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GETTING THE REAL SCOOP
ON CONTENT MARKETING
EXECUTIVE BRIEFING
WHAT IS CONTENT
MARKETING?
“CONTENT MARKETING IS A STRATEGIC MARKETING
TECHNIQUE OF CREATING AND DISTRIBUTING
VALUABLE,
RELEVANT, AND CONSISTENT CONT...
2 GOALS
OF CONTENT MARKETING
• Build an audience of loyal
subscribers you own and can
manage
• Create content brands for y...
TRADITIONAL VS. CONTENT
MARKETING
OUTBOUND ACTIVITY
Lead Generation
INBOUND
ACTIVITY
Lead Nurturing
FACT
CONTENT MARKETING GENERATES 3
TIMES AS MANY LEADS AS TRADITIONAL
OUTBOUND MARKETING, BUT COSTS 62%
LESS.
(DEMAND METR...
What isn’t Content Marketing?
CONTENT MARKETING IS NOT:
ADVERTISING
PUBLIC RELATIONS
SEO
SOCIAL MEDIA
BRANDING
PUBLISHING/JOURNALISM
PREDICTORS
FOR SUCCESS
• Having a documented strategy
• Following the strategy very closely
– 65% of the most effective co...
WHAT DOES A MATURE CONTENT
MARKETING STRATEGY LOOK LIKE?
3 COMPONENTS
NIRVANA
ORIGINAL CONTENT
SOCIAL MEDIA
SEARCH ENGINE OPTIMISATION
MATURE CONTENT STRATEGY
Original
Content
Social
Media
SEO
TARGETED
TRAFFIC
BUILD
TRUST
CREATE
BUZZ
WIPE OUT
TRAP FOCUSING ON WRONG TACTICS
What’s in use What’s effective
WHY A SOCIAL MEDIA STRATEGY IS A
BIG WASTE OF TIME (AND MONEY)
You’re building on rented land
1. Facebook, LinkedIn, Twitter, Pinterest,
YouTube, Instagram, etc. are commercial
enterpri...
SMALL BAND OF FOLLOWERS
Original
Content
Social
Media
“Without content,
conversation is mere
networking.
Without conversation,
content is dead.”
Tipping Point Labs
BUCKSHOT, AKA, HELLO
ADWORDS
Original
Content
SEO
“THINK ABOUT WHAT A USER IS GOING TO
TYPE”
-MATT CUTTS, GOOGLE
TRAP
Using the wrong language
LAND OF SPAM
Social
Media
SEO
TRAP
Broadcasting mode
People are seeking their own information. They don’t care
about you or your company.
The days of se...
CREATING LONG-TERM
BUSINESS ASSETS
What you can expect from content
marketing – and what you shouldn’t
• Long-term, durable business
assets
• Loyal audience who trusts and
relies on your information
• Cost-effective marketing...
FINAL THOUGHTS
• Start with a documented, 3-prong content marketing
strategy tied to business objectives
• Focus on buildi...
LAST (BUT NOT LEAST)
Make sure your staff and service providers know
what content marketing is and what it isn’t.
GET IN TOUCH
Listen to the Brand Newsroom podcast –
http://brandnewsroom.net
Find our blog at Lush Digital Media –
http://...
Executive Briefing: Getting the Real Scoop on Content Marketing
Executive Briefing: Getting the Real Scoop on Content Marketing
Executive Briefing: Getting the Real Scoop on Content Marketing
Executive Briefing: Getting the Real Scoop on Content Marketing
Executive Briefing: Getting the Real Scoop on Content Marketing
Executive Briefing: Getting the Real Scoop on Content Marketing
Executive Briefing: Getting the Real Scoop on Content Marketing
Executive Briefing: Getting the Real Scoop on Content Marketing
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Executive Briefing: Getting the Real Scoop on Content Marketing

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Until now, it's been difficult to find definitive information about Content Marketing and how to implement a successful initiative. It’s definitely the buzzword of the moment but every definition seems to be different. After working in this space for more than ten years, Lush Digital Media, led by our Head of Content Strategy Sarah Mitchell, is here to set the story straight. 


The workshop covers several subjects surrounding content marketing including:

· What is content marketing?

· Addressing the hype and overinflated promises

· What does a mature content marketing strategy look like?

· Why a social media strategy is a big waste of time

· How you can turn your marketing spend into long-term business assets

· What you can expect from content marketing - and what you shouldn’t

This workshop is designed to help you to make informed and intelligent content marketing decisions.

Originally presented in the Lush Digital Media offices in Perth, Western Australia by invitation only.

Published in: Business
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Executive Briefing: Getting the Real Scoop on Content Marketing

  1. 1. GETTING THE REAL SCOOP ON CONTENT MARKETING EXECUTIVE BRIEFING
  2. 2. WHAT IS CONTENT MARKETING?
  3. 3. “CONTENT MARKETING IS A STRATEGIC MARKETING TECHNIQUE OF CREATING AND DISTRIBUTING VALUABLE, RELEVANT, AND CONSISTENT CONTENT TO ATTRACT AND ACQUIRE A CLEARLY DEFINED AUDIENCE – WITH THE OBJECTIVE OF DRIVING PROFITABLE CUSTOMER ACTION.” – JOE PULIZZI, CONTENT MARKETING INSTITUTE
  4. 4. 2 GOALS OF CONTENT MARKETING • Build an audience of loyal subscribers you own and can manage • Create content brands for your business that become long-term business assets
  5. 5. TRADITIONAL VS. CONTENT MARKETING OUTBOUND ACTIVITY Lead Generation INBOUND ACTIVITY Lead Nurturing
  6. 6. FACT CONTENT MARKETING GENERATES 3 TIMES AS MANY LEADS AS TRADITIONAL OUTBOUND MARKETING, BUT COSTS 62% LESS. (DEMAND METRIC)
  7. 7. What isn’t Content Marketing?
  8. 8. CONTENT MARKETING IS NOT: ADVERTISING PUBLIC RELATIONS SEO SOCIAL MEDIA BRANDING PUBLISHING/JOURNALISM
  9. 9. PREDICTORS FOR SUCCESS • Having a documented strategy • Following the strategy very closely – 65% of the most effective content marketers in Australia do this.
  10. 10. WHAT DOES A MATURE CONTENT MARKETING STRATEGY LOOK LIKE?
  11. 11. 3 COMPONENTS NIRVANA
  12. 12. ORIGINAL CONTENT
  13. 13. SOCIAL MEDIA
  14. 14. SEARCH ENGINE OPTIMISATION
  15. 15. MATURE CONTENT STRATEGY Original Content Social Media SEO TARGETED TRAFFIC BUILD TRUST CREATE BUZZ
  16. 16. WIPE OUT
  17. 17. TRAP FOCUSING ON WRONG TACTICS What’s in use What’s effective
  18. 18. WHY A SOCIAL MEDIA STRATEGY IS A BIG WASTE OF TIME (AND MONEY)
  19. 19. You’re building on rented land 1. Facebook, LinkedIn, Twitter, Pinterest, YouTube, Instagram, etc. are commercial enterprises 2. They rely on other brands to build their asset then they monetise and expect you to pay 3. You’re at their mercy
  20. 20. SMALL BAND OF FOLLOWERS Original Content Social Media
  21. 21. “Without content, conversation is mere networking. Without conversation, content is dead.” Tipping Point Labs
  22. 22. BUCKSHOT, AKA, HELLO ADWORDS Original Content SEO
  23. 23. “THINK ABOUT WHAT A USER IS GOING TO TYPE” -MATT CUTTS, GOOGLE TRAP Using the wrong language
  24. 24. LAND OF SPAM Social Media SEO
  25. 25. TRAP Broadcasting mode People are seeking their own information. They don’t care about you or your company. The days of self-serving, Self-promoting “blah, blah, blah” are over
  26. 26. CREATING LONG-TERM BUSINESS ASSETS
  27. 27. What you can expect from content marketing – and what you shouldn’t
  28. 28. • Long-term, durable business assets • Loyal audience who trusts and relies on your information • Cost-effective marketing that moves your expenditure into an investment
  29. 29. FINAL THOUGHTS • Start with a documented, 3-prong content marketing strategy tied to business objectives • Focus on building your own audience – don’t invest in rented audiences • Create content brands for long-term business assets • Make sure to market your content
  30. 30. LAST (BUT NOT LEAST) Make sure your staff and service providers know what content marketing is and what it isn’t.
  31. 31. GET IN TOUCH Listen to the Brand Newsroom podcast – http://brandnewsroom.net Find our blog at Lush Digital Media – http://lushdigital.com Get in touch: •Address: 295 Lord Street, Perth 6000, Western Australia

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