Content marketing is increasing in importance with significant changes in Google's and Facebook's algorithms. Americans expect to get their information online and want experts to provide them with that information, education and advice. Brands have an opportunity to position themselves as the experts in their industries by creating and sharing exceptional content.
3. WHAT IS CONTENT MARKETING?
Content marketing’s purpose is to attract and retain
customers by consistently creating and curating
relevant and valuable content with the intention of
changing or enhancing consumer behavior.
!
It is an ongoing process that is best integrated into your
overall marketing strategy, and it focuses on owning
media, not renting it.
@reeves501
@stoneward
4. WHAT IS CONTENT MARKETING?
Content marketing is the art of communicating with your
customers and prospects without selling.
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It is non-interruption marketing.
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Instead of pitching your products or services, you are
delivering information that makes your buyer more
intelligent.
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The essence of this content strategy is the belief that if
we, as businesses, deliver consistent, ongoing valuable
information to buyers, they ultimately reward us with their
business and loyalty.
@reeves501
@stoneward
5. WHAT IS CONTENT MARKETING?
Good content marketing makes a person
!
STOP!
READ!
THINK and!
BEHAVE!
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differently.
@reeves501
@stoneward
6. BRANDS MUST ACT
AS PUBLISHERS TO
MAINTAIN RELEVANCY
IN THE MINDS OF
THEIR CUSTOMERS
@reeves501
@stoneward
7. DIGITAL CHANNELS ARE THE
VEHICLES FOR COMMUNICATING
AND DISTRIBUTING !
INTERESTING STORIES (CONTENT)
ACROSS THE INTERNET. !
!
IN TURN, READERS SHARE THE
CONTENT THEY THINK IS
COMPELLING.!
@reeves501
@stoneward
8. WHY DO YOU HAVE A WEBSITE?!
@reeves501
@stoneward
9. WHY DO YOUR CUSTOMERS VISIT
YOUR WEBSITE?!
@reeves501
@stoneward
10. IS THE CONTENT ON YOUR WEBSITE
ABOUT YOUR CUSTOMERS’ PAIN
POINTS?!
@reeves501
@stoneward
12. IS IT ABOUT HOW GREAT YOUR
PRODUCTS AND SERVICES ARE?!
@reeves501
@stoneward
13. WHAT MAKES YOUR BRAND !
SO INTERESTING THAT !
PEOPLE WILL WANT TO !
TALK ABOUT IT AND SHARE IT !
WITH THEIR FRIENDS?
@reeves501
@stoneward
14. 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?
@reeves501
@stoneward
15. COMPARED TO TRADITIONAL
MARKETING CONTENT MARKETING:
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Is about the customer, not you.
Pulls customers in with relevant content to them.
Is two-way conversation instead of a monologue.
Is more dynamic and easier to change.
Has the potential to reach wider.
Has a much longer shelf-life.
Easier to measure.
Maximizes word of mouth referrals.
Happens before and after a sale.
@reeves501
@stoneward
17. WHY CONTENT MARKETING:
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61% of consumers say they feel better about a company that
delivers custom content.
7 in 10 consumers prefer to learn about a company through
articles, not ads.
90% of consumers find custom content useful.
78% of of consumers believe that organizations providing
custom content want to build good relationships.
68% of consumers spend time reading content from a brand
they are interested in.
Social media and blogs account for 23% of all time spent
online.
Interesting content is a top 3 reason people follow brands on
social media.
@reeves501
@stoneward
20. PLAN
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What do you want to be known for? What can you be known
for?
What are your customers’ challenges?
What kind of content do they consume? Where do they
consume it?
How can you create interesting yet consistent content that will
attract new customers and retain old ones? Who is writing it?
Who is managing it?
When all is said and done, what business results do you want
to achieve for all your hard work?
How will you know if this stuff is working?
@reeves501
@stoneward
21. CREATE / CURATE
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Be interesting, valuable, and educational. Too many people
write content that is self-serving and uninteresting. People
won’t read or share that.
Tell personal stories, engage people in a way your
competitors aren’t doing, and give away advice.
Offer your audience a combination of original and third party
content provides a branded context for your work.
Curating other people’s content positions you and/or your
organization as a tastemaker in your field.
Create a fresh perspective to engage people and cultivate
curiosity and a need.
Brand Value = Content x Connections x Engagement
@reeves501
@stoneward
22. DISTRIBUTE
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Plan content distribution. Spend 20% of your time creating
content and 80% of your time distributing it.
Encourage social sharing of your content. Plan out your social
media content distribution. This means creating different ways
to share your own content over a period of time in addition to
including social sharing icons.
Promote your content. Leverage whatever resources and
connections you have. Make a checklist of your owned, social
media and third party options.
@reeves501
@stoneward
23. BE FOUND
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Establish 30-50 keyword phrases relevant to your customers,
and ensure these phrases are used in all of your content.
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Identify conversations around the web that you should
contribute to and link back to your content. Use tools like
Google Alerts that have keyword search capabilities.
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Cross-promote your content in relevant communities. For
example, post your presentations on Slideshare, embed them
in landing pages that can be measured, and link to your
landing page.
@reeves501
@stoneward
24. BE FOUND
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Update your website constantly with the fresh content so
Google keeps ranking your site higher for keywords and lets
your content get found.
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Consider PPC campaigns to promote your content.
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Ask influencers to share your content. There is no better way
to get your content shared than by referral.
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Consider using old-fashioned email and include the forward
to a friend functionality.
@reeves501
@stoneward
25. RESPOND & CONVERSE
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Establish a listening campaign to figure out who’s doing the
talking and what’s being said.
Respond quickly to comments and feedback.
Think about where your customers are located online and join
those communities.
Consider how you will connect with the more influential
conversationalists within those communities. Do you need to
comment regularly on select blogs?
Use communities to interact with your community by asking
questions (surveys), participating and contributing to
conversations (comments/discussion forums) and sharing
your expertise (your content).
@reeves501
@stoneward
26. MEASURE
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Which conversations drove traffic?
What content and messaging converted most effectively?
What audience segments have the most potential for
increased traffic?
Where the brand love is around your business?
Which conversations align with the brand purpose?
@reeves501
@stoneward
27. CONTENT TYPES!
!
THINK CONTENT VARIETY BECAUSE NOT EVERY
TYPE OF CONTENT APPEALS TO EVERYONE.
!
SPECIFICALLY, 83% OF LEARNING OCCURS
VISUALLY.
@reeves501
@stoneward
28. CONTENT IDEAS
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Annual reports
Articles
Blogs
Books
Case studies
Cartoons
Catalogs
Charts
Conferences
Email newsletters
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Ebooks
Exhibits
Infographics
In-person events
Magazines
Microsites
Mobile apps
Mobile website
Newsletter
One-sheet
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Packaging
Suggested use
Photographs
Podcasts
Presentations
Research
Social media
User manuals
Videos
Websites
@reeves501
@stoneward
30. TIPS
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Use a variety of platforms
Build content assets
Tell stories people relate to
Crowdsource content
Curate content with care
Brand your content
Avoid THDR
Optimize for findability
@reeves501
@stoneward