The document discusses the differences between traditional marketing and content marketing. Traditional marketing uses interruptive tactics like billboards, print ads, and direct mail to push products, while content marketing focuses on creating helpful content like videos, white papers, and blogs without direct sales pitches. The document provides examples of how the US Army and Blendtec successfully used content marketing strategies like blogs and videos to increase website traffic and sales. It concludes by outlining six steps to develop an effective content marketing plan: know your customer, identify content sources, choose media, pick a delivery method, make a plan, and measure results to improve over time.

1. The Old/New
World of
Content
Marketing
Thursday, January 10, 2013

4. Marketing … Then
Interruption-based
Focused on features and benefits
High-pressure

6. Marketing … Now
Interruption-based?
Features & benefits?
High-pressure?

10. What Is Content Marketing?
“Basically, content marketing is the
art of communicating with your
customers and prospects without
selling.”
- Content Marketing Institute

11. Traditional Marketing
Billboards
Print Ads
Direct Mail
Online Ads
Promotional
Emails

12. Content Marketing
How-To Videos
Webinars
White Papers
Blogs
E-Newsletters

13. Traditional Marketing =
“Buy my stuff”
Content
Marketing =
“How can I help?”

14. Traditional Marketing
Content Marketing

15. A Tale of Two Friends

16. CASE STUDY: US ARMY

17. Over 170 bloggers
Over 10,000 visits per month

18. CASE STUDY: BLENDTEC

20. BlendTec
700% increase in sales revenue
Over 500,000 YouTube subscribers
Over 219 million video views

21. GREAT!
… UH, WHERE DO I START?

22. Step 1: Know Your Customer

23. Step 2: Know Your Content Sources

24. Step 3: Choose Your Media

25. Step 4: Choose Your Delivery Method

26. Step 5: Make a Plan

27. Step 6: Execute, Measure, Revise

28. QUESTIONS?

30. Want to know more?
Rachel Parker
resonancecontent.com
rachel@resonancecontent.com
713-595-6639