Content Marketing: How to produce, publicize and distribute your own content like a media company
Interactive Course

Content Marketing: How to produce, publicize and distribute your own content like a media company

Price: $199
Member Price: $159

Listen to this interactive course and you’ll be ready to talk knowledgeably and confidently about best practices and the finer points of content marketing with Web sales gurus.

You can deepen your knowledge of this powerful new PR and marketing discipline with Shel’s trail-blazing interactive course, taking in his wonderfully illustrative slides, his encyclopedic range of links to classic examples of content marketing, and his superlative charts, graphs, and infographics.

Product Code: Z2AC11

No one matches Shel’s enthusiasm, his fertility of ideas. Holtz is a born teacher. You’ll be amazed at the unending good ideas and sharp observations on this talked-about, but little-known subject.

What ISN’T content marketing? Shel argues that it isn’t:

  • Traditional marketing. Old-style marketing tries to get people interested in what you sell. Content marketing appeals to your audiences’ existing pre-sale interests.
  • About what your product does. It’s about what your audience does with or without your product or service
  • What you want people to know. It’s about what they want you to tell them.
  • What internal comms has produced for decades. It’s not employee newsletters, annual reports, op-ed pieces, marketing brochures, or executive communications

What IS content marketing? Many things:

  • Shel defines it as, “Content largely created for social media that supports your business goals while it zeroes in on the interests of your audiences.”
  • It is a real-life story, interesting without reference to your product
  • Content marketing must be discoverable online. This does NOT mean simply “SEO-friendly” copy
  • Content marketing must be shareable, not proprietary, as widely shareable as possible

What is the GOAL of content marketing? To make people want to read your content as much as they want to view a PBS TV special on sharks.

Why content marketing now? Because:

  • Options to view content have exploded in the last 20 years
  • 50% of page referrals on the Web come from social media. SEO is no longer king
  • In the last 10 years, every news platform stalled or declined except the Web
  • Print newspaper newsrooms are 30% smaller than in 2000
  • The story cycle is much shorter
  • Big stories in old-style media do not equal big stories online

Conclusion: The content beast MUST be fed. Newspapers and TV can’t do it. Therefore:

Your company must become its own media company. You must produce, publicize and distribute your own media content—even if your company’s work isn’t remotely related to media production or journalism.

You must be your company reporter—or else your organization will find somebody else to write the stories that online users find irresistible and easy to share, stories that provoke comment, debate, and collaboration.

As a matter of fact, Cisco, Dell, and Intel have already hired stables of freelancers and former newspaper and magazine reporters to dig up content about themselves and their customers. Shel shows you potent content marketing examples from all three companies’ content portals.

But that’s not all. Shel reveals:

  • The eight important types of content marketing
  • Why brand journalism requires classic reporting skills
  • Eight reasons video is so critical to content marketing
  • Why shared content is so powerful an engagement and marketing weapon
  • The last step in content marketing—a big step beyond making interesting content available
  • How content marketing turns traditional advertising on its head
  • Why he likes company blogs so much as a vehicle for killer content marketing
  • Third-party-sponsored content portals as a content marketing strategic tool
  • The key to creating awareness of your product through good sharing
  • The question you must answer after you have their awareness of your product
  • Why the “marketing funnel” (AIDA) doesn’t work anymore
  • How trans-media storytelling differs from multimedia storytelling
  • Why email marketing is NOT dead
  • Why content marketing measurement does not necessarily mean proving ROI

“Use your common sense,” is Shel’s advice. Remember that not everything communicators do fits neatly into the arithmetical formula for ROI, but that shouldn’t stop you from showing the results of your content marketing in real numbers to your bosses.

You can measure real business results in so many activities on social media: alignment with business goals, engagement behavior trends, sentiment, share of online conversation, influence, and proxies, to name just a few.

Shel warns that the above metric categories, though invaluable, must not be misrepresented as the be-all and end-all of social media marketing measurement. Finally, Shel’s fabulous bibliography of printed, spoken, and filmed resources on content marketing is an object lesson in how to collect good content. You’ll spend days absorbing ideas from the authorities he catalogues in the “Resources” section of this module.