This document provides an overview of content marketing and why it is becoming central to marketing strategy. It discusses how the media landscape and consumer behavior have changed, forcing brands to publish their own content online to reach audiences. Content marketing involves brands creating high-quality, engaging content like blogs, videos and eBooks that stands on its own and attracts readers rather than traditional advertising. Analytics now allow brands to measure what types of content perform best and refine their strategies over time to develop deeper engagement with customers. The document advocates for developing a long-term content marketing strategy and process rather than one-off tactics.

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
6
All Hail King Content
via Flickr: Evan Courtney

7. IT’S THE CONTENT MARKETING REVOLUTION
7
via Flickr: filckerbulb (Chris Corwin)

8. BUT BEFORE WE TALK CONTENT MARKETING …
HERE’S A BRIEF HISTORY OF MEDIA
8
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.

10. SO MARKETERS BOUGHT SPACE AROUND
MASS MEDIA CONTENT
10

11. AND PR PEOPLE PITCHED THE MEDIA
11

12. BRANDS NEEDED TO INTRUDE IN AND AROUND
CONTENT TO REACH CONSUMERS
12
via Flickr:tiffanycje
Tonight's show brought to you by. . .. .

13. IN THE LATE 1990S, THAT SLOWLY
BEGAN TO CHANGE
13

14. THE WEB FORCED BRANDS TO PUBLISH
THEIR OWN CONTENT
14
McDonald’sWebsite 1996
Gatorade Website 1996

15. AND THEN CAME SOCIAL MEDIA A
DECADE LATER
15

16. SOCIAL MEDIA LEVELED THE
DISTRIBUTION PLAYING FIELD
16
Suddenly a teenager with a smartphone could reach
as many people as mainstream media

17. SOCIAL’S REACH WAS UNDENIABLE,
SO BRANDS BIG AND SMALL JUMPED IN
17
via Flickr: OllyGringo (Oliver Davis)

18. BRANDS SET UP SOCIAL ACCOUNTS
AND GOT TO WORK
18

19. AND EVERYONE WAS LOOKING FOR
DIGITAL AND SOCIAL STRATEGY
19

20. BUT PEOPLE ARE STARTING TO REALIZE
SOMETHING
20
I am sure
this will
evolve
further
Charles
Darwin

21. DIGITAL AND SOCIAL ARE JUST
CHANNELS TO REACH PEOPLE
21

22. BRANDS NEED SOMETHING TO SAY
22

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
26

27. ENTER CONTENT MARKETING
27

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. IT’S NOT THE TRADITIONAL “WE’RE THE
BEST” AND “BUY THIS NOW” APPROACH
29
Flickr: eugenesucks (Eugene))

30. IT’S CONTENT THAT INFORMS OR
ENTERTAINS ON A RELEVANT TOPIC
30

31. IT’S CONTENT PRODUCED BY PROFESSIONALS:
WRITERS, EDITORS, FILMMAKERS
31
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
32

33. AND CONTENT MARKETING IS POWERFUL
FOR ONE SIMPLE REASON
33

34. WE CAN MEASURE IT AND TWEAK IT TO
BE MORE EFFECTIVE
34

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. YOU CAN RUN MANY EXPERIMENTS TO FIND
WHAT WORKS… AND PRETTY CHEAPLY TOO
36

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. SO GOOD CONTENT MARKETING COMBINES
Professional
Level Media
and Creative
Content
Produced for
Brands
38
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
40

41. BUT PLEASE UNDERSTAND…
41
RomeWasn’t Built in A Day
Via Flickr: Vincenzo Dragone

42. YOU NEED A STRATEGY AND YOU NEED
TO STICK WITH IT
42
Via Flickr: Treefrogbandit

43. Because Creating Great
Content is Hard Work
43
Via Flickr: Kheel Center

44. AND YOU NEED TO ACCEPT THAT TRIAL
AND ERROR IS YOUR FRIEND
44

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
Via Flickr:julianrod (Julián Rodriguez Orihuela )
Email: Paul.Cordasco@BM.com
Twitter: @PaulCordasco