ContentMarketing  Overview ofDigital Content   Channels
Is the largest global professional social networkAllows individual users to showcase professional and academic experienc...
Google +Heralded as the ‘Content Sharing Platform’Encourages ‘segmentation’ into circlesAllows users to have groups of ...
Custom Social Networks   Provides tools to create    custom social networks for    enterprise, government,    special int...
Geo-Social NetworksLocation-aware mobile platforms that allows users to check in to locations: bars, restaurants, offices...
Pros:   1. Encourages users to review the   places they visited.   2. Allows them to explore   localities, encourage peer-...
Mostly delivered to mobile            devicesLocation           Operates only in the location -Based     of the gizmoCon...
Location-Based ContentPROS:                       CONS: Has immediate              Only works on  contextual relevance  ...
Online DirectoriesThere’s an online directory for just about everything Ex: Wikipedia, Zagat.com, Thomas.netIt is pract...
Online DirectoriesPROS: There’s an online directory  for just about everything Inclusion can mean a boost  of search eng...
Emails   Emails can be powerful content          marketing opportunities         • Newsletters         • Press releases &...
CONS:      EMAILS                  Inbox fatigue is hard to                               beatPROS:                      ...
BLOGSPublishing platformsDisplays content in reverse-chronological orderAn all-in-one content management systemMajorit...
BLOGSPROS:                             CONS: The hub of countless             Not for the unenthusiastic  organizations’...
Online VideoVideo sharing websites where users can upload and share videosUses a server that allows videos to be embedde...
Online Video       PROS:                         CONS: Once created, video is      Requires an upfront  very easy to sha...
PODCASTSRadio shows to goA podcast is a digital audio file playable on PCs, tablets, and smartphonesUsually distributed...
PodcastsPROS:                           CONS: A great way to connect to      Metrics of the podcasts can  people who rel...
WEBINARS> An online presentation thatfeatures slide-by-slide visualsaccompanied by the speaker’slive audio presentation
CONS:     Webinars                              Suited only for highly                               complex and instruct...
TwitterA lot like blogging, but much smaller and fasterLimited to 140 charactersBroadcasted in near real-time.A lightn...
TwitterPROS:                          CONS: An excellent tool to        Sometimes 140  monitor conversations        char...
Like Posterous, this is also a micro- blogging site.Tumblr and Posterous are examples of blog platforms suitable for qui...
MagazinesLong-form content publicationE-books and white papersPrimarily to B2B marketers and tech companiesDigital mag...
Magazines     PROS:                            CONS: Only for lead generation    Marketers can be  and thought leadershi...
Digital MediaCenter/Press   Room         An area of website devoted          to the needs of the media         Content i...
Digital Media Center/Press RoomPROS:                           CONS: Makes journalist queries,      Requires  research a...
Apps and WidgetsMobile applications for smartphones, or tablets that allow users to perform a specific set of tasks or ac...
PROS:                          CONS: For brands with a high      If it doesn’t work, it will be  degree of user         ...
E-Learning/ Online Training            PROS:                             CONS: Digital training can              Online ...
Online Community                    A microsite that’s part of a larger                     organization’s brand web pres...
Visual InformationPictures and graphics capture attention and interestComplex information can be interpreted easily thro...
Overview of digital content channels presentation
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Overview of digital content channels presentation

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These presentation introduces some digital channels to roll out content marketing initiatives

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  1. 1. ContentMarketing Overview ofDigital Content Channels
  2. 2. Is the largest global professional social networkAllows individual users to showcase professional and academic experienceAllows connections for research prospects and leadsFeatures Company Profile Pages
  3. 3. Google +Heralded as the ‘Content Sharing Platform’Encourages ‘segmentation’ into circlesAllows users to have groups of co- workers, family, friends, baseball fans, and fishing buddies.
  4. 4. Custom Social Networks Provides tools to create custom social networks for enterprise, government, special interest groups, and other like minded individuals  Ning, SocialGo, rSitez, and Ingage are a few examples.
  5. 5. Geo-Social NetworksLocation-aware mobile platforms that allows users to check in to locations: bars, restaurants, offices, sporting, and cultural events Allows the user to see if network friends are there, read travel tips, and take advantage of special offers in the location
  6. 6. Pros: 1. Encourages users to review the places they visited. 2. Allows them to explore localities, encourage peer-to-peer recommendations, and promotional opportunities 3. Uploads photos of venues being reviewed.Cons:1. Still relatively new2. Adoption from users is still few3. Majority of the subscribers are the young, tech-savvy who own a capable smartphone.
  7. 7. Mostly delivered to mobile devicesLocation Operates only in the location -Based of the gizmoContent Although not necessarily social, location-based content can be tied to social networks.
  8. 8. Location-Based ContentPROS: CONS: Has immediate  Only works on contextual relevance smartphones and Can answer questions tablets Helps connect places to  Visitors may need visual people and people to or onsite reminders like the places they visit signage, leaflets, or QR Provides influences at codes the right moment
  9. 9. Online DirectoriesThere’s an online directory for just about everything Ex: Wikipedia, Zagat.com, Thomas.netIt is practically the listing of any subject you can think of
  10. 10. Online DirectoriesPROS: There’s an online directory for just about everything Inclusion can mean a boost of search engine visibility Can make an organization prominent in categories other than their main vertical CONS:  Practically, no cons!  There is no reason not to make an effort to be included in a directory
  11. 11. Emails Emails can be powerful content marketing opportunities • Newsletters • Press releases & event updates • News alerts & product launches Emails can also contain links and drive traffic to other content channels on your website or elsewhere
  12. 12. CONS: EMAILS  Inbox fatigue is hard to beatPROS:  Email strategies require Adhere to the email more best practices and cost, creativity, and policies, then you are efforts to roll out than safe. other initiatives. Make sure that people opted in to receive your messages
  13. 13. BLOGSPublishing platformsDisplays content in reverse-chronological orderAn all-in-one content management systemMajority of blogs are interactiveAccording to Wikipedia, there are 156 million publicly accessible blogs on the Web
  14. 14. BLOGSPROS: CONS: The hub of countless  Not for the unenthusiastic organizations’ content or noncommittal marketing efforts  Needs constant updating Establishes thought leadership  Requires more than keeping Increases media coverage the blog posts fresh Feeds into diff. social media  A derelict and an channels abandoned blog can speak Can function as a customer volumes about the service vehicle organization behind it.
  15. 15. Online VideoVideo sharing websites where users can upload and share videosUses a server that allows videos to be embedded on blogs, web pages, and etc.The frontrunner is YouTube, but Vimeo is a strong contenderVideos can also be linked to Facebook or your own website.
  16. 16. Online Video PROS: CONS: Once created, video is  Requires an upfront very easy to share business investment A video can be more  Requires better than engaging than a photo or average video-editing an article capabilities A well-tagged, labeled,  Requires a certain level and transcribed video of technical know-how boosts the websites to look moderately visibility on search professional. engines.
  17. 17. PODCASTSRadio shows to goA podcast is a digital audio file playable on PCs, tablets, and smartphonesUsually distributed via RSS feeds or over Apple iTunes’ platform
  18. 18. PodcastsPROS: CONS: A great way to connect to  Metrics of the podcasts can people who rely more on be mushy their handheld devices  People are better watchers Can continually reach the than listeners audience e.g.  The real significance for daily, weekly, monthly, and content marketing initiative etc. hasn’t been proven yet. Perfect for people who aren’t comfortable communicating through writing or on camera
  19. 19. WEBINARS> An online presentation thatfeatures slide-by-slide visualsaccompanied by the speaker’slive audio presentation
  20. 20. CONS: Webinars  Suited only for highly complex and instructionalPROS: and informational content Can reach a broad and  You have to be a comic geographically disparate genius to pull off a webinar audience  Requires an aggressive Basically a conference marketing effort to sell a minus the webinar to audience venue, refreshments, and travel expenses Can be a good source for lead generation
  21. 21. TwitterA lot like blogging, but much smaller and fasterLimited to 140 charactersBroadcasted in near real-time.A lightning-fast channel that can be easily indexed by search engines
  22. 22. TwitterPROS: CONS: An excellent tool to  Sometimes 140 monitor conversations characters aren’t enough around a brand or a to convey your message service  A lot of people are still Directs people to deeper uninvolved in the content on the Web channel Tweets can be retweeted and can contain links
  23. 23. Like Posterous, this is also a micro- blogging site.Tumblr and Posterous are examples of blog platforms suitable for quickie posts of texts or photos
  24. 24. MagazinesLong-form content publicationE-books and white papersPrimarily to B2B marketers and tech companiesDigital magazines can also work for B2C marketing initiativesCan be available in multiple languages
  25. 25. Magazines PROS: CONS: Only for lead generation  Marketers can be and thought leadership disappointed if the Mostly in easily download requires too accessible PDF formats much data Highly economical  Long form content is compared to actual difficult to chunk down content publishing  Only popular for B2B Can be implemented marketers with richer metrics
  26. 26. Digital MediaCenter/Press Room An area of website devoted to the needs of the media Content includes media contact information, archives, PRs, events, awards, company history, and etc.
  27. 27. Digital Media Center/Press RoomPROS: CONS: Makes journalist queries,  Requires research and requests for commitment, time, and a information easy and lot of resources accessible.  Smaller content audience: Leads the searcher to the members of the working source press, broadcast Can utilize other content journalists, and bloggers channels like RSS feeds and mailing lists
  28. 28. Apps and WidgetsMobile applications for smartphones, or tablets that allow users to perform a specific set of tasks or access specific informationWidgets, however, are more embedded on websites than as mobile accessible platforms.
  29. 29. PROS: CONS: For brands with a high  If it doesn’t work, it will be degree of user abandoned engagement, these can  Apps and widgets are extend user loyalty domains of the younger Customized and portable audience Apps and widgets are now  B2B organizations are slow becoming prototypical and are getting to the game features of handheld later devices nowadays APPS & WIDGETS
  30. 30. E-Learning/ Online Training PROS: CONS: Digital training can  Online trainings are not for significantly reduce products that are simple to customer service costs use Can create a feedback loop  It doesn’t guarantee an that aids development of elimination of customer products support Can help up-sell or cross-sell additional products or services.
  31. 31. Online Community  A microsite that’s part of a larger organization’s brand web presence  Can host other content media channels like Twitter, online forums, and more PROS: CONS: 1. Engages passionate 1. No place to sell audiences 2. Can leverage fans into spokespersons and create enormous goodwill 3. Loyal participants can be awarded with administrative duties
  32. 32. Visual InformationPictures and graphics capture attention and interestComplex information can be interpreted easily through graphicsExamples: Charts, diagrams, infographics, maps, and other forms of content visualization.Virtually no drawbacks to images

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