Content Marketing
TINA LAO
MKTG 4226
FEBRUARY 5, 2014
ALEEM VISRAM
What is content marketing?

“...the creation and distribution of relevant
and valuable content to attract,
acquire, and en...
What is content marketing?
Three Forms:
 Thought leadership
 Personalization
 Personal Appeals

Social media facilitate...
Who does it well?
Williams-Sonoma – taste blog
Who does it well?
Oreo – Daily Twist campaign
Who does it poorly?
GE Ecomagination campaign
Who does it poorly?
New York Times – email mix-up
Guidelines for Companies

•
•
•
•

DO’s
Prioritize the consumers’
needs
Create interesting and
engaging content
Have metri...
Conclusion
 Useful for differentiating communications from

competing marketing messages
 Social media is a delivery veh...
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Content Marketing in Social Media

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Content Marketing in Social Media

  1. 1. Content Marketing TINA LAO MKTG 4226 FEBRUARY 5, 2014 ALEEM VISRAM
  2. 2. What is content marketing? “...the creation and distribution of relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience...”
  3. 3. What is content marketing? Three Forms:  Thought leadership  Personalization  Personal Appeals Social media facilitates the delivery of content.
  4. 4. Who does it well? Williams-Sonoma – taste blog
  5. 5. Who does it well? Oreo – Daily Twist campaign
  6. 6. Who does it poorly? GE Ecomagination campaign
  7. 7. Who does it poorly? New York Times – email mix-up
  8. 8. Guidelines for Companies • • • • DO’s Prioritize the consumers’ needs Create interesting and engaging content Have metrics to measure success Ensure the content aligns with your overall business goals DON’Ts • Make the content all about you • Don’t make the content offensive
  9. 9. Conclusion  Useful for differentiating communications from competing marketing messages  Social media is a delivery vehicle Enables dynamic communication  Hosts content  Enables conversations  Enables social sharing 

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