Key content marketing tools Blog Posts Microsites Social Media updates Infographics. Photographs Podcasts Communities Fact sheets White papers E-books Testimonials. Webinars Live events Creative brief Video categories Video planning

1. CONTENT MARKETING
S E R G I O P I N Z O N

2. PINZON & CO
PINZON & CO

3. R.A.C.E
Reach
(exploration).
Search engines, social
networks, publishers and
blogs
Act
(decision making).
Website, blog, community
and interactive tools.
Convert
(purchase).
E commerce (CRM,
marketing automation)
Engage
(Customer advocacy). Social
media marketing

4. Key content marketing tools
Blog Posts /
Microsites.
Social Media
updates.
Infographics. Photographs Podcasts

5. Communities
Fact sheets
White papers
E-books
Testimonials.
Webinars
Live events
Key content marketing tools

6. Crafting your
writing
Assess needs
Plan
Acquire information
Organize
Design the look and feel
Write
Illustrate
Review, revise, and approve.
Publish

7. Press releases
Feature stories
Q&As (Questions & Answers)
Listicles
Small stories
Writing for social media

8. How to
choose the
genre for
your
material.
This is what you want to say,
and this is the impact you want
to have. This is your goal.
You should have an idea of
what your audience expects to
hear or needs to hear.
How does the form of your
channel mesh with your content
and your goal?

9. THE POWER OF PURPOSE
Consider a few statements of purpose:
• I want the reader to buy my product.
• I want the reader to donate to my organization.
• I want the reader to change his or her opinion about this issue in our community or country.
• I want the reader to drive less.
• I want the reader to understand driverless cars and not fear them or this new technology.
• I want the reader to know that my company can address an emerging need in the market.
• I want the reader to know that our product meets a need that he or she didn’t know existed.
• I want the reader to know where I stand on this issue.

10. THE POWER OF
PURPOSE
• “Spend the next fifteen minutes writing”.
• “Spend the next fifteen minutes writing about
your favourite social media platform”.

11. EFFECTIVENESS WHEN
YOU’RE EDITING AND
REWRITING.
• “Does this blog post fulfil my goal of making the
reader donate to my organization?.
• “My goal is X. Do you think this post achieves
that?”

12. THE MINI-CREATIVE BRIEF
• Creative briefs provide a kind of map that clients and creative
partners can use to determine which avenues to pursue.

13. THE MINI-CREATIVE BRIEF
CONTENT CONTEXT PURPOSE

14. THE MINI-CREATIVE BRIEF
• Content: A recipe for shortbread cookies with chocolate chips and sea salt
• Context: The audience is Facebook readers interested in baking and desserts
• Purpose: Get readers to buy your brand of sea salt

15. CONTENT CADENCE AND MIX
Tips
Important pieces (thought
leaders and case studies)
Light fun content (fun
infographics, easy
digestible).
Bold statements with
strong points of view

16. BLOGGING AND
MICROBLOGGING

17. Everyone is a publisher
Blog posts and other forms of light content allow
audiences to test our expertise and helpfulness before
diving into more in-depth webinars and e-books.

18. HOSTED
BLOGS
WordPress
Blogger
Weebly
Wix

19. DESIGNING
YOUR IDEAL
BLOG
Make your blog very visualMake
Have clear conversion goals.Have
Have multiple paths to socialHave
Offer pre-populated tweetsOffer
Provide a mobile optimise experienceProvide
Add personality with author biosAdd

20. Written blogs
Considerations
The biggest hook for your reader is the title and first paragraph.
Identify the objectives of the blog post
Determine how to wrap up your content and create a call to action
Seed your products and services where it makes sense
Word Count: 500- to 700-word
Keywords
Images and branding
Themes. Pay attention to what other people are doing for blog posts

21. Real facts of twitter.
About 80% of users access twitter via mobile device.
Users check twitter throughout the day.
Consumers are 72% more likely to make a purchase after following or
interacting with a company on twitter.

22. Building a
personal
brand with
twitter
Lesson 1. Create a complete profile.
Lesson 2. Follow those in your area.
Lesson 3. Create lists around your interests.
Lesson 4. Create a follow strategy.
Lesson 5. Post at least three times a day.

23. Different types of tweets
Classic Tweets: “This Is
What I’m Doing Now.”
Opinion Tweets: “This Is
What I’m Thinking Now.”
Mission Accomplished
Tweets: “This Is What I’ve
Just Done.”
Entertainment Tweets:
“I’m Making You Laugh
Now.”
Question Tweets: “Can
You Help Me Do
Something Now?” Picture
Tweets: “Look at What
I’ve Been Doing.”16

24. Twitter for business
Create and capture
conversations.
Share new
products
Behind the scenes
action
Helpful tips Industry news

25. Twitter glossary
Username (@handle)
Tweet (280 characters)
Timeline
Reply
Mention
Direct message (DM)
Hashtag (#)

26. ARTICLES, WHITE PAPERS
AND E-BOOKS

27. DIFFERENCE BETWEEN BLOGS AND
ARTICLES
Blog post readership tends to fade after
1,500 to 1,700 words.
Articles can often be 5,000 to 10,000
words in length.

28. Designing articles
Choose a good title.
The title should be concise and descriptive
Have clear conversion goals.
Subscriptions
Add personality with author bios

29. White papers
•A white paper “is a technical document that describes how a technology or
product solves a particular problem.
•These are primarily used by business-to-business.
•Most white papers are sponsored by particular companies to help market
their products.
•The tone and content has a strong component of technical or professional
information.
•A white paper is expected to have at least six pages of text and to provide
useful information about a business or technical issue.
White papers

30. E-books
• E-book- an electronic version of a printed book that can be read on a
computer or handheld device designed specifically for this purpose.
• E-books are expected to be entertaining as well as informative.
• These are more commonly used in the consumer market.
• Well executed e-books have lots of white space, interesting graphics
and images, and copy that is typically written in a lighter style than
the denser white paper.
E-books

31. Promotion
Strategies
with e-books.
Crowdfund it or pre-launch buzz campaign
Get a modern Landing Page
Video mockup
Social media
Encourage reviews
Events

32. ehow.com
hubpages.com
seekingalpha.com
examiner.com
ezinearticles.com
apsense.com
articlesbase.com
biggerpockets.com
NF!
goarticles.com
buzzle.com
Article
Directory

33. VIDEO

34. Benefits of marketing with online videos
Engaging
viewers
Large
audiences
Building brand
awareness
Showcasing
the product
Generating
business leads

35. LARGEST VIDEO PLATFORMS
Youtube
Netflix
Vimeo

36. VIDEO CATEGORY
Promos (awareness)
Promote business via events, marketing
campaigns, products/ service launches
etc.
1- 2 minutes
Explainers (awareness)
Explain a single concept or a high-level
discussion of a process.
1-2 minutes
Best of compilations (awareness)
A best of list of your company services or
offerings, often presented in an
entertaining and packaged format.
2-5 minutes

37. VIDEO CATEGORY
Skits and other performances (awareness, consideration)
• An entertaining performance, often with actors, costumes, sets, props,
etc.. Meant to show a concept through a narrative format.
• 2-5 minutes
Vlogs (awareness, consideration)
• Documentation of a person’s thoughts, opinions and experiences in order
to connect on a personal level with audience.
• 3-5 minutes
Product demo (consideration)
• Shows product feature and functionality
• 2-4 minutes

38. VIDEO
CATEGORY
Customer stories
(consideration,
decision)
Features customer
testimonials and
highlights successes.
3- 5 minutes
Educational videos
(consideration,
decision)
Educate the buyer on
products or services,
often in a packaged and
well-produced manner.
3-5 minutes
Webinars
(consideration,
decision)
Educate and inspire
buyers and establish
credibility and expertise.
15-45 minutes

39. VIDEO
CATEGORY
Live videos (consideration, retention)
Live (often interactive)
connection with audience
that makes brand more
accessible and transparent.
2-5 minutes
Interviews (Retention)
Interviews with thought
leaders, industry experts,
or team members
2-10 minutes
Q&A (Retention)
Conversation in interview
or solo format that answers
questions they’ve
submitted
2-10 minutes

40. VIDEO CATEGORY
Behind the scenes (retention)
A tour of a company facilitates,
processes, culture and more
2-5 minutes
How-to- videos (retention
Shows the mechanics a process to
improve customer satisfaction and
process efficiency.
2-5 minutes

41. FUNNEL OF
CONTENT
CONSUMPTION
Awareness
Consideration
Decision
Retention

42. PRODUCTION QUALITY
Shorter
Better production value
Longer
Lower production value

43. EXAMPLES
Narrated in the first person, Text tells the story. Text and still images, along
with narration, and music.

44. Branding
Market research
Understanding
mission and
intention.
Identifying your
target audience
Brand visual branding Strategy

45. GETTING SET UP
Adobe
spark
Gathering
asset
Plan videos
• Audience
• Themes and
approaches.
• Length

46. THEMES AND APPROACHES
Rational appeal.
•A style of promotional
communication that features
factual information.
Emotional appeal
•A style of promotional
communication designed to stir
emotions such as humor, fear,
warmth, irritation or sexual arousal.
Moral appeal
•A style of promotional
communication that relies on our
sense of ‘what is right or wrong’.

47. Examples
Burger King vs McDonald's Commercial
https://www.youtube.com/watch?v=qvh8uT68hFQ
P&G 'Thank You, Mom' Campaign Ad: "Strong"
https://www.youtube.com/watch?v=rdQrwBVRzEg
Push to add drama" in hd
https://www.youtube.com/watch?v=UM7EMzVaNCk

48. LENGTH RECOMMENDATIONS
20 seconds (Stories/ IGTV)
45 seconds
1 minute
2 minutes

49. L E N G T H R E C O M M E N D A T I O N S
M a k e v i d e o s a s l o n g a s n e c e s s a r y , b u t a s s h o r t a s p o s s i b l e

50. SCRIPT
Problem: water crisis Solution: charity work Mission: how X
organization will help
Call to action: visit
site and donate

51. PLANNING YOUR VIDEO
TEXT VISUAL
Problem: water crisis
Solution: charity work
Mission: how X organization will help
Call to action: visit site and donate

52. MAKING YOUR VIDEO
TEXT VISUALS MUSIC

53. M A K I N G
T I M I N G
A D J U D G M E N T S

54. Videos
Have a great title that contains the right keywords so that it can be searched and found
Make your intro snappy so people want to watch more.
Don’t go on and on for five (5) minutes about who you are or your viewer will stop watching.
Teach high value content, usually no more than three key points.
Keep it under five (5) minutes if you can.
Add a call-to-action in the wrap up.

55. Podcast
Podcasts are one of three lengths: 10 minutes, 30 minutes, or 60 minutes.
Podcats formats are Presentation, Q&A, Co-hosted
This continuing accessibility makes podcasts a natural fit for opinion, information, or
entertainment products and services.
Podcast Alley, and iPodder. org.

56. Marketing with podcast
The first option is to recruit paid sponsors to
advertise on the podcast, much like with any
radio or television station.
The second method to monetize podcasts is to
offer fee-based content.

57. WEBINARS
A webinar, or teleseminar, is a seminar
that is conducted live over the web and
(unlike a podcast) is designed to be
interactive.
Webinars are often recorded so listeners
can hear the information when it is
convenient.
People attend webinars to learn, and it is
critical to meet that expectation or the
audience may go elsewhere.

58. HOSTING WEBINARS
• Selecting where to host the webinar.
• One should consider the following factors: the number of attendees, the visual
content, and the frequency with which the webinar is held.
• Adobe Connect Pro, WebEx, GoToWebinar, and iLinc.
• Once the webinar is scheduled and listed online, it is time to start promoting it on
other social media channels.

59. STRATEGIC
APPROACH
Goal setting
Profile optimization
Branding
Tone of voice