Content Marketing Best Practices - Multi-Channel Program Overview

“Modern Marke+ng Essen+als 1: Content Marke+ng” Mul$-‐Phase Program for B2B & B2C Demand Genera$on

1

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

MMEssen+als #1: Content Marke+ng Program Elements

Oracle Confiden+al – Internal Only 2

PART 1

October 2 -‐ eBook

• Outbound – Promo+ng new eBook on Content Marke+ng

•  Blog 1 – Promo+ng concept and eBook

•  Social 1 – Tweets, LinkedIn, Facebook

More About the Webcast Speaker: Ann Handley is the Chief Content Officer of Marke+ng-‐ Profs; a columnist for Entrepreneur maga-‐ zine; a LinkedIn I nfluencer; a keynote speaker; and a mom and writer. Covering: •  How to think more like a "writer" when you're a "marketer“

•  The sake of brevity (enough said) •  Ac?ng more like a reporter, so you can get to the core story of what makes your customers successful

Bonus Fun:

Book Giveaway: AYendees receive Everybody Writes -‐ the go-‐to guide to crea+ng ridiculously good content that aYracts and retains customers.

Social Contest: “6-‐word Memoir” Challenge

PART 2

October 9-‐30 -‐ Webcast

• Outbound – Promo+ng Webcast (sends Oct 9, 22, 27, FUP 11/4)

•  Blogs 2-‐4 – Guest blogs Featuring Ann Handley and webcast promo


PART 3

October 30 – eBook 2

• Outbound – Promo+ng “The Dark Side of Content Marke+ng” eBook SENT as FUP to webcast & to non-‐ registrants.

•  Blog 5 – Halloween themed promo+ng eBook


Addi$onal Promo$on: EMEA-‐based content syndica+on and blog placement on DMNews, eConsultancy, and other sites.


PART 1 – Featured Assets

GATED ASSET: eBook featuring advice and opinion from top marke+ng educators around US.

MMEssen+als #1: Content Marke+ng Launched October 2

SLIDESHARE: hYp://www.slideshare.net/Eloqua/modern-‐marke+ng-‐essen+als-‐guide-‐to-‐content-‐marke+ng


PART 1 – Blog & Social MMEssen+als #1: Content Marke+ng

TWTTER •  Don’t give your contacts asset indiges?on. Get the essen?als guide to content marke?ng. A healthy dose of great ?ps. hHp://app.marke?ng.eloqua.com/e/er?s=33&lid=17389 •  Content that supports marke?ng AND business objec?ves. Imagine that. See guide. hHp://app.marke?ng.eloqua.com/e/er?s=33&lid=17389 •  Have you had your essen?als today? Content marke?ng essen?als that is. hHp://app.marke?ng.eloqua.com/e/er?s=33&lid=17389 •  Don’t serve empty-‐calorie content. Your audience wants healthy advice. See how. hHp://app.marke?ng.eloqua.com/e/er?s=33&lid=17389

OTHER SOCIAL •  Don’t give your contacts “asset indiges?on.” Get the essen?als guide to content marke?ng. A healthy dose of great, ac?onable advice. [URL] •  Imagine how many digital forests are being cut down to support wasted online content. Save the eTrees! Create content that is truly valuable. Get the new Essen?als Guide. [URL] • Wasted pixels are like empty calories. They just leave your audiences grumpy and hungry. See how to serve up the healthiest, most filling ebooks, blogs, and posts. Get the new Guide. [URL] • Marke?ng Guru Jay Baer says, “The goal is not to be good at content marke?ng, the goal is to be good at business because of content marke?ng.” This new guide says how. Check it out. [URL]

Facebook: hYp://app.marke+ng.eloqua.com/e/er?s=33&lid=17390 GooglePlus: hYp://app.marke+ng.eloqua.com/e/er?s=33&lid=17391 LinkedIn: hYp://app.marke+ng.eloqua.com/e/er?s=33&lid=17392

Launched October 2

BLOG: hYp://blog.eloqua.com/modern-‐marke+ng-‐essen+als-‐guide-‐to-‐content-‐marke+ng-‐new-‐ebook


PART 1 – eBook Outbound MMEssen+als #1: Content Marke+ng

EMAIL & LANDING PAGE: Responsive design

Launched October 3

EMAIL & LANDING PAGES: Responsive design


PART 1 – Customer Version MMEssen+als #1: Content Marke+ng

EMAIL & LANDING PAGE: Responsive design

Launched October 6

EMAIL & LANDING PAGES: Responsive design


MMEssen+als #1: Content Marke+ng PART 2 – Webcast Promo$on

EMAIL, LANDING, & FUP PAGES: Responsive design (FUP 11/4)

Cosponsored by and co-‐promoted with:

BLOG: hYp://blog.eloqua.com/qa-‐with-‐ann-‐handley-‐because-‐every-‐marketer-‐writes SOCIAL LINKS: TwiYer: hYp://app.marke+ng.eloqua.com/e/er?s=33&lid=17596 Facebook: hYp://app.marke+ng.eloqua.com/e/er?s=33&lid=17597 GooglePlus: hYp://app.marke+ng.eloqua.com/e/er?s=33&lid=17598 LinkedIn: hYp://app.marke+ng.eloqua.com/e/er?s=33&lid=17599

Launched October 9


Ann Handley speaks and writes about how you can rethink the way your business

markets. Cited in Forbes as the most influen+al woman in Social Media and

recognized by ForbesWoman as one of the top 20 women bloggers, Ann Handley

is the Chief Content Officer of Marke+ngProfs, a training and educa+on company

with the largest community of marketers in its category. She is a monthly

columnist for Entrepreneur magazine, a member of the LinkedIn Influencer

program , and the co-‐author of the best-‐selling book on content marke+ng,

Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars

(and More) That Engage Customers and Ignite Your Business (Wiley, originally

published 2011. Paperback 2012.) The book has been translated into nine

languages, including Turkish, Chinese, Japanese, Korean, Italian, Portuguese.

Her new book, Everybody Writes: Your Go-‐To Guide to Crea?ng Ridiculously Good Content, will be published by Wiley in the fall of

2014. She currently has more than 200,000 followers on TwiYer and writes about content, marke+ng and life at the highly

entertaining AnnHandley.com.

A pioneer in digital marke+ng, Ann is the co-‐founder of ClickZ.com, which was one of the first sources of interac+ve marke+ng

news and commentary. She started her career as a business journalist and editor. Ann is based in Boston, MassachuseYs.

MMEssen+als #1: Content Marke+ng About the Featured Webcast Speaker: Ann Handley


PART 3 – “Scary Guide” Asset and Outbound MMEssen+als #1: Content Marke+ng

EMAIL & LANDING PAGE: Responsive design in English and German

ASSET: Gated “eBOOoook” – English and German

Launched October 30


PART 3 – “Scary Guide” Blogs MMEssen+als #1: Content Marke+ng

BLOGS/POSTS:

DATE NOTES 10/30/2014 High level; will announce content and include link to

download

10/31/2014 First in a series of three posts; will feature excerpts from Chapters 1-‐3 and include link to download

11/3/2014 Second in a series of three posts; will feature excerpts from Chapters 4-‐6, link to previous post and include link to download

11/4/2014 Final in a series of three posts; will feature excerpts from Chapters 7 -‐ 7 1/2 link to previous posts and include link to download

Launched October 30

ELOQUA hYp://blog.eloqua.com/the-‐7-‐12-‐deadly-‐sins-‐of-‐content-‐marke+ng

hYp://blog.eloqua.com/3-‐deadly-‐sins-‐of-‐content-‐marke+ng RESPONSYS hYp://www.responsys.com/blogs/nsm/cross-‐channel-‐marke+ng/marketers-‐need-‐afraid-‐content-‐marke+ng-‐halloween/ hYp://www.responsys.com/blogs/nsm/uncategorized/honor-‐halloween-‐present-‐dark-‐side-‐content-‐marke+ng-‐ebook/


PART 3 – “Scary Guide” Social MMEssen+als #1: Content Marke+ng

URLS (& BIT.LY VERSIONS)

Twicer hYp://app.marke+ng.eloqua.com/e/er?s=33&lid=19050 hYp://bit.ly/1tzkb8S Facebook hYp://app.marke+ng.eloqua.com/e/er?s=33&lid=19051 hYp://bit.ly/1oVBekB LinkedIn hYp://app.marke+ng.eloqua.com/e/er?s=33&lid=19052 hYp://bit.ly/1s4u5I GooglePlus hYp://app.marke+ng.eloqua.com/e/er?s=33&lid=19053 hYp://bit.ly/1zeu8uB OMCBlog hYp://app.marke+ng.eloqua.com/e/er?s=33&lid=19103 hYp://bit.ly/1wDM3bJ EMEABlog hYp://app.marke+ng.eloqua.com/e/er?s=33&lid=19104 hYp://bit.ly/1vaoCmb

SOCIAL POSTS

TWITTER

•  Don’t fall prey to the dark side of #contentmarke+ng! Download the new eBook today hYp://bit.ly/1tzkb8S

•  Does your content marke+ng stand a ghost of a chance? It can if you download this spooky eBook today hYp://bit.ly/1tzkb8S •  Commit these #contentmarke+ng deadly sins & not even @BradPiYsPage or @Morrgan_Freeman can help you! hYp://bit.ly/1tzkb8S •  Just in +me for #Halloween, the 7 1/2 Deadly Sins of #ContentMarke+ng & how to avoid them #eBook hYp://bit.ly/1tzkb8S

FACEBOOK, LINKEDIN, GOOGLE+

•  This Halloween, marketers need to be afraid -‐ VERY afraid of the dark side of content marke+ng. Good thing for you our new spooktacular eBook can help you avoid the 7 1/2 Deadly Sins of Content Marke+ng [URL]

•  Does your content marke+ng go bump in the night? Do you know there’s a dark side to content marke+ng? Probably a good idea you download the 7 1/2 Deadly Sins of Content Marke+ng (and how to avoid them) [URL]

•  Is your content marke+ng like the walking dead? Learn how to avoid the 7 1/2 Deadly Sins of Content Marke+ng by downloading our new eBook today. [URL]

•  No tricks but plenty of treats for marketers this Halloween. Learn how to avoid the 7 1/2 Deadly Sins of Content Marke+ng by downloading our new eBook today. [URL]

•  Does content marke+ng scare you? Are there skeletons in your content marke+ng closet? Our +ming is perfect for this Halloween we have a tasty treat just for you: Our new eBook, The 7 1/2 Deadly Sins of Content Marke+ng (and how to avoid them). [URL]

•  Does your content marke+ng resemble the Night of the Living Dead? Are there zombies living amongst your content marke+ng? Don’t run & hide. Download our new eBook, The 7 1/2 Deadly Sins of Content Marke+ng (and how to avoid them). [URL]

Launched October 30


MMEssen+als #1: Content Marke+ng EMEA-‐Sourced Content Syndica$on and Social Campaigns

INFOGRAPHIC: “Content Smorgasbord 2: More Top Examples of ‘Snackable’ Content “ Featured on various pubs such as: hYp://www.b2bmarke+ng.net/blog/posts/2014/10/28/content-‐smorgasbord-‐2-‐more-‐top-‐examples-‐%E2%80%98snackable%E2%80%99-‐content

DISPLAY ADS: In eConsultancy’s “Daily Pulse” eNewsleYer and across the eConsultancy site

Launched October 28


MMEssen+als #1: Content Marke+ng EMEA-‐Sourced Content Syndica$on and Social Campaigns

Launched October 30

BUZZFEED POST: hYp://www.buzzfeed.com/sylviajensen/13-‐things-‐youall-‐only-‐find-‐scary-‐if-‐youare-‐a-‐c-‐12y28

PLATFORM SOCIAL COPY LINK TO LIVE BLOG Facebook Think ghosts and zombies are scary this Halloween? Try making a content marke+ng mistake! hYp://www.buzzfeed.com/sylviajensen/13-‐things-‐youall-‐only-‐find-‐scary-‐

if-‐youare-‐a-‐c-‐12y28

Facebook What is giving you nightmares this Halloween? Is it your content marke+ng? hYp://www.buzzfeed.com/sylviajensen/13-‐things-‐youall-‐only-‐find-‐scary-‐if-‐youare-‐a-‐c-‐12y29

Linkedin What are your biggest fears this Halloween? Zombies, ghosts and typos? These are the spooky mistakes you need to avoid.

hYp://www.buzzfeed.com/sylviajensen/13-‐things-‐youall-‐only-‐find-‐scary-‐if-‐youare-‐a-‐c-‐12y30

Linkedin Are your click through rates giving you nightmares? These are the nightmares that will scare any content marketer this Halloween


Google + Having a Content Marke+ng nightmare? What is keeping you awake this Halloween? Is it your poor click through rates and typos? Here are the 13 scariest mistakes to avoid. #ContentMarke+ng #MME


Google + What spooky thought is keeping you awake this Halloween? Is it your lacklustre editorial content, or perhaps forge|ng about daylight saving? Avoid these terrifying mistakes this Halloween. #MME #ContentMarke+ng


TwiYer Have you ever experienced these content marke+ng nightmares? #MME #ContentMarke+ng hYp://www.buzzfeed.com/sylviajensen/13-‐things-‐youall-‐only-‐find-‐scary-‐if-‐youare-‐a-‐c-‐12y34

TwiYer What #ContentMarke+ng nightmares are keeping you awake this Halloween? #MME hYp://www.buzzfeed.com/sylviajensen/13-‐things-‐youall-‐only-‐find-‐scary-‐if-‐youare-‐a-‐c-‐12y35

TwiYer The world of #ContentMarke+ng is scarier than ghosts and vampires this Halloween, avoid these nightmares: #MME


TwiYer The 13 most terrifying nightmares for any content marketer this Halloween #MME #ContentMarke+ng hYp://www.buzzfeed.com/sylviajensen/13-‐things-‐youall-‐only-‐find-‐scary-‐if-‐youare-‐a-‐c-‐12y37

TwiYer Wri+ng great content that nobody can find? It's a #ContentMarke+ng Halloween nightmare! #MME hYp://www.buzzfeed.com/sylviajensen/13-‐things-‐youall-‐only-‐find-‐scary-‐if-‐youare-‐a-‐c-‐12y38

TwiYer How has daylight saving affected your #ContentMarke+ng plan? #MME hYp://www.buzzfeed.com/sylviajensen/13-‐things-‐youall-‐only-‐find-‐scary-‐if-‐youare-‐a-‐c-‐12y39

TwiYer Content marke+ng can be spooky! What Halloween nightmares have you experienced? #MME hYp://www.buzzfeed.com/sylviajensen/13-‐things-‐youall-‐only-‐find-‐scary-‐if-‐youare-‐a-‐c-‐12y40

TwiYer Don't have a nightmare this Halloween, avoid these mistakes with your #ContentMarke+ng #MME hYp://www.buzzfeed.com/sylviajensen/13-‐things-‐youall-‐only-‐find-‐scary-‐if-‐youare-‐a-‐c-‐12y41

TwiYer Your main responsibility is your reader -‐ don't let your #ContentMarke+ng spook you this Halloween #MME hYp://www.buzzfeed.com/sylviajensen/13-‐things-‐youall-‐only-‐find-‐scary-‐if-‐youare-‐a-‐c-‐12y42

TwiYer #Contentmarke+ng can be as scary as Halloween. Read the 13 worst nightmares you should avoid #ContentMarke+ng #MME


TwiYer Are you afraid of the dark? Or just your #ContentMarke+ng plan? Don't be scared this Halloween #MME hYp://www.buzzfeed.com/sylviajensen/13-‐things-‐youall-‐only-‐find-‐scary-‐if-‐youare-‐a-‐c-‐12y44

TwiYer What's more frightening? Zombies and ghosts, or being trolled? Read the 13 scary #ContentMarke+ng experiences #MME
