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

1. Content
Marketing
What, Why and How.

2. The buyer’s journey has changed.

3. 60%
B2B buying process
of the
is over before the
first sales touch.
Corporate Executive Board Marketing Leadership Study, 2011

4. The average shopper uses 10.4
sources before buying,
twice as much as in 5.27
years past. 2010 2011
http://www.zeromomentoftruth.com/

5. So...what is content marketing?
It’s the creation, sharing and
governance of high-quality,
relevant information.
It’s providing knowledge to educate and
persuade rather than a “hook” to entice.
It’s about delivering value before the sale.

6. 60
It’s about
winning
the first %

7. Content marketing is custom publishing...

8. ...aggregation of expertise...

9. ...thought leadership in public forums...

10. ...insight-driven video content...

11. ...arming influencers with evidence...

12. ...deeper sales tools, usable for free...

13. ...curation, in content-driven social mediums...

14. ...context-centric customization...

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. Content Marketing Tactics
being used by B2B Sellers

17. Content Marketing Tactics
seen as influential by B2B Buyers
BaseOne B2B Marketing Buyersphere Annual Survey 2011
BaseOne B2B Marketing Buyersphere Annual Survey 2011

18. Paid, Owned, Earned, Shared Media

19. Focus On Purpose, Not Technology
Flickr Photo by stevecadman

20. Thank you!
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