This morning Christina Mikanowski, Vice-President of Maccabee presented to the Social Media Breakfast Central Minnesota on the topic of Content Marketing. For those in attendance, her presentation did a great job of meeting each of us at the level we’re at in terms of getting started or taking content to another level. Filled with tips, reminders, and supporting data, Christina made everyone eager to dig in and get started.
Christina’s real-life experiences working with businesses made her topic come to life, as she shared successes and challenges along the way. One challenge I hear from people, is how to get “buy in” from others within their own company, so that they aren’t creating content in a vacuum. Christina addressed this and shared some great practical tips, which included finding out who within your organization are the writers, talkers, questioners, and who loves to be in front of the camera. Essentially, tapping into preferred methods of communication and character traits helps get content flowing!
“Learn by doing.”
Another challenge I often hear are from those who aren’t yet exploring social media and may feel hesitant about starting out and/or attending Social Media Breakfasts each month. Christina shares this piece of advice, “Don’t be afraid to jump in. It’s a constantly evolving social media and content marketing landscape and now’s the time to be generating really great content for your audiences. Learn by doing.” I couldn’t agree more. We all have to start somewhere, so this is a great place to start.
Long time SMB attendee and owner of Stamp-n-Storage, Brett Haugen agrees, “When I started my business here in Hutchinson, I was a complete novice at marketing and was basically making it up as I went. The Social Media Breakfast presentations have been a big help over the years. Since I started attending SMB, the speakers have provided lots of great ideas for beginners and even the moderately experienced marketers like myself, for promoting my own business and tracking how effective those promotions are.”
For those who have taken the first steps and are looking to take efforts to another level, Christina cautions, “Don’t ever forget your target audience. If you’re in charge of content marketing or social media content creation, it’s your duty to ensure what you put out will meet the needs of your target consumer. This can be done in a couple ways:
- Fully understand your audience, the buying cycle and their pain points/needs.
- Work with your internal experts to create or inspire relevant content.
- Test your content before distribution to ensure it will resonate.
- Measure your efforts by learning what works best (or doesn’t). Rinse and repeat.
Christina continues, “for anyone interested in continuing to learn about content marketing (yay learning!), I’d recommend these resources”:
Inbound Marketing Overview Video: http://brinx.it/BCq
From the HubSpot inbound conference a few years ago, this three-minute video shows the power of inbound marketing activities (e.g. social media, content marketing, SEO) that bring the customer to you… versus outbound/push marketing.
HubSpot Marketing Blog: www.blog.hubspot.com/marketing
Content Marketing Institute: www.contentmarketinginstitute.com
Our agency blog covers content marketing, social media marketing and other PR topics regularly, including how to create a content marketing plan, generate quality content, learn from other Minnesota companies, including Deluxe Corp., and market like “Epic Content Marketing” author Joe Pulizzi.
The Sales Lion Blog: http://www.thesaleslion.com/blog/
Popular content marketing speaker Marcus Sheridan has a vibrant blog that covers loads of great topics, including employee content creation.
About Christina: Christina Milanowski is the Vice President and Social Media Director at Maccabee Public Relations in the North Loop of Minneapolis. She directs social media and online marketing campaigns at Maccabee, helping clients leverage the use of Facebook, Twitter, Pinterest, LinkedIn, Slideshare and YouTube, as well as content marketing and blog strategies. She has guided campaigns for agency clients RBA, Greenwald Wealth Management, Hazelden and the Gold’n Plump and Just BARE brands of chicken.
Previously, she worked as Senior PR & Communications Specialist in the legal industry. Christina holds a Masters in Business Communications from St. Thomas and Bachelors of Arts degrees in Journalism/Strategic Communications and Spanish Studies from the U of M.
MaccaPR Blog: www.maccapr.com
Social Media Breakfast Central Minnesota is made possible thanks to our sponsors, Southwest Initiative Foundation, MVTV Wireless, and Vivid Image, as well as a host of monthly breakfast sponsors. Thank you!
If you would like a copy of Christina’s slides from the presentation today, please email her directly.