This document provides an overview of content marketing. It defines content marketing as creating and delivering valuable content to a target audience. It lists different types of content that can be used, such as whitepapers, ebooks, case studies, audio/video, blog posts, events, images and infographics, and email newsletters. The document discusses how content marketing generates more leads than traditional marketing, builds trust, creates value for customers, and decreases costs while increasing customers. It positions content marketing as the cornerstone of marketing strategies and discusses how content directly affects search engine optimization and helps push leads down the sales funnel, while not directly selling. It provides tips on planning a content marketing strategy by identifying the audience, their pain points and where

1. Sejal Visawadia

2. What is Content Marketing?
Creating and delivering valuable content
to your target audience

3. What is Content?
Whitepapers, eBooks,
Case Studies
Audio or Video
Content
Blog and Social Posts
Events (Webinars,
Workshops)
Images and Infographics
Email Newsletters

4. Why Content Marketing?
• Generates 3x more leads than
traditional marketing
• Build trust, create value among
suspects – people who want to
know what you know, not what
you sell (not yet)
• Decrease costs, increase
customers'.

5. Cornerstone of Marketing
SEO
Social Media
Content Marketing
Brand Voice &
Personality

6. Content Directly Affects Search

7. Content Marketing Does NOT
Does not directly sell

8. Content Marketing Does
Does help push leads down the funnel

9. 1
Content Marketing Strategy
4
PLAN
MEASURE
3
PUBLISH
2
CREATE

10. Who is Your Audience?
• Content you create
should address
your
customers’ points:
• a need
• a problem
• a desire
• a challenge
What are their biggest pain/point needs?

11. Identifying Pain Points
• Check out common
search inquiries around
your product or industry
using Google Search
Trends and Google
Keyword Tool
• Address FAQs – ask your
sales people what
customers are asking
them
Do your research – what do your customers need?

12. Where is Your Audience?
For instance:
• City dwellers are significantly more likely than rural residents to
be on Twitter
• Women are five times as likely as men to use Pinterest
• Baby boomers are the fastest growing segment of Facebook
Where do they find information online?

13. Tools for Content Creation
• Google alerts
• Percolate
(Real time content marketing
platform)

14. Tools for content creation
• LookBookHQ
(A visual storytelling platform)
• ÜberFlip
(Like Flipboard or Slideshare on
your own domain name.)

15. Tools for content creation
• Addvocate
• Little Bird
• TrackMaven
• Influitive
• Contently
• PaperShare

16. Publish

17. Measure and Adjust

18. Content creation software

19. Content marketing companies

20. 2013 B2C Content
Marketing

23. THANK YOU