There’s a lot of buzz about content marketing. But what makes your content marketing plan go from good enough to great? Great content marketing combines community insights, an optimized distribution process and most importantly, content, that not only resonates with your customers and prospects, but also leads to preferred action. In this fast-paced session, Zena will lead you through helpful large brand content marketing case studies. She’ll share tips on streamlining process and trends to help you walk away with a “good to great” content marketing game plan.

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P r o p r i e t a r y & C o n f i d e n t i a l
Content Marketing:
From Good To Great
Zena Weist VP of Strategy Expion @zenaweist

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P r o p r i e t a r y & C o n f i d e n t i a l
How can I optimize my brand so that
it's a sought-after participant in
relevant conversations?

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P r o p r i e t a r y & C o n f i d e n t i a l
From Good To Great
• Listen & Resolve
• Be Relevant
• Have Cadence
• Share Information
• Share Expertise
• Be Engaging
• Address “Unspoken” Needs
• Media for the Medium
• Crowdsourcing with BI Twist
• Go Local
• Converged Media
• Location, Location, Location
Shift Your Thinking:
From Good To Great

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P r o p r i e t a r y & C o n f i d e n t i a l
No other social network even comes close
of all Americans age 12 and over
have a personal profile on
Facebook
54%
http://www.socialhabit.com/

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P r o p r i e t a r y & C o n f i d e n t i a l
Source: Simply Measured, August 2012
http://www.slideshare.net/simplymeasured/instagram-brand-adoption-study
98%
94%
64%
51%
40%
0%
20%
40%
60%
80%
100%
Facebook Twitter Google+ Pinterest Instagram
%
With
Active
Profile
Interbrand 100 Adoption by Social Network

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P r o p r i e t a r y & C o n f i d e n t i a l

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P r o p r i e t a r y & C o n f i d e n t i a l
expi.co/05Ur

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P r o p r i e t a r y & C o n f i d e n t i a l
Media for the Medium
From Good To Great

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P r o p r i e t a r y & C o n f i d e n t i a l
From Good To Great
Media for the Medium

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P r o p r i e t a r y & C o n f i d e n t i a l
Media for the Medium

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P r o p r i e t a r y & C o n f i d e n t i a l
Media for the Medium
expi.co/0FrF
expi.co/0FrH

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P r o p r i e t a r y & C o n f i d e n t i a l
Crowdsourcing with a BI Twist

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P r o p r i e t a r y & C o n f i d e n t i a l
of National Marketers are looking to modify,
adapt and localize their marketing content,
messaging and engagement practices.
86%
Source: www.marketingprofs.com November 2, 2011
(CMO Council Research)
Go Local

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P r o p r i e t a r y & C o n f i d e n t i a l
Based on an analysis of Facebook activity on corporate pages for the top 50 restaurants and top 50 retailers (using fan
counts) compared to a sample of 190 local pages from different brands and local companies. Time period was May 1,
2011 to October 31, 2011. Active Fans % = number of fan posts and comments/total fans
Why local market pages make sense:
Local Has Higher Engagement - Active Fans %

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P r o p r i e t a r y & C o n f i d e n t i a l
Both Great
Go Local

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P r o p r i e t a r y & C o n f i d e n t i a l
Converged Media

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P r o p r i e t a r y & C o n f i d e n t i a l
Media Clover Leaf

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P r o p r i e t a r y & C o n f i d e n t i a l
expi.co/0Doz

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P r o p r i e t a r y & C o n f i d e n t i a l
Converged Media
Applebee’s 2 for $20 Page Post Sponsored Story

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P r o p r i e t a r y & C o n f i d e n t i a l
Applebee’s Tuesday Page Post on Timeline Sponsored Story
Converged Media

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P r o p r i e t a r y & C o n f i d e n t i a l
Location

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P r o p r i e t a r y & C o n f i d e n t i a l
Location

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P r o p r i e t a r y & C o n f i d e n t i a l
Location

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P r o p r i e t a r y & C o n f i d e n t i a l
Location
#tweetfromtheseat

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P r o p r i e t a r y & C o n f i d e n t i a l
Location

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P r o p r i e t a r y & C o n f i d e n t i a l
Bundled Greatness
expi.co/0FWS

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P r o p r i e t a r y & C o n f i d e n t i a l
Content Marketing:
Q&A
Zena Weist VP of Strategy Expion @zenaweist
Image credit: http://molliejohanson.com/wildolive/great.gif
expi.co/0FvE