Thanks to the proliferation of social media, brands are no longer competing against each. They are competing against every form of messaging. Consumers (particularly Millennials) know when they are being marketed to, and anything that sounds like a pitch will be ignored. Peer opinions, in fact, are considered two to three times more reliable than brand messaging. Enter content marketing, or brand journalism, native advertising, etc… - It’s sharing branded content through stories to: - Capture the brand’s persona through branded storytelling. - Enable social sharing through brand advocates. - Enable brand discovery through consumer exploration. - Connect the brand to consumers in context through cultural, relevant and valuable content. - Change and enhance the consumer experience. - Create visible brand value through the content. - Continuously measure, examine, and optimize the consumer experience.

1. THE ROLE OF CONTENT
MARKETING
Social Media Bootcamp

2. Isn’t This About Social Media?
 Social Media is
about
 Engaging in
conversations
 Sharing information
 Building
relationships
 Building a persona
online

3. Isn’t This About Social Media?
 But how does a
business play in this
space
 By engaging in
conversations
 By sharing
information
 By building
relationships
 By building a
persona online

4. Thanks to the proliferation of social media, brands
are no longer competing against each.
They are competing against every form of
messaging.
Consumers (particularly Millennials) know when
they are being marketed to, and anything that
sounds like a pitch will be ignored.
Peer opinions, in fact, are considered two to three
times more reliable than brand messaging.
Through telling their story

5. It’s Content Marketing
 Or Brand Journalism, Native Advertising, etc…
 It’s sharing branded content through stories to:
 Capture the brand’s persona through branded storytelling.
 Enable social sharing through brand advocates.
 Enable brand discovery through consumer exploration.
 Connect the brand to consumers in context through
cultural, relevant and valuable content.
 Change and enhance the consumer experience.
 Create visible brand value through the content.
 Continuously measure, examine, and optimize the
consumer experience.

6. The Digital Opportunities
 Digital Natives (the Millennials),
flexing their influence as they
enter into adulthood.
 Mobile, 327 million mobile
devices being used on a daily
basis. Over 70% used for
searching the internet
 Messages are now co-created
by consumers
 Social Sharing. Over 70% of
consumers to put more trust in
the opinions of other.
 Reputation Management. They
talk about you whether you like it
or not.
 On-line Reviews. 25% of the US
on-line population reading these
types of consumer-generated
feedback

7. Media in the hands of the consumers
 Today’s consumers
are exerting more
control over how,
when, and where they
obtain and consume
their media.
 “Pull” marketing
tactics are more
effective at driving
engagement than
“push” ones.

8. The Re-Alignment Of Content Marketing
 Pull consumers closer to the brand’s messages by
giving away valuable content.
 Amplify reach by producing content that customers
spread freely and gladly.
 Influence customers by reaching them early in their
purchase journeys.

9. What Prevents Success
 Marketers struggle with
their content marketing
initiatives because:
 They create content that
gives little value to
customers.
 Branded content assets
suffer from low
visibility among
customers.
 Results are slow to
materialize.
 Marketers fail to link
content efforts to
business outcomes.

10. The Formula For Brand Success
 Create content that is valuable
in customers’ eyes.
 Build audiences based on
content’s engagement levels.
 Manage relationships using
data gained from audiences.
 Optimize value to achieve a
clear and measurable return on
investment.
 Drive relevancy for your content
brand.
 Develop “reach” content to build
audiences.
 Deploy “depth” content to bring
value to customers and the
brand.
 Amplify with “relationship” content
marketing to activate customers
as creators.

11. Tom Critchlow (ex Googler, today’s strategy
hustler) once said “voice a vision”. With
branded storytelling through engaging content,
your business can do just that.
Consumer Driven Content Designed
To Engage

12. Content That Is Tightly Aligned With Your
Mission And Values
 Discover what makes
your business unique.
 Begin work on your
content brand at the
point of transaction.
 Write for the
Millennial and post-
Millennial generation.
 Create culturally
relevant content.

13. Structured Content Designed To
Enhance The Brand
 Hero Content.
 Developed twice a year, content
is focused on the high awareness
of brand, content
 Chipotle’s Scarecrow
 Exploration Content
 Regular scheduled content
designed to gain attention.
 Airbdn’s New York Map
 Cultivating Content.
 Simplest in nature but most
effective, content is designed to
continuously engage.
 State Farm’s Microwave Safety
 “Gamification” Content
 The power of game elements to
tell stories

14. Content Optimized For Maximum
Success
 Be searchable
 Be built from keywords
 Use images to help visualize
information
 Repurposed from other
efforts
 Submitted to news
aggregators and bloggers
 Be optimize content for local
searches in key market areas
 Be sharable
 By employees
 by friends
 by advocates
 Everyone you meet

15. THE ROLE OF CONTENT
MARKETING
Exercise