Ignite Your BrandFIRE IT UP WITHCONTENT MARKETING
What, Exactly, is Content Marketing?                           It is also about building a “good” reputation by A way to e...
Did you know 60% of businessdecision makers say brandedcontent helps them make betterpurchase decisions?If you are a B2C c...
Average time spent per interaction   Top activities performed during                                     simultaneous scre...
From Google Research 2012
  Computers keep us productive and   informed  Phones keep us connected  Tablets keep us entertained  Search is used t...
PLANNING &               CAMPAIGN                  DISTRIBUTION STRATEGY               DEVELOPMENT                & PUBLIS...
  Step 1: Find your “top 20 percent.”   We look at which clients hired you and what work they hired the firm to do  Step...
    Step 3: We find the commonalities to find your     different segments.What customer characteristics keep showing up? ...
Once we findout WHO theyare, we thenneed to knowWHERE theyare andWHEN.
Every company has different goalsfor different products and services.We need to know what that is toinclude that in the st...
    1. Company Website Content Audit: This           This helps us determine if we will be able to     is an inventory o...
PLANNING &               CAMPAIGN                  DISTRIBUTION STRATEGY               DEVELOPMENT                & PUBLIS...
Developing a sense of structure ofstories (campaigns) requires, settings,character, moods and a plot.
Create a                     Choose the right   Tailor strategies toCompelling Story &                     type of content...
    The back bone of     your Content     Strategy becomes     your BRANDING     BIBLE
    Website Content        Your Editorial                             Calendar     is your 24-hour         becomes your ...
Ignite Your BrandFIRE IT UP WITHCONTENT MARKETING
Content Marketing Integrated
Content Marketing Integrated
Content Marketing Integrated
Content Marketing Integrated
Content Marketing Integrated
Content Marketing Integrated
Content Marketing Integrated
Content Marketing Integrated
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Content Marketing Integrated

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Find out what you get with a solid Integrated Content Marketing campaign from New Dawn Media.

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Content Marketing Integrated

  1. 1. Ignite Your BrandFIRE IT UP WITHCONTENT MARKETING
  2. 2. What, Exactly, is Content Marketing? It is also about building a “good” reputation by A way to engage with showing expertise, knowledge, moral character,people and move them and demonstrating superior communicative skills through the content you provide.through the journeyfrom prospect tocustomer usinginteresting content yourcustomers arepassionate about… sothey actually payattention to you andSHARE it with others. Lindsey Lohan – Someone who needs Content Marketing
  3. 3. Did you know 60% of businessdecision makers say brandedcontent helps them make betterpurchase decisions?If you are a B2C company; 70%percent of consumers are morelikely to buy from companies thatoffer content.You want to make your clients feelGOOD. They trust experts.
  4. 4. Average time spent per interaction Top activities performed during simultaneous screen usage 43 60% Minutes Emailing 39 44% Minutes Surfing the net 30 42% Minutes Social Networking 17 25% Minutes Playing a game From Google Research 2012
  5. 5. From Google Research 2012
  6. 6.   Computers keep us productive and informed  Phones keep us connected  Tablets keep us entertained  Search is used to move between devices  TV is a major catalyst for search From Google Research 2012
  7. 7. PLANNING & CAMPAIGN DISTRIBUTION STRATEGY DEVELOPMENT & PUBLISHING Content PurposeAudience Needs Customer Journey Key Themes & MessagesMedia Consumption Publishing Schedule Storyline StrategyBusiness Requirements Distribution Experience PathsBrand Experience Community Management Recommended TopicsContent Audit Measure Content StrategyCompetitive Analysis Syndication Partnerships
  8. 8.   Step 1: Find your “top 20 percent.” We look at which clients hired you and what work they hired the firm to do  Step 2: List what information you know about your customers.For BtoB: Size of company Size of department Title Job duties Whether or not they are the main decision makerFor BtoC: Demographics Geographic area Income level Are they a decision maker? If so, what do they base buying decisions on (e.g., lifestyle — environmentalist, baby boomer, etc.)?
  9. 9.   Step 3: We find the commonalities to find your different segments.What customer characteristics keep showing up? Did some specific “types” of people emerge? Areyour clients mostly engineers? Mostly women? Are there a lot of middle managers on your list?  Step 4: Get in their heads.Dialing in on their needs/wants/pain points  Step 5: Give them “life!”What can represent each one of your different buyer types and give each one of these types aname. Then, based on the questions answered above, we can start to create their stories… storiesthat emerge from their daily life, stories they “wished” emerged in their daily life, stories weprovide that aide them in making an easier daily life, stories that make for a more “interesting”daily life. For example,  build a career history for them, include relevant details of their personallives that explain why they are so busy, how many activities they are juggling at home, or anyother specific interests they are likely to have.
  10. 10. Once we findout WHO theyare, we thenneed to knowWHERE theyare andWHEN.
  11. 11. Every company has different goalsfor different products and services.We need to know what that is toinclude that in the strategy process.Content fuels customer engagement at allstages of the customer life cycle from top offunnel to ongoing relationship.It is harder-working than other media becauseit covers the entire purchase cycle. It allows abrand to retain a relationship with thecustomer even if it’s not transactional – amagazine or Website that is lifestyle-oriented,for example, and keeps the customerconnected to the brand until he or she is readyto purchase again is key.
  12. 12.   1. Company Website Content Audit: This   This helps us determine if we will be able to is an inventory of your content that has repurpose or update any current content been produced for the website. It tells us already produced and allows us to find opportunities to expand on what the company what you have. already has.  2. Company Ancillary Audit: This is an   It tells us what you have put out in newsletters, external blogs, Youtube, Facebook, Twitter, inventory of your content that has been LinkedIn, articles, brochures, Slideshare produced to promote a link back to the presentations and online press releases and website but is NOT kept on the website. how that has linked back to your website.  3. Competitive Audit: This is an inventory   Find out how we can do it better than the other of what your competition has on their guy. Provides a GAP ANALYSIS. Also, we see websites and what they do to promote trends and patters revealed and make sure we are not repeating appear to be “copying”. their company online.
  13. 13. PLANNING & CAMPAIGN DISTRIBUTION STRATEGY DEVELOPMENT & PUBLISHING Content PurposeAudience Needs Customer Journey Key Themes & MessagesMedia Consumption Publishing Schedule Storyline StrategyBusiness Requirements Distribution Experience PathsBrand Experience Community Management Recommended TopicsContent Audit Measure Content StrategyCompetitive Analysis Syndication Partnerships
  14. 14. Developing a sense of structure ofstories (campaigns) requires, settings,character, moods and a plot.
  15. 15. Create a Choose the right Tailor strategies toCompelling Story & type of content each channel Content Strategy Promote Content/ Create greatImplement Strategy Find the right design and via Editorial content partners branding Schedule
  16. 16.   The back bone of your Content Strategy becomes your BRANDING BIBLE
  17. 17.   Website Content   Your Editorial Calendar is your 24-hour becomes your store front. online compass for your Target Then you need to Audience. get people to your website from other places on the web.
  18. 18. Ignite Your BrandFIRE IT UP WITHCONTENT MARKETING
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