8. What is the difference
between Content Marketing
and Content Strategy?
9. Content marketing is an umbrella term
encompassing all marketing formats
that involve the creation and sharing
of content in order to attract, acquire
and engage clearly defined and
understood current and potential
consumer bases with the objective of
driving profitable customer
action. (Wikipedia)
Content Marketing
11. User
Content Outreach Visitors Conversion
Needs
Content Marketing Process
12. Define Create Do Benefit Profit
User
Content Outreach Visitors Conversion
Needs
Content Marketing Process
13. #stratos
#livejump
#redbullstratos
#redbull
208966 Facebook Interactions
28469 Tweets
13299 +1s on Google+
It’s this
14. 400k views on VIMEO - https://vimeo.com/31455885
And this.
15. Content Strategy
Content strategy plans for the
creation, publication, and governance
of useful, usable content.
Necessarily, the content strategist
must work to define not only which
content will be published, but why
we’re publishing it in the first place.
- Kristina Halvorson
16. Content Strategy
Content Content Content
User Needs Content Audit Measurement
Planning Production Deliverance
17. Content Strategy
Define Research Plan Produce Execute Audit
Content Content Content
User Needs Content Audit Measurement
Planning Production Deliverance
22. Content outside of conversion-oriented content gets you links and brand
advocates. Links and brand advocates get you customers. Customers pay
you money.
23. This is content marketing
Content outside of conversion-oriented content gets you links and brand
advocates. Links and brand advocates get you customers. Customers pay
you money.
31. “Quality, relevant content can't
be spotted by an algorithm. You
can't subscribe to it. You need
people - actual human beings -
to create or curate it.”
– Kristina Halvorson, Content
Strategy for the Web
32. #2
#4
It ranks. It drives traffic. It converts users.
34. Define Research Plan Produce Execute Audit
Content Content Content
User Needs Content Audit Measurement
User Needs Planning Production Deliverance
A blog cannot meet all user
needs.