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Content Marketing (March 2013)
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Content Marketing (March 2013)

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First presented at Southwest Ontario Tourism Corporation's. "Ontario’s Southwest Spring conference" forum in Windsor, ON, on March 21, 2013

First presented at Southwest Ontario Tourism Corporation's. "Ontario’s Southwest Spring conference" forum in Windsor, ON, on March 21, 2013

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  • Consumers have shut off traditional modes of advertising (DVRs, online banner ads). Content Marketing provides an alternative to intrusive advertisements by intertwining the content with a brand’s equity. Users become engaged and enjoy a positive correlation experience with the Brand/message.2. Audiences are increasingly discerning: 8 in 10 millennials expect brands to entertain them, while 31% expect brands to create “online content, such as videos, photos, games, and blogs.Traditional forms of advertising are no longer enough, brands need to provide several different touch points to bring consumers closer to their brand.3. Aligns your brand with thought leadership/authorityWhen content goes socially viral, it tends to attract a lot of popularity as a result. When people link to good content (link popularity,) it can earn a certain degree of authority.
  • Kraft creating games, music apps and recipe/food tools for consumers.
  • Kraft creating games, music apps and recipe/food tools for consumers.
  • Jumped 120,000 feet from the ground and recorded speeds of over 800 MPH. All backed by RedBull #GivesYouWings.Felix Baumgartner broke the sound barrier in a 24-mile space jump sponsored by Red Bull. A first in advertising history.Felix stepped from a balloon capsule into a 128,000 foot freefall to earth.Goal was to break a record and to record data to be used by aerospace and medical industries.

Content Marketing (March 2013) Content Marketing (March 2013) Presentation Transcript

  • Mark BrownPartner, adHOME@adHOMEcreative
  • What is Content Marketing?Examples of Content Marketing8 Tips to Consider
  • WHAT IS CONTENT MARKETING?
  • CONTENT MARKETINGContent that entertains and provides value,void of a direct sales pitch or obvious call to action,in an effort to attract or retain customers.
  • BENEFITSAn alternative to intrusive advertisements byintertwining the content with a brand’s equityAudiences expect brands to entertain themAligns your brand with thought leadership/authority
  • EVOLUTION OF CONTENT MARKETING
  • Right CONTENTRight PERSONRight MEDIUMRight TIMERight ACTION
  • WHAT’S CHANGED?
  • SEARCH ENGINES71% of travellers use search as partof their planning and booking process Google (2010)
  • SOCIAL MEDIAWhen planning trips, travellers usesocial media for inspiration on… Hotels (68%) Activities (64%) Destinations (76%) Restaurants (52%) Attractions (60%) Red rocket media (2013)
  • MOBILE20% of destination marketingorganization (DMO) website trafficcomes from mobile Travel 2.0 (Jan 2013)
  • EXAMPLES OF CONTENT MARKETING
  • 8 TIPS TO CONSIDER
  • # 1UNDERSTAND THE WHYWhy are your creating content in the firstplace? What impact can you have on the customerthat is helpful or entertaining?
  • # 2FIND YOUR NICHEYou can’t be everything to everybody. Focus on acontent area that you can be a leading expert in andfocus on a specific buying group when you do it.
  • # 3STORIES RESONATEAs long as you can find stories that resonate withyour audiences, then you can create content.Stories are everywhere, the key thing is to listen andobserve. Be open-minded.
  • # 4COMMUNICATION IS KEYReach out to different groups, internal and external,consumers, staff or even your management.Content can come from their insights… challengeson product development, customer testimonials andfounding father’s stories, even company values.
  • # 5MULTIPLE CHANNELSBusinesses need to build dynamic contentdestinations. Become like a publisher and think likea digital news site.
  • # 6BUDGET FOR CONTENTGreat content doesn’t just happen. It takescopywriters, designers, photographers, directors,editors, and industry professionals.There are ways to be cost-efficient in thedevelopment of content, but don’t underestimate theneed to invest.
  • # 7ENGAGE FOLLOWERSEngaged, passionate consumers can be your bestsource of content. Your consumers can be morethan your best advocates, they can be your bestcreators.
  • # 8FOLLOW UP REGULARLYRemember that you can’t just drop a piece ofcontent into cyberspace and forget it. LeverageSEO and integrated support to get the most possibleout of each piece of content you promote.
  • IF CONTENT IS KING, YOURAUDIENCEIS YOUR CROWN JEWEL.
  • THANK YOU. Mark Brown Partner, adHOME @adHOMEcreative