Andrew Bruce SmithManaging DirectorEschermanMCIPRTwitter: andismitSearch for: Andrew Bruce Smith
“Content Marketing is owning, as opposedto renting media. It’s a marketing process toattract and retain customers by consistentlycreating and curating content in order tochange or enhance a consumer behavior.”Joe Pullizi – Founder, Content Marketing Institute
“You cannot bore people into buying your product;you can only interest them in buying it.”
Content marketing vs PRTraditional PRHelping others (journalists) to tell your storyContent marketingTelling your own storyContent marketing = editorially driven marketing?Think like a journalist to create meaningful content?
Lissted: journalists on Twitter
The attributes of greateditoral contentRelevanceValue: informational/entertainmentOriginality
A side note on these creatures…
The Google view of links today“The best links come from high trust, highauthority sites in a natural, editorial-stylecontext”Panda and Penguin designed to penalize thincontentImplications for content marketing
The real issuesIs your content marketing programme delivering real value?What mix of content is delivering the outcomes you really want?Are you are getting the returns you want from content marketing?
Google Analytics provides a wayof seeing the direct and indirectcontribution made by any channelagainst a specific goal
SummaryContent marketing requires editorial style skillsPR skills can inform content marketingAll forms of marketing can be viewed as contentContent strategy defined by organisational objectivesValue of content marketing can be measured