Content Marketing: 10 Ways to Think Like a Publisher

If you want to win at the content game, it’s time you started thinking like a professional

Harpers MagazineThere is a reward for using content marketing. According to Hubspot research, 70% of companies that publish blog posts 2 to 3 times a week acquired customers. Here are 10 actionable steps to implement a robust content marketing program:

1. Know your audience — knowing for whom you’re producing the content. Customers? Prospects? Fans? Industry Peers? Create a persona of your stakeholder(s).

2. Define key themes and messages — Don’t just focus on your product, service, or business — but do some thinking as to what issues relate to your persona’s real world concerns.

3. Establish a frequency framework — Create a schedule and adhere to it. Map out potential stories, features, or other content in advance so when the deadline looms, you’ll have a sense of what’s due.
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February 26, 2014 — NorCal BMA Evening Program

How To Tell Your (Marketing) Story In The Digital Age

Richard Fouts
Vice President

Stories engage. Stories are how we remember. Moreover, the ability to tell a good story is more important than ever, as marketers adopt social networking and video — media that lend themselves especially well to storytelling. But, marketers can use all the right storytelling techniques, but remain ineffective if they lack authenticity. Ironically, the elements that make a story authentic (conflict, struggle and vulnerability) are the very techniques technology marketers are trained to avoid.

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January 29, 2014 —
Public Relations Roundtable

Content Marketing For People Who Don’t Have Time To Write

carin oliver
Chief Innovation Officer,
Creating great content takes time, energy and resources that most small companies don’t have in abundance.  In this session, I will share with you our content repurposing process to help find, evaluate and retool existing emails, phone conversations, white papers and basic memos that can be the foundation to help you get content posted on your blog, in your newsletter, on Slideshare and more.
Wednesday – January 29, 2014
9:00am – 10:30am
Bay Cafe @ Palo Alto Golf Course
1875 Embarcadero Road
Palo Alto, CA 94304

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January 22, 2014 —
NorCal BMA Evening Program

Content Marketing: Why Is A Publisher’s Point of View Essential Today?

Content Marketing Trends for 2014

januarybmapromoAn astounding 93% of more than 4000 B2B marketers use content marketing, according to the October 2013 survey from Content Marketing Institute and MarketingProfs. Interesting still, these marketers appear to be ready to unleash a content tidal wave on buyers since 73% said they plan to produce even more content in 2014. With all this attention and resources focused on content marketing, what does it really take to produce articles, videos, blogs, or interactive experiences that catch the eye of potential buyers without adding to the deluge threatening to overwhelm them? January’s evening program will include a panel discussion featuring content marketing practitioners from top Silicon Valley companies responsible for keeping content creation from turning into content chaos. Our speakers will share their approaches, lessons learned, and examples of how they approach content marketing with a publisher’s point of view. They will also explore what it takes to produce rich, engaging content and answer practical questions like:

  • What are the “four C’s” of creating compelling brand content?
  • How does taking a publisher’s approach to content make content marketing pay off?
  • Which best practices for planning, developing and executing great content marketing work best?
  • What key skills do B2B marketers need to build out in their internal content teams to keep content interesting and useful?

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