Kate Brennan - Content Marketing


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  • Content Marketing Institute
  • Creating or sharing things that people want to read, watch, or listen to.
  • Read the signsLearn from data.What pages are the most visited on your site?Which search terms draw in the most data?Which posts on your social media channels are the most liked, shared and commented on?
  • Reading obsessively is the best way. Senior managers call it ‘walking the floor’Looking at the comments on your Facebook posts, replies to your tweets – or
  • Generate leads, increase traffic to your website, get sign-ups, raise awareness of your brand
  • What are your objectives? Both business and marketing?Generate leadsExpress brand values
  • Once you know what your objectives are, focus on one at a time.The best content marketing is simple. And if you focus on one thing at a time, you’re more likely to get it right.
  • University of Pennsylvania research on the Most Emailed articles in the New York TimesPositive rather than negativeAwe-inspiringEmotionalSurprising
  • Find the right frame to make your audience tick
  • It sounds really simple, but to get the best out of Facebook you need to think about what works best for Facebook first. You may be putting out content over several different channels, but you’ll get more out of it if you focus on what works. Knowing how your audience consumes Facebook and how they use it is key to success. This is versus how PR works, or how TV ads work, or how Twitter works.This may come from data, and at the core of this is Facebook Insights.
  • Innocent Drinks are great at social media. They do create their own content but recently I’ve noticed that they’ve been doing more curating- posting things that
  • MBHWe knew two things from our experiences:People LOVE ‘raising awareness’People love to talk about their own experiencesWe got extraordinary engagement out of this
  • Kate Brennan - Content Marketing

    1. 1. Bristol, 19th March #EdgeBristol Wi-Fi Password: 0A4C16
    2. 2. Kate Brennan @Kate_Brennan
    3. 3. What is content anyway? “Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior.”
    4. 4. My definition Creating or sharing things that people want to read, watch, or listen to.
    5. 5. Where we want to be What you want to say What your customers want to consume
    6. 6. Being a good date
    7. 7. Where we want to be What you want to say What your customers want to consume
    8. 8. Pick two: Informative Fun Helpful
    9. 9. Which format?
    10. 10. Find the right frame
    11. 11. Three ways of talking about research
    12. 12. Finding your frame (keep testing)
    13. 13. What fires up your audience?
    14. 14. Optimise for format
    15. 15. Create or curate?
    16. 16. Create or curate?
    17. 17. Where do we find content?
    18. 18. 1. Be a good date 2. Don’t forget your business objectives 3. Curation is an option To sum up…
    19. 19. Kate Brennan @Kate_Brennan Any questions?
    20. 20. Bristol, 19th March #EdgeBristol Wi-Fi Password: 0A4C16