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#cmintro
INTRO TO CONTENT MARKETING 
#cmintro
QUESTIONS WE’LL ANSWER TODAY 
WHAT is content marketing? 
WHY content marketing? 
HOW do you measure success? 
#cmintro
WHAT IS CONTENT MARKETING? 
A marketing technique of creating 
and distributing valuable, relevant 
and consistent content...
WHAT IS CONTENT MARKETING? 
Content is created with a specific goal in 
mind: 
• Subscriptions 
• Shares 
• Purchases 
• E...
WHAT IS CONTENT MARKETING? 
Content is created with a specific audience 
in mind (B2C or B2B): 
Current customers 
Prospec...
WHAT IS CONTENT MARKETING? 
Content is created for many reasons other 
than direct sales: 
#cmintro 
Education Thought 
Le...
WHAT IS CONTENT MARKETING? 
• Blog 
• eBooks 
• Whitepapers 
• Case studies 
• Reports 
• Video 
• Podcasts 
• Webinars 
•...
WHAT IS CONTENT MARKETING? BLOGGING. 
In 2013, 84% of marketers rated 
blogs as either somewhat or 
very effective. 
#cmin...
WHAT IS CONTENT MARKETING? BLOGGING. 
Companies that blog 
15 or more times per 
month receive 5x 
more traffic than 
comp...
WHAT IS CONTENT MARKETING? BLOGGING. 
Rotate between: 
• Content type 
• Audience 
• Topic 
• Goal 
• Authors 
#cmintro
WHAT IS CONTENT MARKETING? SEO. 
• Use a tool like 
Google AdWords 
to identify 
keywords with 
high search 
results and l...
WHAT IS CONTENT MARKETING? EBOOKS. 
Put valuable assets like 
eBooks, reports and 
webinars behind a form to 
help drive s...
WHAT IS CONTENT MARKETING? INFOGRAPHICS. 
#cmintro 
Great for customer sharing and 
engagement.
WHAT IS CONTENT MARKETING? VIDEO. 
90% 
How much of the online content pie video is projected to dominate within the next ...
WHAT IS CONTENT MARKETING? VIDEO. 
• VLOG (diary style) 
• Vine (6 seconds; 
looping) 
• Events (record 
keynotes) 
• Inte...
WHAT IS CONTENT MARKETING? PODCASTS. 
Flexible length; easy to create and upload. 
Showcase thought leadership in your ind...
WHAT IS CONTENT MARKETING? WEBINARS. 
#cmintro
WHAT IS CONTENT MARKETING? WHITEPAPERS. 
Persuasive writing that must be backed up with facts/stats and sources. 
#cmintro
WHAT IS CONTENT MARKETING? REPORTS. 
Break up chunks of info w/visuals & insights for what the data means to customers. 
#...
WHAT IS CONTENT MARKETING? CASE STUDIES. 
#cmintro 
Storytelling + quantifiable results = powerful tool.
WHAT IS CONTENT MARKETING? CURATION. 
• News roundups 
• Report summaries 
• Commentary on a 
trending topic 
• Themed Sli...
WHAT IS CONTENT MARKETING? DISTRIBUTION. 
Create one asset; 
repackage it for 
multiple channels. 
#cmintro
WHAT IS CONTENT MARKETING? LEAD GEN. 
Newsletter Form: 
Educate prospects 
and drive 
advocacy 
Contact Us Form: 
Sync pro...
TL;DR: WHAT IS CONTENT MARKETING? 
• Creating 
• Curating 
• Distributing 
• Valuable 
• Relevant 
• Consistent 
Objective...
WHY CONTENT MARKETING? 
#cmintro
EXACT TARGET - THE STATE OF MARKETING 
2014 
47% 
of marketers listed 
driving increased 
conversion rates 
as a 2014 prio...
Traditional sales techniques are interruptive, and people have learned to tune them 
out.
WHY CONTENT MARKETING? VALUE. 
#cmintro
WHY CONTENT MARKETING? FUNNEL PHYSICS. 
Awareness >> 
Interest >> 
Consideration >> 
Intent >> 
Evaluation >> 
Purchase
WHY CONTENT MARKETING? AMPLIFICATION. 
#cmintro 
68% of marketers believe email is core to their business.
TL; DR: WHY CONTENT MARKETING? 
- Differentiate from competitors 
- Position your brand/staff as thought 
leaders 
- Drive...
HOW DO YOU MEASURE SUCCESS? 
#cmintro
HOW DO YOU MEASURE SUCCESS? 
In click-throughs, in pageviews, in 
comments and shares on social. 
In bounce rate, in downl...
HOW DO YOU MEASURE SUCCESS? 
VISITOR BEHAVIOR.
HOW DO YOU MEASURE SUCCESS? DATA. 
YouTube Insights or Wistia 
Slideshare and Scribd 
When un-gated, measure 
downloads th...
HOW DO YOU MEASURE SUCCESS? SATISFACTION. 
We should be able to produce quantity and 
quality, deliver positive metrics an...
#cmintro
CONTENT MARKETING BEST PRACTICES 
Don’t be obvious 
Diversify types of content 
Publish consistently 
Involve your custome...
CONTENT MARKETING BEST PRACTICES 
Articles with images get 94% more total views 
On Facebook, posts that include photos ha...
CONTENT MARKETING TOOLS (MOSTLY FREE!) 
Image Sourcing: 
• Flickr 
• Shutterstock 
• Apture 
• Unsplash 
Manipulation: 
• ...
CONTENT MARKETING TOOLS (MOSTLY FREE!) 
#cmintro
CONTENT MARKETING RESOURCES 
• How-to’s 
• Templates 
• Stock 
photos 
• eBooks 
• Infographic 
#cmintro 
s
CONTENT MARKETING RESOURCES 
#cmintro
GET IN TOUCH! 
Juliana Casale 
Content Marketing 
Manager 
Nanigans 
Twitter: 
@attackofthetext 
@bostoncontent 
#cmintro
Content Marketing For Beginners: What, Why and How
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Content Marketing For Beginners: What, Why and How

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Content has become a marketing buzzword. What is it, why is it so popular & how can you measure its success? This presentation covers content types, best practices, key metrics & tools.

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Content Marketing For Beginners: What, Why and How

  1. 1. #cmintro
  2. 2. INTRO TO CONTENT MARKETING #cmintro
  3. 3. QUESTIONS WE’LL ANSWER TODAY WHAT is content marketing? WHY content marketing? HOW do you measure success? #cmintro
  4. 4. WHAT IS CONTENT MARKETING? A 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. #cmintro
  5. 5. WHAT IS CONTENT MARKETING? Content is created with a specific goal in mind: • Subscriptions • Shares • Purchases • Engagement #cmintro
  6. 6. WHAT IS CONTENT MARKETING? Content is created with a specific audience in mind (B2C or B2B): Current customers Prospective customers Decision-makers End users #cmintro
  7. 7. WHAT IS CONTENT MARKETING? Content is created for many reasons other than direct sales: #cmintro Education Thought Leadership Search Traffic Trust
  8. 8. WHAT IS CONTENT MARKETING? • Blog • eBooks • Whitepapers • Case studies • Reports • Video • Podcasts • Webinars • Infographics #cmintro
  9. 9. WHAT IS CONTENT MARKETING? BLOGGING. In 2013, 84% of marketers rated blogs as either somewhat or very effective. #cmintro
  10. 10. WHAT IS CONTENT MARKETING? BLOGGING. Companies that blog 15 or more times per month receive 5x more traffic than companies that don’t.
  11. 11. WHAT IS CONTENT MARKETING? BLOGGING. Rotate between: • Content type • Audience • Topic • Goal • Authors #cmintro
  12. 12. WHAT IS CONTENT MARKETING? SEO. • Use a tool like Google AdWords to identify keywords with high search results and low competition. • Do NOT keyword stuff your content.
  13. 13. WHAT IS CONTENT MARKETING? EBOOKS. Put valuable assets like eBooks, reports and webinars behind a form to help drive sales leads and customer outreach. #cmintro
  14. 14. WHAT IS CONTENT MARKETING? INFOGRAPHICS. #cmintro Great for customer sharing and engagement.
  15. 15. WHAT IS CONTENT MARKETING? VIDEO. 90% How much of the online content pie video is projected to dominate within the next decade, according to YouTube 80% The percentage of Internet users who recall watching a video ad on a website they visited in the past 30 days 46% Took some action after viewing that ad #cmintro
  16. 16. WHAT IS CONTENT MARKETING? VIDEO. • VLOG (diary style) • Vine (6 seconds; looping) • Events (record keynotes) • Interviews (live Q&A) • Presentations (explain a topic in-depth) #cmintro
  17. 17. WHAT IS CONTENT MARKETING? PODCASTS. Flexible length; easy to create and upload. Showcase thought leadership in your industry. #cmintro
  18. 18. WHAT IS CONTENT MARKETING? WEBINARS. #cmintro
  19. 19. WHAT IS CONTENT MARKETING? WHITEPAPERS. Persuasive writing that must be backed up with facts/stats and sources. #cmintro
  20. 20. WHAT IS CONTENT MARKETING? REPORTS. Break up chunks of info w/visuals & insights for what the data means to customers. #cmintro
  21. 21. WHAT IS CONTENT MARKETING? CASE STUDIES. #cmintro Storytelling + quantifiable results = powerful tool.
  22. 22. WHAT IS CONTENT MARKETING? CURATION. • News roundups • Report summaries • Commentary on a trending topic • Themed SlideShare of customer-relevant charts • Bundle blog posts or eBooks along a topic they have in common #cmintro
  23. 23. WHAT IS CONTENT MARKETING? DISTRIBUTION. Create one asset; repackage it for multiple channels. #cmintro
  24. 24. WHAT IS CONTENT MARKETING? LEAD GEN. Newsletter Form: Educate prospects and drive advocacy Contact Us Form: Sync prospects up with sales Lead Generation Form: Provide valuable information; get email addresses & job titles Event Registration Form: Collect information for reminders and followup
  25. 25. TL;DR: WHAT IS CONTENT MARKETING? • Creating • Curating • Distributing • Valuable • Relevant • Consistent Objective: Attract and acquire a clearly defined audience to drive profitable customer action. #cmintro
  26. 26. WHY CONTENT MARKETING? #cmintro
  27. 27. EXACT TARGET - THE STATE OF MARKETING 2014 47% of marketers listed driving increased conversion rates as a 2014 priority
  28. 28. Traditional sales techniques are interruptive, and people have learned to tune them out.
  29. 29. WHY CONTENT MARKETING? VALUE. #cmintro
  30. 30. WHY CONTENT MARKETING? FUNNEL PHYSICS. Awareness >> Interest >> Consideration >> Intent >> Evaluation >> Purchase
  31. 31. WHY CONTENT MARKETING? AMPLIFICATION. #cmintro 68% of marketers believe email is core to their business.
  32. 32. TL; DR: WHY CONTENT MARKETING? - Differentiate from competitors - Position your brand/staff as thought leaders - Drive website traffic, inbound links & sales leads - Optimize for search engines - Build customer loyalty #cmintro
  33. 33. HOW DO YOU MEASURE SUCCESS? #cmintro
  34. 34. HOW DO YOU MEASURE SUCCESS? In click-throughs, in pageviews, in comments and shares on social. In bounce rate, in downloads, signups and sales. #cmintro
  35. 35. HOW DO YOU MEASURE SUCCESS? VISITOR BEHAVIOR.
  36. 36. HOW DO YOU MEASURE SUCCESS? DATA. YouTube Insights or Wistia Slideshare and Scribd When un-gated, measure downloads through your CRM platform or Google Analytics Native analytics tools #cmintro
  37. 37. HOW DO YOU MEASURE SUCCESS? SATISFACTION. We should be able to produce quantity and quality, deliver positive metrics and great stories, generate broad reach and deeper resonance. After all, it’s not content or marketing. It’s content marketing. And we need to give that first word much more attention. #cmintro Jay Acunzo, sorryformarketing.com
  38. 38. #cmintro
  39. 39. CONTENT MARKETING BEST PRACTICES Don’t be obvious Diversify types of content Publish consistently Involve your customers Involve your teams Be part of the conversation Be personable #cmintro
  40. 40. CONTENT MARKETING BEST PRACTICES Articles with images get 94% more total views On Facebook, posts that include photos have a 37% higher level of engagement than just text Use stock photos, screenshots, hand-drawn images and charts #cmintro
  41. 41. CONTENT MARKETING TOOLS (MOSTLY FREE!) Image Sourcing: • Flickr • Shutterstock • Apture • Unsplash Manipulation: • Canva • Skitch
  42. 42. CONTENT MARKETING TOOLS (MOSTLY FREE!) #cmintro
  43. 43. CONTENT MARKETING RESOURCES • How-to’s • Templates • Stock photos • eBooks • Infographic #cmintro s
  44. 44. CONTENT MARKETING RESOURCES #cmintro
  45. 45. GET IN TOUCH! Juliana Casale Content Marketing Manager Nanigans Twitter: @attackofthetext @bostoncontent #cmintro

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