Content Marketing

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Content marketing can be an effective way to connect with customers and prospects – not just through social media, but through all channels. During this presentation we discussed how: • Social media and content marketing impact customer perceptions and buying behavior, • To use content marketing to support your marketing goals • To manage an ongoing strategy And why content marketing is, in fact, not new.

Marketing Technology Business

New trends
in marketing:
It’s all about the content

It’s all about the content Sundin Associates

It’s all about the content Sundin Associates
Product vs content marketing

It’s all about the content Sundin Associates
Content marketing
What is Content Marketing? The Content Marketing Institute

It’s all about the content Sundin Associates
Content marketing and social media

It’s all about the content Sundin Associates
http://www.marketingcharts.com/wp/online/friends-social-media-posts-impact-purchase-decisions-41594/attachment/ibm-social-influence-purchase-behaviors-mar2014/
Friends’ post/pins about purchases
Friends’ post/pins about retailers
Content marketing and social media

It’s all about the content Sundin Associates
The New Social Etiquette for Capturing the Online Consumer
http://blog.ness.com/Portals/72124/docs/FS_Social_CRM_WP_042911.pdf
Social media users
purchase up to 25%
more financial products
than consumers who
don’t use it.
Content marketing and social media

It’s all about the content Sundin Associates
Content marketing is not new
Newsletters
Receptions & Seminars
White Papers
Testimonials

It’s all about the content Sundin Associates
http://www.marketingcharts.com/wp/traditional/us-consumers-biggest-purchase-influencers-41717/attachment/deloitte-us-consumers-biggest-purchase-influencers-apr2014/
86% Recommendations
71% Television
68% Social Media
Content marketing is not new

It’s all about the content Sundin Associates
Know your customer
Interests
Concerns
Questions
Values

It’s all about the content Sundin Associates
Know your customer
Industry News
Refinancing
Decorating & Design
Home Improvement
Home Buying

It’s all about the content Sundin Associates
Select your channels
W
W

It’s all about the content Sundin Associates
Select your channels
Audience
Focus
Interest/Expertise

It’s all about the content Sundin Associates
Define your content
Leveraged

It’s all about the content Sundin Associates
Define your content

It’s all about the content Sundin Associates
Define your content
Curated

It’s all about the content Sundin Associates
Define your content
Original

It’s all about the content Sundin Associates
Define your content
Product

It’s all about the content Sundin Associates
Pulling it together
LeveragedCurated
Original
Product

It’s all about the content Sundin Associates
Defining success
Opens
Clicks
Shares

It’s all about the content Sundin Associates
Defining success

It’s all about the content Sundin Associates
Ashland (01721), Dover (02030),
Natick (01760), Sherborn (01770),
Wellesley (02482), Wellesley Hills (02481)
Age: 18 and older
42,000
Interests: Bicycle, Cyclo-cross,
Road bicycle racing, Mountain biking,
Mountain bike, or Triathlons
Giro d'Italia, Vuelta a España, Tour de France,
4,200
Defining success

It’s all about the content Sundin Associates
Defining success
Impressions
Clicks

It’s all about the content Sundin Associates
Defining success
Shares
Comments

It’s all about the content Sundin Associates
Keeping up
Marketing
Business
Retail
Executive
Compliance

It’s all about the content Sundin Associates
Keeping up
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Curated Product Original
Curated Leveraged
Original Product Curated
Leveraged Product
Curated Product

It’s all about the content Sundin Associates
Know your customer
Choose your channels
Plan your content
Review your results

Thank you!
Kristin Sundin Brandt
President
508.650.9668
kristin@sundininc.com

I'm done with "old PR". The act of brand-forward communications is about a appealing as clicking on a banner ad. With companies from sea to shining sea harnessing their own content & thought leadership & opinions to drive consumer and media awareness the act of amplifying a brand story must also change. Enter "Content PR" - a methodology that revolves around consumer/media first and brand second. Being the helpful expert through useful information - getting to the "why" - and engaging assets and action items is the path to success. Are you on board?

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http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/ One of the best way to show a business the importance of content marketing is to show them all the great examples of companies who are already doing it right. - Imagine you own the website for the generic category searches your customers use like L'Oreal's Makeup.com - Imagine you own the digital destination for your target persona like Adobe CMO.com - Imagine your content marketing hub is the largest source of leads for your business like American Express OPEN Forum I think it often helps businesses, who might need that little push into content marketing, to see what others are doing. What Is Your Favorite Content Marketing Hub? This list came from my constant desire to learn from others, to recognize those who are creating great content, to inspire those who are looking to build their own best-practice content marketing program, and to help you see what approaches other companies are taking, You will see a mix of B2B and Consumer brands. You will see a mix of on-domain and off-domain content hubs. You will see examples from companies large and small. You will see examples of brands that include some direct conversions and some that are only looking to build awareness. 99 Amazing Content Marketing Examples . . .

Realm of Content Marketing

ScottsDirectories

Welcome to our annual report on the content marketing practices of technology marketers. This report focuses on the North American technology marketers who participated in our seventh annual content marketing survey. New for this year, we asked technology marketers about their success with content marketing: • 24% said their organization’s overall approach to content marketing is “extremely” or “very” successful • 64% said that compared with one year ago, their organizations are “much more” or “somewhat more” successful with content marketing • 92% of those reporting increased success attributed that success to doing a better job with content creation. Seventy-four percent said their organization always or frequently prioritizes delivering content quality over content quantity. That stat is even higher (92%) among the top-performing technology marketers (see the chart on page 4 for our definition of a “top performer”). Read on for more insights into how your peers are approaching their content marketing—and where they are heading over the next 12 months.

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Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other. As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic. Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world. Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.

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Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022. Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether. Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second. Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%). If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.

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Content Marketing

1. New trends in marketing: It’s all about the content

2. It’s all about the content Sundin Associates

3. It’s all about the content Sundin Associates

4. It’s all about the content Sundin Associates

5. It’s all about the content Sundin Associates Product vs content marketing

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7. It’s all about the content Sundin Associates Product vs content marketing

8. It’s all about the content Sundin Associates Product vs content marketing

9. It’s all about the content Sundin Associates Content marketing What is Content Marketing? The Content Marketing Institute

10. It’s all about the content Sundin Associates Content marketing and social media

11. It’s all about the content Sundin Associates http://www.marketingcharts.com/wp/online/friends-social-media-posts-impact-purchase-decisions-41594/attachment/ibm-social-influence-purchase-behaviors-mar2014/ Friends’ post/pins about purchases Friends’ post/pins about retailers Content marketing and social media

12. It’s all about the content Sundin Associates The New Social Etiquette for Capturing the Online Consumer http://blog.ness.com/Portals/72124/docs/FS_Social_CRM_WP_042911.pdf Social media users purchase up to 25% more financial products than consumers who don’t use it. Content marketing and social media

13. It’s all about the content Sundin Associates Content marketing is not new Newsletters Receptions & Seminars White Papers Testimonials

14. It’s all about the content Sundin Associates http://www.marketingcharts.com/wp/traditional/us-consumers-biggest-purchase-influencers-41717/attachment/deloitte-us-consumers-biggest-purchase-influencers-apr2014/ 86% Recommendations 71% Television 68% Social Media Content marketing is not new

15. It’s all about the content Sundin Associates Know your customer Interests Concerns Questions Values

16. It’s all about the content Sundin Associates Know your customer Industry News Refinancing Decorating & Design Home Improvement Home Buying

17. It’s all about the content Sundin Associates Select your channels W W

18. It’s all about the content Sundin Associates Select your channels Audience Focus Interest/Expertise

19. It’s all about the content Sundin Associates Define your content Leveraged

20. It’s all about the content Sundin Associates Define your content

21. It’s all about the content Sundin Associates Define your content

22. It’s all about the content Sundin Associates Define your content Curated

23. It’s all about the content Sundin Associates Define your content

24. It’s all about the content Sundin Associates Define your content Original

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31. It’s all about the content Sundin Associates Pulling it together LeveragedCurated Original Product

32. It’s all about the content Sundin Associates Defining success Opens Clicks Shares

33. It’s all about the content Sundin Associates Defining success

34. It’s all about the content Sundin Associates Defining success

35. It’s all about the content Sundin Associates Ashland (01721), Dover (02030), Natick (01760), Sherborn (01770), Wellesley (02482), Wellesley Hills (02481) Age: 18 and older 42,000 Interests: Bicycle, Cyclo-cross, Road bicycle racing, Mountain biking, Mountain bike, or Triathlons Giro d'Italia, Vuelta a España, Tour de France, 4,200 Defining success

36. It’s all about the content Sundin Associates Defining success Impressions Clicks

37. It’s all about the content Sundin Associates Defining success Shares Comments

38. It’s all about the content Sundin Associates Keeping up Marketing Business Retail Executive Compliance

39. It’s all about the content Sundin Associates Keeping up Sunday Monday Tuesday Wednesday Thursday Friday Saturday Curated Product Original Curated Leveraged Original Product Curated Leveraged Product Curated Product

40. It’s all about the content Sundin Associates Know your customer Choose your channels Plan your content Review your results

41. Thank you! Kristin Sundin Brandt President 508.650.9668 kristin@sundininc.com

Editor's Notes

Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.
Full service agency – We get it done.

Content Marketing

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