2. WHAT IS CONTENT MARKETING?
Content marketing is the marketing and business process for creating and
distributing valuable and compelling content to attract, acquire, and
engage a clearly defined and understood target audience-with the objective
of driving profitable customer action.
3. MARKETING BY SELLING LESS:
The essence of this strategy is the belief that if we, as business,deliver
consistent,ongoing valuable information to buyers,they ultimately reward us
with their business and loyalty.
Costumers don’t care about you, they care aboutthemselves.
4. Contentmarketing is not new. Brands havebeentelling stories for
centuries. Thedifference?It’s morecritical thanever to getit right.
6. THROUGH CONTENT YOU CONNECT
•It speaks to us,makes us want to share it, motivates people to buy
• Less is more: quality over quantity
There has been a shift from traditional marketing
• Time and money
• There is a lot of clutter
7. FINDING YOUR CONTENT ASSETS
• You've done it!
• You've developed why you need the content, created the audience
personas,identified the buying stages
• But what if you don't have enough brand stories to meet the demands of
the content marketing initiative?
• The truth is that every company has enough raw material, you just have to
know how to extract that information
9. 7 WAYS TO TAKE THE MEDIA WORLD
BY STORM
1. Make mobile your top channel strategy
2. Hire professional journalists and writers
3. Repurpose all of your content
4. Develop rent-to-own content strategies
5. Develop professional editorial practices
6. Buy a media company
7. Make the reader your number one priority
11. HOW LEGO’S CONTENT
SUPPORTS THE BUSINESS
• In the 1980’s and 1990’s,LEGO faced a tremendous threat from competing
construction toys.
• The very simplicity of LEGO’s building blocks made them very easy to duplicate.
• The company needed to build a powerhouse brand and develop an IMC approach
to compete against a growing set of building-block imitators.
MICROSITES
LEGO MINISERIES
LEGO CLICK
MY LEGO NETWORK
LEGO MAGAZINE
LEGO ID
LEGO LAND
LEGO CLUBMEETINGS
13. • Create a valuable experience.
• Own it! Attract and retain costumers by consistently creating and curating
content in order to change and enhance a consumer behavior.
• Deliver the content your audience is seeking in all the places they are
searching for it.
• Create interesting information your costumers are PASSIONATE about so they
actually pay attention to you.
14. TO ACCOMPLISH SUCCESSFUL
CONTENT MARKETING YOU NEED:
1. People to do it
2. Roles/responsibilities for those people to fulfill
3. A schedule by which the tasks are fulfilled
4. Rules and guidelines
16. ROLES IN THE CONTENT PROCESS
• Manager or Chief Content Officer
• Managing Editors
• Content Creators
• Content Producers
• Chief Listening Officer
• Freelance Writers
17. MANAGE INFORMATION
LIKE A PRODUCT
• Customers filter out any information that doesn't benefit them in some
way.
• Must first build relationship with the customer through valuable and
relevant information, andTHEN the company is able to sell products and
services.
18. WHAT DOES THIS MEAN?
• Up-front business planning
• Product testing
• Research and development
• Product success measures
• Customer feedback channels
• Quality control
• Product evolution planning
19. 3 TAKEAWAYS
1. Start to think about content packages as a series (like aTV show)
2. Train all product managers in the basics of content marketing
3. Establish a pilot team
20.
21. CONTENT TYPES
BLOGS:
• Brief chunks of information
• Frequently refreshed web content
E-NEWSLETTER:
• Permission-based means of regular communication with current and future customers
22. E-BOOKS:
• Typically 12-40 pages of information in a visually attractive,reader-friendly format
• Content is informative and entertaining
WHITEPAPERS:
• Topical reports,typically 8-12 pages long, on
issues that require a lot of explanation
• Contrary to popular headlines,the white paper
is not dead
• If done correctly, the white paper can be highly
effective in content marketing
"There is no substitute for well-researched,well-
thought-through points of view on issues that really
matter to your customers. If you don't take time to do
that, it doesn't matter what format you are using. It just
won't be effective.”
Rob Leavitt (Director ofThought Leadership at PTC)
23. WEBINAR/WEBCASTS:
• Webinar:Slides and audio
• Webcast:Slides,audio, and video
VIDEOS:
• Youtube andVimeo have greatly simplified
the process of sharing videos
TESTIMONIALS&CASESTUDIES:
Testimonial:quote or information straight from the customer
-Considered to be a trustworthy source
Case Study:document,typically 1-2 pages long
-Combines first-person testimonial with narrative structure of a story
24. DIGITALMAGAZINES:
• Hybrid between traditional magazines and "souped-up" PDFs
• Self-contained,visually compelling periodical content that doesn't require special
software to open or read
• Zappos ZN magazine captures the look and feel of traditional print content while
adding convenient features (like searching, printing,and shopping)
E-LEARNINGSERIES
• Carefully planned curriculum of educational content that may be delivered through a
variety of mediums,including audio podcasts,video, slide presentations,webinars,and
more.
MOBILEAPPLICATIONS
• "Apps”
• Allow users to utilize their PDAs
into devices to meet specific needs
25. PODCASTS
• An audio file you can listen to on computer or
mobile device, distributed via RSS or iTunes
PRINTEDBOOKS
• Full-length books still carry authority
• Revenue Disruption - from Marketo
• Precision Marketing - from Ricoh InfoPrint
• Engagement Marketing - from Constant
Contact
Online Game
• Electronic game that reinforces favorable
experience of the brand
Infographics
• Visual representation of information or data in
a chart, graph,or other form of illustration
26. OTHER EXAMPLES OF CONTENT
MARKETING
• Executive roundtable
• Industry ranking systems
• Comic Book
• Audio Book
• VirtualTrade Shows
• Road Shows
• Branded ContentTool
• Online Survey Research Projects
27. THE CONTENT PLATFORM
The Hub-and-Spoke Model
• "Don't build on rented land”
• You can create a following on
Twitter, Facebook,or LinkedIn, but
you don't own it
• Create a social hub,preferably a
blog,to which to drive social traffic
• Develop distribution channels and
communities off the hub
28. SOCIAL MEDIA
FOR CONTENT
MARKETINGN O C O N T E N T M A R K E T I N G S T R A T E G Y I S C O M P L E T E
W I T H O U T A S T R O N G S O C I A L M E D I A S T R A T E G Y
29. FACEBOOK
• Quality> Quantity
• SmarterTargeting (PPT)
• Graph Search
• Publish, and publish often
• Consider contests or promotions
TWITTER
• Tell a Story
• Use #
• Testing Grounds
• Tweet Live
YOUTUBE & VIMEO
• Enable video embedding
• Mix professional and homegrown videos
• Show don’t tell.
• Keep it short.Think compilations, not long shots
LINKEDIN
• Spruce up your company page
• Plugged in staff members
• Quality> Quantity
• Participate in groups
30. GOOGLE+
• Healthy mix of content media
• Symbols like # and + are your friends
• Share individual content from your staff
• Use longer-form content for commentary
PINTEREST
• Does the platform fit your audience
• It’s more than just images (use video)
• Share reading list
• Show your company’s personality
FOURSQUARE
• Encourage staff to check in at the office and company
events
• Do research on your market
• Create a badge
• Share tips that are relevant to your audience
INSTAGRAM & FLICKR
• Post images that accompany your content with a link
• Share unique behind-the-scenes content
• Tie promotions to images
• Turn followers into sources of content (tags)
31. STUMBLEUPON
• Only sign up if you have time to stay active.
• Use the “paid discovery” service.
• Add a stumbleUpon button to each piece of content you create.
• Make it easy to share older content too.
• Find inspiration for your own content.
TUMBLR
• Use your tags.
• Post snippets of content.
• Reblog, comment,and“like” often
• Link back to your page
• Focus your content (tight niche)
SLIDESHARE
• Share your e-books.
• Recycle old content
• Embed your slides on other sites.
• Spend time on your title slides
• Create lengthy,data-driven presentations.
QUORA
• Create a comprehensive profile.
• Follow topics,and find influencers.
• Ask and answer questions.
32. ACTIVITY
Develop an epic content marketing strategy for the Liberty Athletics department that
creates more interaction and story that relates to Liberty students.
Need:To raise fan loyalty to Liberty's football team
Target Audience:College students
The goal or objective
• Understanding how the audience buys/interacts
• Choosing your content niche
• Developing content marketing mission statement
• What are the informational sources on which you would rely?
• Why do you engage in them?
• What makes them special?
33. KEY TAKEAWAYS:
• Before you create any new content,figure out first what you have to work with.
• Determine a process to coordinate the content you have, and start thinking about when
content will need to be updated. Assigning someone to this task will help!
• A blog can be, and should be, a core part of communicating with and marketing to your
customers.
• Content without design doesn’t look appetizing,
• Hiring an editor is not a want, but a must for all organizations.
• 90% of all corporate websites talk about how great the company or product is and forget about
the customer.
• 90% of all websites are terrible.
• Customers want to be inspired. Be the inspiration!
• There is no right way to do content marketing,be willing to experiment.
• Never overlook the power of simplicity
• There are no shortcuts to epic content marketing.
• Before you create your content masterpiece,first figure out how you are going to market it.
34.
35. QUESTIONS TO CONSIDER
• Determine if your content is more about customer "pain points" or more
about "how great our products or services are?”
• Will people share and spread this information in social media?
• Will they talk to their colleagues about it?
• Will they search for it?
• Will they become so engaged in it that they will friend or follow you?
36. CRITICISMS:
• Some social media platforms mentioned in the book are already outdated:
StumbleUpon
• Emerging social media platforms have replaced some old ones because of
its effectiveness and immediacy: Snapchat,Periscope,Vine
• Features are also content types:Product placement in the narrative.
• Writing style is repetitive, list-heavy.
• Chapter organization was unclear at times.
• You don’t necessarily need to own a media company
