A to Z: 26 things you must know about content marketing

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Bears, one gathers, think endlessly about toilet functions—or so it seems from those Charmin bathroom tissue commercials.

Like their less-hairy-bottomed fellow mammals, mankind, ursines apparently dislike sitting on toilet seats used by folks who have the potty etiquette of preschoolers.

So Charmin launched its SitOrSquat social application to help people lead each other to clean restrooms.

The app is highlighted in the video “A to Z: 26 things you must know about content marketing.” It is one of a Santa’s gift bag full of tactics, examples and ideas delivered by Forsythe Technology's Senior Communications Manager Matthew Royse.

You'll learn:

  • Tools and resources for creating and curating content
  • Best practices, concepts, and trends in content marketing
  • Why your organization should become a media company
  • How to establish yourself or your boss as a thought leader
  • Tips, tricks, and resources that will help you stay ahead of the content marketing curve

In his session, you’ll grab tips and tactics like alphabet blocks from a toy chest:

Consider his tip “U is for Useful.” Charmin’s SitOrSquat app is popular not because it boasts about the softness of its toilet paper—something the company has been letting us know about for decades. It thought more broadly about content people wanted.

The app, which uses GPS technology, allows people to rate the bathrooms they use. Think about usefulness with everything you do, from articles to video.

Learn, like Charmin, to ask yourself, “‘How can we be useful to our customers?” Royse says.

Hear why A is for Action. All marketers understand the call to action. But how well do you do this?

Be clear and avoid unfocused calls, Royse says. Explain just what is in it for the customer. Don’t lose your message in a page of links.

He offers both best case and what-not-to-do examples. “Guide them in a journey to tell them what they’re trying to do,” Royse says.

Are you finding ways to share content both externally and internally?

“If you have an article, is there a ‘related content’ section?” Royse says. “‘Hey, I want to watch a video. Hey, I want to download a white paper.’ ... It’s all integrated on that specific topic.”

Learn how to improve the process through structures like an editorial board, a center for excellence, a steering committee, or even just someone devoted to leading the content strategy.

Experience light-bulb moments as you survey the landscape of your site for the kind of content you provide. The split should be 60 percent curation of others’ content (as in linking through blog posts) and 40 percent creation of new content.

As at a networking event, Royse says: “You just don’t want to go there and start talking about yourself. You want to talk about the other people.”

Learn from the folks with the PRESS cards stuck in their fedoras. Organize your content creation like a newsroom, Royse says.

Given that many marketers and communications folks started out in the media, this should come naturally. Social media works the same way. At Forsythe, Royse is in charge of LinkedIn and Twitter, with others in charge of different platforms.

Having trouble getting senior execs to sign on to your big idea? Tell them you want to do a pilot for six months. It’s less threatening to the bigwigs, and it gives you a chance to prove the value of what you’re doing.

Find out how to build content around the questions your customers ask. That way you’ll never be short for ideas to generate content, Royse says.

June 2013

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Presenter bio: 

Matthew Royse is the lead content marketing and social media strategist for Forsythe Technology. He is a contributor to the Content Marketing Institute blog and Ragan's PR Daily. He is managing editor for the award-winning Forsythe FOCUS magazine. He writes about marketing, public relations and social media on his blog, “Knowledge Enthusiast.” Follow Matthew on Twitter: @mattroyse.