Content Marketing: Be The Media

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Presentation to students at Arizona State University W.P. Carey School of Business discussing content marketing. Presentation Date: February 28, 2011

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  • Content Marketing: Be The Media

    1. 1. Be The Media: Content Marketing W.P. Carey School of BusinessDigital Marketing in Practice - MKT494 February 28, 2011
    2. 2. Teach to Fish DigitalHelps CompaniesLearn How toManage Their OwnCampaignsAssists Agencieswith ProjectsSearch, Email, SocialMedia, & Analytics
    3. 3. Content Marketing vs. Content Strategy
    4. 4. Content Strategy Homeservice team about contact “Content strategy plans for the creation, delivery, and governance of useful, usable content.”
    5. 5. Content MarketingThe art of storytelling with the consumer audience and the brand as the muse.
    6. 6. Content Marketing 12% 88%Use Content Marketing No Content Marketing Source: Content Marketing Institute
    7. 7. Content Marketing Budgets 2% 2% 45% 51% Increase Same Decrease NA Source: Content Marketing Institute
    8. 8. Content Marketing Kodak
    9. 9. Content Marketing Mint.com
    10. 10. Content Marketing ManoftheHouse.com
    11. 11. ____ ___ _____ SELL _ __Educate, Enlighten & Entertain
    12. 12. Building a ProgramWhere does good content come from?
    13. 13. External SourcesSearch Social Media
    14. 14. Field ResearchSurveys | Focus Groups | Shopping Observation
    15. 15. Internal Sources
    16. 16. Kill the FAQ
    17. 17. Pick A Company... All Members of
    18. 18. Important QuestionsWho is our audience?What questions are they asking?In what ways can we answer thosequestions?How will we measure results?
    19. 19. Multimodal Distribution
    20. 20. 0
    21. 21. 0 00
    22. 22. • Review Research and Metrics• Create Plan• Develop Content• Promote• Measure• Rinse & Repeat
    23. 23. Questions?Chris SietsemaTeach to Fish Digital(480) 389.5435teachtofishdigital.comlinkedin.com/in/sietsematwitter.com/sietsemaslideshare.net/sietsema

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