Your Guide to What Content Marketing is NOT

A Snazzy SlideShare by:
Sue-Ann@WriteMixforBusiness.com

Your Guide to What Content
Marketing is NOT!
WriteMixforBusiness.com
By: Sue-Ann@WriteMixforBusiness.com

Introduction

Content Marketing, is the
cornerstone of inbound or
attraction marketing

Content Marketing, is the
cornerstone of inbound or
attraction marketing
and a core driver for digital
marketing, in general.

Content Marketing is “…a
methodology—an approach—a
strategy…” in marketing.
~Robert Rose, Content
Marketing Institute (source: This
Old Marketing podcast)

Bigger than a single
campaign,

Bigger than a single
campaign,
Content Marketing is more a
marketing mindset.

Adopting a
Content Marketing +
Mindset =

Adopting a
Content Marketing +
Mindset =
Results for Companies
with Valuable Impact

The greatest thing about
Content Marketing is:
it can be useful in any kind
of business.

Your Guide to What Content
Marketing is NOT:

Content
Marketing
is Not:
EASY

Here’s the Deal:
Just because it isn’t easy,
doesn’t mean you can’t start
with a simple content
marketing framework.

It requires:

…thought and research to
define a purpose and
develop a strategy.

…identifying goals or
objectives and determining
how to measure and record
them.

…a documented strategy
(yep, you must write it)
for best performance.
(source)

…an editorial plan and schedule,
making sure to align customer
and company goals in tandem.

…a plan to analyze the data
collected and
implement changes from the
analysis
to improve on your results.

NOTE:
If you don’t use the data to make
continual improvements, there’s
no point in collecting it!

While Content
Marketing is
Not a Piece of Cake…

While Content
Marketing is
Not a Piece of Cake…
Get it right and
it’s all icing…

Content Marketing is Not:
QUICK

Joe Pulizzi emphasizes the time
and commitment organizations
must make to relish in sweet
benefits from their content
marketing efforts.

This is not a one
and done proposition…

This is not a one
Not even close.
Commit or quit.

This is not a one
Not even close.
Commit or quit.
That’s all.

Don’t expect
Content
Marketing
to work at the
Speed of
Lightning!

A SINGLE FORMULA

Here’s the funny part.
(Well maybe not?)

Here’s the funny part.
(Well maybe not?)
Because what works like a
charm for one company won’t
work at all for another!

Mix. Marketing mix.
Media mix.

Mix your content and the
channels you use to deliver your
message until you find the
perfect mix of methods.

Experiment to
increase
opportunities for
finding success.

While it's true, there's no single
formula to reach your goals and
objectives, plenty of approaches
are out there.

While it's true, there's no single
formula to reach your goals and
objectives, plenty of approaches
are out there.
Why not test them?

Model behaviors of successful
others, even competitors, and
adopt benchmarking techniques
in operations for ways to start.

When you do find a single
formula, it will be
uniquely you.

Sometimes this original
secret recipe you alone brew
leads (or lends) to your
key differentiator☺!

GUARANTEED

There're no
guarantees in life…
or Content
Marketing!

…but
companies who
embrace and
support their
content
platforms,

…even so far as
treating these
efforts as a
publishing house,
benefit.

Beyond a
commitment
to a content
marketing program,
organizations who:

Provide resources—
tools, talent, and budget—
to build content assets…

Align content to:

Align content to:
+customer experience,

Align content to:
+needs, and

Align content to:
+needs, and
+progress points in the relationship

Collect, record, and measure
KPI (key performance
indicator) data…

Analyze, evolve, improve,
iterate; and,

Continually test and
innovate…

…perform better—meeting
or exceeding goal metrics
and surpassing expected
results.

STUBBORN

Content
Marketing isn't
stubborn or
bull-headed.

You’ll need to
be much lighter
on your feet.

Here’s the deal.
If you aren't agile, flexible,
progressive, and willing to
change, adapt, and evolve at
mega speed,

Here’s the deal.
If you aren't agile, flexible,
progressive, and willing to
change, adapt, and evolve at
mega speed, you may as well
forget about content marketing!

Here’s why:

Things move too fast to stay
in any process.

Things move too fast to stay
in any process.
So, be open to learning, testing,
and experimenting.

This is not about chasing every
latest toy, but about the

This is not about chasing every
latest toy, but about the
need to stay in touch with
trends, tech, and impact within
your industry.

HINT:
If you're not continually
learning,

HINT:
If you're not continually
learning,
how can you be a resource to
your customers?

How can you lead your
company into the future?

Sure, concentrate on your core
business,
but don't forget to keep an eye
on the bigger eco-system

Sure, concentrate on your core
business,
but don't forget to keep an eye
on the bigger eco-system, so
you're not left behind.

While keeping
your head up,
make sure to keep
a close eye on
your customers.

Because, if you don't take the
time to know them,

Because, if you don't take the
time to know them, they
won't want to know or do
business with you.

No Customers =
No Business

Some businesses forget the
importance of their
customers.

Some businesses forget the
importance of their
customers.
Look, without them, you're
nothing.

Customers…worth keeping
an eye on…don't you think?

Content marketing
is user-centric or
customer-driven—

Content marketing
is user-centric or
customer-driven—
more so than at any
other time in
advertising history.WriteMixforBusiness.com

Channels used in digital
strategies must

strategies must follow the
customer

strategies must follow the
customer to deliver a message in
a conversational, unobtrusive
manner.

Opposite of “broadcasting”
a message,

a message,
content marketing offers “special
delivery”

a message,
content marketing offers “special
delivery”
by reaching out
on a personal level.

Highly relevant information is
welcome with permission-based
marketing, as you build
relationships through interactive
content.

So clearly,
there's no stubborn in evolving
and improving your content and
the digital experience you want
to provide!

The whole concept around
content marketing involves

The whole concept around
content marketing involves
shifting viewpoints, methods,
abilities, and knowledge.

A SNAZZY SLIDESHARE PRESENTATION by
Is Content Creation Hogging
Your Time and Zapping Your
Spirit?

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Your Guide to What Content Marketing is NOT

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