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Content Marketing: Be The Media

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Presentation to students at Arizona State University W.P. Carey School of Business discussing content marketing. Presentation Date: February 28, 2011

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Content Marketing: Be The Media

  1. 1. Be The Media: Content Marketing W.P. Carey School of Business Digital Marketing in Practice - MKT494 February 28, 2011
  2. 2. Teach to Fish Digital Helps Companies Learn How to Manage Their Own Campaigns Assists Agencies with Projects Search, Email, Social Media, & Analytics
  3. 3. Content Marketing vs. Content Strategy
  4. 4. Content Strategy Home service team about contact “Content strategy plans for the creation, delivery, and governance of useful, usable content.”
  5. 5. Content Marketing The art of storytelling with the consumer audience and the brand as the muse.
  6. 6. Content Marketing 12% 88% Use Content Marketing No Content Marketing Source: Content Marketing Institute
  7. 7. Content Marketing Budgets 2% 2% 45% 51% Increase Same Decrease NA Source: Content Marketing Institute
  8. 8. Content Marketing Kodak
  9. 9. Content Marketing Mint.com
  10. 10. Content Marketing ManoftheHouse.com
  11. 11. ___ __ SELL ___ ___ _ _ __ Educate, Enlighten & Entertain
  12. 12. Building a Program Where does good content come from?
  13. 13. External Sources Search Social Media
  14. 14. Field Research Surveys | Focus Groups | Shopping Observation
  15. 15. Internal Sources
  16. 16. Kill the FAQ
  17. 17. Pick A Company... All Members of
  18. 18. Important Questions Who is our audience? What questions are they asking? In what ways can we answer those questions? How will we measure results?
  19. 19. Multimodal Distribution
  20. 20. 0
  21. 21. 0 0 0
  22. 22. • Review Research and Metrics • Create Plan • Develop Content • Promote • Measure • Rinse & Repeat
  23. 23. Questions? Chris Sietsema Teach to Fish Digital (480) 389.5435 teachtofishdigital.com linkedin.com/in/sietsema twitter.com/sietsema slideshare.net/sietsema

Presentation to students at Arizona State University W.P. Carey School of Business discussing content marketing. Presentation Date: February 28, 2011

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