Centerline Digital - Content Marketing - What Why How

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An overview of what content marketing is, why it's importance is growing, and some of the "how" in implementation. This is only scratching the surface! To go deeper into content marketing, drop us a line: digitalmarketing@centerline.net

Centerline Digital - Content Marketing - What Why How

  1. 1. ContentMarketingWhat, Why and How.
  2. 2. The buyer’s journey has changed.
  3. 3. 60%B2B buying process of theis over before thefirst sales touch. Corporate Executive Board Marketing Leadership Study, 2011
  4. 4. The average shopper uses 10.4sources before buying,twice as much as in 5.27years past. 2010 2011 http://www.zeromomentoftruth.com/
  5. 5. So...what is content marketing?It’s the creation, sharing andgovernance of high-quality,relevant information.It’s providing knowledge to educate andpersuade rather than a “hook” to entice.It’s about delivering value before the sale.
  6. 6. 60It’s aboutwinningthe first %
  7. 7. Content marketing is custom publishing...
  8. 8. ...aggregation of expertise...
  9. 9. ...thought leadership in public forums...
  10. 10. ...insight-driven video content...
  11. 11. ...arming influencers with evidence...
  12. 12. ...deeper sales tools, usable for free...
  13. 13. ...curation, in content-driven social mediums...
  14. 14. ...context-centric customization...
  15. 15. ...search driven via social graphs. Social aggregation based on followers and subject matter. Social integration to push this info to new social networks.
  16. 16. Content Marketing Tacticsbeing used by B2B Sellers
  17. 17. Content Marketing Tacticsseen as influential by B2B Buyers BaseOne B2B Marketing Buyersphere Annual Survey 2011 BaseOne B2B Marketing Buyersphere Annual Survey 2011
  18. 18. Paid, Owned, Earned, Shared Media
  19. 19. Focus On Purpose, Not Technology Flickr Photo by stevecadman
  20. 20. Thank you!Learn more here: centerline.netConnect here: twitter.com/centerlineAnd here: facebook.com/centerlinedigital

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