Getting Started with Content Marketing – Content Marketing 360

Content marketing is a popular buzz phrase among marketing professionals right now. Everyone is talking about different ways to create content, the different forms of popular content and sharing tips and tools for content creation and distribution. But one question that many business owners ask is “how do I actually start doing content marketing?”

John McEvoy, owner of CrossFit Craic – a CrossFit gym in Dedham, MA – recently joined  Nick Saber, President of The Pulse Network and host Tyler Pyburn to discuss how John has used content marketing to build an online community.

Watch this video clip from their interview as John describes how he started building content around CrossFit Craic before the gym even opened:

To watch the full Content Marketing 360 interview with John, follow this link.

According to John, the hardest thing about content marketing was getting started. By building content with photos and videos during the early stages of construction of CrossFit Craic, however, John has created an index of content that can be re-purposed and reused for his audience.


Tips for Starting Your Content Marketing


1. Set Clear Goals.  Before you do anything, ask yourself: What am I trying to do through content marketing? Are you trying to create buzz around a new product? Do you want to drive sales? Generate qualified leads?  Knowing the answers to these questions is critical in being able to reach your target audience.

2. Define Your Buyer Personas. Who exactly is your target audience? Are you trying to promote your product to individual consumers or sell a business solution to an enterprise? Understanding who will be consuming your content will help you determine exactly what forms of content will be the most effective for reaching this audience and what channels to use.

3. Develop a Strategy. Like traditional marketing, content marketing needs to have a strategy behind it. Identify specific channels for your content to live on, the voice your content is going to take on and your desired audience perception.

4. Appoint Someone To Do It. Content marketing is a time consuming task, and finding the right person to execute this strategy is important for ensuring that it doesn’t fall flat. In addition to having an internal employee promoting your business through content marketing, identifying influencers within your industry will become valuable for syndicating your original content and growing the reach of your content.

5. Measure Your Results. Measure the results of your content regularly. Creating benchmark reports which contrast and compare your goals and your actual results will provide valuable insight into what forms of content are most effective and what channels are most popular with your targeted buyer personas. Benchmarking will also give you an opportunity to make adjustments to your content marketing strategy as needed to achieve your long-term goals

Yes, content marketing is time consuming, but it has also been highly effective for businesses small and large. During his interview, John McEvoy compares content marketing to developing a great physique. “It’s all done one step at a time, the same way that you see someone in amazing shape. It takes time…you just have to make the decision to do it.”

Interested in learning more about content marketing? Follow @ThePulse on Twitter and join in the conversation using #CM360.

Empowering Your Community Through Content – Content Marketing 360

Each month, the Content Marketing 360 webcast brings subject matter experts from all areas of content marketing to give clear, actionable tips for digital marketers to implement into their marketing strategies.  CM360 is here to help you create a full 360 degree content marketing strategy for your company.

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On this month’s webcast, we’ll be joined by John McEvoy of CrossFit Craic, a thriving gym in Dedham, MA that uses innovative content strategies to engage its membership.  John will join Nick Saber and Tyler Pyburn of The Pulse Network to discuss how content marketing has helped CrossFit Craic grow its business, and the lessons you can take from it.  

Nick and Tyler will also catch you up on everything you need to know about the latest trends in content marketing, and give you five tips in ten minutes to help you put some of the strategies that have helped drive Craic’s success into action.

Click here for more information, and to sign up to be a part of this webcast for free.


The Content Marketing Lifecycle – VBook

vbook-iconThe term content marketing is frequently thrown around the boardroom and companies are increasingly recognizing the need for a content marketing strategy.

Businesses need to include content marketing in their campaigns to reach consumers, whether they are other businesses or individual customers. But what exactly is content marketing, and what steps should a business be taking to effectively leverage their content marketing strategies to turn their audience into customers?

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Click  here to read the entire V-book on the Content Marketing Lifecycle

Experimenting with the Marketing Campaign – The Pulse on Marketing

Marketers have a big challenge as technology advances push content into new territories.  How do you prove that the campaign worked?  Carol Ann Faber, Director of Continuity Products for NFPA, has an answer to that question in a way that never creates a failure.  Experiment!  By experimenting with a campaign, no matter what the outcome a marketer will always learn.

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Reference Links:

Discover the latest marketing news, strategies, and case studies from the best and brightest in the web community for digital communications. The Pulse on Marketing airs live First and Third Tuesday of the Month at 11 a.m. Eastern Time only on The Pulse Network.

Join the conversation on our social channels:

Twitter – Https://!/Tpndigitalmktg

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The Future of Corporate Websites – IMS SF 2012

How are social networks influencing the evolution of corporate websites? In the future, business websites will be less about promoting canned content and become more about integrating “users” and “consumers” personal networks into the sales cycle. As consumers demand more interactive relationships with brands, how should your corporate website respond?

To take it a step further, is it possible that corporate website could vanish entirely in the not too distant future?  It may sound like an impossible prospect, but as more social networks pop up and infiltrate our lives and our customers lives at all stages, the need and usefulness of the corporate website shrinks.  Already, brands are placing more and more of an emphasis on social strategy to connect on a personal level with their customers.

At IMS San Francisco 2012, we were lucky enough to bring together a powerhouse CMS panel that included Scott Liewehr of Digital Clarity Group, Dave Dabbah of EPHOX, Mark Ryan of Extractable, Michael Fern of Intigi, Inc., and Rowan Harper of Modal to discuss the future of corporate websites, and why we shouldn’t mourn the death of the corporate website just yet.

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Make sure to check out all the video content from IMS SF 2012, and find out more about IMS Boston 2012, coming in October.

Marketing Your Video Content – Audience

Throughout the course of this series, we’ve spent time discussing video type, video length, video goals and video distribution.  But in reality, all of your other paths in digital video creation originate from one question: Who are you trying to reach with your video content?

Any time spent not thinking about your target audience in creating your video content is time wasted.  So where should you start?  In this video, Tyler Pyburn and Butch Stearns discuss some of the first steps in creating a target marketing strategy around your digital video production.

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Want more? Check out the rest of this series on YouTube, or connect with Butch Stearns on Twitter.

Video Myths Debunked – Myth 4: Online-only Media Advertising

Online-only media has it advantages when it comes to advertising, a more targeted audience base and cheaper implementation, but is it more attractive in the grand scheme?

Yes, digital video is engaging on a real-time level that traditional media can only hope to grasp at but it is also driven by the audience.  The consumer is going to dictate what type of content they want and where they want it online.  All in all, I believe that online video is more inviting for the simple fact that it is targeted.

What do you think?  Is online-only media less attractive to advertisers than traditional media? View my video below and let me know what you think:

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Be sure to watch my complete series on five video myths debunked and feel free to tweet or e-mail me ssaber at ThePulseNetwork DOT com.

Video Myths Debunked – Myth 3: The Acceptance of Digital Video Viewership

Experts used to believe that the shift from traditional tv viewing to digital would take over five years, they were wrong it happen a lot faster and in a different way.  Digital video did not battle with traditional television instead it was accepted and became apart of the integrated experience.

Marketers, CEOs, and businesses need to understand that long-form video works within digital content.  The consumer is willing to watch online; the play now is finding how to blend your online with your offline.

Check out the video below for more on myth 3 of the five video myths debunked at the NewFront.

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Be sure to watch my complete series on five video myths debunked and feel free to tweet or e-mail me ssaber at ThePulseNetwork DOT com.

Social Media Advertising – What Tools Are Necessary?

There are so many different tools for social media marketers to sift through, and with a new tool popping up almost every day, it can be tough to figure out where to begin.

Michael Lazerow of AdAge calls the flood of social media tools “Tool Anarchy”, and this is an apt description of the chaos that you can find yourself in if you start thinking about your social media marketing strategy from the shiny new tools perspective instead of starting with content.  There are plenty of great tools to help you build your presence online, but it doesn’t mean anything without a good, strong foundation to your digital strategy.

In this video, we discuss how you should approach social media tools when using social media for business, and some tips on getting started the right way.

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To watch the rest of this series, check out the playlist on YouTube.  You can also connect on Twitter with Tyler Pyburn and Nick Saber.

Video Myths Debunked – Myth 2: At-scale Online Video Options

Contrary to popular belief the online video space is not solely for entertainment purposes.  As I stated before, the digital video audience wants to be informed about a given topic which allows for much more targeted messaging.

The challenge becomes handling your message, I use the example of a friend of The Pulse Network whom produces political content in the Florida region.  The audience of the content is going to be deeply engaged and attaching advertisement with the pieces will be successful if you understand the viewers.  At-scale online is achievable but not with the same message that works in television and discovering what type of marketing works for the audience is the challenge.

Watch below as I address myth 2 on five video myths debunked at the NewFronts.

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Be sure to watch my complete series on five video myths debunked and feel free to tweet or e-mail me ssaber at ThePulseNetwork DOT com.

Event Marketing 365:
10 Tips to Build a Kick-ass Marketing Campaign Around Your Event

Has your conference flat-lined? Are you not reaching the younger generation community members? How are you engaging with them before, during and after the event? In this webcast, Rick Quinn, GM of Event Marketing Platform at The Pulse Network, gives you ten actionable tips to creating a kick-ass marketing campaign.

July 9th @ 1pm ET
Register Today