0
Lesson 3: Creating
a Content Strategy
Lesson 1

The Basics
Lesson Objectives

Define Content Marketing
Explain why content marketing is unique
Realize the effectiveness of Content M...
Define Content Marketing
“Marketing process designed to attract and retain
customers by consistently creating and curating
content in order to chan...
“Content marketing is the umbrella of all techniques
that are used to generate traffic, leads, online visibility,
and bran...
“Content marketing is all about establishing authority
with your audience by initiating conversation through
content such ...
Explain why content marketing
is unique
Relationship Building through Conversation

Variety of Channels
Ask questions
Be thankful
Respond quickly
Be funny and relevant
Explain why content marketing
is unique
Relationship Building through Conversation

Variety of Channels
Top Content Marketing Tactics
(% of respondents)

Source: Content Marketing Institute
Realize the effectiveness
of Content Marketing
68% of consumers read content
from brands they love!

Source: Content Marketing Association
Companies who have
an active blog report
67% more leads
Companies that use Twitter report having 2x the
amount of leads pe...
82% of consumers like
reading content from brands
when it’s relevant

Source: CMA
Consumers are interested in
engaging with companies that
offer them valuable and
relevant content.
When is the right time to use
content marketing?

NOW

NOW

NOW

NOW
BUSINESSES INVEST IN CONTENT MARKETING

B2C

B2B

$44 Billion spent on content marketing in 2012.

Source: Content Marketi...
Content Marketing Objectives by program
(% of respondents)

Source: Content Marketing Institute
Identify Case Studies
Who is using Content Marketing effectively?
Social + Content = WOW!
+

#flyingfriday

#instawings

+

#givesyouwings

39,354,598
Likes!
+
Let’s Review:

Create valuable content to generate leads & customer retention
Multiple interactive channels
Gain insight b...
CONGRATS!

Lesson 1: The Basics completed!
Next Steps
Lesson 2: Getting to Know Your Audience
Want to learn more?

Other
Resources

Questions
Comments
Content College - Course A - Lesson 1 by Uberflip
Content College - Course A - Lesson 1 by Uberflip
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Content College - Course A - Lesson 1 by Uberflip

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  • http://contentmarketinginstitute.com/getting-started/
  • http://authoritylabs.com/blog/content-marketing-101-definition-channels-and-success-stories/
  • http://www.uberflip.com/blog/being-social-social-media
  • http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/
  • http://www.the-cma.com/uploads/documents/cma-01.jpg
  • http://www.insideview.com/social-selling
  • http://www.the-cma.com/uploads/documents/cma-01.jpg
  • http://www.wholefoodsmarket.com/blog/eat-when-its-too-hot-turn-stove
  • http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/
  • http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/
  • http://vimeo.com/40311980
  • http://econsultancy.com/ca/blog/10584-nine-brands-making-great-use-of-instagram-and-one-that-isn-t
  • http://www.youtube.com/user/Quiksilver
  • Transcript of "Content College - Course A - Lesson 1 by Uberflip"

    1. 1. Lesson 3: Creating a Content Strategy
    2. 2. Lesson 1 The Basics
    3. 3. Lesson Objectives Define Content Marketing Explain why content marketing is unique Realize the effectiveness of Content Marketing Identify Case Studies
    4. 4. Define Content Marketing
    5. 5. “Marketing process designed to attract and retain customers by consistently creating and curating content in order to change or enhance consumer behaviour.” - Joe Pulizzi, Founder Content Marketing Institute
    6. 6. “Content marketing is the umbrella of all techniques that are used to generate traffic, leads, online visibility, and brand awareness/fidelity.” - Quora
    7. 7. “Content marketing is all about establishing authority with your audience by initiating conversation through content such as white papers, videos and articles on the topic you own.” - Yoav Schwartz, CEO Uberflip
    8. 8. Explain why content marketing is unique Relationship Building through Conversation Variety of Channels
    9. 9. Ask questions Be thankful Respond quickly Be funny and relevant
    10. 10. Explain why content marketing is unique Relationship Building through Conversation Variety of Channels
    11. 11. Top Content Marketing Tactics (% of respondents) Source: Content Marketing Institute
    12. 12. Realize the effectiveness of Content Marketing
    13. 13. 68% of consumers read content from brands they love! Source: Content Marketing Association
    14. 14. Companies who have an active blog report 67% more leads Companies that use Twitter report having 2x the amount of leads per month than companies who don’t Source: InsideView
    15. 15. 82% of consumers like reading content from brands when it’s relevant Source: CMA
    16. 16. Consumers are interested in engaging with companies that offer them valuable and relevant content.
    17. 17. When is the right time to use content marketing? NOW NOW NOW NOW
    18. 18. BUSINESSES INVEST IN CONTENT MARKETING B2C B2B $44 Billion spent on content marketing in 2012. Source: Content Marketing Institute
    19. 19. Content Marketing Objectives by program (% of respondents) Source: Content Marketing Institute
    20. 20. Identify Case Studies Who is using Content Marketing effectively?
    21. 21. Social + Content = WOW!
    22. 22. + #flyingfriday #instawings + #givesyouwings 39,354,598 Likes!
    23. 23. +
    24. 24. Let’s Review: Create valuable content to generate leads & customer retention Multiple interactive channels Gain insight by engaging conversation WHAT ARE YOU WAITING FOR?!
    25. 25. CONGRATS! Lesson 1: The Basics completed!
    26. 26. Next Steps Lesson 2: Getting to Know Your Audience
    27. 27. Want to learn more? Other Resources Questions Comments
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