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How I Actually do
content marketing
Liz Bedor
Senior Content Marketing Manager
Bluecore
Alittlebitaboutme…
Alittlebitaboutme…
Alittlebitaboutme…
Alittlebitaboutme…
Alittlebitaboutme…
Whyarewetalkingaboutthis?
“HowIActuallydocontent
marketing”
Whyarewetalkingaboutthis?
Content Marketing Theory
Whyarewetalkingaboutthis?
Content Marketing Theory Content Marketing Reality
Agenda–contentmarketing
buildingblocks
Foundation
Destination
Team
Editorial
Customer Journey
Distribution
Measurement
First+Foremost:Yourjobisless
aboutnet-newcreationand
moreaboutCurating
knowledgeandinformationand
packagingitinaconsumable
andmeaningfulway
Foundation
What’s the mission?
Who is the audience?
What’s our current state?
What’s the business case?
Help eCommerce marketers run powerful email marketing
programs to drive incremental revenue for their business.
Themission–whyareyoudoingthis
inthefirstplace?
Audience–Whoareyoucreating
contentfor?
Director Deanna Innovative Izzy Casual Carl Email Eric
Currentstate–Auditwhatexists
Currentstate–Surfacehiddencontent!
Currentstate–Surfacehiddencontent!
Currentstate–Surfacehiddencontent!
Businesscase+KPIs–choosewhatyou
actuallycareabout
Brand	
Awareness
Brand	
Health
Conversions
Customer	
Retention
New Organic Traffic
Social Following
Repeat Organic Traffic
Social Engagement
Time on Site
Pages Viewed
Content Downloads
Prospect Subscribers
Cost Per Lead
Customer Subscribers
Customer Retention
Customer CLV
Destination
Branding
Design
Branding
Branding
Design
Not	obsessed	with	the	carousal
Also	working	on	this
Design
Team
Internal
External
Internal
Content Marketer
(ME!)
Designer
Demand
Gen
Customer
SuccessThought-Leader
Data
Scientist
Dedicated Resource Shared Resources I Bother to Help Me
External
Content Marketer
(ME!)
Freelancer Developer
Dedicated Resource Resources I Pay to Help Me (So They Like Me More)
Editorial
Structure
Topics
Types
Cadence
Structure+TOpics
How-To
Tactical	best	
practices
Inspiration
Real	life	examples	
of	programs
Strategy
"Thought	
leadership"
Trends
eCommerce	or	
Consumer	trends
Bluecore	
News
Anything	super	
Bluecore-centric
Samplecontentthatfallsunderthis
How-To Inspiration Strategy Trends
Bluecore	
News
Whatproprietarydatadoesyour
companyhave?
(hint:theseallalsohappentomap
toourpersonas)
How-To Inspiration Strategy Trends
Bluecore	
News
Recruiting
Types–bigbelieverinbigrockcontent!
Types–bigbelieverinbigrockcontent!
Cadence
1 – 2 “big rock” pieces of content per quarter
1 blog post per week
Anything more than that is a cherry on top!
Lookforcontentyoucanrepurpose
Thought-Leader
Lookforcontentyoucanrepurpose
Thought-Leader
Lookforcontentyoucanrepurpose
Client	QBR	
recommendations
Customer
Success
Lookforcontentyoucanrepurpose
Client	QBR	
recommendations
Customer
Success
CustomerJourney
Content by stage
Ourstructurealsosomewhatmapsto
Buyerstage
How-To Inspiration Strategy Trends
Brand Awareness + Customer Retention Brand Health + Conversions
“Man, Bluecore is super helpful!” “Woah these guys are also really smart!”
We’reBeginningtothinkandbuild
contentbyjourney
Take Price Drop Triggered Emails as a Topic:
1. What is a Price Drop triggered email and why should you care?
2. How [insert retailer name here] does price drop triggered emails
3. Price Drop triggered email best practices
4. When is the right time to add the Price Drop triggered email to your
strategy?
5. How to convince your boss you need Price Drop triggered emails
Distribution
Paid
Owned
Paid
Facebook
Twitter
LinkedIn
AdWords
DMNews (this was terrible… don’t do it)
ReallyGoodEmails.com
Lizbedor.com*
MarketingInsiderGroup.com*
***All in all we spend about $15k per quarter***
Owned
Facebook
Twitter
LinkedIn
Bluecore.com
Customer + Prospect newsletter
Don’tforgettodistributeinternally!
Tools+Measurement
Tools
Transparency
Goals
Content marketing is not a one and done effort. You
must always analyze your data to continuously
optimize and influence your editorial strategy.
Function Tool
Email	Distribution Pardot
Lead	Tracking Salesforce
Content	Hosting Wordpress
SEO Conductor
Social	Media	Publishing Twittimer
Analytics Google	Analytics
Editorial	Planning Google	Calendar
Enlisttherighttoolsfortheright
functionstohelpyourecord
Findsolutionsthatoffertransparency
Salesforce Dashboard
shows gated content
downloads + blog
subscriptions by month
and quarter
GoogleCalendargivesinternalteams
visibilitytoeditorial+distributionplanning
Thingsthatwere
unexpectedlyhard
SEO – building custom SEO-driven landing pages
Getting a newsletter off the ground/demand gen in general
Understanding the audience
Writing so much on your own
Tips+Resources
Start with tactical and work your way up to thought-leadership
A lot of content that is relevant for your customers is relevant for your
prospects too
Look outside your industry for inspiration
Reuse and repurpose everything you can!!
Borrow authority + knowledge
Attend industry events, especially if you’re in a new industry
Questions?
Thank you

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