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Content Marketing 101

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Like pop music 101, but with way more marketing.

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Content Marketing 101

  1. 1. Content Marketing 101 What it is, why you should care, and what it looks like done really, really well.
  2. 2. @desiraeo Inbound Marketing Manager, You.i TV Formerly Content Marketing at ConceptShare, Digital Marketing at bv02
  3. 3. What is content marketing anyways?
  4. 4. Content marketing is… Joe Puzilli, Content Marketing Institute “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.”
  5. 5. So what does it look like?
  6. 6. It depends. B2B and B2C look remarkably different. (Obviously.)
  7. 7. If you’re selling to people…
  8. 8. This is the classic stuff. Magazines Recipe books Emails and blogs Dog videos Twitter
  9. 9. But what does that look like for B2B?
  10. 10. Pretty similar. People are still people when they’re at work, it turns out.
  11. 11. Content marketing for businesses is all about helping people do their jobs better.
  12. 12. The easiest way to show you is with an example.
  13. 13. unbounce.com They build software to help marketers create landing pages, without having to get IT involved.
  14. 14. They use… • Blogs • Webinars • Recorded webinars • E-Books • Videos • Landing pages • A web series • Free training course
  15. 15. Blog
  16. 16. E-Books
  17. 17. Videos
  18. 18. Web Series
  19. 19. Free Training Course
  20. 20. Landing Pages (I mean, come on. Of course they do.)
  21. 21. They’re not doing this for free. Every piece of content is part of the sales process. It’s just really, really early on.
  22. 22. That’s the magic of content marketing. Your ideal customer learns a lot, and loves your company. By the time they want to buy, you know everything about them.
  23. 23. It’s also not just a one-person team. *cue cumulative exhale*
  24. 24. Questions?

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