Content marketing presentation for Calgary Regional Partnership
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Content marketing presentation for Calgary Regional Partnership

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Content marketing presentation for Calgary Regional Partnership

Content marketing presentation for Calgary Regional Partnership

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    Content marketing presentation for Calgary Regional Partnership Content marketing presentation for Calgary Regional Partnership Presentation Transcript

    • TITLE • Body text 1 • Body text 2
    • INBOUND vs. OUTBOUND
    • Why Content
    • Not talking just traditional content
    • TITLE
    • Source: Socialtimes.com
    • We consume content in many ways
    • Wearable technology
    • Consume content in our car
    • With so much content our attention spans are getting shorter
    • How do we get people to pay attention?
    • Buy our products?
    • Use our services?
    • Stop talking about ourselves
    • And give our audience what they want
    • Spray and pray should only be for video games
    • Give them content that is: USEFUL, compelling, relevant, VALUABLE, entertaining
    • So they become smarter
    • Share with their networks
    • And we can grow our audience
    • “Content marketing is the process of developing and sharing relevant, valuable and engaging content to a clearly defined audience with the goal of acquiring new customers or increasing business from existing customers.”
    • “Your clients/customers/audience don’t care about you, your products or your services. They care about themselves, their wants, their needs. “Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to YOU.”
    • Other brands engaging in content marketing/brand journalism:
    • “When we look back in four years time the pay off will be that we didn’t rely on the boom and bust of an ad campaign.,’…‘From our results a content first approach is the strongest way to win, and our legacy [from this World Cup] is the followers we can continue the conversation with” Tom Ramsden, Global Marketing Director – Football, Adidas
    • Not just big brands
    • Not just B2C but B2B as well
    • Demand Metric Infographic Content Marketing Statistics 2013 http://www.demandmetric.com/content/content-marketing-infographic
    • Content marketing NOT about promoting ourselves, products, or services
    • It’s all about our audience
    • Editorial mission statement: To be a resource for Calgary Region’s engaged community residents about regional issues of economy, transportation, environment and community development.
    • Our focus on content:
    • 1. Build our audience organically
    • 2. Establish long-lasting connections and relationships
    • 3. Become an authority in our field
    • “Not just about acquiring customers but rather developing: Passionate subscribers to our brand!
    • We want to become our own media publisher
    • Technology allows all brands to be publishers
    • Total consumer control + Decreased technology barrier = Primed content marketing environment
    • Becoming a media platform more effective than traditional marketing and advertising
    • Important to own your assets than use rented land
    • Difference between content marketing and media company: Build an engaged audience to make them do something
    • Through compelling, valuable, entertaining, relevant and shareable content
    • Turn casual readers to loyal ones with the objective of driving a profitable action
    • Amplify content through social media
    • Example: Cultural events story
    • Amplified through:
    • Stats from 3 days: Impressions: 45,000+ Engagements: 1000+ Read post: 400+ (Google Analytics – Frequency) Retweets: 20 Favourites: 10 Post Likes: 29 Post shares: 11
    • Stats continued: Twitter followers from post: 12 Facebook followers from post: 12 Blog subscribers from post: 4 Conversation rate: 1%
    • “Not just about acquiring customers but rather developing: Passionate subscribers to our brand!
    • What content to produce?
    • Blog posts videos images infographics e-books Print publication whitepapers podcasts slideshare (presentations) and more…
    • Give our audience what they want
    • Content marketing not a campaign
    • What’s next?
    • Subscribe to learn what else is going on in the Calgary Region: www.calgaryregionfocus.com