29 Content Marketing Secrets e-book

Your Mission
should you choose to accept it…

Study this collection of Content Marketing Secrets before your
competition does!

Be sure to share this e-book with other
Content Marketing Agents in your networks:
http://tprk.us/cmsecrets

We've collected 29 of the most knowledgeable
Secrets to Share and accomplished Content Marketing Operatives to
share their secrets with you. It may be tempting to
The world of content marketing is full of mystery destroy this dossier of highly valued intelligence
and intrigue with companies leveraging every before your competitors get to it, but you must
possible resource to achieve a competitive resist.
advantage.
Consumer brands like Kraft Foods, B2B brands like
In the midst of our fast changing industry, no Intel, IBM and Cisco, industry thought leaders like
resource is more valued than the coveted Content Mitch Joel, Ann Handley and Joe Pulizzi have come
Marketing Secret Agent. together to share one piece of content marketing
advice that would send a cold war power into an
These operatives perform their customer equivalent state of DEFCON 2. It's as if we
segmentation, persona development and editorial assembled, James Bond, Jack Bauer, Ethan Hunt,
planning in the dead of night while most marketers Mata Hari, Jason Bourne, Evelyn Salt and Austin
are asleep, snug in their beds. While the average Powers all in one room and managed a brain drain
content marketer dreams of page views and search of their most prized confidential information.
engine rankings, Content Marketing Secret Agents
are mapping the customer journey and crafting Maybe not Austin Powers, but you get the idea.
messages that will pull prospects from awareness to
measurable conversions. We've tried to have a bit of fun with the Secret
Agent shtick, but the advice in this e-book is sound
and highly valuable, just like the presentations you'll
Few have been able to
see at Content Marketing World in 2012.
crack the code of this
elite group but if anyone
Oh, and this message will not self destruct 
could, it's the Content
Marketing Institute and
Lee Odden, CEO TopRank Online Marketing &
the content marketing
Author of Optimize
smarties at TopRank
Online Marketing.

From the content marketing experts at TopRankMarketing.com

Agent Dossiers
Agent #1: Robert Rose Agent #16: C.C. Chapman
Agent #2: Ann Handley Agent #17: Ardath Albee
Agent #3: Jason Falls Agent #18: Brian Massey
Agent #4: Todd Wheatland Agent #19: Sandra Zoratti
Agent #5: Pam Didner Agent #20: Chris Baggott
Agent #6: Amanda Maksymiw Agent #21: Heather Meza
Agent #7: Mark Schaefer Agent #22: Andrew Davis

Agent #8: Leslie Reiser Agent #23: Jon Wuebben
Agent #9: Jim Kukral Agent #24: Mitch Joel
Agent #10: Michael Stelzner Agent #25: Marcus Sheridan
Agent #11: Heidi Cohen Agent #26: Amy Porterfield
Agent #12: Waynette Tubbs Agent #27: Curt Porritt
Agent #13: Michael Brenner Agent #28: Lee Odden
Agent #14: Ahava Leibtag Agent #42: Joe Pulizzi
Agent #15: Julie Fleischer


Full Spectrum
Content Marketing Secret:

Big Data for marketing is a trap - don't fall into
it.

You must look at the total spectrum of customer
engagement (from awareness to brand
evangelism) to appreciate the value of content
marketing - so you MUST change your
measurement philosophy.

Your content and stories are the only differentiator
you have left. Hire and invest accordingly.
Name: Robert Rose
Position: Chief Troublemaker, Author, Lead
Strategist, Contributing Sr. Analyst
Company: Big Blue Moose, CMI, Digital Clarity
Group
Website: about.me/RobertRose
Twitter: @robert_rose

About Agent Rose:
Robert Rose has more than 15 years of digital
marketing experience, and a track record of
helping brands and businesses develop successful
Web and content marketing strategies.


Story First

Three things separate the truly great content
creators from the rest.

First: The best content creators see their story as
the keystone of their communications. They don‘t
view content as a task or a campaign. They view
content as something fat with possibilities in the
way we communicate with customers so that they
recognize us before and over any other brand.
That sounds easy enough, but it‘s a huge mental
shift for most businesses.
Name: Ann Handley
Position: CMO, Author Second: The best content creators have a distinct
Company: MarketingProfs voice. They have developed a point of view that‘s
Website: marketingprofs.com unique to the brand—and unshackled from
Twitter: @marketingprofs corporate Frankenspeak. A good test is this: If you
mask the visual branding on your content, would
you recognize that content‘s voice as your own?
About Agent Handley:
Cited in Forbes as the most influential woman in
Social Media and recognized by ForbesWoman as
one of the top 20 women bloggers, Ann Handley is
the Chief Content Officer of Marketing Profs, which
provides business marketing know-how for more
than 420,000 subscribers.


Agent 2’s Content Marketing Secret:

Third: The best content creators take risks. They
experiment. And they sometimes fail. As Hugh
Macleod says , ―We were all given the same box of
crayons in kindergarten,‖ yet somewhere along the
line many of us convince ourselves that we‘re not
creative, particularly in a business context. That
sort of thinking limits our full potential as people,
and it limits your content, too. Why? Because in a ―Always, always,
world where every company is a publisher, you‘ve always over-deliver.‖
got to cut through the din of mediocrity. You‘ve got
to experiment a little, be a little creative, and
-Ann Handley
occasionally take risks.

Fourth: The best content creators have fun! If you
aren‘t having fun creating content, you aren‘t doing
it right.

That was four differentiators, and I promised three
back in the first paragraph. Which I suppose
suggests a fifth thing about content: Always,
always, always over-deliver.


No B.S.

Your job is to make content that makes your
audience say, "Holy shit!” If you do that, you win.
Period.

Name: Jason Falls
Position: Author, Speaker, CEO
Company: Social Media Explorer
Website: socialmediaexplorer.com
Twitter: @jasonfalls

About Agent Falls:
Jason Falls is an author, speaker, and CEO. He is
a thought leader on the strategic use of digital ―You shouldn‘t blog as a business
marketing and technology and has been named a
top influencer in social technology and marketing unless you‘re going to blog for
by Forbes, Entrepreneur Magazine, and business.‖
Advertising Age. -Jason Falls


LinkedIn & Tweet

Listen up - this is important. I almost died for this. If
you're a B2B Marketer, LinkedIn should be one of your
key channels for sharing content, generating traffic
and leads. You probably know that if your content
achieves front–page Trending prominence on LinkedIn
Today, it can add thousands of visitors a day to your
site. To become Trending, your content needs to be
shared. OK. So far so good.

Well here's the secret – the one thing that can
transform the traffic you receive to your content. And
Name: Todd Wheatland you have to promise to keep this a secret.
Position: VP Marketing & Thought Leadership
Company: Kelly Services Do NOT post your update onto Twitter directly or
Website: kellyocg.com through a third-party client. That's right. Make it a
Twitter: @toddwheatland LinkedIn update and then – are you listening? – tick
the 'tweet this update' box on LinkedIn. That's it. The
end result is the same for your followers on Twitter –
About Agent Wheatland: but every single re-tweet will also count as a LinkedIn
Todd is overseeing a content marketing revolution share, and thus turbo-charge your chances of making
at Fortune 500 workforce solutions company Kelly it a Trending article on LinkedIn Today. This one
Services. Throughout a 15-year career in the process can transform the traffic you receive from
human resources and workforce consulting space, LinkedIn.
he has been a serial content platform entrepreneur.


Dream Team

A blank check from the CMO to create content,
would be nice!

Stories are told by people. Find your dream team:
An imaginary copy writer, a wicked creative
director, an ingenious editor and a go-getter
integrated marketing manager who can bring your
campaigns to life.

Name: Pam Didner
―Determine what
Position: Global Integrated Marketing Manager stories you want
Company: Intel to tell, then
Website: intel.com determine the
Twitter: @pamdidner
right format and
About Agent Didner: marketing mix to
Pam Didner, selected as one of BtoB‘s Top Digital communicate your
Marketers in 2011, is the Global Integrated stories.‖
Marketing Manager for Intel. She has led Intel‘s -Pam Didner
Enterprise product launches and worldwide
marketing campaigns, and she has managed
Intel‘s main proprietary event, Intel Developer
Forum, across nine countries.


Get Influencers

So, you want to hit it big with content
marketing? There is a group of people within your
industry who can help you get there. You may
already know who they are. They are the people
who your target audience looks to for information
and guidance. They come in all shapes and sizes
and may be labeled as bloggers, consultants,
authors, analysts, or social media mavens.

These people are your influencers. They have a
certain sway over your target audience and they
Name: Amanda Maksymiw play a critical role in any content marketing
Position: Content Marketing Manager program. Collaborating with influencers is one of
Company: Lattice Engines the top secrets I can share because influencers
Website: lattice-engines.com can co-create engaging content, share it with their
Twitter: @amandamaks audiences to extend the reach of your content, and
amplify your story. What‘s more successful than
About Agent Maksymiw: that? Get started quickly by identifying a group of
Amanda Maksymiw is the content marketing 10-20 influencers, engaging with them on social
manager for Lattice Engines, a leader in B2B sales media, and beginning to build the
intelligence software. She is responsible for setting relationship. Enjoy and appreciate the success
and managing the company‘s content marketing that follows.
strategy including creating, producing, and
publishing engaging content.


Action: LinkedIn

Lean in now, OK? I don‘t want my marketing
secret to be overheard.

Sure Facebook gets all the glam and the celebrities
go ga-ga over Twitter but let me tell you where the
real action is: LinkedIn Groups.

Wait, wait. Don‘t roll your eyes like that. I‘m
serious. Here are some things to consider about
LinkedIn. There are close to 800,000 different
professional groups on LinkedIn and these are
Name: Mark Schaefer segmented by topic, industry and even geographic
Position: Consultant, Educator, Author locations. Go to the search field on at the top of the
Company: Schaefer Marketing Solutions LinkedIn home page and type in the name of your
Website: businessesGROW.com city. You might be surprised by the action there.
Twitter: @markwschaefer These groups are important because you can find
a highly relevant, highly-targeted, and most
important, a highly engaged audience.
About Agent Schaefer:
Mark Schaefer has 30 years of global sales and
marketing experience and two advanced degrees
in business and applied behavioral sciences. Mark
is a globally-recognized business writer, university
lecturer, and innovator, receiving seven
international patents for new product ideas with
Fortune 100 companies.



Devote some time exploring LinkedIn Groups and
you will be amazed at the time people spend ―Content that moves is power.
helping each other, answering questions, and Anyone has the opportunity to
solving problems. I use links to blog posts as a create influence and power
helpful way to quickly and effectively answer
through their content.‖
people‘s questions. With just a little care and time
on LinkedIn each week, this powerful platform can -Mark Schaefer
be a major source of not just traffic, but engaged
readers who are coming to you for help.

LinkedIn is the fourth biggest traffic source to my
blog and I‘ve acquired two major customers and
two of my most important strategic partners just
from participating in these forums.

So when you‘re looking for a content marketing
edge with a relevant and engaged audience, think
LinkedIn Groups.


Who’s Talking?

....shhh the password is Swordfish...ya got it?

While the quality of the content is certainly an
integral part of any program, who is doing the
talking can be equally as important. Your
influencers‘ credibility, expertise, reach and
following is the secret password.

Name: Leslie Reiser
Position: Program Director, World Wide Digital
Marketing
Company: IBM
Website: midsizeinsider.com
Twitter: @lcreiser
―If you‘re not creating quality
About Agent Reiser: content or the source is not
Leslie Reiser leads IBM‘s midmarket global digital, credible, it will fall flat.‖
social strategy and program delivery. She -Leslie Reiser
manages an organization that drives the
transformation of digital communications and
marketing programs that have reinvented the way
IBM utilizes digital to drive revenue and deliver
integrated solutions.


Books Rule

My secret intelligence agency has informed me
that in order to be successful with content
marketing in today's world that you must write a
book. A book is your best business card. A book
will build credibility in the eyes of your readers and
customers and the media.

Organize your thoughts together in one cohesive
method and deliver them in book form in both
digital and print. You can let your audience
download it for free in return for their email address
Name: Jim Kukral to generate leads. Or you can give it away for free
Position: CEO, Author and fill the book with calls to actions about your
Company: Digital Book Launch business! Or you can upload the book to Amazon
Website: digitalbooklaunch.com and let people buy it on the Kindle. The word is out
Twitter: @jimkukral on the street that for every 100 print books Amazon
sells, they sell 180 digital books. Wow!
About Agent Kukral:
For over 15-years, Jim Kukral, CEO of Digital Book Your competitors and counter spies in your industry
Launch, has helped small businesses and large are already working on putting their thoughts into
companies understand how to find success on the book form. What are you waiting for?
web. Jim is an author, as well as a professional
speaker, blogger and web business consultant.


Socialize

The Holy Grail of Socializing Your Most
Valuable Content

There's nothing worse than investing your heart
and soul into a great piece of content only to have
it remain hidden—unseen by the very audience you
hoped to attract.

I'm talking about the unheard podcast, the e-book
without legs, the blog post with lowly single digit re-
tweets, the white paper no one is registering for—
Name: Michael Stelzner and the list goes on.
Position: CEO, Author
Company: Social Media Examiner How can you get your content seen by others?
Website: socialmediaexaminer.com
Twitter: @mike_stelzner Assuming you've truly developed an educational
masterpiece free of hype, people are going to want
to share it. But most won't.
About Agent Stelzner:
Michael Stelzner is the founder and CEO of Social
Why? Because we're all lazy.
Media Examiner (one of the world‘s largest
business blogs). He is also author of the books
Yep, I said it.
Launch: How to Quickly Propel Your Business
Beyond the Competition and Writing White Papers:
So how can you make people's action step so
How to Capture Readers and Keep Them
seamless and so effortless that they'll gladly share
Engaged.
your content with their peers?



The answer lies in embedding social sharing.

Twitter, Facebook, LinkedIn and Google+ all allow ―There's nothing worse than
you to embed social share into emails, PDF files
and of course websites.
investing your heart and soul into a
great piece of content only to have it
By placing those share triggers strategically in the remain hidden.‖
right place in your content, people will effortlessly -Michael Stelzner
share your great content.

And the result? Tons of traffic, valuable eyeballs,
buzz and all the other benefits that your content
deserves.

If you want to see this in action in a PDF file, make
note of how the different social share buttons are
directly integrated into every page of the Social
Media Marketing Industry Report.


Writing Habit

Content marketing stars are developed through
hard work. Forget what your Third Grade Teacher
taught you about writing!

Build your writing habit like a runner in training for a
marathon to get in shape with a targeted goal to
become a facile writer. Start writing where the
energy is. Unlike school, give yourself permission
to begin wherever you want! Edit, edit, edit to get
rid of anything extraneous.

Name: Heidi Cohen
Position: President, Educator, Columnist
Company: Riverside Marketing Strategies
Website: heidicohen.com
Twitter: @heidicohen

About Agent Cohen: ―To support your content creation
As President of Riverside Marketing Strategies, an
actionable marketing consultancy, Heidi Cohen has engine, have an ongoing process
deep experience across different marketing forms within your organization to ensure
involving content. She‘s an expert at creating you‘ve got a constant flow of
integrated, direct, digital and social media potential articles.‖
marketing programs.
-Heidi Cohen


It’s About Them

Content marketing is not just a marketing buzz
word; it‘s a hugely successful methodology for
generating leads and building customer loyalty. It‘s
using content about the issues – the problems
customers and prospects are wrangling with – to
show the value of your product. The secret is to let
your customers guide the message – even tell the
story. Simple. Right? Then, why do so many
marketers miss the mark?

Many companies miss because they‘re too focused
Name: Waynette Tubbs on tooting the company horn. To build great
Position: Managing Editor content, you are going to have to spend time with
Company: SAS your customers. With these five steps your
Website: about.me/waynettetubbs customers will tell your story - and promote it -
Twitter: @waynettetubbs better than you do.

* Learn your audience‘s ‗personality.‘ Your
About Agent Tubbs: customers and prospects are your audience. How
Waynette Tubbs is Managing Editor of SAS‘ award-
do they talk about your product and products like
winning sascom Magazine and Community
it? Where do they look for information?
Manager of two diverse, growing communities at
What events and conferences are important? (If
SAS. Considered a role model for social media
you haven‘t found them online yet, search sites like
adoption at SAS, Waynette has built a personal
Technorati, Alltop, Mashable and MarketingProfs
brand closely intertwined with the SAS brand by
for some great tips.)
blogging, monitoring online conversations &
attending community events.


Agent 12’s Content Marketing Secret: Agent 12’s Content Marketing Secret:

* Be in all the ‗right‘ places. Use your personality * Promote their personal blog posts from your site,
research to help you craft a channel strategy for social channels and newsletters.
investing your content marketing resources. You
don‘t want to waste resources building a Facebook * Re-tweet their ―aha‖ moments, and include your
page or Twitter account if they‘re not actively using hash tags. [e.g. Stories and information from (and
that channel. of interest to) people who use SAS software is
tagged #sasusers.]
* Listen to their feedback. According to Edelman‘s
research. * Ask them if they will answer Facebook and
LinkedIn group questions about the product.
* Make your customer the hero. Tell your
customers‘ stories about they solve problems using Understand that you must continuously keep these
your product. Other customers and prospects want steps in play – like bowling pins in a juggling act.
to see and read about their successes and failures. But, the payoff can be huge! Great content builds
These stories assure new customers of your trust, demonstrates authority and drives leads. It
technical support capabilities, stability, quality and can also help your company stand out. Your
craftsmanship far better than any warranty ever customers‘ stories can differentiate your can
could. opener from the thousands of can openers on the
market.
* Give them a stage. Now, encourage them – even
ask them - to tell their own stories. They are the
influencers, the thought leaders.

* Invite them to post on your blogs.


Attraction

OK, here’s my secret: This is really not that hard
or expensive. The biggest shift required is in
changing your business‘ marketing approach to
one of attracting new customers with great content
vs. trying to promote your products and buy new
customers with purely outbound marketing
techniques. You simply need to put your customers‘
interests first!

There is still a place for outbound tactics, but when
you combine an attraction-based mentality with
great content, not only do you begin to see more
Name: Michael Brenner new customers for less money per acquisition, but
Position: Senior Director Integrated Marketing & your outbound marketing tactics will work better
Content Strategy (better content) and your customers will be more
Company: SAP satisfied with being associated with a company that
Website: sap.com appears to put their customers‘ interests ahead of
Twitter: @brennermichael its own. So everyone wins.

About Agent Brenner:
Michael Brenner is the Sr. Dir. Of Global Integrated ―Content marketing is about identifying
Marketing for SAP, the author of the B2B Marketing
Insider blog and a co-founder of Business 2
the content your audience is looking for,
Community. Michael started his career nearly 20 and distributing it to all the places they
years ago in sales, followed by field, product and look for it.‖
corporate marketing positions at the Nielsen -Michael Brenner
Company.


Consistency

What I have found is that nothing pays off like
consistency. Well-established brands know this
and execute quite well on it, which is why when
they try to change their logos or other recognizable
attributes there‘s a rallying cry of ―Nooooo!‖ from
consumers.

So too, content marketing requires consistency in
voice, tone, publishing frequency and quality of
content to be effective. Who are the bloggers I
read again and again? Those who are consistently
Name: Ahava Leibtag on the mark with their advice, senses of humor and
Position: Principal timing. The brands I return to are those who have
Company: Aha Media Group the same quality consistent service delivered in a
Website: ahamediagroup.com very recognizable package.
Twitter: @ahaval

About Agent Leibtag:
Ahava Leibtag is the Principal of Aha Media Group,
LLC, a Washington, D.C. based Web consultancy
that provides content strategy and Web writing
solutions. She has more than 15 years of
experience in the digital strategy space, particularly
in healthcare.


Serve Needs

The most important question to answer is ―what
is your basis of conversation?‖ What do you as a
brand have to offer that matters to
consumers? What are you going to provide them
makes them want to come back to you again and
again? It‘s not as simple as finding a point of
difference and a creative hook and trumpeting it
across paid media.

To be successful in Content Marketing, you have to
take the time to get to know your consumers, what
Name: Julie Fleischer s/he needs, and how you can serve that need
Position: Director, CRM Content Strategy & uniquely and authentically. Once you understand
Integration the role you play, all of the other elements – the
Company: Kraft Foods channel mix and the role of channels, the
Website: kraftfoods.com creation/curation of content, etc. – can follow.
Twitter: @jfly

About Agent Fleischer: ―Content marketing elevates a brand,
Julie Fleischer is the Director of CRM for Kraft by enabling its voice to serve a
Foods. She oversees an industry leading multi- purpose in the consumer‘s life.‖
media platform across web, email, mobile, print -Julie Fleischer
and social, that connects with millions of
consumers weekly in four languages with 100%
custom content.


Speak Human

That you need to make sure your content has a
soul. No matter how flashy or cool what you create
is, if it doesn't reflect the uniqueness that makes
you and your company who you are than no one is
going to care. Speak human and from the heart ad
your content will be much more successful.
Agent 16, C.C. Chapman

Name: C.C. Chapman ―Any company,
Position: Author, Consultant
organization or
Company: C.C. Chapman
Website: cc-chapman.com individual needs to
Twitter: @cc_chapman be strategically
thinking about and
About Agent Chapman: creating content
C.C. Chapman is a speaker, consultant and co- that is appropriate
author of Content Rules and the creator of Passion
Hit TV. C.C. helps a variety of clients embrace all for them in order to
forms of new media and online marketing. His succeed in today‘s
work has won awards and clients have included world.‖
HBO, American Eagle Outfitters, Verizon FiOS and -C.C. Chapman
the Coca-Cola company.


Repetition

Repetition is a good thing. I don‘t mean
publishing the same piece over and over again, but
rather creating a lot of content that comes at a
topic from different angles. People need to hear
something 7 to 10 times before it becomes an
―anchor‖ thought in their minds and helps them
build the confidence to change.

Additionally, some angles you take will appeal to a
set of your prospects but not others. Using different
approaches helps to ensure that they not only see
Name: Ardath Albee it, but engage with it based on how the approach to
Position: CEO, Author the topic resonates with them. I‘ve written about
Company: Marketing Interactions many of the same topics for years, and most of the
Website: marketinginteractions.typepad.com time when I publish something thinking that no one
Twitter: @ardath421 will care because they‘ve read it before, the
attention and interest is still there or higher than it
was in the past.
About Agent Albee:
Ardath Albee, CEO of Marketing Interactions, Inc.,
applies 25 years of business management and
marketing experience to help B2B companies with ―Gaining executive support for
complex sales create eMarketing strategies that content marketing requires that it be
use contagious content platforms to turn prospects
into buyers.
tied to business objectives.‖
-Ardath Albee


Homing Beacon

I talk about spy equipment in my book, and
there is a very important secret tool that people can
use in content marketing. This tool is so super-
secret, I'm reluctant to share it, even with you.
Well, here it goes.

It's a content homing beacon. Every spy needs
one. Every content marketer needs one, too. The
homing beacon attaches to any content that is
sent, fed, shared, tweeted, tumbled, stumbled, or
posted. It even works for content that is great.
Name: Brian Massey
Position: Conversion Scientist, Author It doesn't matter if the link is passed around, re-
Company: Conversion Sciences tweeted, or shortened. Our homing beacon will
Website: conversionscientist.com survive almost anything readers can throw at it.
Twitter: @bmassey
The data we can collect is astounding. With this
homing beacon, we can understand where visits to
About Agent Massey: our content started, how it was delivered, the date
Brian Massey calls himself a Conversion Scientist
it was sent, the format of the message and much,
and he has the lab coat to prove it. ―Conversion‖ is
much more.
the process of converting Web traffic to leads and
sales, and his practice, Conversion Sciences,
This is powerful stuff. Read the remainder at your
brings these disciplines to businesses of all sizes.
peril!



The homing beacon is link tagging combined with a ―In your rush to get as many Likes,
URL shortener. Link tags are special parameters Follows, Connections and +1‘s as
that you tack onto the end of a URL. Google
you can, have you thought about
Analytics and many other analytics packages
support them. how you are going to turn those fans
and friends into leads and sales?‖
Thanks to these special parameters, you can track -Brian Massey
the source of new visits to your site. You can see
what content brought the visitor and track how
many of them convert to leads, customers or
subscribers. It's a powerful way to track content
across the Web.


Be A Giver, Be Real

Secret Agent Maserati reporting in here to
debrief you on the number one, top secret to
content marketing success.

Content marketing is not about you, it is about
them. The secret to success is to be a giver, not a
taker. Create and share content that will be
meaningful to your audience, not content that is
focused on your own needs.

Be relevant. Be real. To ensure content relevance,
Name: Sandra Zoratti I leverage data-driven customer insights
Position: VP Global Marketing, Author because: Data builds Relevance & Relevance
Company: Ricoh builds Content & Content builds Communities.
Website: sandrazoratti.com
Twitter: @sandraz

About Agent Zoratti: ―So many times what consumers say
Sandra Zoratti is an Author, Speaker and VP of they want is not what marketing is
Marketing for Ricoh. She manages a business
created from former IBM and Ricoh companies
delivering.‖
located in Boulder, CO. Sandra built and launched -Sandra Zoratti
the data-driven marketing practice called ―Precision
Marketing‖ and has numerous proof points of it‘s
success around the world.


Blog to Email

Few people consider Indianapolis as the center
of Content Marketing weaponry. But if you are
looking for the latest super top secret stuff you
probably can't do better. Covert rendezvous on
the circle rival anything the real weapons bazaars
of Berlin or Nairobi have to offer. My mission is to
find out their best secrets and share them with
headquarters….which in this case is Content
Marketing World in Columbus Ohio.

Dispatch:
Name: Chris Baggott
Position: Co-Founder After scouring all of my sources and learning about
Company: Compendium some fantastic technology & tactics for Content
Website: compendium.com Marketing Warfare, I'll have a lot to report when I
Twitter: @chrisbaggott get back to headquarters. Suffice it to say, the
best are often the most obvious and easiest to
implement with the right tools. For example let me
About Agent Baggott: share on brilliant strategy here and save the rest
Over the course of his 20 year career, Chris
for when we meet.
Baggott has redefined what it means to be a
marketer. In 2007, he created Compendium, a
content marketing platform that helps organizations
build stronger, more effective stories that attract
customers, amplify conversations, and build
authentic relationships with content.


―It used to be that if you wanted
Agent 20’s Content Marketing Secret: sophisticated marketing tools, you had
to be rich. That‘s not the case on the
Use Blog Posts in Outbound Email
Marketing. Think about it. Organizations of all Internet. Anyone can compete, just at
sizes are building huge arsenals of content that different levels.‖
usually are single use…the blog. Ok, maybe -Chris Baggott
some social deployment as well. But when it
comes time for emails, marketers struggle to
generate enough relevant content for their
newsletters and promotions.

Think about it like a two front war. Most blog
content is consumed by people you don't know or
first time visitors…most email is consumed by
people you already have relationships with. It's
perfect

The other and more important issue is relevance in
email. Most email marketers have lots of data to
target…and they have easy to use tools to
leverage that data. Yes we still see mostly
irrelevant email marketing. The problem is one of
content…..Solve that problem by pulling from your
blog and deploying onto the second front…

Blogs are tremendous archives of proven content
that can be easily leveraged to a brand new
audience and not bust your defense budget.


People 2 People

OK. so, my secret? shhhhh... come close, listen
carefully, because its soooo simple you might
miss it and I am certainly not the first to say it. BE
HUMAN!

Toss out the concept of B2C or B2B it should be
P2P! People-2-People. It's about helping, not
selling. And to help, you have to connect in a
human way.

Name: Heather Meza Otherwise, you're no better than an old fashioned
Position: Head of Digital Media Solutions for auto-dialer---robotic, disruptive, annoying and
Services Marketing & Communications lacking in results.
Company: Cisco
Website: thenetwork.cisco.com
Twitter: @heathermeza ―We‘re all human beings in this
world; we‘re still people with needs
About Agent Meza: and commonalities. It‘s important for
As the head of Cisco‘s Digital Media Solutions us to be true to ourselves.‖
Center of Expertise, Heather directs a diverse team -Heather Meza
responsible for strategy, planning, execution and
management of websites, programs and assets
that accelerate and enable marketing and
communications effectiveness for Cisco Services.


X-Factor Talent

FOR YOUR EYES ONLY:
Your content marketing mission is to find new
talent. Talent that already has an audience (not a
big one necessarily, but a high-quality one.) You
want to uncover bloggers and photographers,
videographers and podcasters.

You want to find the people with potential to create
great content. People with the x-factor. Your
content marketing success over the next five years
Name: Andrew (Drew) Davis depends on it.
Position: Chief Strategy Officer & Co-Founder TRANSMISSION OUT.
Company: Tippingpoint Labs
Website: tippingpointlabs.com
Twitter: @tpldrew ―Strategies should be based on
frequency and time, formatted
About Agent Davis: specifically for the actual audience that
Drew is a bleeding-edge marketing futurist and would be interested‖
author for the publishing, entertainment and -Andrew Davis
consumer packaged goods industries. His 20-year
career has taken him from local television to The
Today Show. He‘s worked for The Muppets in New
York and marketed for tiny start-ups as well as
Fortune 500 brands.


Partner to Win

Find 3 new potential business partners,
companies that are in your industry that offer
complementary products or services, then proceed
to do:

• a joint webinar (on a topic that is of interest to
both of your customer sets)
• an extended, 800-1000 word "evergreen" type of
joint blog post (or guest post on each others
blog)
• a joint press release on your partnership
Name: Jon Wuebben • a joint email blast that includes a great offer or
Position: CEO, Author free content download that you both contributed
Company: Content Launch to (or each sends out an email blast with
Website: contentlaunch.com information/review about the partner) a joint e-
Twitter: @jonwuebben book or white paper (on a topic that is of interest
to both of your customer sets)
About Agent Wuebben: If you did this 10 times in the next year, you'd have
Jon Wuebben is the CEO of Content Launch, a
30 new partners, tons of new content to share and
web content marketing agency that handles
lots of added revenue ;)
content development and content strategy for
hundreds of companies, digital agencies and web
Go for it!
designers. He is the author of the new book,
―Content is Currency: Developing Powerful Content
for Web and Mobile‖.


Slow Down

In short: Take it slow. Everyone is quick to tweet,
re-tweet, +1, like, follow and friend. In a world
where the half-life of content is getting shorter and
shorter, the best content wins. The truth is that
―best‖ is still – somewhat – subjective.

In a world where anyone can have a thought and
publish it in text, images, audio and video –
instantly and for free – for the world to see, the
best publishers of content are the ones who slow
down and take the time that is necessary to build
Name: Mitch Joel true (and valuable) connections. Ideas spread.
Position: President, Author Yes. But, ideas spread better through channels of
Company: Twist Image trusted individuals. Trust takes time. So, take it
Website: twistimage.com slow.
Twitter: @mitchjoel

About Agent Joel:
Mitch Joel is President of Twist Image, a Digital ―In a world where the half-life of
Marketing and Communications agency. Marketing
Magazine dubbed him the ―Rock Star of Digital content is getting shorter and
Marketing‖. Joel is an author and frequently called shorter, the best content wins.‖
upon to be a subject matter expert for -Mitch Joel
BusinessWeek, Fast Company, Marketing
Magazine, and many other media outlets.


Answer Questions

Answer every single question you’ve ever
received from a prospect or consumer. How?

1. Write each question out in a full sentence form
(without pronouns) on a sheet of paper. Come
up with at least 50 to start or you‘re not trying
hard enough.
2. Take each of those questions and make them a
title to a blog post.
3. Answer every single one as if you were
explaining it to a friend at the coffee shop.
Name: Marcus Sheridan 4. NEVER ignore a question. The key to this is
Position: Founder, Author the willingness to address EVERY SINGLE
Company: River Pools & Spas ONE.
Website: thesaleslion.com
Twitter: @thesaleslion If a company learns how to be a great listener,
they‘ll never, ever run out of great content—content
that is not only loved by the search engines, but
About Agent Sheridan: real prospects and customers as well.
Marcus Sheridan is the founder of The Sales Lion,
one of the Internet‘s fastest growing marketing
websites focusing on the transformational powers ―Answer every single question
of inbound marketing on small business. Before
marketing, he established the most popular
you‘ve ever received from a
swimming pool website in the world through prospect or consumer.‖
content marketing. -Marcus Sheridan


Facebook + Content

Facebook Ads and content marketing work
really well together. You can use your unique
content in ads to drive targeted users to your Page
and in doing so you can increase your leads and
your overall engagement on Facebook.

I have done this with my own business and with my
clients and have seen some fantastic results!

Name: Amy Porterfield
Position: Author, Social Media Strategist
Company: Amy Porterfield
Website: amyporterfield.com
Twitter: @amyporterfield

About Agent Sheridan:
Amy Porterfield is the co-author of Facebook ―Social content is different than
Marketing All-In-One for Dummies and a Social traditional content. Today you must
Media Strategist. She was recently named one of create content that educates, entertains
Forbes Top 50 Social Media Power Influencers.
Amy creates educational programs for small
and empowers.‖
businesses and entrepreneurs to help them get -Amy Porterfield
more traffic, leads and sales with social media
marketing.


Make It Easy

When using videos or Flash tours, offer them
“for free” without having to fill out a form or
jumping through any hoops. People will almost
always watch something before they‘ll read
something.

However, use a viewer that automatically offers
them more information about what they have just
watched if they will fill out your form (e.g. related
white papers). Make this process relatively short,
simple, and easy to do. Videos should typically
Name: Curt Porritt only be about 3 minutes long. Put these
Position: Sr. Vice President of Marketing videos/tours on every page of your website.
Company: MasterControl
Website: mastercontrol.com This approach has produced more high quality
leads than anything else we‘ve ever tried.
About Agent Porritt:
Curt Porritt has over 22 years of experience in the
high-tech industry, including more than 15 years of
―Real numbers always trump personal
upper-level management experience. In his role as
Senior Vice President of Marketing for opinions. ‖
MasterControl, Curt has merged his international -Curt Porritt
experience with the latest breakthroughs in global
Internet marketing.


Be Amazing

The real secret to great content marketing is a
focus on creating meaningful and mutually
beneficial content that inspires, entertains and
informs.

Empathy with your prospects‘ pain points and goals
can provide infinite and actionable content topics,
formats and creative angles. Knowing how buyers
discover, consume and act on information during
the sales cycle along with the ability to extract
insight from monitoring and analytics can provide a
Name: Lee Odden framework for remarkable content and even more
Position: CEO, Author amazing results.
Company: TopRank Online Marketing
Website: toprankmarketing.com
Twitter: @leeodden

About Agent Odden:
As CEO of TopRank, Lee consults with major B2B
and consumer brands on integrated digital
marketing. Lee is an international speaker and
author of Optimize: How to Attract and Engage
More Customers by Integrating SEO, Social Media,
and Content Marketing. The Wall Street Journal,
New York Times and Forbes have cited his digital
marketing expertise.


Keep the Promise

Think big but act small. Your content marketing
goals should be lofty, but you need to be incredibly
fast and flexible, like a small startup, to really make
magic happen. Oh, one more thing. Consistency
is the key. Content marketing can't just be a
campaign...it must be a way to communicate with
customers over the long term. Content is your
promise to your customers. Don't start and then
stop, breaking your promise.

Name: Joe Pulizzi
Position: CEO, Author
Company: Content Marketing Institute
Website: contentmarketinginstitute.com
―If content marketing
Twitter: @juntajoe were a baseball
game, we are just
About Agent Pulizzi: getting out of the
Joe Pulizzi is known as ―The Godfather of Content dugout for the first
Marketing‖ for his work evangelizing content inning.‖
through Junta42, Content Marketing Institute,
Content Marketing World, Chief Content Officer -Joe Pulizzi
Magazine and by being an active content marketer


Who is TopRank Online Marketing?
TopRank Online Marketing is a digital
marketing agency that provides integrated
marketing strategy and consulting services
to B2B and B2C companies. With a
customer centric approach, TopRank helps
companies attract, engage and convert
across the customer lifecycle.

Services include content marketing, online
PR, SEO, social media marketing, email
marketing and analytics.

TopRank publishes Online Marketing Blog,
which has been ranked one of the most
Website: TopRankMarketing.com influential blogs on marketing and PR
Blog: TopRankBlog.com according to Advertising Age. TopRank‘s
Book: OptimizeBook.com Blog is also the only blog to be rated the #1
content marketing blog three times by Junta
Twitter: @toprank Toll Free: 877.872.6628
Facebook: tprk.us/ombfb Direct: 952.400.0190 42.


What is Content Marketing World?
Content Marketing World is the largest
gathering of content marketing
professionals in the world. This year,
around 1,000 marketing and PR
professionals from over 20 countries will
attend the content marketing event of the
year.

Content Marketing World is the one event
where you can learn and network with the
best and the brightest in the content
marketing industry. You will leave with all
the materials you need to take a content
strategy back to your team – and –
Website: ContentMarketingInstitute.com implement a content marketing plan that will
Blog: ContentMarketingInstitute.com/blog grow your business and engage your
Conference Site: ContentMarketingWorld.com
audience.

Twitter: @junta42 Toll Free: 888.554.2014


Thank you to Content Marketing World for
Your e-book Operatives… partnering with TopRank Online Marketing to
develop this highly classified collection of
content marketing secrets. Thanks to
Joe Kalinowski for his help with the e-book
design and to Joe Pulizzi and his team for
sharing the e-book with the Content
Marketing World community.

A HUGE thanks goes out to TopRank's
Super Secret Agent Marketing Manager,
Ashley Zeckman @azeckman for
coordinating secret agent interviews
LO
(juggling cats while dodging poison darts
AZ from 007 is an appetizer to this) assembling
said interviews into a proper eBook form,
project management, design support and all
around awesomesauce.

Thank you to all Content Marketing Secret
Agents who participated with the long
interviews posted at MarketingBlog.com and
the 29 who shared their content marketing
secrets for this e-book.
JK

JP


Mission Completed
Now implement & share these secrets!
http://tprk.us/cmsecrets

Got questions? Need help?
cmsecrets@toprankmarketing.com
1-877-872-6628
TopRankMarketing.com

29 Content Marketing Secrets e-book

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