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Marketing content is not content marketing: 10 tips for turning audiences into customers

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Marketing content is like ice cream. It might come in many flavours, but it all starts with the same sweet base. That base is persuasion, and when all the factors align well, about conversion. Content marketing, however, is a slightly different product. It's the counterpart of sorbet to ice cream. The base may look similar to the untrained eye, but the motivation is different, and hence the product is different.

In this presentation, Rahel Anne Bailie compares and contrasts the differences between marketing content and content marketing, how these concepts work in tandem, and why content marketing may be "the new black".

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Marketing content is not content marketing: 10 tips for turning audiences into customers

  1. 1. Marketing Content Is Not Content Marketing Photo credit: Rahel Anne Bailie Copyright © 2016 Scroll LLP
  2. 2. RAHEL ANNE BAILIE Chief Knowledge Officer Scroll (UK) @ScrollUK @rahelab
  3. 3. Is it “just” semantics? Naming is claiming – let’s look at these terms • Marketing • Marketing content • Content marketing • Content strategy
  4. 4. Marketing Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. It is implemented through a marketing strategy, which starts with the setting of objectives that will support the overall aims of the business. A company needs to decide on a strategy that will allow these objectives to be achieved, and attempts to define unique positioning for the product or business to differentiate it from its competitors. (from: Chartered Institute of Marketing)
  5. 5. Marketing content is communicating the right message through the right promotional channel
  6. 6. Marketing content examples (thanks, Ramat) Briefs Website banners Pull up banners Presentation decks Press kits Letterheads Business cards Stationary (branded) Fact sheets Executive biographies Awards Prizes Annual reports Testimonials Case studies White papers Company reports E-books Event invitations Company brochures Videos Photos Graphics Illustrations Website content Blog content
  7. 7. Marketing content examples (thanks, Royston) And a few others: Price books Product catalogues CSR reports Product reviews
  8. 8. Content marketing Content marketing 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. The purpose is to attract and retain customers by creating and curating relevant and valuable content with the intention of changing or enhancing consumer behaviour. It is an ongoing process best integrated into an overall marketing strategy, on focuses on owning media, not renting it. (from: Content Marketing Institute)
  9. 9. Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.
  10. 10. Content marketing (thanks, Robert & Joe) In content marketing: • Content is the product • That content that has separate and distinct value from the product or brand • The content enhances the current and future value of product or brand • The purpose of the content is to build subscribers and engagement
  11. 11. Content marketing spectrum http://contentmarketinginstitute.com/2016/03/content-marketing-spectrum/
  12. 12. WHAT DOES CONTENT MARKETING LOOK LIKE?
  13. 13. Resource-based messaging Info-based messaging tells an audience: I have these things to say. Come listen to me. Resource-based messaging appeals to an audience: We understand you have these issues; let us help you solve them. - Joe Pullizzi, CEO, Content Marketing Institute
  14. 14. Tip 1: EDUCATE.
  15. 15. http://www.babycenter.com/
  16. 16. Tip 2: INFORM.
  17. 17. https://nakedsecurity.sophos.com/
  18. 18. Tip 3: ENTERTAIN.
  19. 19. https://www.discovernorthernireland.com/gameofthrones/
  20. 20. Tip 4: CLARIFY, DIFFERENTIATE.
  21. 21. http://contentmarketinginstitute.com/2016/03/confusing-content-terms/
  22. 22. Tip 5: SOLVE PROBLEMS.
  23. 23. http://www.rs-online.com/designspark/electronics/
  24. 24. Tip 6: ANSWER QUESTIONS.
  25. 25. http://www.mayoclinic.org/diseases-conditions/
  26. 26. Tip 7: PROVIDE DATA.
  27. 27. http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/
  28. 28. Tip 8: FIND YOUR NICHE.
  29. 29. http://www.barclays.co.uk/DigitalEagles/BarclaysCodePlayground/P1242686640999
  30. 30. Tip 9: TELL A STORY.
  31. 31. http://businesslife.ba.com/
  32. 32. Tip 10: SHOW THE FUTURE.
  33. 33. http://www.quickpivot.com/company/2016_Retail_Predictions.pdf
  34. 34. Bonus tip: GIVE.
  35. 35. http://www.365daysofdining.com/
  36. 36. WHY CONTENT MARKETING NEEDS CONTENT STRATEGY
  37. 37. RECAP
  38. 38. Give to get It’s not about marketing, it’s about content • Get engagement • Create community • Build audience
  39. 39. QUESTIONS?
  40. 40. By email: info@scroll.co.uk rahel.bailie@scroll.co.uk By telephone: UK +44 (0)203 318 1828 (office) UK +44 (0)7869 643 685 (mobile) Social: Twitter: @ScrollUK LinkedIn: https://www.linkedin.com/company/scroll-llp Twitter: @rahelab LinkedIn: https://uk.linkedin.com/in/rahelannebailie Services: www.scroll.co.uk Training: www.digitalcontent.academy SCROLL London, UK Copyright © 2016 Scroll LLP

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