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Content Marketing, tell me more

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Content Marketing or Inbound Marketing is something we are hearing a lot more about. You and your marketing team are busy, so this presentation aims to give you a very high level overview about the ...

Content Marketing or Inbound Marketing is something we are hearing a lot more about. You and your marketing team are busy, so this presentation aims to give you a very high level overview about the whats and some how's of Content Marketing.

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Content Marketing, tell me more Content Marketing, tell me more Presentation Transcript

  • Content imageContentMarketing…Tell me more….Conor ByrneHead of DigitalJune 2013
  • I made a presentation4 years ago….
  • In summary it said…
  • Ok – it wasn’t revolutionary….
  • http://www.blessedisthekingdom.com/wp-content/uploads/2013/02/but.jpg
  • Oddly for digital……
  • 5 years later things havent changedhttp://static1.businessinsider.com/image/50e2f95769bedd1b4700000b-612-400-300/lights-2013-girls-new-year-snow-1.jpg
  • In fact Content is even moreimportant nowhttp://img1.etsystatic.com/000/0/5227918/il_fullxfull.78835189.jpg
  • It is changing the advertisingindustry
  • Not killing it……
  • For anyone who is asleep at theback…….
  • http://farm3.staticflickr.com/2598/3930222577_4aafbe4fc7_o.jpg
  • Content Marketing is the most completeadvertising strategy available to advertiserstodayhttp://mediacdn.snorgcontent.com/media/catalog/product/y/o/youcompleteme_fullpic_artwork_1.jpg
  • it speaks to consumers at everystage of the purchase funnel
  • It’s happening now…http://2.bp.blogspot.com/_vSd5VwI8m2w/TR5QgJudawI/AAAAAAAAARw/jyjdj8kVka0/s1600/Happening%2Bat%2BSan%2BRemo.jpg
  • 2013Global ContentAppointments
  • Content marketing is being used by some ofthe greatest marketing organizations …and bysmall businesses and one-person shops allaround the globe.
  • “A recent survey of marketers based largelyin the United Kingdom and Europe showedthat 70 percent would increase their contentbudgets this year.”Alexander Jutkowitz, Ad Age, April 2013
  • Because it works
  • It is challenging to get it right– there is a gap between thedream and reality.http://4.bp.blogspot.com/-hS1FPde3vg0/T9lq_BE9AtI/AAAAAAAABKA/0lGFvwYaFog/s1600/rubik-original.jpg
  • The dream, is to… Publish amazing blog content every day. Create new lead generation offers every week. Design beautiful, engaging images to share onsocial media. Newsjack in the blink of an eye. Be on the cutting edge of new content formatsand ideas
  • The reality is wildly different….http://favim.com/orig/201106/16/reality-sign-text-words-world-Favim.com-78756.jpg
  • It can look more like this…. Publish blog posts when someone has time to write Create a a new lead generation offer before the endof the quarter. Maintain a largely image-free social mediapresence Newsjacks a few days after news breaks remain about 12 months behind adoption of newcontent trendshttp://particlemedia.files.wordpress.com/2010/03/rc_red_logo2.jpg
  • The key to successful contentmarketing is to…...
  • …stop thinking about how toshock your audience intopaying attention. Instead, startthinking about what they mightwant to knowhttp://redbeacon.s3.amazonaws.com/homeguides%2Farticles%2Fthumbs%2F5_ways_to_prevent_electrical_shock.jpg.600x275_q85_crop.jpg
  • what could your organization sharethat might make people come back dayafter day?
  • Doing this right is more expensive andtime-consuming than sending a pressrelease or tweeting.
  • If brands want to become mediaplatforms, they have to accept some of thecosts of being a publisher.http://www.newyorker.com/online/blogs/photobooth/Books-06.jpg
  • .Content marketing allows you to createbrand affinity but can also be powerfulin building a new audience of potentialcustomershttp://www.brandfeverinc.com/wp-content/uploads/2012/10/Heart.jpg
  • Content marketing is a greattool for thoughtleadership, education andcustomer relations.
  • Once content is created, search andsocial networks can distribute, butmake sure you distribute it to otherswho may not know it (or you) exists.http://qzprod.files.wordpress.com/2012/11/amazon-cyber-monday-11302012-web.jpg
  • Executives from AmericanExpress, Unilever’s Degree Men and eBayshared their rules for success atContently’s Social Commerce Summit…..
  •  Plan , Find the right content hook, Play to passions, Operate as a newsroom, , Evolve your strategy, Tell real stories, Monitor and evaluate , MeasureThey are……
  • The power of content marketing is that itgets prospects to lower their MarketingDefense Systems for a few minutes. Longenough, to get their attention and earntheir custom.Velocity partnershttp://media-cache-ak2.pinimg.com/736x/96/71/56/9671564d3f3965eeeb8b6c6a554f31fc.jpg
  • There is a danger of a deluge ofcontenthttp://media-cache-ec2.pinimg.com/736x/26/7c/ee/267ceefdd4e25fb69206eea15715b253.jpg
  • Which will just have peoplerunning scaredhttp://webodysseum.com/wp-content/uploads/2012/05/scared-people-haunted-house-nightmare-factory-13.jpg
  • But the winners will be thosethat build Great Content BrandsVelocity partnershttp://news.bbcimg.co.uk/media/images/62228000/png/_62228199_mmolygoldprofile128.png
  • So be a brand that is famous forproducing intelligent, useful &entertaining content that’s always worthconsuming.Velocity partners
  • http://www.delzer.com/wp-content/uploads/2012/02/do_it_right_bw1-960x350.jpg
  • Sources & Resourceshttp://adage.com/article/cmo-strategy/content-marketing-stories-news/240776/http://www.wolfgangdigital.com/services/content-marketing/http://contentmarketinginstitute.com/what-is-content-marketing/http://www.slideshare.net/dougkessler/crap-the-content-marketing-delugehttp://www.contentmarketingexperience.com/2013/content-marketing-is-dead/http://www.imediaconnection.com/content/33939.asphttp://www.photographersgallery.com/photo.asp?id=4893
  • Contact mewww.conorbyrne.wordpress.comhttp://media-cache-ak2.pinimg.com/originals/51/d1/46/51d146c1434918615126fbc0c0921711.jpg