Cision White Paper - Content Marketing

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Cision White Paper - Content Marketing

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  • 1. “Content” includes many of the pieces you’re probably already producing – product videos, client stories, infographics, blog posts, tip sheets, white papers, and more. Social media has made it cheaper and easier than ever before for you to tell your story. Web metrics and analytic tools help you target the right audiences for content and when and how to “amplify” or share it with them. Where does content come from? Content creators are your thought leaders – from executives to sales reps – who can clearly help your customers, prospects and online community understand how their needs can be solved. Plus – your team can include customers themselves – creating “User Generated Content,” or UGC. Who is more credible to tell your story than an engaged and happy customer? Content Marketing: What you need to know White Paper 332 S Michigan Ave., Chicago IL 60604 Content Marketing --- creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience --- is changing how consumers make buying decisions, how brands tell their stories, and the way you work. Why Content Marketing Matters • It’s a huge and growing element of the marketing mix: A quarter of all total B2B marketing dollars was devoted to it in 2012 – and 60% of companies plan to increase their investment this year – according to the Content Marketing Institute. • It’s powerful: Great content shared on social channels dramatically boosts the reach of your campaign and your website’s search-engine rankings. Brands were mentioned in over 1.64 billion tweets last year. • It’s cost effective: Inbound marketing (like Content Marketing) costs about half as much per lead than outbound marketing (like advertising), according to the Content Strategist. • It’s credible. Good content educates or entertains – and it doesn’t sell. Helpful content improves your brand’s reputation and builds trust among customers.  866.639.5087  Follow us:  Copyright © Cision, Inc. All Rights Reserved. 3/13
  • 2. What are Content Marketing’s goals? Companies are using Content Marketing to achieve specific strategic goals, from raising brand awareness and establishing thought leadership to generating sales and acquiring and keeping customers. How do you manage a Content Marketing Campaign? There are five steps to the Content Marketing cycle: 1. Set Goals Start with a clear objective that drives every element in the cycle. Because Content Marketing integrates PR with advertising, direct marketing, and other marketing disciplines, integrate strategy and align tactics with those functions. Know your audiences, how to reach them, and when. 2. Create Choose the best content types – a video, an event, a white paper, a series of blog posts, an ad, or an infographic – to reach your audiences. Find the most compelling piece of content and create related content that links to it across different channels that share the key message. 3. Amplify Promote content through multiple ways: social networks, SEO, paid search, digital native advertising, media and influencer outreach, and more. The Web is interdependent: if your content is valuable, it will be liked, shared and retweeted – and boost its impact. 4. Curate Constantly aggregate and update content from your company (and third parties, too) that solves problems for, engages, or even entertains your audiences. Curation helps you develop content ideas, stay on top of trends, and build trust with your online communities. 5. Analyze Content Marketing’s impact can be measured! Unique Visitors Per Month, Time Spent on Site, likes or tweets reflect spikes in engagement. Better brand sentiment data is crucial to goals like brand awareness, thought leadership or customer retention. And data on intent to buy, lead conversion or sales can show how it impacts customer acquisition. Those are the basics. There’s much more to learn about Content Marketing – new tools and emerging best practices, as well as a growing number of success stories. As you use Content Marketing to help your company tell its story, you’ll have successes of your own to build on! White PaperContent Marketing 332 S Michigan Ave., Chicago IL 60604  866.639.5087  Follow us:  Copyright © Cision, Inc. All Rights Reserved. 3/13