Source: Content Marketing InstituteContent marketing is a marketing technique of creatingand distributing relevant and valuable content to attract,acquire, and engage a clearly defined and understoodtarget audience – with the objective of driving profitablecustomer action.Innehållsmarknadsföring innebär att utveckla och delarelevant, värdefullt och engagerande material med dinmålgrupp i syfte att skaffa nya kunder eller ökaförsäljningen till befintliga kunder. DVS, skapa innehållsom driver trafik & ökar din försäljningDefinition: Content Marketing
Why NOW?200 milliontweets per dayLink authority amongst 15billion Web pagesmillions of dailyposts on forumsand social sites3.3 billion U.S.page views permonth1.64 billion postsdiscussing brandsin the U.S. eachyearGraphic courtesy Simon Cockell via Flickr- Online behavior is in place- Algorithms and math/Big Data- Ability to track & measure
Source: The New YorkTimes“The heightened competition [for GoogleAdWords] has driven up the pricesfor keywords and made it harder forsmall companies…”
Content Marketing Spend Currently, marketers dedicate approximately 25% of their totalbudgets to content marketing initiativesContentMarketingAll otherMarketingIncreaseSpendAll othersSource: Content Marketing Institute 60% report that they plan to increase their spend on contentmarketing over the next 12 months.
American Express“These partnerships allow us to create memorable experiences for our Cardmembers; through our content use,we are able to scale out that experience to prospective and current customers and ultimately exposing more people toour brand and driving consideration.”
What to consider Non interruptive — Doesn’t interrupt the user flow and fitsseamlessly into the experience In Stream and Contextual — Complements, rather than competeswith, the content around it Preserves Trust — Engenders trust by delivering value as opposedto employing deceptive marketing tricks Maintains Brand Integrity — Takes the long view to craft andcommunicate a brand’s story authentically Adds Value — Supplements the experience by either entertaining,informing or engagingSource: Solve Media