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nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Content Marketing 201:
The Content Mindset
Why Content Marketing Is More Important than Ever
and What You and Your Team Can Do About It
Conversation Reminder
@NickWestergaard
Content Is Kind of Big Deal
User Generated Content!
Content Marketing 201
‣ The Content Marketing Landscape
‣ What Makes Great Content
‣ Everyone’s a Publisher (and What That Means)
‣ That’s Cool But It Won’t Work for Us
‣ Planning Your Content Strategy
1
The Content 

Marketing Landscape
Content Is Fire.
Social Media Is Gasoline.
– Jay Baer
Photo via Flickr user DrPete
Photo via Flickr user floeshie
The Age of
Interruption Is Over
“– seth godin
You can’t interrupt
or YELL your way
to WINNING.”
“
– eric schmidt, executive chairman, google
EVERY TWO DAYS
we create as much
information as we
did from the dawn
of civilization to 

up until 2003.
A Poetic Dynamic
‣ Paid
‣ Owned
‣ Earned
‣ Media
Content by the Numbers
Over 90%of all marketers use content marketing 

— b2c, b2b, & non-profit sectors!
Source: Content Marketing Institute/MarketingProfs
Effectively Using? Only 44% (B2C)
Effectively Using? Only 41% (B2B)
Effectively Using? 52% (Non-Profit)
Over 50%
of content marketers lack a documented content
strategy — includes b2c, b2b, & non-profit sectors
Source: Content Marketing Institute/MarketingProfs
Nearly 70%
of content marketers have someone to oversee
content marketing — includes b2c, b2b, & non-profit
sectors
Source: Content Marketing Institute/MarketingProfs
Over 41%
of content marketers are producing more content
than last year — includes b2c, b2b, & non-profit
sectors
Source: Content Marketing Institute/MarketingProfs
B2C Marketers Use About 12 Forms
B2B Marketers Use About 13 Forms
Non-Profits Marketers Use 11 Forms
Brand 

Awareness
was the top organizational goal for content in the
b2c and b2b sectors while fundraising was top for
non-profits
Source: Content Marketing Institute/MarketingProfs
Web Trafficwas the top form of content measurement in the
b2c and b2b sectors while increased funding was
top for non-profits
Source: Content Marketing Institute/MarketingProfs
Most Plan on Increasing Budgets
24%, 30%, 20%
perecent of budget allocated toward content
marketing efforts for b2c, b2b, and non-profit
Source: Content Marketing Institute/MarketingProfs
Writing 

& Design
are most likely to be outsourced across all
sectors — b2c, b2b, and non-profit
Source: Content Marketing Institute/MarketingProfs
Top Challenges — B2C
Top Challenges — B2B
Top Challenges — Non-Profit
Content Challenges & Pain Points
‣ Content Strategy
‣ Producing Effective & Engaging Content
‣ Producing Enough
‣ Time
‣ Budget
2
What Makes 

Great Content?
Why Do We Need Great Content?
Source: businessesgrow.com
1. Helpful
Photo via Flickr user gruntzooki
Helpful Content
Short-Form Help
Helping Customers in Six Seconds
Questions Are Currency
Photo via Flickr user Instant Vantage
Photo via Flickr user Anonymous Account
2. Value
Useful
Photo via Flickr user Anonymous
3. Builds Relationships
Photo via Flickr user tim parkinson
Building Relationships
4. Timely
Photo via Flickr user North Charleston
Not Always Digital But Timely
Business Centric
& Customer Aware
great content is both
3
Everyone’s a Publisher
(So, What Does That Mean?)
Think Like a Publisher
Photo via Flickr user Herkie
Be a Brand Journalist
Photo via Flickr user wishnu.hy
YOU Are a Media Platform
Deadlines Matter
Photo via Flickr user Droid Gingerbread
Just Push Publish
Photo via Flickr user Droid Gingerbread
4
That’s Cool.
But That Won’t Work for Us.
#SadTrombone
Photo via Flickr user CarbonNYC
Channel Stuart Smalley
Photo via Flickr user evoo73
“– david b. thomas, salesforce marketing cloud
The Bs and Cs are
ALL PEOPLE.”
Helping: B2B Edition
Enhancing Lead Gen
Source: lplegal.com/our-people
Non-Profits Too
5
Planning Your 

Content Strategy
The 6 Ps of Content Strategy
‣ Purpose
‣ People
‣ Preference
‣ Production
‣ Promotion
‣ Propulsion
Purpose
Photo via Flickr user paul-simpson.org
People
Photo via Flickr user Fire At Will
Preference
Photo via Flickr user Mavroudis Kostas
Production
Photo via Flickr user Illusive Photography
Promotion
Photo via Flickr user Jamiesrabbits
“
– derek halpern, social triggers
Create content
20% of the time.
Spend the other
80% of your time
promoting what
you created.
Photo via Flickr user C!
Propulsion
Propulsion: Learn to Love the Logos
Photo via Flickr user kdonovangaddy
Make Your Content More Shareable
‣ Ask Them to Share!
‣ Provide Sharing Icons/Options — Numerous
‣ Include Tweetable Passages/Links
‣ Incentivize Sharing — Additional Content, Contest
‣ Measuring Sharing with bit.ly
Create Content
Worth Sharing
bottom line: if you want your content shared
Planning the 6 Ps Helps
You Plan the Work and …
Need People to Work 

the Plan
Photo via Flickr user otama
Biggest Mistake
Content Questions?
nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Questions?
blog: branddrivendigital.com
podcast: onbrandpodcast.com

twitter: @nickwestergaard

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