Your SlideShare is downloading. ×
0
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?• Whic...
What Do We Know?• Content is Important!  – Over 90% of Marketers use content marketing as    part of their overall marketi...
Content Marketing“Content marketing is a marketing technique of creating and distributing relevant and valuablecontent to ...
Content Creation and Content              CurationContent Creation is creating original content.Content Curation is collec...
Where Do We Start?• Content Strategy  – Content Audit  – What Type(s) of Content  – Goals  – Message  – Who Writes? Who Ma...
What Defines Good Content?-Relevant  Interesting  Compelling-Tells A Story  Engaging-Thought-Provoking-Informational-Ed...
Which Content Is Best• Match the right content at the right point in the buying cycle    – Awareness – Not sure of need ye...
Content Creation v. Content Curation• Creation  – Awareness  – Research  – Consider/Compare  – Buy• Curation  – Awareness ...
Discussion
Resources• Content Marketing Institutewww.contentmarketinginstitute.com• Marketing Sherpa www.marketingsherpa.com• Marketi...
Contact InformationTwitter: www.twitter.com/m4_commLinked In: www.linkedin.com/in/suedurisEmail: sduris@m4comm.com
Upcoming SlideShare
Loading in...5
×

Contentetc sueduris-marketingcamp-121103132655-phpapp02

151

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
151
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Excel SheetWhatWho is responsible for updating? How often?Purpose?Key Messaging?How is it Used?
  • Excel SheetWhatWho is responsible for updating? How often?Purpose?Key Messaging?How is it Used?
  • Transcript of "Contentetc sueduris-marketingcamp-121103132655-phpapp02"

    1. 1. Content Marketing, ContentCreation, Content Curation Sue Duris M4 Communications, Inc. MarketingCamp 11/3/12
    2. 2. 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
    3. 3. 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!
    4. 4. 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
    5. 5. Content Creation and Content CurationContent Creation is creating original content.Content Curation is collecting relevant content and delivering it in an organized, meaningful way.
    6. 6. Where Do We Start?• Content Strategy – Content Audit – What Type(s) of Content – Goals – Message – Who Writes? Who Maintains? – KPIs – Test
    7. 7. 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
    8. 8. 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!
    9. 9. Content Creation v. Content Curation• Creation – Awareness – Research – Consider/Compare – Buy• Curation – Awareness – Research
    10. 10. Discussion
    11. 11. Resources• Content Marketing Institutewww.contentmarketinginstitute.com• Marketing Sherpa www.marketingsherpa.com• MarketingProfs www.marketingprofs.com• Hubspot www.hubspot.com• Heidi Cohen www.heidicohen.com• Conversation Agent www.conversationagent.com
    12. 12. Contact InformationTwitter: www.twitter.com/m4_commLinked In: www.linkedin.com/in/suedurisEmail: sduris@m4comm.com
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×