A brief overview of content marketing - definitions and important reminders. Presented at Web Content Mavens, August 24, 2016

1. Content Marketing
A brief overview of terms & concepts
Jasmine Sante
Sante Strategies
Jasmine Sante – www.santestrategies.com - @mjsante - @webmavensdc

2. Jasmine Sante - Sante Strategies - @mjsante - @webmavensdc
Content marketing is the marketing and business
process for 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 Institute
(clunky but established)

3. Jasmine Sante - Sante Strategies - @mjsante - @webmavensdc
Content marketing - Plan, develop
and distribute content that is
engaging and useful to your target
audiences to support a business
goal.
(my definition)

4. Jasmine Sante - Sante Strategies - @mjsante - @webmavensdc
Break that down (bottom to top)
plan
develop
distribute
content, engaging and useful
to your target audiences
to support a business goal

5. Jasmine Sante - Sante Strategies - @mjsante - @webmavensdc
plan
develop
distribute
content, engaging and useful
to your target audiences
to support a business goal

6. Jasmine Sante - Sante Strategies -
@mjsante - @webmavensdc

7. Jasmine Sante - Sante Strategies - @mjsante - @webmavensdc
plan
develop
distribute
content, engaging and useful
to your target audiences
to support a business goal

8. Jasmine Sante - Sante Strategies -
@mjsante - @webmavensdc
Find Your Target Audiences

9. Jasmine Sante - Sante Strategies -
@mjsante - @webmavensdc
Find Your Target Audience
1. Identify Market Segments
2. Personas
3. Surveys
4. Analytics
5. Insight tools
6. Evaluate your content metrics
against audiences

10. Jasmine Sante - Sante Strategies - @mjsante - @webmavensdc
plan
develop
distribute
content , engaging and useful
to your target audiences
to support a business goal

11. Jasmine Sante - Sante Strategies -
@mjsante - @webmavensdc

12. Jasmine Sante - Sante Strategies - @mjsante - @webmavensdc
plan
develop
distribute
content, engaging and useful
to your target audiences
support a business goal

13. Jasmine Sante - Sante Strategies -
@mjsante - @webmavensdc

14. Jasmine Sante - Sante Strategies - @mjsante - @webmavensdc
plan
develop
distribute
content, engaging and useful
to your target audiences
support a business goal

16. Jasmine Sante - Sante Strategies - @mjsante - @webmavensdc
plan
develop
distribute
content, engaging and useful
to your target audiences
support a business goal

18. Jasmine Sante - Sante Strategies -
@mjsante - @webmavensdc
Resources Roadmap Running It
People
Budget
Tools
Limitations
Goals
Audience
Strategy
Tactics
Launch Plan
Execution
Testing
Analysis
Creating a Content Marketing Plan

19. Jasmine Sante - Sante Strategies -
@mjsante - @webmavensdc