The document outlines key aspects of content marketing programs including leveraging owned media, managing content initiatives, and understanding customer needs to create valuable content. It emphasizes the importance of building relationships and community through informative content rather than traditional selling. Additionally, it contrasts the characteristics of successful content marketing with those leading to failure, while discussing the role of brands as publishers in the digital landscape.

1. Content Marketing Programmes
Keith Feighery

2. Outline
• Overview of Content Marketing Programmes
• Class exercise
• Leveraging Owned Media Assets
• Managing Content Marketing Initiatives
• Content Marketing for Business to Consumer
• Relevant Case Studies
• Content Marketing for Business to Business
• Relevant Case Studies
• Project Pitch

3. Key Points
• Content = valuable and useful information NOT just orchestrated
messages
• Focus on what a customer needs rather than what you sell
– Address user needs in all published content
• Valuable communications is what differentiates you from
competition
• Marketers are publishers today
• Customer relationships don’t end with a payment
– Use content to increase retention rates
• Without good content, community is impossible
• 90% of corporate websites talk about “How great they are”
• Buyers are more in control today than ever – not sales
organisations

4. Content Driven Marketing

5. Content types
• The content and digital media on your Web site, other microsites,
partner sites etc..
• Facebook/MySpace/Bebo fan pages and posts
• Tweets, status updates
• E-mail newsletters
• Blog posts, reader comments and reactions
• Whitepapers, case studies, webinars, podcasts
• Videos, demos, presentations, and custom animations
• Product/service reviews
• Forums
• Articles and other intellectual property or knowledge sharing –
professional contributions etc.

6. Who creates the content
• Internally
– Find employees who are knowledgeable and want to write
– Re-purpose content that has been created over time for different
media
• Partners, customers and third party experts
– Publish whitepapers, webinars, eBooks, articles etc…with partners
• Customers
– If you create a community you can allow them to create feedback,
suggest ideas, generate comments, develop engaged community
etc..
– You can allow customers to make product recommendations –
crowdsourcing

7. What we want our content to do
• Attention - your content needs to get noticed - and not just by anyone - by the audience you've
targeted.
Awareness - once people have engaged with your content, they should have some thoughts about
your company - preferably favorable ones worth remembering.
• Mindshare - we need people to spend enough time with our content to actually "get" the ideas it's
sharing.
• Anchor - once people have ingested the ideas, your content needs to work to make sure that those
ideas take precedence in forming how your audience thinks about the topic.
• Action - your content is sent out on a mission to get people to DO something.
• Conversation - beyond the action your content requests, it needs to ensure that the audience has
a clear enough understanding that they can now talk with others and share your ideas with them
in their own words.?
• Confidence - the learning your content provides needs to help people feel certain that they know
what they need to take the next step...and just what that might be.
• Competence - your content must provide evidence that your company can actually do what it says
it can.
• Invitation - content must entice people to spend more time with your company - whether through
opting in for a newsletter, attending a webinar, subscribing to an RSS feed
Authority - content must inspire reliance on your company for consistently valuable insights

8. Owned Media Solutions

9. Leveraging Owned Media Assets
• Recognise the value in your owned media assets
– Websites, mobile applications, digital conversations/interactions etc.
• Brands/Businesses are becoming publishers and media outlets
– No limits to what an organisation can publish online for the
consumption of their consituencies
• Become trusted knowledge experts in your business or sphere of
operations
• Establish trust and develop relationships with customers and
prospects
– Be engaging, entertaining, educative, informative etc..
– Allow user participation and transparent engagement

10. Advantages
• Creates demand generation and awareness through value add
publishing
• Creates a less-frictional way of converting prospects into sales
– When used in conjunction with lead management systems
• Helps build long-term relationships rather than one-off sales
• Creates stickiness to your owned media assets (rather than to
paid ones)
• Once started, provides an ongoing process and framework to
control and publish valuable information

11. Content Mktg: Success Vs Failure
• Characteristics of Success
– Understanding the informational needs of your customers
– Knowing how those informational needs mix with your marketing
goals and objectives
– Mapping content schedule to user profiles and buyer cycles
– Being consistent (content marketing is a marathon, not a sprint)
– Listen and continually evolve the program
• Characteristics of Failure
– Always selling, rather than informing and educating
– Not listening, thus not evolving the content program
– Waiting for perfection to come before you deliver the content.

12. Inbound Marketing V Content Marketing
Debate – Semantics?

13. Hubspot – Inbound Marketing Company view

14. Social Media Landscape