WHAT ISCONTENT?
WHAT IS CONTENT? IT’S...What consumerswant to read
WHAT IS CONTENT? IT’S...                            ReadWhat consumerswant to watch
WHAT IS CONTENT? IT’S...                            Read   WatchWhat consumerswant to listen to
WHAT IS CONTENT? IT’S...                           Read   Watch   ListenThat’s a rather simple definitionfor something wit...
CONTENT HELPS YOU REACH BUSINESS OBJECTIVES:                           To engage with                           consumers ...
By allowingconsumers tomake their ownchoices, on theirown time abouta business’sproducts andservices.
Because, at the end of the day,consumers will enjoy content,not the hard sell.
In fact, 73 percent of consumers wantadvertisements to do more than sell.Advertisements should tell a unique story.*      ...
Stories offerconsumersknowledge,not just noise.
STORIES ARE TOLD THROUGH  magazines.  magazines.
STORIES ARE TOLD THROUGH  magazines.       And               video clips.
STORIES ARE TOLD THROUGH  magazines.       And          And               video clips.   tweets.
STORIES ARE TOLD THROUGH  magazines.       And          And          And               video clips.   tweets.   Facebook p...
STORIES ARE TOLD THROUGH  magazines.       And          And          And          And               video clips.   tweets....
Content is any story thatconsumers seek out whenthey want it and wherethey want it.
Without unwantedinterruptionto their days.
And that’s whattraditional marketingcan’t do by itself.
A traditionaladvertisement servesas an interruptionto the consumer’s day.
YOU WANT CONSUMERS TO CRAVE YOUR CONTENT,         So build a brand          story like it’s a                 two-way     ...
As your brand’srelationship with themgrows, eventually theseconsumers pass yourstory along to others.
Soon your consumersbecome the media,your brand advocates,and then they’ll createmore content for you.
And that’s all because youreffective content helpstransform them from theuninformed to the informed.
Content allows consumersto become better people,not just better customers.
IT MOVES PEOPLE TOFlaunt the rightfashion for a jobinterview,
IT MOVES PEOPLE TOMaster the toolsof the kitchen tobecome a top chef,
IT MOVES PEOPLE TO It moves people toFlourish inretirement,and more.
IT MOVES PEOPLE TOIt moves people to                     It makes your business                     the thought leader, th...
That’s content, and it’sfueling modern brands.
www.imaginepub.com
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What is Content | Content Marketing | Imagination

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In the dynamic world of modern marketing, content is making quite a comeback.
In fact, 55 percent of marketers plan to boost their content-marketing budgets in 2013, according to a survey conducted by Ad Age late last year.

Despite the numbers, traditionalists may wonder whether content’s truly worth its salt. If it’s properly planned and effectively executed, the answer is a resounding yes.

Brands from Ford to Target to Procter & Gamble have already made content a core part of their marketing strategies, creating purposeful media pieces that empower their loyal customers (and bring new ones into the fold).

Still, the question remains: What exactly is content, and what separates the kind that drives, enhances and inspires from the drivel?

Published in: Business

What is Content | Content Marketing | Imagination

  1. 1. WHAT ISCONTENT?
  2. 2. WHAT IS CONTENT? IT’S...What consumerswant to read
  3. 3. WHAT IS CONTENT? IT’S... ReadWhat consumerswant to watch
  4. 4. WHAT IS CONTENT? IT’S... Read WatchWhat consumerswant to listen to
  5. 5. WHAT IS CONTENT? IT’S... Read Watch ListenThat’s a rather simple definitionfor something with a big payoff.
  6. 6. CONTENT HELPS YOU REACH BUSINESS OBJECTIVES: To engage with consumers in the most impactful way possible,
  7. 7. By allowingconsumers tomake their ownchoices, on theirown time abouta business’sproducts andservices.
  8. 8. Because, at the end of the day,consumers will enjoy content,not the hard sell.
  9. 9. In fact, 73 percent of consumers wantadvertisements to do more than sell.Advertisements should tell a unique story.* *Adobe/Edelman Berland survey
  10. 10. Stories offerconsumersknowledge,not just noise.
  11. 11. STORIES ARE TOLD THROUGH magazines. magazines.
  12. 12. STORIES ARE TOLD THROUGH magazines. And video clips.
  13. 13. STORIES ARE TOLD THROUGH magazines. And And video clips. tweets.
  14. 14. STORIES ARE TOLD THROUGH magazines. And And And video clips. tweets. Facebook posts.
  15. 15. STORIES ARE TOLD THROUGH magazines. And And And And video clips. tweets. Facebook posts. pins.
  16. 16. Content is any story thatconsumers seek out whenthey want it and wherethey want it.
  17. 17. Without unwantedinterruptionto their days.
  18. 18. And that’s whattraditional marketingcan’t do by itself.
  19. 19. A traditionaladvertisement servesas an interruptionto the consumer’s day.
  20. 20. YOU WANT CONSUMERS TO CRAVE YOUR CONTENT, So build a brand story like it’s a two-way conversation between your company and them.
  21. 21. As your brand’srelationship with themgrows, eventually theseconsumers pass yourstory along to others.
  22. 22. Soon your consumersbecome the media,your brand advocates,and then they’ll createmore content for you.
  23. 23. And that’s all because youreffective content helpstransform them from theuninformed to the informed.
  24. 24. Content allows consumersto become better people,not just better customers.
  25. 25. IT MOVES PEOPLE TOFlaunt the rightfashion for a jobinterview,
  26. 26. IT MOVES PEOPLE TOMaster the toolsof the kitchen tobecome a top chef,
  27. 27. IT MOVES PEOPLE TO It moves people toFlourish inretirement,and more.
  28. 28. IT MOVES PEOPLE TOIt moves people to It makes your business the thought leader, the expert, the hero.
  29. 29. That’s content, and it’sfueling modern brands.
  30. 30. www.imaginepub.com

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