Brian Solis Digital analyst,

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Valentine Chapman
6 years ago
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1 Brian Solis Digital analyst,

3 10 New Commandments of Content Marketing 1. Stop chasing shiny objects 2. Stop operating against a content marketing calendar. 3. Stop following case studies of people "doing great content 4. Stop using technology to "scale your shit 5. Don't make content simply for views or impressions 6. Don't assume you have one audience 7. Stop creating content for people who will approve it (like your CMO or client) 8. Stop selling 9. Stop talking to people only when you need them 10. Start embracing responsive storytelling

8 Remember when traditional marketing worked?

11 CONTENT MARKETING VS. REAL ENGAGEMENT

16 Mediumism is not the message.

17 Editorial calendars, tech stunts and real-time marketing programs say the opposite of thoughtfulness.

18 What s the ROI if I stands for ignorance?

19 Content marketing is a tactic. Content strategy is a means to an end. But you cannot measure value if you do not understand the value of value.

20 Don t compete against yesterday s standards or metrics. This is a time to reinvent everything. And, you ll redefine success in the process.

21 We amass technology like we amass friends online. The signal and the network are thus full of noise. Be the signal.

22 THE HUMAN API An application protocol interface for personalizing engagement and experiences

26 A Production

27 He was Mr. Right, now he s Mr. Swipe Right

33 The first step to plug into the human API is recognizing that we are all human.not marketing or corporate robots.

35 The Cure for Mediumism is Your Perspective. Don t compete for the moment. Compete for meaning.

36 WHAT HAPPENS NEXT? When someone is engaged? When someone searches or asks a question? When someone is open to engagement?

38 CTIONS EACTIONS RANSACTIONS

40 Micro-moments unfold through a variety of common I want scenarios that help people take steps or make decisions I want to learn I want to buy I want to know I want to go I want to do

42 There s always a return when you focus on experiences and mutually beneficial outcomes. Mutual value doesn t happen by mistake. It s driven by purpose.

43 More Mindfulness, Less Strategy. Social objects begins the first time you hear or see it and ends when you stop thinking about, sharing, or feeling it.

45 The Elements of Social Object Design Customer Needs Business Priorities Network Culture Device Capabilities

47 The Marketing Comes Down to 3 Letters R.R.S.

49 Define click paths and landing pages based on story and desired outcome (UX) Company drafts series of posts, videos, infographics, etc. Optimize all posts with SEO/SMO Contribute posts to popular blogs Curate series for Hub Drive audience traffic to key posts Promote all posts on company social properties Audience retargeting + ad networks on key blogs/media networks Landing Page A Landing Page B Result A Result B Result C Story/T heme Develop series for native placements Place stories in targeted sites to reach larger audiences and drive A/B outcomes Promote all Native on respective social channels Partner Landing Page Result C Develop storyboard and digital ecosystem for owned and paid media Optimize Performance Metrics

START 1: Define success and desired outcomes. 9: Measure results and optimize campaigns.

8: Promote content in owned channels and relevant communities to drive traffic.

influencers. 7: Package content into engaging and shareable artifacts native to each network.

50 START 1: Define success and desired outcomes. 9: Measure results and optimize campaigns. 2: Determine target audiences, channels influence and content preferences. 8: Promote content in owned channels and relevant communities to drive traffic. Optimized Model for Content Marketing 3: Research customer interest points, sharing attributes, and influencers. 7: Package content into engaging and shareable artifacts native to each network. Boost through SMO, SEO + retargeting. 4: Define success metrics. 6: Craft storyline and create content for each track. 5: Design click path and dedicated landing page for each outcome. (UX)

Digital Marketing Nanodegree Syllabus

Digital Marketing Nanodegree Syllabus Course 1: Marketing Fundamentals 2 Course 2: Content Strategy 3 Course 3: Social Media Marketing (Organic) 3 Course 4: Social Media Advertising (Paid) 4 Course 5: