2. Agenda
1. Class Warm-Up
2. What is content marketing?
3. Examples
4. Takeaways
5. Break! Then Julian’s lecture
3. A few things before we begin...
● No electronics
● There will be a break between lectures!
● Nametags - can be found on bcourses
● Attendance, participation, and assignments
4. DMT Warm-Up 1/30/18
So it’s almost been one year since last year’s super bowl…
KIA, “Hero’s
Journey”
Honda,
“Yearbooks”
T-Mobile,
“Unlimited Moves”
5. DMT Warm-Up 1/30/18
Which did you like about your ad?
What didn’t you like?
Were the ads entertaining? Did you
feel like you understood the
message?
Form pairs or groups and we’ll
come back in 3-5 minutes!
7. Objective
At the end of
this lecture, you
will...
Know what creates effective
content
Learn what content marketing
is and how it’s done
Understand the importance and
impact of content marketing
8. “Content marketing is a strategic marketing approach focused
on creating and distributing valuable, relevant, and consistent
content to attract and retain a clearly defined audience —
and, ultimately, to drive profitable customer action.”
-Content Marketing Institute
Content Marketing Defined
9. “Content marketing is a strategic marketing approach focused
on creating and distributing valuable, relevant, and consistent
content to attract and retain a clearly defined audience —
and, ultimately, to drive profitable customer action.”
Content Marketing Defined
10. ● Social Slice (UC Berkeley’s Social Media)
○ Snapchat & Facebook
● Deserve MasterCard
○ Emails, Website, Blog, Social
My Experience in Content
11. Why Content Is Important
200 million people use an ad blocker
73% of digital marketers are ramping
content marketing efforts up in 2014
“Leaders” in content marketing
experience 7.8 times more site traffic
than non-leaders
24. Some Surprising Things
1. Content marketing is everywhere!
2. Content marketing isn’t always about selling a product.
3. Anyone can be a content creator.
26. When Creating Content
Consider:
● Why are you creating your content?
● What kind of content do you want to create?
● Where will people see your content?
30. How Content Is Made
Establish
your goal
Define your
strategy
Let your
creativity flow
Measure
and modify
Where will your
content live?
What kind of
content will you
produce?
What’s the
outcome?
Be
creative!
What impact did
your content make?
1 2 3 4
31. Some Challenges
● How do I measure the exact impact of my
content?
● The content that you create can be limited by
your brand.
● Where do content marketers move up in a
company?
32. Content marketing requires these skills:
● Copy Writing
● Photoshop
● Creativity - Portfolio
● Video Production
● Analysis with Metrics
● Fast Learner - Product Knowledge
● Planning & Execution
Skillset
