Content Marketing What is it? Why use it?

Traditional marketing (by interruption) is dying

Consumer is in Control

90% of B2B Buyers First Turn to the Internet

Content Marketing: Offer your clients useful and relevant information that will facilitate their purchasing process and work, and make their lives easier.

“ Content Marketing is the only marketing left.” Seth Godin “ The real secret to great marketing is creating compelling and useful content.” Rohit Bhargava

“ Write blog posts that others can use. The more you can help others, the more they’ll come back.” Chris Brogan “ Getting customers used to mean interrupting people. Today it’s all about compelling content.” David Meerman Scott

Advice Explanation Solutions Comparisons Tests Statistics Case Studies Tips Opinions Forecast Visits

56% of Companies Will Increase Their Content Production Budget in 2009 4% 9% 31% 25% 31% Slight Decrease No Change Slight Increase Major Increase Major Decrease Source: Junta42 (Dec. 2008)

Significant Benefits Existing Clients Cross -Selling Client Retention

Existing Clients

Cross -Selling

Client Retention

Potential Clients Visibility Trust Sales Significant Benefits

Potential Clients

Visibility

Trust

Sales

Employees and Partners Productivity Significant Benefits

Employees and Partners

Productivity

Yes, you. You control the info. age.

5 Favourable Trends People are less influenced by promotional messages 1

5 Favourable Trends Traditional media are dying and offer less information 2

5 Favourable Trends People are in control and seek useful information 3

5 Favourable Trends Companies are more aware of their clients’ needs 4

5 Favourable Trends The technology allows businesses to reach their clients directly 5

Widespread Delivery

Web Content: from Production to Delivery Simon Hénault B.Comm, MBA [email_address] www.podmedia.ca www.podmedia.ca/blog