What is it?
Why is it important?
How does it differ from
traditional forms of
What is its driving
How is it linked to social
Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large.
Content marketing is reading and distributing valuable and
compelling content to attract, acquire and engage a clearly
defined and understood target audience—with the objective
of driving profitable customer interaction.
LESS SELLING MORE INFORMING
Content marketing is informational and educational but also
entertaining and engaging.
“Anyone who tried to make a distinction between education
and entertainment doesn’t know the first thing about either”
Narratives and stories allow for the intersection of informing
and educating. This is why storytelling is so critical and
important to content marketers.
Driving interaction that is meaningful (revenue)
The content isn’t just content—it has to do something for the
CONNECTION TO SM?
Why is SM driving more
companies to engage in
Helps cut through the clutter/dissonant voices created by an
age of exploding information, technology and marketing
Allows companies and organizations to engage/discuss not
Permits companies to control the message
Facilitates deeper exposition in order to make complex ideas
or products more understandable
Can be useful for distracting audiences in purposeful ways
Why would the following companies use content and stories
to engage customers?