She left Russia in her 20s for Anchorage, Alaska where she earned her bachelor’s in business. Fast forward a few years to when she joins Intel’s Portland marketing team.

In 2004, the CEO started an internal blog and was soon followed by other Intel executives. But they published sporadically and there was no central organization.

Alongside Bryan Rhoads, a.k.a. The Blogfather, Ekaterina developed the Social Media Center for Excellence, which now boasts seven fulltime employees.

“If you want to make a change; if you want to build a world where people have more connectivity, then you need to reach out and touch everyone. We are imagining a future world with our customers and then we make technology that makes our customer dreams come true. It’s why we bother. It makes absolute business sense.” - Ekaterina Walter

Ekaterina has also helped outside of Intel by speaking at dozens of events and joining WOMMA’s Board of Directors. Hers is a story of bringing a global B2B leader to the customer-level, where a valuable community has thrived.

Read Part 1 and Part 2 at Forbes

“With a Thanksgiving celebration, you take the time to prepare a great meal and gather those you care about; then, the leftovers extend the specialness of the day for some time thereafter. Content marketing works in a similar way.”

Think of blogs as the whole spread. They’ve got staples, like though-leadership, and garnishes like videos, infographics, and and white papers.

Rob offered 21 tips on how blogs can feed other content. Here are a few:

1. EBOOK: Is an extension of your blog. Take that blog content, edit it, repurpose it, add value to it. String it together in a logical and coherent manner. Dress it up with pretty pictures and formatting. Lo and behold, you’ve got yourself an eBook.

2. VIDEO: In and outside a blog is a powerful tool for corporate content marketing strategies of any size. They are a boom for internally produced video projects and consumer-generated video alike.

3. EVENTS: 56% or companies with content marketing programs use events to build face-to-face relationships (source: PulsePoint Group). And 74% and use social media. Repurpose your most popular blog content for these events

Read more about Content Marketing at Barn Raisers

The Topic: Getting to WOMM-U and Getting Actionable Results

Kristina, an expert in content marketing, talked about how to go and grow at WOMM-U.

Key Takeaways:

1. Prepare beforehand – Plan out your time based on your company’s needs. Find out who else is going and make plans to meet them. Start hustling before you even get on the plane.
2. Rock out your own content – Not presenting? No problem. You are present. Live tweet. Blog. Instagram the heck out of your experience. You’ll get exposure by being the eyes on the ground for all those watching from afar.
3. Go home and have a mini-WOMM-U – Take diligent notes and find the slidedecks. Make sure your team learns everything you did when you get back.

Listen Here

Hubspot recently released an eBook that offers easy fixes to common blog problems. Among their tips were:

1. Too Much Promotion – You like leads, but your reader wants to learn. Post content that shows your expertise. People like to hire experts, not relentless self-promoters.

2. Publishing Infrequently/Inconsistently – Pick a schedule and stick to it. People expect a regular frequency for blogs. You don’t have to post every day. Just stay on top of it.

3. Failing to Cross Promote – If you have a blog, you probably have a Facebook page and Twitter account. Share your new posts to cross pollinate your audiences. It will strengthen engagement and reduce the amount of time spent on generating content.

Download the full eBook from HubSpot

The culprits were all his connections. Through Facebook, LinkedIn and other social platforms, content is curated. He’s still going to many of the sites he used to, just not reading every post or article.

Research shows that he’s not alone. Yahoo! Research found that 50% of consumed URLs originate from 20K “elite” users on Twitter. These users range from pop stars to news media, but each acts as a powerful content filter for their individual communities.

Key Takeaway: RSS isn’t dead, but the social lens is growing. Finding how you can get your content shared is becoming much more important than having it followed.

Read more about the social lens at Social Media Playground, Affinitive’s blog

Affinitive is a WOMMA member.

PR and journalism have had a long standing relationship that occasionally flirts with questionable ethics. The basic and stalwart rule is that pay-to-play arrangements don’t fly. Recently, Hamilton Nolan, a writer at Gawker, got pitched by a company called 43a to insert links into his articles. These links would lead to 43a’s supposed* clients.

Hamilton, out of curiosity, engaged the 43a representative to understand more about how the company operated. He also published all the emails he received from 43a. Here’s the quick and dirty procedure:

1. The writer links to a company’s website in an article.

2. If the editor doesn’t cut the link, 43a pays the writer. In this case, they offered $175 per link.

3. Everybody acts like nothing happened.

This practice is misleading because at no point was disclosure mentioned. At WOMMA, one of our goals is to ensure clear and honest disclosure of brand relationships between bloggers and brands. Read more about our Ethics Code and other ethical resources.

Read more about the 43a story at Gawker

*A late update on the original post had responses from several of the companies named as clients that refuted 43a’s claim, which is why they weren’t named in this write-up.

The 33 page book is a bit hard to summarize in this format (that being one of the difficulties of content production.) But the overall theme of the book focuses on producing relevant, sharable and effective content that drives sales. The graphic below serves as a good visualization.

Key Takeaway: Notice how the process loops after Measurement? Content production is never a static task. Constant evaluation is imperative to success.

Download the full eBook at ComBlu

1. Don’t worry about the other guys – Knowing your competition is important, but placing too much focus on them could leave you creatively narrow-minded.

2. Give’em what they want – Before you post, think “Is this valuable to the community?” To be honest, your latest press release may not be. Always add value.

3. Get some old school social skills – Social media involves lots of interaction. Seems obvious, but it’s often forgotten. Tact, intuition and understanding go a lot further than knowing all the fancy tools and toys out there.

Read Chris’ other 3 steps at Social Fresh

“The Edelman Trust Barometer indicates that individuals need to hear/read/see things three to five times before they actually believe it.” –Michael Brito

Your all of your content needs to drive to a your goals. In the cited article, Michael Brito offers three reasons why relevant content is critical:

1. Relevant content adds to the conversation – First find the naturally occurring conversation that correlates to your goals and then figure out a way for your content to add to that conversation.

2. Relevant content positions the brand as a trusted advisor - As more people see your work and how it elevates the community, more will be driven to your brand.

3. Relevant content is authentic but more importantly, believable – Your customer has their guards up against charlatans. If your content isn’t relevant, you’ll be ignored.

Read the in depth article at Social Media Explorer

The folks over at the Content Marketing Institute recently released their second version of The Content Grid.

You’ll see that it is organized by the stage of knowledge and interest a potential customer has against their closeness to purchase.

How to use this: Take an inventory of what you are currently doing. Compare it to the chart and see if you are missing any content opportunities.

See the full chart and read more at the Content Marketing Institute and Eloqua