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The Importance of Content Marketing

The Importance of Content Marketing



Content Marketing That Shines

Content Marketing That Shines



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    The Importance of Content Marketing The Importance of Content Marketing Presentation Transcript

    • new dawn media www.ndawnm.com CONTENT MARKETING THAT SHINES Content Marketing + Content Strategy + Social Media = Engagement
    • What is marketing? Integrated Marketing means a business needs to think in terms of "ongoing commitment" versus brief campaign. Fundamental misunderstanding: content must be viewed as an evolving asset, not a one-off campaign.
    • What is content marketing?… also called: * Content Strategy * Inbound Marketing * Branded Content * Customer Media * Custom Publishing It is how a brand creates, delivers and governs original, curated or user generated content to attract and retain customers, while positioning the brand as a credible expert and, ultimately, motivating a change in behavior - buying behavior.
    • What is content….
    • Content Marketing Distribution
    • Social Media 2012 Threeplayers manage to grab full attention:Facebook,Twitter and Google.
    • Where the Audience is: Google sites handle about 88 billion searches each month. YouTube is the second most popular search engine second only to Google. Facebook is now over 600 million users. Twitter has nearly 200 million accounts. Yahoo! is the number 1 news source used online. LinkedIn is at 101 million users and FourSquare grew 3,400% in 2010.If Social Media and SEO fit together like peanut butter and jelly thencontent is the bread that holds them together. Content is a crucial partof a social media strategy and therefore an understanding of customer-centric social content is essential.
    • Content Branding BenefitsYou get to listen to what your customers are saying.Engage them in conversations.Provide direct customer service.Gain valuable insight to fuel improvement.Create and share interesting content.Reveal a personality behind your brand.Build your network.Ultimately, direct traffic to your website and increase sales.
    • Branding Benefits continued…
    • Approach
    • PLANNING CAMPAIGN DISTRIBUTIO & DEVELOPMENT N&STRATEGY PUBLISHING Content AuditMedia Consumption Customer Journey Key Themes &Audience Needs Messages Publishing ScheduleBusiness Experience Paths Syndication PartnershipsRequirements Recommended DistributionBrand Experience Topics CommunityContent Purpose Content Strategy ManagementCompetitive Analysis Reputation Measure Management
    • BRAND EXPERIENCE 13 Content fuels customer engagement at all stages of the customer life cycle from top of funnel to ongoing relationship. It is harder-working than other media because it covers the entire purchase cycle. It allows a brand to retain a relationship with the customer even if it’s not transactional – a magazine or Website that is lifestyle- oriented, for example, and keeps the customer connected to the brand until he or she is ready to purchase again is key.
    • New Marketing Strategy Simplified Traditional Media
    • Campaign Development
    • People Love A Good Story
    • Story has arcs in every campaign Developing a sense of structure of stories (campaigns) requires, settings, character, moo ds and a plot.
    • What makes a good story? People have been hearing fantastic stories since time began. The problem (or our advantage) is, they think life is supposed to be like the stories.
    • Story has arcs in every campaign Conflict: - CBS Fires Charlie -Charlie Defies CBS Becomes Hero - Charlie Gains 2 million Tweeter Followers - Charlie Goes on Tour - CBS Offers Job Back Resolution? Next Arc: - People Are Still Waiting For The Train Wreck - No Transformation
    • Coming Full Circle
    • Ignoring Content Marketing
    • Positive – Crisis Management
    • CHANNEL STRATEGYIs Not Just About Where – But Also When
    • ROI $$$ - A New Revenue StreamFor the first time in the history ofmarketing you can actually earnmoney back on what you spend toproduce sales.Content is intellectual property andit has been bought and sold forcenturies.Content Marketing is no different.Blogs become eBooks that can besold.Blogs can be free the first year andthen sold in archives.
    • Why newdawnmedia? 20 Years“New Dawn “The NewMedia has Dawn Mediasupported our team isneeds and we creative, attentare grateful to ive and alwayshave such high gives myintegrity and company andservice. They partners whathave done an we need tooutstanding job excel on theand have taken web. Newon this task as a Dawn Mediapartner with us. will be ourNew Dawn marketingMedia has been partner forconsistently years to come.providing us with It is always ahigh quality pleasure tocontent for our work with thecustomer’s New Dawnwebsites for over Media team.a year. Their Their level ofcontent is very professionalisprofessional, dire m sets themctly on point and apart!"SEOcorrect.” - Sandy Anderson - CarlPerkins