How would you explain what content marketing is, in under 10 minutes?

1. WHAT IS
CONTENT
MARKETING?
mcm2, Nantwich, Cheshire - www.mcm2.co.uk
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2. Content marketing is a way you can
connect to the multitude of customers
and prospects across the digital space.
It allows you to generate long term
business opportunities through the
creation of high value, highly engaging and
highly involving content.
So what is that?
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3. Firstly – content marketing is made up of
two words;
Content
And
Marketing
The reason so much of it is poorly done is
that people have forgotten the marketing
element.
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4. It is easy to say what it is not:
1) It is not the production of page after
page of material
2) It is not the creation of self promoting
podcasts and video material
3) It is not blogging day in day out
4) It is not tweeting your every
movement
5) It is not sharing your activity on
facebook
6) It is not a fad!
7) Nor is it really new
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5. It’s been around for some time. We just have
not really called it content marketing
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6. It is producing
material that
talks to groups as
disparate as
these.
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7. And as organised
as these.
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8. It should be the
basis of your social
and seo strategy.
The thing that links
your activity
together and the
reason for people
to sit up and take
notice of you.
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9. Defn/ Content marketing is a marketing technique of creating and
distributing relevant and valuable content to attract, acquire, and
engage a clearly defined and understood target audience – with
the objective of driving profitable customer action.
Content marketing is permission based marketing – it is fly fishing
for customers, teasing, drawing them in. Allowing them to come to
us when and how they want to.
It is long term, non confrontational and can deliver long term
results for your business.
It talks to people when and where they want to be talked to.
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10. Content marketing is not a part of social media, it is the
reason to do social media. It is the foundation of social
media
It is the answer to the questions;
“What on earth am I going to say on facebook?”
“Why would anyone follow me?”
“How can I get high on search engines?”
“What is the point in pinterest?”
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11. Strategy Implement Measure Review Adapt
The process for developing a content
marketing strategy is no different from
creating any other marketing strategy.
Work it out, implement it, measure,
review and adapt.
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12. Strategy Implement Measure Review Adapt
Listening project
Needs Needs
Content Strategy
Analyse Competition
Business Audience
Review Channels
Wants Wants
Business objectives
K.P.I’s
Listen to what people are saying
Review what your competition
are doing Your strategy sits in the region of
Review how we could reach our overlap of your business needs
audience. and wants and those of your
Look at our objectives and set up audience
a series of Kpi’s
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13. Strategy Implement Measure Review Adapt
Listening project
Analyse Competition Channels
Review Channels Schedule
Business objectives Themes
K.P.I’s
Then you will be able to create a
series of underlying themes,
develop a schedule and then
determine your initial channels,
bearing in mind that all this can
and will change
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14. There are a Blogs Micro Blogs
Social Printed
Video
Channels Material
wide range
of available
channels.
The trick is to
match the
channel to Audio Presentation Articles Papers E’books
the business
to the
audience.
Cultural
Newsletters Images Reviews Websites
memes
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15. Strategy Implement Measure Review Adapt
Create
The real trick is to get going, to
actually start developing content.
Check Most people look back at their
first attempts and cringe, but still
it is only by doing it that they can
Distribute start to develop their tactics
Test
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16. Strategy Implement Measure Review Adapt
Versus K.P.i’s
Alter Strategy
Attributable Sales
Channel development
Social Metrics
Tactical Themes
Return on Investment
Formal Performance
Reviews
Marketing without review or
measurement is hard to justify..
There needs to be a constant Customer journey
process of measurement and Analysis
improvement if the long term
investment is going to be positive
Feedback
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17. It is important to remember two key things to come up
with a content strategy –
1) Everyone is connected to Everyone
And
2) There are two words in Content Marketing
Don’t trust people who don’t understand that.
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18. If you want to find out more about how
we believe content marketing can help,
and how it should be done, visit our
blog on www.mcm2.co.uk/blog.
We would really like to know what you
think, so email us on
martin@mcm2.co.uk
We also have a quick test to see how
good your content strategy is at -
http://www.mcm2.co.uk/test
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19. If you always do what you've always
done you will always get what you've
always got.
Unless things change.
The world of marketing has changed
and we need to change with it.
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