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Upcoming Events:
Content Marketing Strategy and Execution Q&A
We are hosting a 60-minute question-and-answer session around content marketing execution. You are invited to join us to get your questions answered by our subject experts, or just listen in.
Date: Thursday March 4, 2010
Time: 2:00 pm Eastern
 To register, click this link below.
for this live conference
Recommended Content Thought Leaders:
Ardath Albee
marketinginteractions.typepad.com
Joe Pulizzi
blog.junta42.com
Content Marketing Today
contentmarketingtoday.com
Brian Carroll
Blog.startwithalead.com
Paul Dunay
buzzmarketingfortechnology.com
Jill Konrath
sellingtobigcompanies.com
Jeff Ogden
fearlesscompetitor.com
Digital Body Language
digitalbodylanguage.blogspot.com
David Meerman Scott
webinknow.com
Avitage Services:
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Create Like a Publisher
The emergence of content marketing is raising your audience’s expectations of your content. They want it relevant, fresh, and timely. This means you will be producing a lot more content than ever before. This will inevitably put pressure on your production costs, resources and responsiveness.
“Content marketing is the business practice of delivering relevant and compelling content to a person or target audience.” Joe Pullizi,
Junta42
To execute a content marketing strategy, you have been told to “Think Like a Publisher.” But what does this mean, and more importantly, how do you do put it into action?
On January 20 we hosted a webinar with Ardath Albee titled “Feed the
Content Beast” – a discussion around how a content strategy is essential to support an organization’s demand generation, lead management and marketing automation programs.
Following the webinar, we received overwhelming feedback saying “Yeah, we get why it’s important and what it can do for us – but how do we do it???”
We approached the entire webinar process in the spirit of creating like publishers. As a demonstration and explanation of this, we’ve created an in-depth online resource, the Content Marketing Strategy & Execution microsite. The microsite provides frameworks, templates and prescriptive processes for creating content like publishers. And it uses the webinar as a case example.
From senior executives to marketing leaders to sales leaders to
production managers, you will find key actionable information that you
can use to help you achieve your desired results from content marketing.
Go to the Content Marketing Strategy & Execution Microsite
For more vignettes describing the HOW of content marketing, visit the Content Marketing Strategy & Execution Microsite.
Start small - try a publishing content creation process for your next event
Ideally we would all have our “content factories” set up, and be continuously publishing content to fuel our marketing programs.
Most companies are far from this ideal, however, and need somewhere to start.
The best place to start small is choose something that you are already doing - an event (a product launch, physical event or online webinar) – and apply the principles of “Create Like a Publisher” to the event.
If you follow these seven steps (which we break down in more detail on the microsite), you can leverage your event and transform it from a one-time occurrence into a demand creation machine. Start with:
- Preparation and Planning – We go into these details on the microsite, but preparation and planning will drive your process as you formalize and document your core audiences, themes, issues and objectives.
- Acquire Content – Audio is the most efficient way to acquire content from customers and subject matter experts. You will then transcribe this content, and create keyword-based abstracts that will drive your scripts for communicating with journalists and bloggers to promote your content.
- Create – Create visual content and re-narrate audio professionally.
- Produce Modules – Create modular content. Short, snippet-based “chapters” (think DaVinci Code) are the most effective to draw in your audience. Modules can be easily managed and re-purposed across different target audiences, and will greatly amplify your ability to leverage your event.
- Organize and Manage – As modules in a content database.
- Assemble and Personalize – Allow business users, those on the front line closest to your audiences, to access, select and assemble finished programs so they are relevant to audience interests.
- Deliver and Track – Use the media and method that is preferred by each audience member.
For more details on this, view the “Content Creation Process” vignette on the Content Marketing Strategy & Execution Microsite.
From this, you will be in position to fuel all of your touch points leading up to and following the event. A partial list includes:
- Podcasts
- Online video
- E-newsletters
- Print newsletters
- YouTube
- Social Media
- Blogs
- Articles
- Microsites
- Personal URLs
- Search
- White Papers
- Nurturing Communications
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