An exploration of the fundamentals of content marketing. Includes the evolution of content marketing over time, how to start thinking about core evergreen and micro-content, comparing content vs. advertising, and measuring the ROI of content marketing.
4. Topics we’ll explore
• The evolution of content marketing
• How to start doing content marketing
• Comparing content vs. advertising
• Measuring the ROI of content marketing
• Summary of things to remember
10. The marketing and business process for creating and distributing relevant
and valuable stories to attract, acquire, and engage a clearly defined
and understood target audience–with the objective of driving
profitable customer action
A content marketing strategy can leverage all media channels (print,
online, in-person, mobile, social, etc.) and be employed at any and all
stages of the buying process–from attention-oriented strategies to retention
and loyalty strategies–and include multiple buying groups
Content marketing is…
13. Gives deep value to audience
Core content that’s relevant for
a long time
Generates leads when done
right
Builds authority…and brand
Build a core of evergreen content
14. Bite-sized teasers used on
social media with link to
evergreen content
Perishable moment in time
content that lives on social
media
Attention-grabbing | Short |
Visual | Mobile-friendly
Gives a foundation for micro-content
16. 1. Connect content to the needs-wants for a specific audience
persona
2. Approach content unselfishly–what can we do for you?
3. Consider content in context of decision making for your
product/service category
4. Use content to be interesting 24/7/365 to keep the audience
engaged
Tips for a content marketing strategy
19. CONTENT
MARKETING
STORYTELLING
ADVERTISING
FUNCTIONAL
BENEFIT-FOCUSED
ADVERTISING
• Primary objective to sell
product or service
• No value to audience
without buying
• Boring–interrupts you
• Higher quality–emotional, entertaining
product or service message
• Might go viral–little enduring value
• Breakthrough the clutter–get attention
• Build trust by providing educational-helpful-
useful information
• Content is valuable itself–more timeless
• Get permission from audience to keep
hearing from you
Scaling the marketing communication
mountain
21. Key metrics for content marketing
• A simple (mindless?) action
• i.e. Like, RetweetSuperficial
• A more direct interaction
• i.e. Comment, ShareSocial
• Invisible engagement by investing time
with content
• i.e. Link Click, Time Spent, Average
View Time, Completed Video Views
Silent
23. Key points for content marketing
• Media is for delivering stories 1st and for advertising 2nd
• Content marketing isn’t new–but it’s accelerated with online
media
• It’s a marketing communication strategy any brand can use
to tell stories to attract and retain customers
• Evergreen content is relevant for a long time
• Micro-content is the bite-sized sawdust to fuels social media
• While the end goal is the same–the objectives and tactics of
content and advertising are different
• Consider measuring engagement from superficial to silent