CONTENT MARKETING 101
THE MARKETING EVERY SUCCESSFUL BRAND AND
ORGANIZATION IS DOING (OR WILL BE) DOING
(VERY SOON)
Email:...
HAVE YOU NOTICED SOME CHANGES
HAPPENING IN MEDIA?
2
Source: Quickmememe.com
YES, BUT ISN’T THIS TOPIC
BECOMING CLICHÉ?
3
Source: Know your memes
NEXT YOU’LL SAY MARKETING IS CHANGING
TOO, RIGHT, CAPTAIN OBVIOUS?
4
via Flickr: sidewalk flying (Seth Sawyers)
NO, BUT MARKETING REALLY IS
CHANGING!
5
Hey man, it’s
fine.We’ll
figure it out
together.
via Flickr: crazyfast (Allison)
BRAND GENERATED CONTENT IS BECOMING
CENTRAL TO MARKETING STRATEGY
6
All Hail King Content
via Flickr: Evan Courtney
IT’S THE CONTENT MARKETING REVOLUTION
7
via Flickr: filckerbulb (Chris Corwin)
BUT BEFORE WE TALK CONTENT MARKETING …
HERE’S A BRIEF HISTORY OF MEDIA
8
via Flickr: dog97209 (Roger)
THE MASS MEDIA ERA SUFFERED FROM
LIMITED CONTENT DISTRIBUTION
9
Sally I
promise we’ll
watch your
show next
week.
SO MARKETERS BOUGHT SPACE AROUND
MASS MEDIA CONTENT
10
AND PR PEOPLE PITCHED THE MEDIA
11
BRANDS NEEDED TO INTRUDE IN AND AROUND
CONTENT TO REACH CONSUMERS
12
via Flickr:tiffanycje
Tonight's show brought to you b...
IN THE LATE 1990S, THAT SLOWLY
BEGAN TO CHANGE
13
THE WEB FORCED BRANDS TO PUBLISH
THEIR OWN CONTENT
14
McDonald’sWebsite 1996
Gatorade Website 1996
AND THEN CAME SOCIAL MEDIA A
DECADE LATER
15
SOCIAL MEDIA LEVELED THE
DISTRIBUTION PLAYING FIELD
16
Suddenly a teenager with a smartphone could reach
as many people as...
SOCIAL’S REACH WAS UNDENIABLE,
SO BRANDS BIG AND SMALL JUMPED IN
17
via Flickr: OllyGringo (Oliver Davis)
BRANDS SET UP SOCIAL ACCOUNTS
AND GOT TO WORK
18
AND EVERYONE WAS LOOKING FOR
DIGITAL AND SOCIAL STRATEGY
19
BUT PEOPLE ARE STARTING TO REALIZE
SOMETHING
20
I am sure
this will
evolve
further
Charles
Darwin
DIGITAL AND SOCIAL ARE JUST
CHANNELS TO REACH PEOPLE
21
BRANDS NEED SOMETHING TO SAY
22
IN THE ERA OF ONE CLICK DISTRIBUTION,
THERE’S NOW A FLOOD OF MEDIA CONTENT
23
Via Flickr: Sean MacEnteeVia Flickr: Fotos N...
AND CONSUMERS ARE DRINKING MEDIA FROM A HOSE
24
Via Flickr: vinthomas (Vin Thomas)
AND WILLFULLY IGNORING LOTS OF
CONTENT TARGETED AT THEM
25
Via Flickr: Obeyken (Ken Murphy)
BRANDS NOW NEED TO CREATE COMPELLING
CONTENT CONSUMERS WANT TO ENGAGE WITH
26
ENTER CONTENT MARKETING
27
CONTENT MARKETING
• Sees brands creating high-quality
engaging content targeted to their
customers
• The kind of content t...
IT’S NOT THE TRADITIONAL “WE’RE THE
BEST” AND “BUY THIS NOW” APPROACH
29
Flickr: eugenesucks (Eugene))
IT’S CONTENT THAT INFORMS OR
ENTERTAINS ON A RELEVANT TOPIC
30
IT’S CONTENT PRODUCED BY PROFESSIONALS:
WRITERS, EDITORS, FILMMAKERS
31
Flickr: esthervargasc (Esther Vargas)
Flickr: arbr...
ELEMENTS OF A CONTENT MARKETING
PROGRAM CAN INCLUDE
▪ Professionally written and researched blogs
▪ Infographics and slide...
AND CONTENT MARKETING IS POWERFUL
FOR ONE SIMPLE REASON
33
WE CAN MEASURE IT AND TWEAK IT TO
BE MORE EFFECTIVE
34
BECAUSE AN ANALYTICS REVOLUTION IS UPON US
▪ Analytics can track real-time engagement
with content
▪ Brands can, over time...
YOU CAN RUN MANY EXPERIMENTS TO FIND
WHAT WORKS… AND PRETTY CHEAPLY TOO
36
SO FOR INSTANCE…
▪ If you find that content with images receives more
engagement, you can add more pictures to
your conten...
SO GOOD CONTENT MARKETING COMBINES
Professional
Level Media
and Creative
Content
Produced for
Brands
38
Analytics
EVERY SUCCESSFUL BRAND WILL HAVE A
CONTENT STRATEGY
▪ The longer a brand
waits to develop its
content strategy,
the more l...
YOU NEED TO START WITH A STRATEGY AND
PLAN – HERE’S A 7 STEP GUIDE
1. Determine the goals your content marketing will supp...
BUT PLEASE UNDERSTAND…
41
RomeWasn’t Built in A Day
Via Flickr: Vincenzo Dragone
YOU NEED A STRATEGY AND YOU NEED
TO STICK WITH IT
42
Via Flickr: Treefrogbandit
Because Creating Great
Content is Hard Work
43
Via Flickr: Kheel Center
AND YOU NEED TO ACCEPT THAT TRIAL
AND ERROR IS YOUR FRIEND
44
BUT THE PAYOFF CAN BE POWERFUL
▪ Deeper Engagement and
Affinity withYour Brand
▪ Engagement that leads
customers deeper do...
46
Via Flickr:julianrod (Julián Rodriguez Orihuela )
Email: Paul.Cordasco@BM.com
Twitter: @PaulCordasco
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Content Marketing 101

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A basic overview of Content Marketing.

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Content Marketing 101

  1. 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. 2. HAVE YOU NOTICED SOME CHANGES HAPPENING IN MEDIA? 2 Source: Quickmememe.com
  3. 3. YES, BUT ISN’T THIS TOPIC BECOMING CLICHÉ? 3 Source: Know your memes
  4. 4. NEXT YOU’LL SAY MARKETING IS CHANGING TOO, RIGHT, CAPTAIN OBVIOUS? 4 via Flickr: sidewalk flying (Seth Sawyers)
  5. 5. NO, BUT MARKETING REALLY IS CHANGING! 5 Hey man, it’s fine.We’ll figure it out together. via Flickr: crazyfast (Allison)
  6. 6. BRAND GENERATED CONTENT IS BECOMING CENTRAL TO MARKETING STRATEGY 6 All Hail King Content via Flickr: Evan Courtney
  7. 7. IT’S THE CONTENT MARKETING REVOLUTION 7 via Flickr: filckerbulb (Chris Corwin)
  8. 8. BUT BEFORE WE TALK CONTENT MARKETING … HERE’S A BRIEF HISTORY OF MEDIA 8 via Flickr: dog97209 (Roger)
  9. 9. THE MASS MEDIA ERA SUFFERED FROM LIMITED CONTENT DISTRIBUTION 9 Sally I promise we’ll watch your show next week.
  10. 10. SO MARKETERS BOUGHT SPACE AROUND MASS MEDIA CONTENT 10
  11. 11. AND PR PEOPLE PITCHED THE MEDIA 11
  12. 12. BRANDS NEEDED TO INTRUDE IN AND AROUND CONTENT TO REACH CONSUMERS 12 via Flickr:tiffanycje Tonight's show brought to you by. . .. .
  13. 13. IN THE LATE 1990S, THAT SLOWLY BEGAN TO CHANGE 13
  14. 14. THE WEB FORCED BRANDS TO PUBLISH THEIR OWN CONTENT 14 McDonald’sWebsite 1996 Gatorade Website 1996
  15. 15. AND THEN CAME SOCIAL MEDIA A DECADE LATER 15
  16. 16. SOCIAL MEDIA LEVELED THE DISTRIBUTION PLAYING FIELD 16 Suddenly a teenager with a smartphone could reach as many people as mainstream media
  17. 17. SOCIAL’S REACH WAS UNDENIABLE, SO BRANDS BIG AND SMALL JUMPED IN 17 via Flickr: OllyGringo (Oliver Davis)
  18. 18. BRANDS SET UP SOCIAL ACCOUNTS AND GOT TO WORK 18
  19. 19. AND EVERYONE WAS LOOKING FOR DIGITAL AND SOCIAL STRATEGY 19
  20. 20. BUT PEOPLE ARE STARTING TO REALIZE SOMETHING 20 I am sure this will evolve further Charles Darwin
  21. 21. DIGITAL AND SOCIAL ARE JUST CHANNELS TO REACH PEOPLE 21
  22. 22. BRANDS NEED SOMETHING TO SAY 22
  23. 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. 24. AND CONSUMERS ARE DRINKING MEDIA FROM A HOSE 24 Via Flickr: vinthomas (Vin Thomas)
  25. 25. AND WILLFULLY IGNORING LOTS OF CONTENT TARGETED AT THEM 25 Via Flickr: Obeyken (Ken Murphy)
  26. 26. BRANDS NOW NEED TO CREATE COMPELLING CONTENT CONSUMERS WANT TO ENGAGE WITH 26
  27. 27. ENTER CONTENT MARKETING 27
  28. 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 28
  29. 29. IT’S NOT THE TRADITIONAL “WE’RE THE BEST” AND “BUY THIS NOW” APPROACH 29 Flickr: eugenesucks (Eugene))
  30. 30. IT’S CONTENT THAT INFORMS OR ENTERTAINS ON A RELEVANT TOPIC 30
  31. 31. IT’S CONTENT PRODUCED BY PROFESSIONALS: WRITERS, EDITORS, FILMMAKERS 31 Flickr: esthervargasc (Esther Vargas) Flickr: arbron (Jeff Hitchcock)
  32. 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 32
  33. 33. AND CONTENT MARKETING IS POWERFUL FOR ONE SIMPLE REASON 33
  34. 34. WE CAN MEASURE IT AND TWEAK IT TO BE MORE EFFECTIVE 34
  35. 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 35
  36. 36. YOU CAN RUN MANY EXPERIMENTS TO FIND WHAT WORKS… AND PRETTY CHEAPLY TOO 36
  37. 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 . . . 37
  38. 38. SO GOOD CONTENT MARKETING COMBINES Professional Level Media and Creative Content Produced for Brands 38 Analytics
  39. 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. 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 40
  41. 41. BUT PLEASE UNDERSTAND… 41 RomeWasn’t Built in A Day Via Flickr: Vincenzo Dragone
  42. 42. YOU NEED A STRATEGY AND YOU NEED TO STICK WITH IT 42 Via Flickr: Treefrogbandit
  43. 43. Because Creating Great Content is Hard Work 43 Via Flickr: Kheel Center
  44. 44. AND YOU NEED TO ACCEPT THAT TRIAL AND ERROR IS YOUR FRIEND 44
  45. 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 45
  46. 46. 46 Via Flickr:julianrod (Julián Rodriguez Orihuela ) Email: Paul.Cordasco@BM.com Twitter: @PaulCordasco

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