Content Marketing Slides

1. Content is the New Ad
What is content marketing?
• What: Creating, curating, distributing, and amplifying content
• In what way: Interesting, relevant, and useful
• To whom: To a clearly defined audience group
• Why: To create conversation about content
Why content marketing?
• Customers often do not find advertising messages appealing which is why
marketers are slowly shifting to content marketing to show their value
proposition

2. What is the difference between
advertisements and content?
• Advertisement – contains information that brands want to convey to
help sell their product – e.g. Call this number if you want to avail our
service
• Content – contains information customers want to use to achieve
their own personal and professional objectives – sample of this is how
PAL or Cebu Pacific tell stories about travel and where to go to while
saying that they have flight routes goind there

3. Step-by-Step Content Marketing
1. Goal Setting
2. Audience Mapping
3. Content Ideation & Planning
4. Content Creation
5. Content Distribution
6. Content Amplification
7. Content Marketing Evaluation
8. Content Marketing Improvement

4. Goal Setting and Audience Mapping
• Setting the goal – I want
to grow my followers by
10% month on month
• Audience mapping –
user segmentation and
targeting

5. Content Ideation, Planning, and Ideation
• Content Ideation and Planning – what is valuable
to my target audience? E.g. for P&G Pampers – if
my target market is new moms, then content
could be about how to avoid rashes with diapers
• Content creation – content should reflect the
brand proposition is. E.g. if I’m telling a story to
market Pampers it should still reflect the
“friendly” and “caring” vibe that Pampers has. It
could be as simple as saying “hi” at the start of
the story

6. Content Distribution and Amplification
• Content Distribution – ask where your target
customers are. E.g. moms aren’t really as active
in facebook as they are in blogs
• Content Amplification – how do I optimize my
content? For celebrity bloggers, if they start
talking about your article it will have a better
chance of being viral

7. Content Marketing Evaluation and
Improvement
• Content Marketing Evaluation – did
I get the right returns based on my
initial metrics? E.g. did I get a 10%
of my following this month?
• Content Marketing Improvement –
how do I get 15% next month?
What did folks like about my article
and what do I need to improve?