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Overview of Content Marketing - Week 2 Dublin Business School Diploma in Online Marketing Sales and Digital Strategy

Overview of Content Marketing - Week 2 Dublin Business School Diploma in Online Marketing Sales and Digital Strategy



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    DBS-Week2-Content-Marketing-Overview DBS-Week2-Content-Marketing-Overview Presentation Transcript

    • Content Marketing Programmes Keith Feighery
    • Outline
      • Overview of Content Marketing Programmes
      • Class exercise
      • Managing Content Marketing Initiatives
      • Content Marketing for Business to Consumer
      • Relevant Case Studies
      • Content Marketing for Business to Business
      • Relevant Case Studies
      • Project Pitch
    • What is the purpose of your content?
    • Owned Vs Paid Vs Earned Media
    • What should Your Content do
      • Content = valuable and useful information NOT just canned marketing messages
      • Focus on what a customer needs rather than what you sell
        • Address user needs in all published content
      • Valuable communications is what differentiates you from competition
      • Marketers are publishers today – i.e. think like media co’s
      • Customer relationships don’t end with a payment
        • Use content to increase retention rates
      • Without good content, community is impossible
      • 90% of corporate websites talk about “How great they are”
      • Buyers are more in control today than ever – not sales organisations
    • Leveraging Owned Media Assets
      • Recognise the value in your owned media assets
        • Websites, mobile applications, digital conversations/interactions etc.
      • Brands/Businesses are becoming publishers and media outlets
        • No limits to what an organisation can publish online for the consumption of their consituencies
      • Become trusted knowledge experts in your business or sphere of operations
      • Establish trust and develop relationships with customers and prospects
        • Be engaging, entertaining, educative, informative etc..
        • Allow user participation and transparent engagement
    • Advantages
      • Creates demand generation and awareness through value add publishing
      • Creates a less-frictional way of converting prospects into sales
        • When used in conjunction with lead management systems
      • Helps build long-term relationships rather than one-off sales
      • Creates stickiness to your owned media assets (rather than to paid ones)
      • Once started, provides an ongoing process and framework to control and publish valuable information
    • Content Mktg: Success Vs Failure
      • Characteristics of Success
        • Understanding the informational needs of your customers
        • Knowing how those informational needs mix with your marketing goals and objectives 
        • Mapping content schedule to user profiles and buyer cycles
        • Being consistent (content marketing is a marathon, not a sprint)
        • Listen and continually evolve the program
      • Characteristics of Failure
        • Always s elling, rather than informing and educating
        • Not listening, thus not evolving the content program
        • Waiting for perfection to come before you deliver the content.
    • Content Types
    • Content types
      • The content and digital media on your Web site , blog other content managed systems, partner sites etc..
      • Facebook/MySpace /Bebo fan pages and posts
      • Tweets , status updates
      • E-mail newsletters
      • Blog posts, reader comments and reactions
      • Whitepapers, case studies, w ebinars , podcasts
      • Videos, demos, presentations, and custom animations
      • Product/service reviews
      • Forums
      • Articles and other intellectual property or knowledge sharing –professional contributions etc.
    • Who creates the content
      • Internally
        • Find employees who are knowledgeable and want to write
        • Re-purpose content that has been created over time for different media
      • Partners, customers and third party experts
        • Publish whitepapers, webinars, eBooks, articles etc…with partners
      • Customers
        • If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc..
        • You can allow customers to make product recommendations – crowdsourcing
    • Purposeful Content
      • Attention - your content needs to get noticed - and not just by anyone - by the audience you've targeted. Awareness - once people have engaged with your content, they should have some thoughts about your company - preferably favorable ones worth remembering.
      • Mindshare - we need people to spend enough time with our content to actually "get" the ideas it's sharing.
      • Anchor - once people have ingested the ideas, your content needs to work to make sure that those ideas take precedence in forming how your audience thinks about the topic.
      • Action - your content is sent out on a mission to get people to DO something.
      • Conversation - beyond the action your content requests, it needs to ensure that the audience has a clear enough understanding that they can now talk with others and share your ideas with them in their own words.?
      • Confidence - the learning your content provides needs to help people feel certain that they know what they need to take the next step...and just what that might be.
      • Competence - your content must provide evidence that your company can actually do what it says it can.
      • Invitation - content must entice people to spend more time with your company - whether through opting in for a newsletter, attending a webinar, subscribing to an RSS feed Authority - content must inspire reliance on your company for consistently valuable insights
    • Sales Funnels
    • Traditional Funnel