Developing a Content Marketing Strategy How to Develop and Promote Content that Generates New Busine$$

My Goal Today: Give You Good Content About Good Content Developing a content strategy Developing content that is valued Promoting your valued content Guiding Principle: “If you cannot explain something simply, you don’t understand it.” Good content should be elegantly simple Elegantly simple Q&A time at the end

Why Content Is King 80 percent of business decision-makers trust articles more than advertisements 70 percent say content marketing makes them feel more affinity for the content sponsor 20 percent of Internet time is spent surfing for content Fresh and popular content increases SEO Source: Stephen Fairley “23 Reasons Why Content Marketing Matters”

Content Marketing: Overall Strategy Focus on what you love and do well Better to do a little well than a lot badly Define target audience & how to reach them Learn what your audience values in content Develop content for audience wants/industry Use delivery channels the audience tunes into Share and coordinate content and messaging internally to boost yield and reduce conflict

Content Clients Value Blogs Newsletters White Papers Website Content “Value Added” Content Advertorials Content about Clients Content about Alums Biographical Profiles Video Content Partnered Content Case Studies

1. Blogs Over 50% say blogs can influence hiring Blogs increase SEO and press opportunities Substance: Be Timely and Practical Ideas: Look at other blogs, sites and trade pubs Provide links to other authorities Length: 300 to 600 word average Frequency: ideally twice a week or more Try: list articles; how to; anniversary stories; opinion pieces; demystifying posts; news analysis

2. Newsletters Be timely Be topical Be practical Be brief for executives Be regular in publication

3. White Papers Authoritative “thought leadership” reports Originated as government/academic public policy proposals Churchill White Paper of 1922 True white paper is meaty, footnoted and aimed at a particular issue or problem Can be about a new product or service or new approach to solving an issue or problem You can Google “white paper” on any topic

4. Website Content Value Propositions Mission and Values Statements Service Pledges Story Content Case Studies Additional resource links to helpful info

5. Value-added Content “How to” booklets Books that act as “on the shelf” guides Reference lists for self-help Management checklists Operational checklists Other short and practical summaries

6. Advertorials Advertising content that looks editorial Often like short white papers Sometimes in story form about a deal or event Sometimes co-branded Written professionally, not by staff writers Can sometimes be placed regionally in national publications

7. Content About Clients Stories about clients in firm newsletters Stories about clients on Websites Stories or profiles of client executives Often look at why clients are successful Often give readers both fun and practical info Can be a chance for smaller clients to connect with lots of potential customers or contacts

8. Content About Alumni Can be profiles or success stories Chance to feature alumni & build connections Look to feature alums who are CFOs, CEOs, etc Alumni of a firm can be great referral sources Chance to connect your brand with a highly successful person in business

9. Video Content Webinars, podcasts, and Website videos “How to” videos “Forward looking” videos Panel discussion videos with audience Q&A Ego-driven talking head videos not popular But short videos that go with bios OK

10. Biographical Profiles In some professional service fields, biographical profiles get the most site hits Clients like to know who is serving them Content might include: Professional experience; career highlights; publications and press; lectures and teaching; awards and recognitions; community involvement Bold ones show some personal content about hobbies and passions to connect with clients

11. “Partnered” Content Insurance company and law firm desk guide to risk management and liability prevention Patent brokers and IP law firm co-authoring an advertorial on how to find valuable IP licenses Business management consulting firm and business publisher sponsoring white papers

12. Case Studies Based on actual examples of superior service and results delivered to real clients Used to illustrate creative solutions, efficiency, collaboration and ability to work under pressure Usually not more than a page Broken into “bits:” client problem; objective; complicating challenge; solution; results.

How to Promote Your Content Traditional media via PRnewswire.com; NewsCertified.com; HelpaReporter.com Trade pubs, such as Accounting Today In collateral materials Linked-In / groups Twitter / hash tags Via your blog Other SM, such as FB, Google Plus, Wikipedia Send to “connectors” w/good Klout scores Content sites dedicated to your profession At seminars/meetings On your Website Via direct mail IN YOUR OWN FIRM