Content Marketing Fundamentals
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Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
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Content Marketing Fundamentals
- 1. rade@sociabuzz.com Content Marketing Fundamentals Rade Tampubolon | @radiculouz | rade@sociabuzz.com
- 4. rade@sociabuzz.com o A strategic marketing focused on o creating and distributing valuable, relevant, and consistent content o to attract and retain o a clearly defined audience o and drive profitable customer action
- 6. rade@sociabuzz.com Consumers only care about themselves
- 7. rade@sociabuzz.com We (and consumers) don’t really like ads
- 8. rade@sociabuzz.com We block and skip ads
- 9. rade@sociabuzz.com But we’re always hungry for contents
- 10. rade@sociabuzz.com We consume content on different screens
- 11. rade@sociabuzz.com But our attention span is getting shorter
- 12. rade@sociabuzz.com Too much content, not enough time
- 13. rade@sociabuzz.com “Attention” is getting more expensive
- 14. rade@sociabuzz.com Marketers have to “pay” with really really reeeaaaally good content to get consumers’ attention
- 15. rade@sociabuzz.com So what should we do?
- 16. rade@sociabuzz.com o A strategic marketing focused on o creating and distributing valuable, relevant, and consistent content o to attract and retain o a clearly defined audience o and drive profitable customer action
- 19. rade@sociabuzz.com Start with a Mission Statement
- 20. rade@sociabuzz.com Note: Before you move any further in creating your content marketing strategy, be sure to have this documented and approved by your key stakeholders. 1. Core audience target – type of person you can help most with your content 2. Deliverables to the audience – types of information you will provide through your content (how your story is different) 3. Desired outcome for the audience – things your audience will be able to do once they have consumed your content (what’s in it for your audience) Mission Statement
- 21. rade@sociabuzz.com “Welcome to Digital Photography School – a website with simple tips to help digital camera owners get the most out of their cameras.” 1. The audience: digital camera owners 2. What the site delivers: simple tips 3. What the audience will get from this: ways to get the most from their cameras Mission Statement Example
- 22. rade@sociabuzz.com “Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.” • Core audience target? • Deliverables to the audience? • Desired outcome for the audience? Mission Statement Example
- 23. rade@sociabuzz.com “Whether it’s a delicious recipe, an inspiring décor idea or a refreshing approach to organizing, we strive to help you [Moms] create a home that’s truly your own. Everything we do here is designed to empower and inspire you to make your home even better, and most importantly, a place you love to be.” Mission Statement Example • Core audience target? • Deliverables to the audience? • Desired outcome for the audience?
- 26. rade@sociabuzz.com o A strategic marketing focused on o creating and distributing valuable, relevant, and consistent content o to attract and retain o a clearly defined audience o and drive profitable customer action
- 27. rade@sociabuzz.com Content marketing is a marathon
- 28. rade@sociabuzz.com How to do it right? o Research and generate content ideas o Content planning o Content creation o Content distribution o Measure and analyze
- 29. rade@sociabuzz.com Need in-house company training? Contact: rade@sociabuzz.com
- 30. rade@sociabuzz.com Rade Tampubolon | @radiculouz | rade@sociabuzz.com