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What is Content | Content Marketing | Imagination
 

What is Content | Content Marketing | Imagination

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In the dynamic world of modern marketing, content is making quite a comeback. ...

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?

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    What is Content | Content Marketing | Imagination What is Content | Content Marketing | Imagination Presentation Transcript

    • 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 with a big payoff.
    • CONTENT HELPS YOU REACH BUSINESS OBJECTIVES: To engage with consumers in the most impactful way possible,
    • 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.* *Adobe/Edelman Berland survey
    • 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 posts.
    • STORIES ARE TOLD THROUGH magazines. And And And And video clips. tweets. Facebook posts. pins.
    • 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 conversation between your company and them.
    • 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, the expert, the hero.
    • That’s content, and it’sfueling modern brands.
    • www.imaginepub.com