This document discusses content marketing and provides definitions, statistics, and examples. It defines content marketing as creating and distributing valuable content to attract and engage a target audience to drive customer action and sales. It notes that content marketing is not new, and discusses the rise of content marketing due to factors like increased online behavior and the ability to track engagement. The document provides statistics on content marketing spending and goals. It gives examples of how brands create and distribute content through blogs, social media, and partnering with news sites. It also provides tips for content marketers and contact information for Magnus Thell from Cision.

1. Content Marketing
Magnus Thell, VD Cision Norden
Stockholm 24 april 2013

2. Definition

3. Source: Content Marketing Institute
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.
Innehållsmarknadsföring innebär att utveckla och dela
relevant, värdefullt och engagerande material med din
målgrupp i syfte att skaffa nya kunder eller öka
försäljningen till befintliga kunder. DVS, skapa innehåll
som driver trafik & ökar din försäljning
Definition: Content Marketing

4. Content Marketing is Nothing New

5. Paid – Earned – Owned

6. Fyra PR-konsulter per journalist…

7. Fyra PR konsullter per journalist…
Source: Resumé

8. 50000
55000
60000
65000
70000
75000
80000
85000
90000
95000
Aug Sept Oct
Mentions of Content Marketing on the Web – Q3
2012
Content Marketing Hype or Reality?

10. Wake up call for PR?

11. Varför nu?

12. Why NOW?
200 million
tweets per day
Link authority amongst 15
billion Web pages
millions of daily
posts on forums
and social sites
3.3 billion U.S.
page views per
month
1.64 billion posts
discussing brands
in the U.S. each
year
Graphic courtesy Simon Cockell via Flickr
- Online behavior is in place
- Algorithms and math/Big Data
- Ability to track & measure

13. Source: The New York
Times
“The heightened competition [for Google
AdWords] has driven up the prices
for keywords and made it harder for
small companies…”

14. Price Per Click on Google

15. Content Marketing Spend
 Currently, marketers dedicate approximately 25% of their total
budgets to content marketing initiatives
Content
Marketing
All other
Marketing
Increase
Spend
All others
Source: Content Marketing Institute
 60% report that they plan to increase their spend on content
marketing over the next 12 months.

16. Content Marketers’Top Goals
0% 10% 20% 30% 40% 50% 60% 70%
Thought Leadership
Engagement
Website Traffic
Customer Retention
Lead Generation
Customer Acquisition
Brand Awareness
Source: Content Marketing Institute

17. Hur?

18. Content Marketing

19. From awareness to buy

21. Networks

22. Networks

23. Branded Content on News Websites & Blogs

24. Exempel

25. Blog

26. Facebook

27. Twitter

28. Instagram

29. Pinterest

30. Online TV

31. Red Bull

32. Colgate Palmolive

33. American Express
“These partnerships allow us to create memorable experiences for our Cardmembers; through our content use,
we are able to scale out that experience to prospective and current customers and ultimately exposing more people to
our brand and driving consideration.”

34. Procter & Gamble

35. Sears

36. Verizon

37. Att tänka på

38. What to consider
 Non interruptive — Doesn’t interrupt the user flow and fits
seamlessly into the experience
 In Stream and Contextual — Complements, rather than competes
with, the content around it
 Preserves Trust — Engenders trust by delivering value as opposed
to employing deceptive marketing tricks
 Maintains Brand Integrity — Takes the long view to craft and
communicate a brand’s story authentically
 Adds Value — Supplements the experience by either entertaining,
informing or engaging
Source: Solve Media

39. Cision & CM

40. Social Media Newsroom

41. Set Your Goals
Create
(content marketing)
Amplify
(social Media)
Monitor
(social Media)
Analyze
Social media &
Website

42. Cision Content Marketing:
Content Amplification in CisionPoint
 Testing partners with
clients now
 Third sprint in progress
 beta launch in Q2

43. Tips

44. 10 Tips från Cision

45. Contact information
Magnus Thell
Managing Director Cision Nordics
E-mail: magnus.thell@cision.com
Mobile: +46 (708) 950 822
IM (Google Talk): magnusthell
Full contact info at LinkedIn
Twitter: @magnus_thell
(www.twitter.com/magnus thell)
http://pinterest.com/magthe/
www.cisionwire.se
www.cision.se