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Surfing the Content Marketing Tsunami
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Surfing the Content Marketing Tsunami






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Surfing the Content Marketing Tsunami Surfing the Content Marketing Tsunami Presentation Transcript

  • Welcome!
  • Let’s Go Surfin’ Now
  • Dawn Donut 1978
    • Started regional, went global
    • Marketing choices
      • Print advertising
      • Public relations
      • Trade shows
    • 4 ad pages/month
    • Bakery Magazine
      • 30,000 readers
    • $300,000/year in today's dollars
  • Fast Forward to 1998 Dawn Foods Website
  • 2008 Reality: Buyers Go 1 st to Web Who would consider huge B2B print campaign?
  • Content Marketing: It’s the Mindset, Not the Money! Content marketing is the art of understanding exactly what your customers need to know, and delivering it to them in a relevant and compelling way. By delivering content that is vital to your target market you will begin to take on a trusted and valuable role in their lives. That’s the essential first step of turning prospects into customers.
  • Content Marketing Key Elements
    • Be customer-centric
    • Respond to new marketing realities
    • Prepare for a very different future
    • Think like a publisher
  • You Face Game-Changing Transformations
    • Buyer behavior
    • Media upheaval
    • Marketing strategy
  • Buying Transformation
    • Make up their own minds
    • Thorough research before contact
    • Don’t want to be interrupted
    • Don’t want to be sold
  • Media Transformation Who publishes this magazine?
  • Marketing Transformation
    • Abandoning traditional media
    • Replacing traditional media function
    • Absolute control of message
    • Infinite reach
    • Measurable
  • Content Marketing = Thinking Like a Publisher
    • Who are your customers?
    • What are their most pressing concerns, interests, problems?
    • Provide relevant & compelling content to address those problems
    • Become trusted source of information and potential solutions
    • Make it easy for them to take action
  • 4 Very Different Content Marketing Success Stories
    • Ann Porter
    • David Lawrence Center
    • Northern Trust
    • Mind Jet
  • Ann Porter: Solopreneur
    • Abandoned traditional marketing
    • Still networks and volunteers
    • 100% online
    • Virtually zero cost
    • Blogs build credibility
    • Blogs reinforce expertise
  • Ann’s Website
  • KitchAnn Style Blog
  • Ann’s NDN Blog
  • David Lawrence Center: Becoming Really Accessible
    • Trista Meister is only communications person
    • Partnered with local web design firm
    • Old website was content challenged
    • New website is content-rich
    • Easy entry for future clients
    • Complements fundraising
  • Old David Lawrence Website
  • Old David Lawrence Interior Page
  • New David Lawrence Website
  • When You Really Need Help
  • Northern Trust: Integrated Marketing Strategy
    • Always customer-centric
    • Always great at in-person content marketing
    • Now extending to Print and Online
      • Clients
      • Advisors
  • Wealth Magazine: Precisely Targeted
  • A Customer-centric Website
  • Online/eNewsletter Advisor Resources
  • Mind Jet & Mindmapping
    • Mindmapping not broadly understood
    • Word of mouth critical
    • No traditional marketing
    • 100% content marketing
    • Wide online content variety
    • Spectacular product launch
  • Walking the Walk on the Web
  • New Version Launch Targets Press and Analysts with Unique Content
  • Putting Content Marketing to Work for the Gulf Coast PRSA Team
    • Go for thought leadership
    • A website full of content
    • A blog full of opinion
    • Increased membership
    • Increased business for members
    • Easy to manage
    • Very inexpensive
  • PRSA’s Site Today
  • PRSA Boston—You Can Surpass
  • Some Rough Website/Blog Concepts Click
  • Learn More About Content Marketing www.ContentMarketingToday.com
  • Learn More About Content Marketing The weekly ContentMarketingToday eNewsletter
  • Learn More About Content Marketing Today: Free Book This Spring: the Hardcover Edition
  • Content Marketing Sweeps In
    • It works
    • It reflects reality
    • It’s flexible
    • It’s scalable
    • It has a future
    • It’s affordable
  • Predictions for our Local Content Marketers:
    • Ann Porter becomes one of Northern Trust’s wealthiest clients
    • Trista Meister success keeps her from becoming a patient at the David Lawrence
    • Judy Bricker does a leveraged buyout and takes Northern Trust really private
  • Ride the Awesome Content Marketing Tsunami Safely to Shore