Content etc sue duris - marketingcamp

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  • Excel SheetWhatWho is responsible for updating? How often?Purpose?Key Messaging?How is it Used?
  • Excel SheetWhatWho is responsible for updating? How often?Purpose?Key Messaging?How is it Used?

Transcript

  • 1. Content Marketing, ContentCreation, Content Curation Sue Duris M4 Communications, Inc. MarketingCamp 11/3/12
  • 2. Agenda• Define Content Marketing, Content Creation, Content Curation• Where Do We Start?• What Drives Good Content?• Which Content is Best?• Content Creation v. Content Curation• Discussion• Resources• Contact
  • 3. What Do We Know?• Content is Important! – Over 90% of Marketers use content marketing as part of their overall marketing strategy• Buyers are smart – No fluff, just the facts• Thought Leaders – Trust!
  • 4. Content Marketing“Content marketing is a marketing technique of creating and distributing relevant and valuablecontent to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.” * *Content Marketing Institute
  • 5. Content Creation and Content CurationContent Creation is creating original content.Content Curation is collecting relevant content and delivering it in an organized, meaningful way.
  • 6. Where Do We Start?• Content Strategy – Content Audit – What Type(s) of Content – Goals – Message – Who Writes? Who Maintains? – KPIs – Test
  • 7. What Defines Good Content?-Relevant  Interesting  Compelling-Tells A Story  Engaging-Thought-Provoking-Informational-Educational-Easy To Read-Adds Value  Trust  Thought Leader-Action-Oriented – Move Prospect Further DownFunnel
  • 8. Which Content Is Best• Match the right content at the right point in the buying cycle – Awareness – Not sure of need yet – Plant the Seed – Introduce Brand Ex.: Social Media, News Articles, Blog, Infographic, Videos – Research – Offer unbiased info – Trust-Building Stage - Educate and Help Them Move to the Next Stage – Ex.: Blog, Email, Webinar, Video, Newsletter, eBooks, Analyst Reports – Consider/Compare – Reinforce the Brand Ex.: Whitepapers, Testimonials, Trial/Demo, Product Reviews/Comparisons, Case studies, Collateral, Brochures, FAQs, Slideshare Presentation – Buy – Introduce Product-Specific Information Ex.: Collateral, Brochures, Case Studies, Pricing Details, Trial/Demo, Product Guides, ROI Calculator• Test, Baby, Test!
  • 9. Content Creation v. Content Curation• Creation – Awareness – Research – Consider/Compare – Buy• Curation – Awareness – Research
  • 10. Discussion
  • 11. Resources• Content Marketing Institutewww.contentmarketinginstitute.com• Marketing Sherpa www.marketingsherpa.com• MarketingProfs www.marketingprofs.com• Hubspot www.hubspot.com• Heidi Cohen www.heidicohen.com• Conversation Agent www.conversationagent.com
  • 12. Contact InformationTwitter: www.twitter.com/m4_commLinked In: www.linkedin.com/in/suedurisEmail: sduris@m4comm.com