This session discussed successful content marketing strategy including aspects like planning, delegating, writing and proofing. It was addressed by 4 speakers.
- Roger Dooley
- Phillip Thune – CEO Americas, Textbroker International
- Jenneva Vargas – Engagement Specialist, BeautyArmy, Inc.
- Steve Floyd – CEO / Founder, AXZM
Phillip began with sharing two resources to help content creation and a video on content marketing. Content marketer has to consider campaign theme, content, distribution channels and keywords. Four steps for developing strategy are define, design, develop and deploy.
Jenneva talked about three main goals of content – making brand a topic subject of people, drive qualified traffic and leads, and generate links to the site. She discussed two viral campaigns that were not helpful in creating inbound links. Rate of linking to the original source is very low, so you need to set up a post-campaign inbound link effort. Consider market viral instead of focusing on total viral. This can be done by answering industry pain points and finding themes that resonate.
Steve discussed his ‘Bruce Lee Guide to Strategic Content’. Content strategy is not about editorial calendar but about vision and direction. He advised to follow the approach of content, information architecture, visual design and development.Campaign Development for Content Marketing: #Pubcon Las Vegas 2013, Day 2!,