What is content marketing?
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Presentation I was asked to give as part of Clemson MBA program's "Digital Marketing Lunch & Learn" series. One North Main Street, Greenville, September 18, 2014.
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What is content marketing?
- 1. What is Content Marketing? EnVeritas Group
- 2. Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. The Content Marketing Institute
- 3. Content Marketing… • Aligns with consumer’s information needs. • Brings about change to consumer behavior. • Communicates without selling. • Delivers original, not rented, media. • Educates consumers.
- 5. Percentage of decision makers who prefer to consume company info in articles vs. ads. 80% Percentage of decision makers who say good company content helps them make decisions. 60% Percentage of decision makers who think good content marketing makes them feel ‘closer’ to brands. 70% Roper Public Affairs
- 10. What does effective content marketing look like?
- 11. Effective content marketing is audience focused. What does that mean? • Answers a question • Solves a problem • Listening then talking … to PEOPLE.
- 13. A pillar on Pittsburg’s east side, The Waffle Shop broadcasts a live-streaming talk show with their customers. The Waffle Shop’s editorial calendar includes an “Open Talk,” a show called “CookSpeak,” and a program called “Waffle Wopp.”
- 14. LEGO Club Magazine: • customized for subscribers by local market and age • allows kids of any age to receive targeted/relevant content that’s relevant in a fun, portable format.
- 15. North Carolina State University’s On Campus mobile app offers cool, location-based content and features: • check-ins • event promotions • digital rewards • points • leader boards, maps & reviews • photo sharing
- 16. Home Depot’s online content is relevant because: • The information is tailored by season or region. • Most topics are geared towards DIY projects.
- 19. My prediction is that the “Content Strategist” role will become an important part of the marketing department in more than just a handful of brands. — Michael Brenner, Senior Director, Integrated Marketing and Content Strategy, SAP Tablets, smartphones, and laptops make up the buyer’s multi-device ecosystem… Content needs to be structured in chunks that can be flowed into this architecture. — Valeria Maltoni, Sr. Director of Strategy, Empathy Lab
- 20. Delivery of digital content is going to change, and while it may not happen in 2013, marketers are going to have to think about how to push content around the web without chaining it to a specific site. See flu.gov and Tablespoon.com for examples. — Ahava Leibtag, President, Aha Media Group, LLC From Pinterest and Instagram to SlideShare and YouTube, visual appeal will rule content creation and curation… Creative graphics, photos, and videos will capture imagination, and tired infographics will be replaced with something better. — Joellyn Sargent, Principal, BrandSprout Advisors
Editor's Notes
- Content marketing—words, images, videos--Influences everything, from where you decide to eat for dinner (yelp review) to where you decide to sleep at night (hotel reviews on Expedia, room descriptions on a hotel’s website). It can influence where a high school football player decides to attend college or how you decide to spend your downtime. Content marketing probably also impacted your choice of an MBA program …
- EnVeritas Group: we work very hard to use content in a way that efficiently and effortlessly helps client’s tell their stories and reach their customers.
- EnVeritas Group has three main ”buckets” of products. First, large scale content production… this refers to our peeps—global network of writers, editors, translators and project managers. We excel at large projects quickly. 500 blogs in 3 months? No problem? 300 website updates a week? Easy. 3200 multi-page hotel descriptions in 15 weeks? Have the t-shirt (and the gray hair).
- The second bucket is comprehensive web and social media audit and strategy to help organizations determine how to reach their goals using content. We look at what they want to achieve—more form downloads, more students visiting campus, more pressure gauge sales—and then we determine what content they have, what’s done poorly or missing, and how to phase in which types of content to produce results and engage consumers within a given budget and time frame. Third bucket? Execution on the audit and strategy plan. Just like when building a house, once you have a blueprint (audit and strategy), then you need contractors and builders for a finished product. We provide content in the forms of web design, images, videos, 3D, infographics, written content, social media, etc.
- Because a large portion of our work comes in the form of large volume projects, our project teams have to be well-structured. Staff is is often selected based on expertise, and the PMs are tasked with crafting project rollout plans and editorial calendars to make sure we have each phase of a project completed and delivered on time. From an alignment perspective, the PM is further tasked with creating a style guide that governs our work on each project – this like the production calendar is developed and shared with the client for their approval. From an executional perspective, we rely on custom content management system.
- It’s always all about the audience, stupid. Without them, where are we?