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Seven elements that define content marketing

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Content marketing is one of the industry's biggest success stories of the past decade. But what is content marketing and how do you define it? …

Content marketing is one of the industry's biggest success stories of the past decade. But what is content marketing and how do you define it?

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  • 1. WWW.THE-CMA.COM @THE_CMA #CONTENTMARKETING 7. Seven elements that define content marketing Content marketing is one of the industry's biggest success stories of the past decade. But what is content marketing and how do you define it?
  • 2. WWW.THE-CMA.COM 1. 7. @THE_CMA #CONTENTMARKETING John Lewis – John Brown Seven elements that define content marketing It's produced for a brand The CMA’s Content marketing is one of the industry's biggest success stories of the past decade. But what is content marketing and how do you define it? Content marketing is ultimately a sales tool. It may take longer than some other mediums, but it still sells product.
  • 3. WWW.THE-CMA.COM @THE_CMA Sainsbury’s - Seven #CONTENTMARKETING 2. It seeks to form a deep relationship with a consumer This is no 30-second medium. Content marketing forms a powerful, long-lasting bond with its target audience.
  • 4. WWW.THE-CMA.COM @THE_CMA #CONTENTMARKETING 3. It's multichannel Good content will work across any channel. Engagement is the key. Audi - Northstar
  • 5. WWW.THE-CMA.COM @THE_CMA #CONTENTMARKETING > Click image to play video 4. Lloyds of London - Sunday It's measurable No measurement, no results, no point. All content platforms have a number of established methods for proving effectiveness.
  • 6. WWW.THE-CMA.COM 5. @THE_CMA #CONTENTMARKETING British Airways - Cedar It engages the consumer for a significant length of time Content is about all about sustained attention, gaining your customer's trust by drawing them into your brand's world for an enviable amount of time.
  • 7. WWW.THE-CMA.COM @THE_CMA M&S - Redwood #CONTENTMARKETING 6. It performs a number of marketing tasks Deep breath... Awareness, loyalty, sales, brand-building, engagement, cut-through, point of difference, and many more.
  • 8. WWW.THE-CMA.COM @THE_CMA #CONTENTMARKETING 7. It's effective Countless studies - many of them commissioned by the CMA - have proved that content marketing consistently outperforms other media over a greater length of time.
  • 9. WWW.THE-CMA.COM @THE_CMA #CONTENTMARKETING The definition of content marketing “The discipline of creating quality branded editorial content across all media channels and platforms to deliver engaging relationships, consumer value and measurable success for brands.” The CMA, www.the-cma.com
  • 10. WWW.THE-CMA.COM @THE_CMA #CONTENTMARKETING Go to the CMA case study gallery to view hundreds of multichannel content marketing case studies that demonstrate what editorial intelligence can do for your brand…