The 10 Most Inspirational Leaders LEADING THE WAY TO SUCCESS, 2024
Content Marketing 101
1. CONTENT MARKETING 101
THE MARKETING EVERY SUCCESSFUL BRAND AND
ORGANIZATION IS DOING (OR WILL BE) DOING
(VERY SOON)
Email: Paul.Cordasco@BM.com
Twitter: @PaulCordasco
2. HAVE YOU NOTICED SOME CHANGES
HAPPENING IN MEDIA?
2
Source: Quickmememe.com
3. YES, BUT ISN’T THIS TOPIC
BECOMING CLICHÉ?
3
Source: Know your memes
4. NEXT YOU’LL SAY MARKETING IS CHANGING
TOO, RIGHT, CAPTAIN OBVIOUS?
4
via Flickr: sidewalk flying (Seth Sawyers)
5. NO, BUT MARKETING REALLY IS
CHANGING!
5
Hey man, it’s
fine.We’ll
figure it out
together.
via Flickr: crazyfast (Allison)
6. BRAND GENERATED CONTENT IS BECOMING
CENTRAL TO MARKETING STRATEGY
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All Hail King Content
via Flickr: Evan Courtney
7. IT’S THE CONTENT MARKETING REVOLUTION
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via Flickr: filckerbulb (Chris Corwin)
8. BUT BEFORE WE TALK CONTENT MARKETING …
HERE’S A BRIEF HISTORY OF MEDIA
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via Flickr: dog97209 (Roger)
9. THE MASS MEDIA ERA SUFFERED FROM
LIMITED CONTENT DISTRIBUTION
9
Sally I
promise we’ll
watch your
show next
week.
23. IN THE ERA OF ONE CLICK DISTRIBUTION,
THERE’S NOW A FLOOD OF MEDIA CONTENT
23
Via Flickr: Sean MacEnteeVia Flickr: Fotos Nikon D40/D50
• Every 60 seconds 72 hours of video are uploaded to
YouTube
• Every second 41,000 posts are shared on Facebook
• Every second 278,000Tweets are sent
• Every second 3,600 photos are shared on Instagram
• Not to mention Netflix, Amazon, Google, etc. .
• Source: Qmee (2013)
24. AND CONSUMERS ARE DRINKING MEDIA FROM A HOSE
24
Via Flickr: vinthomas (Vin Thomas)
25. AND WILLFULLY IGNORING LOTS OF
CONTENT TARGETED AT THEM
25
Via Flickr: Obeyken (Ken Murphy)
26. BRANDS NOW NEED TO CREATE COMPELLING
CONTENT CONSUMERS WANT TO ENGAGE WITH
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28. CONTENT MARKETING
• Sees brands creating high-quality
engaging content targeted to their
customers
• The kind of content traditionally
developed by media companies
• It’s content that can stand out on its
own and that people will seek out
and often share with others
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29. IT’S NOT THE TRADITIONAL “WE’RE THE
BEST” AND “BUY THIS NOW” APPROACH
29
Flickr: eugenesucks (Eugene))
31. IT’S CONTENT PRODUCED BY PROFESSIONALS:
WRITERS, EDITORS, FILMMAKERS
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Flickr: esthervargasc (Esther Vargas)
Flickr: arbron (Jeff Hitchcock)
32. ELEMENTS OF A CONTENT MARKETING
PROGRAM CAN INCLUDE
▪ Professionally written and researched blogs
▪ Infographics and slideshows
▪ E-books and white papers
▪ A microsite that aggregates content or publishes
original content
▪ Videos
▪ Native advertising
▪ And any other creative content you can dream up
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35. BECAUSE AN ANALYTICS REVOLUTION IS UPON US
▪ Analytics can track real-time engagement
with content
▪ Brands can, over time, learn about the type
of content that their customers are most
likely to engage with
▪ Through this trial-and-error, brands can find
their voice and the way their target
audience likes to receive and engage with
their content
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36. YOU CAN RUN MANY EXPERIMENTS TO FIND
WHAT WORKS… AND PRETTY CHEAPLY TOO
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37. SO FOR INSTANCE…
▪ If you find that content with images receives more
engagement, you can add more pictures to
your content
▪ If your video content sees more engagement and
shares over the weekend, you can distribute
more video content over the weekend
▪ Share the same content with different headlines
and see what type of header gets the most
clicks
▪ And so on and so forth . . .
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38. SO GOOD CONTENT MARKETING COMBINES
Professional
Level Media
and Creative
Content
Produced for
Brands
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Analytics
39. EVERY SUCCESSFUL BRAND WILL HAVE A
CONTENT STRATEGY
▪ The longer a brand
waits to develop its
content strategy,
the more likely the
competition will
jump ahead
▪ A Facebook page
andTwitter account
does not constitute
a content strategy
39
Hey man,
it’s fine.
We’ll figure
it out
together.
40. YOU NEED TO START WITH A STRATEGY AND
PLAN – HERE’S A 7 STEP GUIDE
1. Determine the goals your content marketing will support
2. Determine the types of content your target might want to
engage with
3. Determine how to make that content relevant for your brand in
an interesting or entertaining way
4. Allocate resources to a sustained content production process
5. Determine where you will host and distribute the content
6. Determine how you will measure the ongoing success of the
program
7. Develop a process to adjust and revisit all aspects of your
program on a regular basis
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44. AND YOU NEED TO ACCEPT THAT TRIAL
AND ERROR IS YOUR FRIEND
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45. BUT THE PAYOFF CAN BE POWERFUL
▪ Deeper Engagement and
Affinity withYour Brand
▪ Engagement that leads
customers deeper down
the marketing funnel
▪ Increasing lead generation
and driving sales
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