Nicole Parkinson, head of social and content, GOOD Agency Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk

1. IS IT CONTENT
OR JUST AN AD?
CHARITYCOMMS
CONTENT MARKETING: PLANNING,
CREATING AND DISTRIBUTING CONTENT
THAT ADDS VALUE
116/04/2015

2. “CONTENT IS KING”

3. WHAT IS
CONTENT MARKETING?

4. “A STRATEGIC MARKETING APPROACH
FOCUSED ON CREATING AND
DISTRIBUTING VALUABLE, RELEVANT
AND CONSISTENT CONTENT TO
ATTRACT AND RETAIN A
CLEARLY DEFINED AUDIENCE AND
ULTIMATELY TO DRIVE PROFITABLE
CUSTOMER ACTION.”
THE CONTENT MARKETING INSTITUTE 2015

5. “A STRATEGIC MARKETING APPROACH
FOCUSED ON CREATING AND
DISTRIBUTING VALUABLE, RELEVANT
AND CONSISTENT CONTENT TO
ATTRACT AND RETAIN A
CLEARLY DEFINED AUDIENCE AND
ULTIMATELY TO DRIVE PROFITABLE
CUSTOMER ACTION.”

6. MEANINGFUL CONTENT
GIVES PEOPLE A ROLE
IN YOUR BRAND STORY

7. WE WANT TO
WATCH AND SHARE
REAL STORIES

8. TECHNOLOGY HAS
CHANGED HOW WE
CONSUME MEDIA

9. SHOWING NOT SAYING

10. RELATIONSHIP NOT A
ONE NIGHT STAND

11. PERSONAL NOT GENERAL

12. “PEOPLE WANT TO
JOIN BRANDS”
“PEOPLE WANT TO
INTERACT WITH
BRANDS”
“PEOPLE SEEK
RELATIONSHIPS
WITH BRANDS”

13. PEOPLE HAVE INTERESTS THAT
DON’T INCLUDE BRANDS

14. PEOPLE RESPOND TO CONTENT THAT
MAKES SENSE IN REAL LIFE

15. MOBILE IS A BEHAVIOUR
NOT A DEVICE

16. WE’VE GOT TO STOP TREATING
SOCIAL CHANNELS LIKE PAID MEDIA

17. .
AS THESE BRANDS HAVE DONE

18. WE’VE GOT TO TAKE AN INTEREST
IN WHAT INTERESTS PEOPLE

19. MAKE IT EASY TO
INTERACT WITH

20. WE’VE GOT TO
PULL ON HEART STRINGS

21. WE’VE GOT TO
CONSIDER ROI

22. BOTTOM LINE:
PEOPLE WANT MEANINGFUL CONTENT.
IT’S NOT BROADCAST, IT DOESN’T
PREACH AND IT’S NOT BORING BUT
INSTEAD TUGS ON HEART STRINGS,
BLOWS MINDS AND WEAVES
ORGANISATIONS INTO EVERYDAY
HUMAN INTERACTIONS.

23. THANK YOU, ENJOY THE CONFERENCE

24. Content marketing:
planning, creating and
distributing content that adds
value
Conference
16 April 2015
London
#CharityContent
Sponsored by

25. Visit the CharityComms website to view
slides from past events, see what
events we have coming up and to
check out what else we do.
www.charitycomms.org.uk