The Basics of Content Marketing

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Blue Fountain Media Marketing Strategist Stephanie Walton discusses the basics of content marketing.

This presentation explores what content marketing is and why you should be putting it to use for your business.

Published in: Marketing, Business, Technology
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The Basics of Content Marketing

  1. 1. Content Marketing The Basics Blue Fountain Media 102 Madison Avenue, 2nd Floor New York, NY 10016 Phone: 212.260.1978 Fax: 800-278-0816 www.BlueFountainMedia.com
  2. 2. What is Content Marketing?
  3. 3. What is Content Marketing? The Free Economy
  4. 4. What is Content Marketing? The Free and Re-Purposed Economy
  5. 5. What is Content Marketing? Content Marketing: The sharing of stories, knowledge, and/or information in a way that encourages brand engagement, evangelism, and sales.
  6. 6. What is Content Marketing? What can we give away for free?
  7. 7. The Role of Content Marketers
  8. 8. The Role of Content Marketers The term “content marketing” was first used in 1996 at a roundtable for journalists at the American Society of Newspaper Editors.
  9. 9. The Role of Content Marketers Content Marketers Editors The reader is the priority. Not the client. (Read New York Magazine) Marketers Curators Total immersion in what our clients do. (Go to museums.) Messaging, persuasion, and distribution are key. (Know your channels.)
  10. 10. What is included in content marketing?
  11. 11. What is included in content marketing? Evaluation Creation Distribution Analysis
  12. 12. What is included in content marketing? Evaluation • • • • • Creation Distribution Analysis Knowledge of our client and business. Messaging and Branding Audience Modeling Set Goals Hurdles
  13. 13. What is included in content marketing? Evaluation Creation Distribution Analysis • What’s the story? • Media Types – Blog posts, infographics, SlideShares, webinars, ebooks, white papers, case studies, newsletters, videos, etc. • Gathering your resources – Designers, interview with the client, time to research the topic, a PR person
  14. 14. What is included in content marketing? Evaluation Creation You can’t do content marketing without a distribution channel. Distribution Analysis Social Media SEO Content PPC Public Relations
  15. 15. What is included in content marketing? Evaluation Creation Distribution Analysis • What’s performing? What’s not? 6.00% 5.00% 4.00% Average of % Event 3.00% Average of % Social 2.00% 1.00% 0.00% email referral organic direct
  16. 16. Examples of Content Marketing
  17. 17. Examples of Content Marketing • • • • • • • Vulture on Pixar Movies AirBNB on Neighborhoods Chipotle's Scarecrow The Cloud vs. A Zombie Attack Sales Checklists ADP's Assessment Tool Xerox's Magazine
  18. 18. We are helpers and storytellers.
  19. 19. THANK YOU. Stephanie Walton Marketing Specialist Visit us at: www.bluefountainmedia.com Get to know us: @BFMWeb / www.facebook.com/bfmweb Speak with us: 212.260.1978 102 Madison Avenue, Floor 2, New York, NY 10016

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