The document discusses how brands are using content marketing. It provides examples of how brands are integrating offline and online channels, letting their audience participate, telling their brand and customer stories, building a following with social media, standing out with new technologies, letting products do the marketing, being agile and adapting quickly. The document notes that online media has changed - it is now more effective to spend on creating the best content rather than paying to promote average content.

1. How are Brands using Content Marketing?
#EcommForum – 2nd May 2013

2. What is Content Marketing?

4. Who is your target audience?

5. How are brands using content?

6. Integrate offline & online channels

7. http://www.youtube.com/watch?v=pfxB5ut-KTs

8. Let your audience participate
http://fashionfinder.asos.com/

9. Tell your brands story
https://www.airbnb.com/annual

10. Tell your customers story

11. http://realbeautysketches.dove.com

12. Build a following with your own social voice

13. Stand out by using new technologies

14. Let your products do the marketing
http://www.nike.com/us/en_us/c/nikeplus-fuelband

15. Be agile…

16. Be quick…

17. Be prepared to adapt!

18. Content is all about the audience you can influence

19. Online media has changed…
£5,000 advertising spend at £0.50 per click = 10,000 visits

20. Or…
$4,500 creative video campaign = 10m+ views

21. Rather than paying to promote average content…
Just create the best content!