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Content Marketing,
an overview
March 2013
Laura Porto Stockwell
@lauraporto
Content that is developed or curated by a brand
to provide added consumer value such as
entertainment or education. It is ...
Photo credit: George Mason University Libraries Special Collections and Archives
Jell-O knew it in 1904.
1999
Start ups
create
content new
sroom
s
2004G
M
’s
Fastlane
blog
launches
Tw
itter, Facebook
gain
corporate
traction
200...
It’s not new, it just seems new, because we’ve
been hesitant to mix editorial and marketing
content, so we developed adver...
“Instead of pitching your products or
services, you are delivering information
that makes your buyer more intelligent.”
- ...
If you are a marketer, content is awesome.
Consumers are skeptical of
advertising. Content marketing
delivers meaningful m...
Percent of marketers plan
on increasing content
marketing budgets in 2013.
—AdAge
55%
Percent of marketers list
content marketing as their
top priority in 2013—nearly
doubled from 2012.
— eMarketer, March 201...
"The lines between products, services and
marketing continue to blur. We will keep pushing
ourselves to think in terms of ...
Common Challenges
Clients are not publishers
"We struggle with content creation and marketing, because
people see this as something that the...
Percent of U.S. internet users who said
encountering videos that appeared to be
content but turned out to be sponsored
ads...
Who’s doing it right?
So how do I get a
content marketing strategy?
Editorial
expertise
Digital
savvy
content
m
arketing
strategy!
What content does your audience
want and need?
How often to...
Thanks!
Content Marketing, An Overview
Content Marketing, An Overview
Content Marketing, An Overview
Content Marketing, An Overview
Content Marketing, An Overview
Content Marketing, An Overview
Content Marketing, An Overview
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Content Marketing, An Overview

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Content Marketing is all the rage, but it's not exactly new. This presentation outlines some key benefits and challenges of content marketing.

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Transcript of "Content Marketing, An Overview"

  1. 1. Content Marketing, an overview March 2013 Laura Porto Stockwell @lauraporto
  2. 2. Content that is developed or curated by a brand to provide added consumer value such as entertainment or education. It is designed to build brand consideration and affinity, not sell a product or service. It is not a paid ad, sponsorship, or product placement. —Tracy Stokes, How To Build Your Brand With Branded Content, Forrester, March 21, 2013 What is Content Marketing?
  3. 3. Photo credit: George Mason University Libraries Special Collections and Archives Jell-O knew it in 1904.
  4. 4. 1999 Start ups create content new sroom s 2004G M ’s Fastlane blog launches Tw itter, Facebook gain corporate traction 2008 Coke Creative Director prom otes Content M arketing 2012 2009 Content Strategy for the W eb published Finally, we understand the value of content. iPhone launches XM L G oogle nam ed top search engine
  5. 5. It’s not new, it just seems new, because we’ve been hesitant to mix editorial and marketing content, so we developed advertising content that was often disingenuous and tacky. Yuck. But it doesn’t have to be that way.
  6. 6. “Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.” - Marketer quoted in AdAge, March 2013 It’s a shift in mindset. Exactly.
  7. 7. If you are a marketer, content is awesome. Consumers are skeptical of advertising. Content marketing delivers meaningful messages. Content strategy is essential for social strategy. Content is a key part of an SEO strategy, making your digital presence findable. Measurable content provides actionable insights.
  8. 8. Percent of marketers plan on increasing content marketing budgets in 2013. —AdAge 55%
  9. 9. Percent of marketers list content marketing as their top priority in 2013—nearly doubled from 2012. — eMarketer, March 2013 (CopyPress study cited) 35%
  10. 10. "The lines between products, services and marketing continue to blur. We will keep pushing ourselves to think in terms of content, not just campaigns." —Jeff Jones, Target CMO
  11. 11. Common Challenges
  12. 12. Clients are not publishers "We struggle with content creation and marketing, because people see this as something that they have to do over and above their current job responsibilities or KPIs," said another survey-taker. "It gets pushed to the side as people have to carve out time from their current work responsibilities. It's a problem with the perception of this concept." – Marketers polled by AdAge, February 2013
  13. 13. Percent of U.S. internet users who said encountering videos that appeared to be content but turned out to be sponsored ads either changed their opinion of the brand for the worse or at best had no effect. — eMarketer, Key Digital Trends for 2013, December 2013 85% There’s a risk of doing it badly
  14. 14. Who’s doing it right?
  15. 15. So how do I get a content marketing strategy?
  16. 16. Editorial expertise Digital savvy content m arketing strategy! What content does your audience want and need? How often to update? What format is best for delivery? How will content be created? Is it compelling enough to be shareable? What topics, keywords and meta- data will make content findable? What channels offer best opportunity for connection? How does content align across channels? How will content be measured?
  17. 17. Thanks!
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