Content Marketing, ContentCreation, Content Curation Sue Duris M4 Communications, Inc. MarketingCamp 11/3/12
Agenda• Define Content Marketing, Content Creation, Content Curation• Where Do We Start?• What Drives Good Content?• Which Content is Best?• Content Creation v. Content Curation• Discussion• Resources• Contact
What Do We Know?• Content is Important! – Over 90% of Marketers use content marketing as part of their overall marketing strategy• Buyers are smart – No fluff, just the facts• Thought Leaders – Trust!
Content Marketing“Content marketing is a marketing technique of creating and distributing relevant and valuablecontent to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.” * *Content Marketing Institute
Content Creation and Content CurationContent Creation is creating original content.Content Curation is collecting relevant content and delivering it in an organized, meaningful way.
Where Do We Start?• Content Strategy – Content Audit – What Type(s) of Content – Goals – Message – Who Writes? Who Maintains? – KPIs – Test
What Defines Good Content?-Relevant Interesting Compelling-Tells A Story Engaging-Thought-Provoking-Informational-Educational-Easy To Read-Adds Value Trust Thought Leader-Action-Oriented – Move Prospect Further DownFunnel
Which Content Is Best• Match the right content at the right point in the buying cycle – Awareness – Not sure of need yet – Plant the Seed – Introduce Brand Ex.: Social Media, News Articles, Blog, Infographic, Videos – Research – Offer unbiased info – Trust-Building Stage - Educate and Help Them Move to the Next Stage – Ex.: Blog, Email, Webinar, Video, Newsletter, eBooks, Analyst Reports – Consider/Compare – Reinforce the Brand Ex.: Whitepapers, Testimonials, Trial/Demo, Product Reviews/Comparisons, Case studies, Collateral, Brochures, FAQs, Slideshare Presentation – Buy – Introduce Product-Specific Information Ex.: Collateral, Brochures, Case Studies, Pricing Details, Trial/Demo, Product Guides, ROI Calculator• Test, Baby, Test!
Content Creation v. Content Curation• Creation – Awareness – Research – Consider/Compare – Buy• Curation – Awareness – Research