1. Content Marketing
TINA LAO
MKTG 4226
FEBRUARY 5, 2014
ALEEM VISRAM

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. What is content marketing?
Three Forms:
 Thought leadership
 Personalization
 Personal Appeals
Social media facilitates the delivery of content.

4. Who does it well?
Williams-Sonoma – taste blog

5. Who does it well?
Oreo – Daily Twist campaign

6. Who does it poorly?
GE Ecomagination campaign

7. Who does it poorly?
New York Times – email mix-up

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. 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
