ivan@ddc.bg
Content Marketing
is creatingor curating non-product
content — be it
informational, educational, entertaini
ng, etc — and publishing it to contact
points with customers to get their
attention, to focus on the topic
around your solution, and pull them
closer to learning more about you.
Sam Decker
3.
ivan@ddc.bg
Content marketing
is anapproach by which companies
seek to author and/or share contextually
relevant content to create or reinforce
their brand messaging. When done
effectively, content marketing is not
done in direct support of a sales
process, but rather by positioning a
company or individual within a space.
Barry Graubart
4.
ivan@ddc.bg
Content marketing
is theprocess of indirectly and directly
promoting a business or brand through
value-added text, video, or audio content
both online and offline. It can come in
long-form (such as
blogs, articles, ebooks, and so on), short-
form (such as Twitter updates, Facebook
updates, images, and so on), or
conversational-form (for example, sharing
great content via Twitter or participating in
an active discussion via blog comments or
through an online forum).
Susan Gunelius
5.
ivan@ddc.bg
Content Marketing
is anintentional approach to
attracting, engaging and inspiring
customers to a logical conclusion to buy
and share through content that
empathizes with the varied interests and
behaviors during the buying cycle.
Lee Odden
6.
ivan@ddc.bg
Content marketing
is away of engaging and attracting existing and potential
customers through content creation. Content marketing is catering
your slogans, campaigns, tweets, Facebook posts and blogs to your
target audience and existing customers, simultaneously Content
marketing is personal, engaging and tells stories. When a brand
uses specific words or stories that resonate with a consumer, they
can dig deeper into who they are as a consumer. By utilizing
content marketing, brands can cater campaigns and stories around
buying patterns and personalities. Rather than broadcasting
information to the masses, content marketing should focus more
on emotions and messages that are relevant and captivating to the
target audience.If so many brands seem to be regularly utilizing
content marketing, how can you tell what content marketing
is?Content marketing is NOT price tags on tangible items. Content
marketing is much more subjective in nature. Marketing messages
and stories that stir beliefs, feelings, opinions or emotions can all
be classified as content marketing. The most important takeaway
from content marketing is to focus less on the cost and product
details and focus more on the customer experience.
Dan Bergeron
7.
ivan@ddc.bg
Content marketing
is anumbrella term encompassing all marketing formats that involve
the creation or sharing of content for the purpose of engaging current
and potential consumer bases. Content marketing subscribes to the
notion that delivering high-quality, relevant and valuable information
to prospects and customers drives profitable consumer action. Content
marketing has benefits in terms of retaining reader attention and
improving brand loyalty. The idea of sharing content as a means of
persuading decision-making has driven content marketers to make
their once-proprietary informational assets available to selected
audiences. Alternatively, many content marketers choose to create
new information and share it via any and all media. Content marketing
products frequently take the form of custom magazines, print or online
newsletters, digital content, websites or microsites, white
papers, webcasts/webinars, podcasts, video portals or series, in-
person roadshows, roundtables, interactive online,email, events. The
purpose of this information is not to spout the virtues of the
marketer’s own products or services, but to inform target customers
and prospects about key industry issues, sometimes involving the
marketer’s products. The motivation behind content marketing is the
belief that educating the customer results in the brand’s recognition as
a thought leader and industry expert.
Wikipedia
ivan@ddc.bg
1. Купени са100 предмета от разпродажби – средна цена $2
2. На всеки предмет е зачислен писател
3. Предметите са пуснати във eBay със снимка и написана история
Стойност на предметите:
Продадени за:
Significant objects project
Източник: http://is.gd/2JEMRh
$128.74
$3,612.51
ivan@ddc.bg
Накратко
Платена медия –плащаме за преходна услуга –
трафик или видимост, няма натрупване
Заслужена медия – плащаме за натрупване на
внимание, ползваме вниманието многократно
Собствена медия – плащаме за натрупване на
стойност, трупаме трафик, авторитет и продажби
ivan@ddc.bg
Стратегия
1. Създаване наbuyer persona
2. Анализ на наличното съдържание
3. Слаби места на конкурентите
4. Анализ на теми от търсачките
5. Анализ на социални мрежи
6. Създаване на tone of voice
6. Последователност на комуникацията (цялостна стратегия)
ivan@ddc.bg
Дистрибуция
Платено търсене –
решаванена проблеми
със съдържание
Спонсорирани постове в
социални мрежи
Позициониране на
съдържание в
традиционни медии –
native реклама
Обвързване със
ремаркетинг структури
