Content marketing for the addiction treatment community
1. Content marketing
Presentation by Doug Edwards
March 28, 2013
2. DOUG EDWARDS, MBA
Addiction Professional and Behavioral Healthcare
National Conference on Addiction Disorders
Behavioral Healthcare Leadership Summit
Addiction Professional Panel Series
3. TODAY’S AGENDA
•Where have we been?
•What is ‘content marketing’?
•Why is CM important?
•When should I get started?
•Who should I target?
•How is it done successfully?
•Where are we going?
9. TOP WEB SITES
IN 2001 IN 2012
1. MSN 1. Google
2. Yahoo! 2. Facebook
3. eBay 3. YouTube
4. Neopets 4. Yahoo!
5. GoTo 5. Amazon.com
6. America Online 6. eBay
7. Go Network 7. Wikipedia
8. Passport 8. Craigslist
9. Excite 9. Windows Live
10.GeoCities 10. Bing
Source: Listomania: A World of Fascinating Facts in Graphic Detail. Source: http://www.alexa.com/topsites/countries/US
(2011). New York: HarperCollins; pp. 72-73.
10. SOCIAL MEDIA—JUST AN
Image source: http://blog.spoongraphics.co.uk/freebies/free-hand-drawn-doodle-icon-set-for-bloggers
11. WHERE WE ARE
Image source: http://contenteurs.com/wp-content/uploads/2012/10/Content-Marketing-Word-Cloud-2.png
13. WHAT IS CM?
‘Content marketing is a marketing
technique of creating and distributing
relevant and valuable content to attract,
acquire, and engage a clearly defined and
understood target audience – with the
objective of driving profitable customer
action.’ –The Content Marketing Institute
14. CM CHARACTERISTICS
•Essential: “must-read” or “must-watch”
15. TYPES OF CM: EVENTS
Image source: http://www.addictionpro.com/page/building-recovery-based-system-care-0
25. BECAUSE CM…
•Stands out from marketplace noise
•Builds upon what you are already doing
•Establishes a distinctive competence
•Reduces importance of price
26. UP AND UP
‘On average, B2B marketers are
spending 33 percent of their marketing
budgets on content marketing, which is
up from 26 percent last year.
Moreover, the majority (54 percent) say
they will increase their content
marketing spending in the next 12
–The Content Marketing Institute Source: http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research
27. JUST IN THIS ROOM
Does your 2013 marketing plan/budget
include content marketing?
I don't know
28. SUPPORTS RELATIONSHIPS
•Your sales cycle is long and depends on
•Lead generation is just part of the
•CM can generate leads BUT nurturing
them is key
•Thus, relationship nurturing is a key goal
29. RELATIONSHIP FUNNEL
Downloads white paper
Meets staff at event