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#ThinkContent Tour London: Alex Cheeseman
This document discusses content marketing and provides tips for creating valuable content. It defines content marketing as a strategic approach focused on creating content to attract and retain an audience to ultimately drive business goals. The document outlines different types of content that provide customer value like education, information, entertainment, inspiration and utility. It also discusses how content can provide business value through awareness, action, perception, loyalty and advocacy. Finally, it encourages keeping calm, having patience and thanks the audience.
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#ThinkContent Tour London: Alex Cheeseman
- 1. #ThinkContent @NewsCred WELCOME TO THENEWSCRED #THINKCONTENT TOUR
- 2. #ThinkContent @NewsCred Alex Cheeseman Head ofInternational Strategy NewsCred
- 3. Head of InternationalStrategy Alex Cheeseman CONTENT MARKETING ENLIGHTENMENT
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- 7. Content marketing isa strategic marketing approach focused on creating and distributing valuable, content to attract and retain a clearly-defined audience – and, ultimately, to drive bus
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- 11. 5 Content MarketingTips for 2015 12 Actionable Content Marketing Tips To Yield Sales 5 Tips for Successful Content Marketing 5 Tips to Creating a Successful Content-Marketing Campaign 5 Tips For An Effective Mobile Content Marketing Strategy
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- 15. AND FINALLY …GO VIRAL
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- 17. WHAT DO YOUNEED TO DO?
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- 21. Customer Value Content thatgives systematic instruction or provides an enlightening experience. EDUCATION Content that delivers facts about something or someone. INFORMATION Content that provides amusement or enjoyment. ENTERTAINMENT Content that acts as a stimulus to do or feel something. INSPIRATION Content that is useful or beneficial through the provision of function. UTILITY
- 22. Business Value Content thatcreates awareness of your brand. AWARENESS Content that drives a bottom line action e.g. purchase. ACTION Content that affects the way your audience thinks or feels about your brand. PERCEPTION Content that supports positive brand experiences and reinforces brand affinity. LOYALTY Content that allows brand loyalists to express their passion and share with their peers. ADVOCACY
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- 25. Our team ofstrategists can help your brand build a marketing growth engine. From ongoing support and program management, to customized strategy sessions and workshops, we’ll set your brand up for success. Strategy@NewsCred.com WANT TO LEARN MORE?
Editor's Notes
- #2 Jeremy to update the logo
- #8 Discuss evolution What is your definition
- #9 Discuss evolution What is your definition
- #11 Decision making process
- #12 And quite frankly I believe it’s because of us It’s because of the people in the content marketing space I think it’s the vendors ,tech providers, thought leaders for the last 5 years have been filling you with empty platitudes. How many times over the past 5 years have we read, these same tips for content marketing success? I know I’ve seen it a lot and I know that these empty platitudes are not something, provide you with faith and trust in you to engage with contetn marketing, because quite frankly most of them are vapid and condescending
- #14 I always give one of these, when I hear content is king Brands don’t have content problems. You have business problems, that content might be the proxy to help solve. And so when we keep saying to a brand that content is king, we’re not addressing to them what they’re really trying to do and that’s sell more shampoo. If P&G, created the walking dead, and still had millions of viewers and didn’t sell more hair products, Then the content is not helping their business. It’s incumbent on us as the thought leaders in the content marketing space –and it’s incumbent on all ad tech providers, whether it’s through social, search, discoery –to start giving people more meaningful feedback when we start talking about these tips
- #17 You’re in marketing, you’re in the science and practiece of measurement. So when you keep reading these 5 tips to content marketing success: And it says Big data - measure Thank you for stating the obvious - content marketers What we need to do is to help you to learn what to measure and why to measure it Stating the obvious is not going to help your business to grow
- #19 Things have to change. Most of the brands youall work for where set up in the 20th century. Consumers have changed but businesses haven’t Something has to give If you think about all of the teams that Our businesses have been created and set-up for push advertising – this needs to change. When it comes to effective content marketing what disciplines, skills do you need? Ensure your teams are talkin Consumers have choice and we need to earn the right to talk to them
- #20 Has everyone see Jerry Macguire – the moment he wakes up with cold sweats – biggest difference between success and failure is having someone senior and up top driving the agenda In the 1980’s the average CMO tenure was 4 years, most agency relationships were around 8 years this. This allowed for long term, strategic thinking. Present day, most CMO’s last 1.8 years and most agency 2.8. Layer this on top of procurement driving agency deals on price points and brands focused on quarter to quarter
- #21 If you’re watching a Netflix show on your ipad – are you wartching a tv show, And if not, why not. If and If yes why? Rading a book, Not about the difference between advertising, content marketing or direct response Make marketini
- #22 Biggest reasons for success or failure are here
- #24 Long term Software, Services and strategy that can support you through the journey
- #25 10:30