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Eden Content Marketing Session

Eden Content Marketing Session

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  • 1. Content Marketing Programmes
    Keith Feighery
  • 2. Outline
    Overview of Content Marketing Programmes
    Purpose of your Content
    Owned, Earned and Paid Media
    Leveraging Your Owned Media
    Managing Content Marketing Initiatives
    Content Marketing for Business to Consumer
    Relevant Case Studies
  • 3. Types of Content
  • 4. Website
  • 5. Blogs
  • 6. Social
  • 7. Professional Networks
  • 8. Ads & SERPs
  • 9. Display Ads
  • 10. Email
  • 11. Video
  • 12. Photos
  • 13. Docs & PPTs
  • 14. Summary of Content Types
  • 15. Content types
    The content and digital media on your Web site, blog other content managed systems, partner sites etc..
    Facebook fan pages and posts
    Tweets, status updates
    E-mail newsletters
    Blog posts, reader comments and reactions
    Whitepapers, case studies, webinars, podcasts
    Videos, demos & presentations
    Product/service reviews
    Articles and other intellectual property or knowledge sharing –professional contributions etc.
  • 16. What is the purpose of your content?
  • 17.
    • Create Awareness of Products/Services
    • 18. Customer/Prospect Engagement
    • 19. Customer Acquisition
    • 20. Customer Retention
    • 21. Customer Advocacy
  • Digital Marketing Media Mix
  • 22. Owned Vs Paid Vs Earned Media
  • 23.
  • 24. Leveraging Owned Media Assets
    Recognise the value in your owned media assets
    Websites, mobile applications, digital assets
    Its not about talking about “Yourself” all the time
    Requires a change in mindset to what is “valuable”
    Provide information and value to customers all the time
    Brands/Businesses are becoming publishers and media outlets
    Become trusted experts in your business area
    Establish trust and develop relationships with customers and prospects
    Be engaging, entertaining, informative etc..
    Use content to increase acquistion rates and reduces retention costs
  • 25. Advantages Inbound Marketing
    Creates the means for prospects to find and discover you through the nurturing of an extensive digital footprint
    Creates stickiness to your owned media assets (rather than to paid ones)
    Creates a less-frictional way of converting prospects into sales
    Helps build long-term relationships rather than one-off sales
    Once started, provides an ongoing process and framework to control and publish valuable information
  • 26. 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 feedAuthority - content must inspire reliance on your company for consistently valuable insights
  • 27. Who creates the content
    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
    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
  • 28. Overview of Sales Funnels
  • 29.
  • 30. Traditional Funnel