The document discusses the importance of content marketing, highlighting that 90% of consumers find custom content useful and prefer it over traditional advertisements. It outlines five key enablers for effective content marketing: being findable, paid, earned, scalable, and actionable. Companies must implement these strategies to engage audiences and drive profitable consumer actions.

1. Win ning
Five Content Marketing
Enablers
Casey Knox, Director of Communications

2. Content marketing is…

3. creating and sharing content

4. in order to engage current
and potential consumer bases

5. and drive profitable consumer
actions.

6. Why should
companies create
custom content to
market online?

7. 90% of consumers find custom content useful.
78% of people believe organizations providing custom content
are interested in building good relationships with them.
of people prefer to receive information about an organization
73% in a collection of articles rather than in a traditional
advertisement.
61% of people feel better about a company that delivers custom
content and are more likely to buy from that company.
Source: Custom Content Council

8. Here are five answers to enable
your content to market for you.

9. findable
Strategically distribute and publish your content online. ›
› ›
PAID
Paying to leverage the power of
OWNED
Creating content within a controlled
EARNED
Built through engagement,
a channel to deliver a message environment and setting a repeatable, conversation and content sharing, the
that drives audiences to another value-added experience is (dare I say) customer is the channel here.
type of media is almost always key to all content strategies.
scalable by performance.

10. readable
Create content that
grabs the interest of
your target audience.

11. likeable
Consistently deliver
content so enjoyable
that the audience comes
looking for YOU.

12. actionable
Create clear calls to action
(sometimes several are needed)
and strategically connect it
to your content.

13. shareable
Content that is participatory
is more likely to be
read/heard/seen/found/
engaged with by others.

14. Creating amazing content is a waste of
time and money if you don’t **
implement
these winning content marketing enablers.

15. Connect with us:
Casey Knox
Director, Communications
AREA203.com
AREA2oh3.com
@AREA203Digital
@CaseyMaeKnox