This document defines content marketing and integrated content marketing. It discusses how to structure an integrated content marketing solution using a company's website and blog to house various types of content. The document emphasizes that an integrated approach increases efficiency, focuses on long-term value, and maximizes returns on content investments.

1. Griot Digital –

2. What is CONTENT?
§ Product
Informa.on
§ Infographic
§ Blog
post
§ Slideshow
§ News
Ar.cles
§
§
§
§
§
§
Whitepaper
Research
Case
Study
Best
Prac.ce
Video
Company
news
Any
information
that is
valuable to
your business’
target
audience.

3. What is CONTENT
MARKETING?
Content
Marke+ng
is
the
prac+ce
of
engaging
your
business’
target
audience
of
poten+al
clients,
current
customers
and/or
prospec+ve
buyers
with
content
in
order
to
generate
repeat
or
new
business.

4. What is INTEGRATED
CONTENT MARKETING?
Integrated
Content
Marke+ng
is
the
strategic
crea+on
and
diffusion
of
content
that
tells
a
unified
story.

5. How is an integrated content marketing solution
structured?
Current Customers
Potential
Clients
CONTENT
Prospective
Buyers

6. Leverage marketing
distribution channels
to announce,
repurpose and/or
recycle your site’s
content.

7. Each marketing channel should be assessed and
managed in relation to one another in order to
maximize ROI.
Creating an integrated marketing
strategy for your content…
§ Increases
efficiency
§ Minimizes
and
eventually
eliminates
redundancy
of
efforts
§ Focuses
on
long
term
value
poten.al
§ Maximizes
returns
on
content
investments
Sample Cross-Assessment Questions
Which
social
media
channels
are
my
target
audience
ac.ve
on?
How
can
I
leverage
my
email
and
blog
newsleDer
subscribers
to
encourage
engagement
with
my
new
content
on
social
networks?
What
keywords
from
my
SEO
strategy
are
relevant
to
this
new
content?
How
can
I
incorporate
those
keywords
into
my
blog
post
and
status
update
announcement
of
my
new
content?

8. Your business’ website will be your
content hub. Current Customers
Potential
Clients
Prospective
Buyers

9. The majority of your site’s content can
be housed within your blog
Website
Site Pages
Product/Services
Page
About
Us
Blog
Page
Contact
Us
Blog
Whitepaper
Research
Case
Study
Best
Prac.ce
Video
Infographics
Slideshow
News
ar.cles
Company
News
Housing
content
on
your
blog
will
automa.cally
make
your
content
easily
shareable
on
social
media,
boost
search
engine
visibility
and
further
establish
your
brand
as
an
expert,
industry
leader.

10. A strong integrated content marketing solution
will raise your business’ web visibility, engage
current and prospective customers, and
ultimately drive sales.
Research
has
shown
that
blogging
content
regularly
increases
web
traffic
by
55%
and
lead
genera+on
by
70%.
70%
of
customers
prefer
engaging
with
a
company
via
ar+cles
instead
of
adver.sements
90%
of
consumers
find
custom
content
useful.
Sources:
Hubspot’s
Marke.ng
Benchmarks
from
7,000+
Businesses,
Content+
“The
Anatomy
of
Content
Marke.ng
Infographic”,
TMG
Custom
Media

11. Interested in launching an integrated content
marketing solution but lack time or expertise?
Our
dedicated
Content
Marke+ng
Consultants
are
commiDed
to
helping
businesses
find
their
story
by
delivering
integrated
content
marke.ng
solu.ons.
Contact
us
now
for
your
free
consulta+on!