Content marketing by Rebecca Lieb a personal selection by Marc Costa

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A personal selection of ideas and concepts, by Marc Costa Twitter: @marccostap …

A personal selection of ideas and concepts, by Marc Costa Twitter: @marccostap

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  • 1. “CONTENT MARKETING” by Rebecca Lieb A personal selection of ideas and concepts by Marc CostaCONTENT MARKETING by Rebecca Lieb Twitter: @marccostap
  • 2. A personal selection of ideas and concepts - Content can shape and create a brand voice and identity. Most of all, content makes a company and it’s products relevant, accessible and believable. - Content marketing is no longer a nice-to-have. It’s a must-have - Content marketing creates value and helps people. It answers questions and provides foundational information. - Content can create a virtuous circle in tandem with search engine optimization (SEO) effortsCONTENT MARKETING by Rebecca Lieb Twitter: @marccostap
  • 3. A personal selection of ideas and concepts - In short, brands are media. Marketers are editors. 14 steps to be consider: 1. Know your audience 2. Define key themes and messages 3. Establish a frequency framework 4. Create a detailed editorial calendar 5. Develop regular features and rubrics 6. Interview 7. Go multimedia 8. Enlist expert contributors and provide them with guidelines 9. Create User-Generated Content 10. Opine and editorialize 11. Turn on comments and feedback 12. Listen 13. Recycle 14. CaptureCONTENT MARKETING by Rebecca Lieb Twitter: @marccostap
  • 4. A personal selection of ideas and concepts - Your content won’t connect with customers (or prospects) if you don’t know who they are - People don’t remember facts, figures, numbers or statistics. But they recall, and spread, stories. - Information is power, and the Internet is where consumers turn for information. Share information! - Rather than just selling, companies are sharing: knowledge, expertise and how-toCONTENT MARKETING by Rebecca Lieb Twitter: @marccostap
  • 5. A personal selection of ideas and concepts - What’s the biggest problem marketers say the face when it comes to content marketing?  Producing original content  Finding the time to produce content - That’s why nearly half of marketing executives are using content curation - How you say it matters just as much as what you say - Content and SEO: Nothing matters more in search engine optimization than content. Nothing. - But it’s not content that reigns supreme in SEO; it’s quality contentCONTENT MARKETING by Rebecca Lieb Twitter: @marccostap
  • 6. A personal selection of ideas and concepts - The press release isn’t dead in the context of content marketing - But it’s become increasingly important that press release contain links: to video, photos, executive bios, a company or product website – anything that will expand upon the story - The importance of creating a robust online media center for media. - Forward-thinking companies are beginning to take the online newsroom a step further. They’re creating social newsrooms! - All content marketing is customer serviceCONTENT MARKETING by Rebecca Lieb Twitter: @marccostap
  • 7. A personal selection of ideas and concepts - The very basis of any content plan is to serve the needs of varying customer constituencies - The practice of online reputation management is based overwhelmingly on one practice: content marketing. - Creating, disseminating and promoting strong, credible, and positive content is pretty much the only weapon at a marketer’s disposal. - It’s getting ever easier for consumers to create and publish content - Publishing content on a website, on a blog or on a social network can indeed be effective, but it shouldn’t stop there.CONTENT MARKETING by Rebecca Lieb Twitter: @marccostap
  • 8. A personal selection of ideas and concepts - When the job is creating lots of content, it helps to have lots of contributors. - You can’t know where you’re going if you don’t know where you are: the importance of a content audit - You don’t want to create content so infrequently that readers forget about you. But you also don’t want to inundate your audience. - At the core of establishing a content workflow is creating an editorial calendar: establishes what content will be created, when, in what format and for which content channelCONTENT MARKETING by Rebecca Lieb Twitter: @marccostap
  • 9. A personal selection of ideas and concepts - Listening online is the foundation of any content marketing initiative. Always be listening! - It’s a big Internet out there. No one can possibly listen to everything, so it’s essential to establish goals - Whithout measurement, there’s no way of knowing what’s working and what istn’t.CONTENT MARKETING by Rebecca Lieb Twitter: @marccostap
  • 10. A personal selection of ideas and concepts Thank you for reading this document. I hope you enjoy it! I recommend you to read the book, you will enjoy, and learn, more! If you are interested in more , check http://www.slideshare.net/Marccostap/presentationsCONTENT MARKETING by Rebecca Lieb Twitter: @marccostap