry Analysts – Best-in-class marketers: Xerox, Avaya, Verne Global, 360Chestnut, Atternity, Zipcar, Alcatel-Lucent, EMC, . . .

5 #CMTactics

slide-6
SLIDE 6

State of Content Marketing: “Full Steam Ahead!”...

6 Source: Curata’s 2014 Content Marketing Tactics Planner

  • Strategy
  • Priorities: More leads, engage buyers, build brand

awareness

  • Top challenges: More... staff, budget, content
  • Investment – Increasing
  • “30% of (2013) marketing budget spent on

content marketing.” - MarketingProfs and CMI

  • “71% of marketers will increase content marketing

$ in 2014” – Curata

  • Content – Increasing Production
  • “73% of B2B content marketers are producing

more content than they did 1 year ago.”

  • MarketingProfs and CMI

#CMTactics

slide-7
SLIDE 7

But Be Careful Following the Herd

7 Source: Curata’s 2014 Content Marketing Tactics Planner

  • Strategy – Work in process
  • “43% of companies have a content

marketing strategy executive.” Curata

  • Few companies have an integrated

content management process

  • Investment – “Blind ambition”
  • Size and allocation unknown
  • “Measuring the impact of content” is a

low priority

  • Content – Quantity is everything
  • Marketers produce more content than

they can handle

  • Marketers fail to market their

marketing

#CMTactics

slide-8
SLIDE 8

Content Marketing 2014: Regardless of Your Animal Spirit . . .

8

People Technology Outsourcing

#CMTactics

slide-9
SLIDE 9

9

slide-10
SLIDE 10

10

slide-11
SLIDE 11

Just to be Clear about Content Marketing... “Leads are Important, But Engagement Takes Priority”

0% ¡ 10% ¡ 20% ¡ 30% ¡ 40% ¡ 50% ¡ 60% ¡ 70% ¡ 80% ¡ 90% ¡

% ¡of ¡Par2cipants ¡

Increase ¡ No ¡Change ¡ Decrease ¡ 11

  • Q. Please estimate the impact of content marketing on the following areas during the past 12 months.

Source: Curata’s 2014 Content Marketing Tactics Planner #CMTactics

slide-12
SLIDE 12

Content Marketing 2014: Organizational Changes

12

  • 1. Hire a Content Marketing Lead
  • 2. Build a Team
  • 3. Align Internally

#CMTactics Ed Youngblood Director of Content Strategy Alcatel-Lucent Noriko Morimoto VP Brand and Content Marketing ZipCar

slide-13
SLIDE 13

13

Map out Your Content Workflow Drive Innovation in Content Development Align Content with Buyers

Content Marketing 2014: Process Changes

Content Strategy Content Development Asset Development Distribution (publish, promote) Analysis Content Pyramid

#CMTactics

Content Pyramid: http://bit.ly/CMpyramid
slide-14
SLIDE 14

Content Marketing 2014: The Struggle Continues for Many

14

Working Longer Hours Building Awareness Internally

#CMTactics

slide-15
SLIDE 15

Content Marketing 2014: The Path to Extinction

15

ZZZZZZZZ We Plan to do Nothing

#CMTactics

slide-16
SLIDE 16

Getting Tactical

16 #CMTactics

slide-17
SLIDE 17

Content Marketing: The process for developing, executing and delivering the digital content and related assets that are needed to create, nurture and grow a company's customer base. Stages: strategy; content development; asset development; channel leverage across outbound marketing and inbound marketing; analysis.

17 Syndicated Content

Syndicated Content

3rd party content published in full form on your digital property that has already been published

  • n another site.(paid or unpaid

model)

Created content Created content

Original content authored on behalf of your organization. (internally or externally sourced)

Curated content Curated content

Portions of 3rd party content published on your digital property that have been contextualized (e.g., annotated, commentary added) for your audience.

Definition of Content Marketing Definition of Content Marketing

#CMTactics

slide-18
SLIDE 18

The Content Mix: Created, Curated, Syndicated

18 63.4% ¡ 24.0% ¡ 12.6% ¡ 0% ¡ 10% ¡ 20% ¡ 30% ¡ 40% ¡ 50% ¡ 60% ¡ 70% ¡ Created ¡ Curated ¡ Syndicated ¡

% ¡of ¡Content ¡ Type ¡of ¡Content ¡

Current ¡

Current ¡

  • Q. What is your [current; desired] content marketing mix for each type of content?

Source: Curata’s 2014 Content Marketing Tactics Planner #CMTactics

slide-19
SLIDE 19

Marketers can’t create enough of their own Marketers can’t create enough of their own quality content to feed the content beast. quality content to feed the content beast.

19 eBook: http://bit.ly/Beastcuration #CMTactics

slide-20
SLIDE 20

And...

20 #CMTactics

slide-21
SLIDE 21

Most content is still in our

  • wn voice!

21 #CMTactics

slide-22
SLIDE 22

#CurationRockstar

STOP

EGOCENTRIC CONTENT MARKETING

eBook: http://bit.ly/StopEgoMktg 22 #CMTactics

slide-23
SLIDE 23

23

63.4% 24.0% 12.6% 0% 10% 20% 30% 40% 50% 60% 70% Created Curated Syndicated % of Content % of Content Type of Content Type of Content

Current Current

Current
  • Q. What is your [current; desired] content marketing mix for each type of content?

Source: Curata’s 2014 Content Marketing Tactics Planner #CMTactics

60.4% 27.3% 12.3% Desired

The Content Mix: Created, Curated, Syndicated

slide-24
SLIDE 24

The Shifting Content Mix: “Created” Content

24

  • Q. What is your [current; desired] content marketing mix for each type of content? [CREATED CONTENT]

Aggregators Enlightened Marketers Egocentric Marketers

Source: Curata’s 2014 Content Marketing Tactics Planner Desired #CMTactics

slide-25
SLIDE 25

25

What will the Content Marketing Mix be for Leaders in 2014?

  • Q. What is your [desired] content marketing mix for each type of content?

Created Created Content Content 65% 65% Curated Curated Content Content 25% 25% Syndicated Syndicated Content Content 10% 10% #CMTactics Source: Curata’s 2014 Content Marketing Tactics Planner

slide-26
SLIDE 26

“In-House” will Remain the Main Source of Created Content

26

  • Q. What is your [current; desired] mix of created content?

Source: Curata’s 2014 Content Marketing Tactics Planner #CMTactics

slide-27
SLIDE 27

27

“Content curation is when an individual (or team) consistently finds, curates and shares the most relevant and highest quality digital content on a specific topic for their target market.”

  • Curata

Content Curation Defined

Curation 101 Webinar: http://bit.ly/curation101webinar #CMTactics

slide-28
SLIDE 28

Have you ever… Have you ever…

Published a “best of” post? Commented on and shared a link on Twitter? Posted a link to Facebook with your commentary?

28 #CMTactics

slide-29
SLIDE 29

Then you’ve curated. Then you’ve curated.

29 #CMTactics

slide-30
SLIDE 30

30

And so have these folks. . .

#CMTactics

Then you’ve curated. Then you’ve curated.

slide-31
SLIDE 31

31

Curation in Action

http://www.contentcurationmarketing.com #CMTactics

slide-32
SLIDE 32

32

Curation in Action: Alcatel-Lucent

http://www.itstrategist.net/

#CMTactics

slide-33
SLIDE 33

33

Curation in Action: 360Chestnut

http://www.360chestnut.com/blog/

#CMTactics

slide-34
SLIDE 34

Content Curation & Fair Use

  • Share only a portion of the
  • riginal content
  • Always attribute sources
  • Drive visitors to the original

publication

Create, curate, but never pirate content.

34

For more tips download full eBook: http://bit.ly/curataethicsebook

#CMTactics

slide-35
SLIDE 35

Content Curation Frequency

35

  • Q. How often do you curate/share content from 3rd party sources such as from blogs, social

media, industry publications or news sites with your customers and/or prospects?

48%

Source: Curata’s 2014 Content Marketing Tactics Planner #CMTactics

slide-36
SLIDE 36

Sharing Curated Content

36

  • Q. On what channels do you currently share your "curated" content?

Source: Curata’s 2014 Content Marketing Tactics Planner #CMTactics

slide-37
SLIDE 37

#CMTactics

http://bit.ly/CurataGilbaneWrapPt1

slide-38
SLIDE 38

The Content Marketing Tools Universe

38 #CMTactics http://bit.ly/CurataGilbaneWrapPt1

slide-39
SLIDE 39

56% of Companies Are Using Some Type

  • f Content Marketing Specific Software

39

  • Q. Which type of technology do you use for your content management process?

(e.g., editorial calendar, internal and external collaboration) (select all that apply)

Source: Curata’s 2014 Content Marketing Tactics Planner #CMTactics

slide-40
SLIDE 40

Content Marketing Priorities in 2014?

  • Do invest in content marketing... It’s not just a fad
  • Build your team (internal and external)
  • Develop a content workflow and mix
  • Market your marketing!
  • Tap into the power of new content marketing

technologies

40 #CMTactics

Don’t Forget, Content Marketing is an Extension of Your Nurturing Process

slide-41
SLIDE 41

Additional Resources

41 eBook: Look Book Content Curation Case Studies eBook: 5 Steps to Becoming a Content Curation Rockstar

…and more online at: www.curata.com/resources

Industry Resource & News: Content Curation Marketing Site

www.contentcurationmarketing.com

eBook: Content Marketing Done Right: Ethical Curation eBook: Open & Shut Case for Curation Report: 2012 B2B

  • Mktg. Trends

Survey Guide: Content Curation Annotation Methods

Email: marketing@curata.com Twitter: @GetCurata LinkedIn Group: Content Curators

eBook: Stop Egocentric Marketing: Content Marketing Strategy