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The New Rules of Content Marketing


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Kathryn Hawkins from Hawkins Multimedia spoke to Social Media Breakfast Maine on the new rules of content marketing for businesses.

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The New Rules of Content Marketing

  1. 1. + The New Rules of Content Marketing Presented by Kathryn Hawkins Principal, Hawkins Multimedia
  2. 2. + About us We are a virtually-based website development and content marketing agency that works with national clients including universities, technology companies, and nonprofits. We develop and execute print, web, and video content marketing campaigns. Principals Kathryn and Jeff Hawkins @kathrynhawkins and @jeffrhawkins
  3. 3. + What is content marketing? First, here’s what it’s not…  Sales copy  Press releases  Direct marketing offers If it’s all about you, it’s not the way to build a loyal base.
  4. 4. + OK, so what is it? It’s not about selling your audience on a product or service. It’s about helping them get the information they need.  Learn who your audience is.  Give them the knowledge they need to solve the problems they face.  Communicate with them on the topics they care about – and let them make the choice.
  5. 5. + Types of content marketing Blogs Podcasts Webinars Custom magazines White papers E-books Videos E-newsletters Presentations Social content and more…
  6. 6. + Why content marketing? 97% of today’s consumers research purchases online before buying. (BIA/Kelsey Group) By creating high-quality, free online content, you can:  Get noticed  Build trust  Make sales or gain donors
  7. 7. + Case study: Intuit
  8. 8. + Case study: Intuit
  9. 9. + Case study: Intuit blog  Intuit created the Small Business Blog to share useful, actionable advice with small business owners  Establishing Intuit’s reputation as a company that small businesses can trust  Intuit uses blog content to engage audience through social media
  10. 10. + Case study: Degree’s Adrenalist
  11. 11. + Case study: Degree’s Adrenalist  A multimedia website dedicated to extreme sports, sponsored by Degree deodorant  Video documentaries, articles, and tips focused on site’s target audience of daredevil guys  Site content has helped Degree attract over 700,000 Facebook fans
  12. 12. + Cas
  13. 13. + Case study: Meet Your Farmer  Short documentary series produced by Maine Farmland Trust, an organization dedicated to protecting Maine farmland  Raised awareness about local farmers and the issues they face  Screenings offer chance for audience to connect directly with farmers and learn more about the nonprofit’s work  Videos can be embedded on any website
  14. 14. + The payoffs of good content marketing  Build highly targeted site traffic  Increase backlinks and social sharing  Increase brand reputation  More customer loyalty  More sales or donors
  15. 15. + Content marketing and social media If you’re using social media, you’re already engaging in content marketing. Tools like Twitter, Facebook, and LinkedIn are essential to a good content marketing strategy. You can:  Entertain your audience with platform-specific original content  Amplify your web content to a broader audience  Engage one-on-one with fans and prospects
  16. 16. + Content marketing on a budget If you’re not a big company, how do you fit content marketing into your budget?  Cut back on marketing campaigns that aren’t paying off  Re-purpose existing content  Build partnerships – get guest bloggers and syndicated content  If you can’t afford a full-time employee, contact a content marketing agency for a package price
  17. 17. + Your content marketing roadmap 1) Analyze your audience 2) Plan an editorial calendar 3) Connect with content vendors and partners 4) Engage your audience on your site and through social media 5) Measure your results
  18. 18. + The three Es of content marketing  Educate  Entertain  Engage It’s not about a one-night stand. It’s about getting your prospects to commit.
  19. 19. + Thank you Connect with me: @kathrynhawkins