CONTENT
MARKETING
CHELSEA BEVINS

(Image Source: blog.protocol80.com)
What is Content Marketing?

“

Content marketing is a marketing technique of creating and
distributing relevant and valuab...
The Content
Marketing Model

- Phone
- Consultations

-

- Assessments
- Demos

E-newsletters
Webinars
Ebooks
White Papers...
The Importance
•
•
•
•
•

Increases brand awareness
A two-way communication medium
Builds relationships
Decreases length o...
How to Measure Success
1. Awareness
1.

2.

3.

Higher ranking in
search engine
results pages
Steady increase in
website’s...
2014 Digital Marketing Trends

Simplicity will
Matter even more

9 in 10
organizations
market content

Storytelling will
b...
References
Charalambous, A. (2013). “5 B2B companies hitting the mark with their content marketing.” Circle S Studio. Retr...
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Content Marketing

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Content Marketing

  1. 1. CONTENT MARKETING CHELSEA BEVINS (Image Source: blog.protocol80.com)
  2. 2. What is Content Marketing? “ 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. ” (Image Source: http://www.scribewise.com) (Source: http://contentmarketinginstitute.com)
  3. 3. The Content Marketing Model - Phone - Consultations - - Assessments - Demos E-newsletters Webinars Ebooks White Papers Blog Posts Web Content Articles Video Downloads (Image Source: http://ppc.org) (Set Objectives and know your audience before the creation process takes place)
  4. 4. The Importance • • • • • Increases brand awareness A two-way communication medium Builds relationships Decreases length of sales cycle Increases credibility 60% of businesses are already using some form of content marketing (Image Source: http://www.circlesstudio.com) (Source: huffingtonpost.com & www.forbes.com)
  5. 5. How to Measure Success 1. Awareness 1. 2. 3. Higher ranking in search engine results pages Steady increase in website’s “first time visitors” Social metricssuch as likes, followers, +1 s, upvotes, etc. 1. Consideration 1. Conversion 1. 1. 2. 3. 4. Increase total page view Longer visit duration Lower bounce rate Social metrics------ -------------------------------------------------------------- (Source: http://www.brandpoint.com) 2. 3. 4. Increased conversion rate measured by sales or leads Track which content sources contribute to the conversion funnel Social metrics Measure subscriber vs. nonsubscriber behavior
  6. 6. 2014 Digital Marketing Trends Simplicity will Matter even more 9 in 10 organizations market content Storytelling will become paramount Each month 329 million people read blogs Content marketing never 27,000,000 was & will not be only piece of content are about link building shared each day (Infographic: http://socialmediatoday.com)
  7. 7. References Charalambous, A. (2013). “5 B2B companies hitting the mark with their content marketing.” Circle S Studio. Retrieved from http://www.circlesstudio.com/blog/5-b2b-companies-hitting-the-mark-with-their-content-marketing/. “Content Marketing, advertising, big data and mobile marketing trends.” 2014. (2014). Social media today. Retrieved from http://socialmediatoday.com/irfan-ahmad/2044111/content-marketing-advertising-big-data-and-mobile-marketing-trends-2014infograp. Curcio, J. (2013). “How manufactures can use content marketing.” Protocol 20, Inc. Retrieved from http://blog.protocol80.com/2013/08/30/how-manufacturers-can-use-content-marketing/. DeMers, J. (2013). “The top 7 content marketing trends that will dominate 2014.” Forbes.com. Retrieved from http://www.forbes.com/sites/jaysondemers/2013/10/08/the-top-7-content-marketing-trends-that-will-dominate-2014/. Evans, M. (2013). “Content marketing – the present and the future.” PPC. Org. Retrieved from http://ppc.org/content-marketingpresent-future/. “Infographic: Measuring content marketing success.” (2014). Brand Point. Retrieved from http://www.brandpoint.com/contentmarketing/infographic-measuring-content-marketing-success/. Montesa, M. (2013). “How to incorporate micro-content into your content marketing plan.” Scribewise. Retrieved from http://www.scribewise.com/blog/bid/242570/How-to-Incorporate-Micro-Content-into-Your-Content-Marketing-Plan. Nagy, J. (2014). “Content marketing 101: An introduction to the newest marketing tool for businesses.” Huffington Post. Retrieved from http://www.huffingtonpost.com/jennifer-nagy/content-marketing-101-an-_b_4576992.html. “What is content marketing?” (2014). Content marketing institute. Retrieved from http://contentmarketinginstitute.com/what-iscontent-marketing/.

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