SlideShare a Scribd company logo
A MANIFESTO
FOR EFFECTIVE
CONTENT MARKETING
STRATEGY
PUBLISHING FOR DIGITAL MINDS CONFERENCE
LONDON BOOK FAIR
13 APRIL 2015 • SONJA JEFFERSON
@sonjajefferson #PDMC15
3 simple principles
behind all great content
marketing
@sonjajefferson #PDMC15
1.
HELP,
DON’T SELL
HELP, DON’T SELL like HSBC Expat
@expatexplorer
HELP, DON’T SELL like HSBC Expat
@expatexplorer
HELP, DON’T SELL like HSBC Expat
@expatexplorer
Read an interview with HSBC Expat’s award-winning Digital Marketing
Manager Richard Fray here:
http://www.valuablecontent.co.uk/valuable-content-award-for-hsbc-
expat-a-bank-with-the-human-touch/
@sonjajefferson #PDMC15
2.
SHOW,
DON’T TELL
SHOW, DON’T TELL like Hiut Denim
@hiutdenim
SHOW, DON’T TELL like Hiut Denim
@hiutdenim
@sonjajefferson #PDMC15
3.
TALK,
DON’T YELL
TALK, DON’T YELL like National Trust
THE NATIONAL TRUST’S CONTENT STRATEGY
• WHY? To share the love of special places, and help keep them
special for all to enjoy.
• HOW? By sharing true and authentic stories on the web and off –
stories that people will value; stories that fuel social conversations
and grow engagement in the Trust and its mission.
• WHO? They are training an army of content creators at source –
gardeners, rangers, historians, property staff – the people with the
knowledge and passion.
“They recognised that they had to change the way that they use
content, putting it right at the heart of what they do as an organisation,
not just their marketing or communications.”
@sonjajefferson #PDMC15
A CONTENT MARKETING MANTRA
A manifesto for valuable content marketing
LEARN MORE ABOUT THE APPROACH
Plenty of articles and resources here: www.valuablecontent.co.uk
VALUABLE CONTENT MARKETING (2nd edition)
Comes out 3 JULY 2015
http://bit.ly/1yg7548
Sign up for our best content ideas monthly:
www.valuablecontent.co.uk/about/newsletter
SONJA JEFFERSON
sonja@valuablecontent.co.uk
00 44 (0) 117 9290414

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A manifesto for valuable content marketing

  • 1. A MANIFESTO FOR EFFECTIVE CONTENT MARKETING STRATEGY PUBLISHING FOR DIGITAL MINDS CONFERENCE LONDON BOOK FAIR 13 APRIL 2015 • SONJA JEFFERSON
  • 2. @sonjajefferson #PDMC15 3 simple principles behind all great content marketing
  • 4. HELP, DON’T SELL like HSBC Expat @expatexplorer
  • 5. HELP, DON’T SELL like HSBC Expat @expatexplorer
  • 6. HELP, DON’T SELL like HSBC Expat @expatexplorer Read an interview with HSBC Expat’s award-winning Digital Marketing Manager Richard Fray here: http://www.valuablecontent.co.uk/valuable-content-award-for-hsbc- expat-a-bank-with-the-human-touch/
  • 8. SHOW, DON’T TELL like Hiut Denim @hiutdenim
  • 9. SHOW, DON’T TELL like Hiut Denim @hiutdenim
  • 11. TALK, DON’T YELL like National Trust THE NATIONAL TRUST’S CONTENT STRATEGY • WHY? To share the love of special places, and help keep them special for all to enjoy. • HOW? By sharing true and authentic stories on the web and off – stories that people will value; stories that fuel social conversations and grow engagement in the Trust and its mission. • WHO? They are training an army of content creators at source – gardeners, rangers, historians, property staff – the people with the knowledge and passion. “They recognised that they had to change the way that they use content, putting it right at the heart of what they do as an organisation, not just their marketing or communications.”
  • 14. LEARN MORE ABOUT THE APPROACH Plenty of articles and resources here: www.valuablecontent.co.uk VALUABLE CONTENT MARKETING (2nd edition) Comes out 3 JULY 2015 http://bit.ly/1yg7548 Sign up for our best content ideas monthly: www.valuablecontent.co.uk/about/newsletter SONJA JEFFERSON sonja@valuablecontent.co.uk 00 44 (0) 117 9290414