'Content marketing' is the latest buzz word. What is it, why is it important and how do you go about it?

1. Content Marketing
16 April 2013
By Alison Jobson
Director, Straight Marketing Limited

2. What is ‘Content Marketing’?
The Content Marketing Institute defines content marketing as:
“Content marketing is a marketing
technique of creating and
distributing relevant and valuable
content to attract, acquire, and
engage a clearly defined and
understood target audience – with
the objective of driving profitable

3. What is ‘Content Marketing?’
Straight Marketing defines content marketing as:
“Content marketing is essentially
creating and sharing useful
information (content) to your
customers, potential customers and
influencers. It is a way of
communicating with your audiences
without selling.”

4. What constitutes content?
• Videos
• White papers
• Podcasts
• Blogs
• Infographics
• Email newsletters
• EBooks
• SlideShare presentations

5. Why is content marketing important?
• Google’s algorithm - (SEO)
–Not just content but how widely shared it is
• ‘Thought leadership’
• Drive customers to you
• Build loyalty & repeat business
• Extend your market reach & attract new customers

6. Planning your Content Marketing strategy
CONTENT
MARKETING

7. Planning your content marketing strategy
1. Audit
– What is your objective?
– Who is your target audience?
– What content do you currently have?
1. Plan
– Tone of voice
– Create editorial plan

8. Content suggestions
• Topical news
• Industry expertise – “how to” or a “top tips” blog
• Company news – share the good things that are happening
• Staff profile – profile new or key members of staff
• Case studies – showcase your success
• Review – review an industry event or a book

9. Content suggestions
• Guest blog – invite another synergistic business to
contribute a blog
• Industry research – respond to industry research & provide
your own perspective
• Aggregate industry information – pull together links about a
specific topic in one blog article
• Answer customer questions

10. Planning your content marketing strategy
3. Execute
– Share your content via socialmedia
– Social sharing buttons on your website
– Google authorship

11. Google authorship

12. Planning your content marketing strategy
4. Measure
– Visitor levels (Google analytics)
– Conversions