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Ibat Content Marketing Programmesv1 8


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IBAT content marketing presentation

IBAT content marketing presentation

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  • 1. Content Marketing Programmes
    Keith Feighery
  • 2. Outline
    Overview of Content Marketing Programmes
    Class exercise
    Leveraging Owned Media Assets
    Managing Content Marketing Initiatives
    Content Marketing for Business to Consumer
    Relevant Case Studies
    Content Marketing for Business to Business
    Relevant Case Studies
    Project Pitch
  • 3. Content Marketing Programmes
  • 4. Leveraging Owned Media Assets
    Recognise the value in your owned media assets
    Websites, mobile applications, digital media 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
  • 5. 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
  • 6. Advantages
    Become trusted thought-leaders in your business area
    Creates a less-frictional way of converting prospects into sales
    Helps build long-term relationships rather than one-off sales
    Creates stickiness to your owned media assets (rather than paid ones)
    Once started, provides an ongoing framework to control and publish valuable information
    Content Marketing thinking becomes ingrained in the culture of the organisation
    Nurturing prospects Vs aggressive interrupt based marketing techniques
  • 7. Success Vs Failure
    Understanding the informational needs of your customers
    Knowing how those informational needs mix with your marketing goals and objectives 
    Developing a content program around those needs
    Being consistent (content marketing is a marathon, not a sprint)
    Listen and continually evolve the program
    Always selling, rather than informing
    Not being consistent with your content promise
    Not listening, thus not evolving the content program
    Waiting for perfection to come before you deliver the content.
  • 8. Key points to remember
    Content = valuable information NOT just orchestrated messages
    Customer relationships don’t end with a payment
    Focus on what a customer needs rather than what you sell
    Address needs all the time
    Valuable communications is what differentiates you from competition
    Marketers are publishers today
    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
  • 9. Content Forms
  • 10. Content forms
    The copy and digital media on your Web site
    Articles and other intellectual property or knowledge sharing
    Whitepapers, case studies, Webinars, podcasts
    E-mail newsletters
    Facebook/MySpace/Bebo fan pages and groups
    Product/service reviews
    Blogs and reader comments
    Videos, demos, presentations, and custom animations
    Tweets, status updates,
    Content widgets