The document discusses content marketing programs and strategies. It emphasizes leveraging owned media assets like websites and apps to provide valuable, engaging content to customers to establish trust and develop relationships. Content should be created internally, with partners, customers, and experts. The goals are to become a trusted thought leader, create less friction for prospects, and build long-term relationships rather than one-time sales. Consistency, listening to customers, and focusing on their needs rather than just selling are keys to success. A variety of content forms can be used, but the focus should be on valuable information, not just messages.

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. Content Marketing Programmes

4. Leveraging Owned Media Assets Recognise the value in your owned media assets Websites, mobile applications, digital media assets Its not about talking about “Yourself” all the time Requires a change in mindset to what is “valuable” Provide information and value to customers all the time Brands/Businesses are becoming publishers and media outlets Become trusted experts in your business area Establish trust and develop relationships with customers and prospects Be engaging, entertaining, informative etc.. Use content to increase acquistion rates and reduces retention costs

5. 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

6. Advantages Become trusted thought-leaders in your business area Creates a less-frictional way of converting prospects into sales Helps build long-term relationships rather than one-off sales Creates stickiness to your owned media assets (rather than paid ones) Once started, provides an ongoing framework to control and publish valuable information Content Marketing thinking becomes ingrained in the culture of the organisation Nurturing prospects Vs aggressive interrupt based marketing techniques

7. Success Vs Failure Success Understanding the informational needs of your customers Knowing how those informational needs mix with your marketing goals and objectives Developing a content program around those needs Being consistent (content marketing is a marathon, not a sprint) Listen and continually evolve the program Failure Always selling, rather than informing Not being consistent with your content promise Not listening, thus not evolving the content program Waiting for perfection to come before you deliver the content.

8. Key points to remember Content = valuable information NOT just orchestrated messages Customer relationships don’t end with a payment Focus on what a customer needs rather than what you sell Address needs all the time Valuable communications is what differentiates you from competition Marketers are publishers today 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

9. Content Forms

10. Content forms The copy and digital media on your Web site Articles and other intellectual property or knowledge sharing Whitepapers, case studies, Webinars, podcasts E-mail newsletters Facebook/MySpace/Bebo fan pages and groups Product/service reviews Forums Blogs and reader comments Videos, demos, presentations, and custom animations Tweets, status updates, Content widgets