2. “CONTENT MARKETING IS A MARKETING TECHNIQUE OF
CREATING AND DISTRIBUTING VALUABLE, RELEVANT AND
CONSISTENT CONTENT TO ATTRACT AND AQUIRE A
CLEARLY DEFINED AUDIENCE – WITH THE OBJECTIVE OF
DRIVING PROFITABLE CUSTOMER ACTION”
[JOSH STEIMLE, 2014]
WHAT IS CONTENT MARKETING?
3. HOW DO WE CONTENT MARKET OUR BRAND AND
ITS IDEAS, PRODUCTS AND SERVICES?
• FIRST, LIKE ANY MARKETING STRATEGY WE START BY IDENTIFYING OUR
AUDIENCE
• WE THEN FIND OUT WHAT PROBLEMS THEY HAVE
• WE BRAINSTORM IDEAS ON THE STEPS WE NEED TO TAKE TO PROVIDE VALUE
AND TO SOLVE OUR AUDIENCES PROBLEMS
• WE CREATE A CONTENT STRATEGY WITH VARIOUS TYPES OF CONTENT AT
EVERY STEP OF THE BUYERS JOURNEY
• WE IDENTIFY OUR CONTENT MARKETING GOALS
• WE DEPLOY OUR CONTENT MARKETING STRATEGY
• WE ANALYSE OUR RESULTS
• WE IDENTIFY AREAS OF IMPROVEMENT, RECOGNISE GOOD PERFORMANCE,
ADJUST, IMPROVE AND REPEAT
4. WHY IS CONTENT MARKETING IMPORTANT FOR
YOUR BUSINESS?
• PROVEN WAY TO GROW YOUR AUDIENCE
• YOUR AUDIENCE WILL BUY FROM YOU BECAUSE THEY TRUST YOU AS AN
AUTHORITY IN YOUR AREA
• GIVES YOU AN ADVANTAGE OVER YOUR COMPETITORS
• CHEAPER THAN PAID ADVERTISING OVER THE LONG TERM
• EDUCATE YOUR AUDIENCE ON YOUR PRODUCTS
• CREATE A REAL SENSE OF ‘COMMUNIUTY’ WITH YOUR AUDIENCE
5. LONELY PLANET
• THEIR HOMPAGE IS INSTANTLY
DRAWING THE AUDIENCE TO
EXPLORE WITH THE ‘LEARN
WHATS UNIQUE’ SEARCH BAR AND
THEN BELOW WITH A VARIETY OF
BLOG ARTICLE’S TO READ.
• LATEST NEWS ELEMENT TO THE WEBSITE TO
GIVE CONSUMERS UP TO DATE INFORMATION
HAOPPENING NOW TO ENABLE THE AUDIENCE
TO GET IN ON THE ACTION
6. LONELY PLANET
• LONELY PLANET
HAVE USED
YOUTUBE AS
THEIR PRIMARY
MEANS FOR
CONTENT
MARKETING
WITH OVER 36
MILLION VIEWS
AND 216K
SUBSCRIBERS
7. LONELY PLANET
• LONELY PLANET
MONETIZE
THEIR
AUDIENCE WITH
THEIR ONLINE
SHOP THAT
OFFERS A WIDE
RANGE OF
PRODUCTS
INCLUDING THIS
ULTIMATE
TRAVEL LIST
BOOK.
8. LOVE GREAT BRITAIN
• LOVE GREAT
BRITAIN HAVE
A LARGE
FOLLOWING
ON
INSTAGRAM
• REGULAR
POSTS DAILY
• 402K
FOLLOWERS
9. LOVE GREAT BRITAIN
• GREAT USE OF VIDEO CONTENT AROUND
HALLOWEEN AND THE GHOST OF ANN BOYLEYN
• USED HALLOWEEN TO SHOW BLICKLING HALL
AND ITS BEAUTY
• SHERLOCK HOLMES QUIZ WHICH RELATES
WELL TO THE ‘LOVE GREAT BRITAIN’ BRAND
AS SHERLOCK HOLMES IS A RECOGNISED
BRITISH ICON.
• INTERACTIVE CONTENT USING A QUIZ TO
ENGAGE THE AUDIENCE
10. LOVE GREAT BRITAIN
• USE OF GREAT, HIGH
QUALITY
PROFESSIONAL
IMAGES to ENHANCE
THE EXPERIENCE
11. ZERO TO TRAVEL
• ZERO TO TRAVEL
PRODOMINANTLY
USES ITS PODCAST TO
ENGAGE THEIR
AUDIENCE
• OVER 6.5MIL
DOWNLOADS
• ENGAGING WITH A
WORLDWIDE
AUDIENCE AND
GETTING 5 STAR
REVIEWS
12. ZERO TO TRAVEL
• ZERO TO TRAVEL
USE AND VALUE
THEIR
COMMUNITY
REALLY WELL
AND DEDICATE A
LARGE AREA OF
REAL ESTATE ON
THEIR WEBSITE
TO SHARE
STORIES
13. ZERO TO TRAVEL
• THEY MONETIZE
THEIR LARGE
AUDIENCE
THROUGH
REFERRING THEIR
USERS TO TRAVEL
CREDIT CARDS.
• THEY ALSO LINK TO
VARIOUS OTHER
WEBSITES IN THE
TRAVEL INDUSTRY,
PROBABLY ON A
REFERAL BASIS.
14. CONTENT MARKETING CONCLUSION
• YOU CAN IMPROVE PEOPLES LIVES WITH THE PROBLEMS YOUR CONTENT SOLVES
• YOU CAN CREATE A LARGE ‘COMMUNIUTY’ THAT WILL WANT TO CONSUME YOUR
CONTENT PROVIDING THEY FEEL THAT IT IS OF VALUE
• YOU CAN CREATE CONTENT THAT CAN ACCOUNT FOR ANY TYPE OF BUDGET
• YOUR CONTENT CAN GUIDE YOUR AUDIENCE TO YOUR WEBSITE WHERE YOU CAN
SELL YOUR PRODUCTS
![“CONTENT MARKETING IS A MARKETING TECHNIQUE OF
CREATING AND DISTRIBUTING VALUABLE, RELEVANT AND
CONSISTENT CONTENT TO ATTRACT AND AQUIRE A
CLEARLY DEFINED AUDIENCE – WITH THE OBJECTIVE OF
DRIVING PROFITABLE CUSTOMER ACTION”
[JOSH STEIMLE, 2014]
WHAT IS CONTENT MARKETING?](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)