Content Marketing foundation principles

1. TITLE
• Body text 1
• Body text 2

3. 1. Content vs. Content Marketing
2. 5 elements of content marketing
3. Examples
4. Go forward

4. Assets Brand
Stories
????

5. Content vs.
Content Marketing

7. “Content marketing is the art of providing relevant, useful
content to your prospects without selling or interrupting
them. Instead of pitching your product or services, you are
delivering information that makes your prospective
customers more informed before they buy.
If you deliver consistent ongoing valuable information to
your prospects, they will ultimately reward you with their
business and loyalty.”

8. 1. Audience focused

9. Listen
Communicate
Teach
Help/Solve problems
“They ask, we answer”
- Marcus Sheridan
(The Sales Lion)

11. Where to find information to create
audience-focused content
- Our customers (interviews)
- Sales and employees
- Analytics
- SEO research
- Competitors
- Social listening

12. 2. Consistency

13. 3. Authority/Resource destination

16. 4. Builds an audience

22. 5. Monetize/profit from the built audience

23. - Content marketing generates 1.1B impressions
a year
- 4x better ROI than even targeted advertising
Julie Fleisher,
Director of Data, Content and Media– Kraft Foods

24. “When we look back in four years time
the pay off will be that we didn’t rely on
the boom and bust of an ad
campaign.,’…‘From our results a
content first approach is the strongest
way to win, and our legacy [from this
World Cup] is the followers we can
continue the conversation with”
Tom Ramsden,
Global Marketing Director – Football, Adidas

25. Key elements of content marketing
1. Audience focused
2. Consistent
3. Authority/Resource
4. Builds an audience
5. Monetize and profit from the audience

31. Opportunities

36. Listen
Communicate
Teach
Help/Solve problems
“They ask, we answer”
- Marcus Sheridan
(The Sales Lion)

37. Where to start
- Content marketing presentation to
marketing teams
- Documented content marketing
strategy
- Content workshop with Sales

38. Content Marketing Strategy
1.Why are we doing this?
(Traffic, Leads, resource destination, authority)
2. How can CM support business goals?
3.Target audience?
4.Who are target audiences who will consume or share our
content?
5.Who’s going to do the work?
6.What are we going to publish? (editorial mission statement)
7. How does target audience find and consume our content?
8. How to differentiate against our market?
9. How will we define success or failure?
10. Distribution and promotion?
11.When do we publish?
12.When do we measure?