What is content
marketing anyway?
A short introduction
by Donna Papacosta
Revised October 9, 2013
Content marketing defined
•  Creating and publishing relevant, valuable
content that attracts and engages a
clearly define...
Benefits of content marketing
•  Get better SEO
•  Build word-of-mouth buzz
•  Be known as thought leader
•  Generate more...
Pulling prospects toward you; not pushing
NOT just talking about YOUR company
Do you have one of these?
NO ONE cares about
your company mission
statement but you
CONTENT MARKETING
Content at centre stage –
not self-serving blather
CONTENT MARKETING
Prospects want to know: Can
you solve their problem?
CONTENT MARKETING
Best practices for
content marketing
•  Know your audience
•  What problems are they trying to solve?
•  Create an editori...
Share stories
CONTENT MARKETING
How to share stories for content
marketing
•  Text
•  Audio
•  Video, photo
•  Blog
•  Podcast
•  E-newsletter
•  Speaking...
Social media +
content marketing
CONTENT MARKETING
Pitfalls to avoid
•  Don’t overtly sell your services
•  Don’t be dull
•  Don’t forget to curate as well as create content...
Action steps
•  Remember your audience’s needs
•  Keep your end goal in mind
•  Think like a publisher
•  Just do it!
Need help creating
or curating content?
Donna Papacosta
donna@trafcom.com
905.844.7645
trafcom.com
@donnapapacosta
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What is content marketing? A quick introduction

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An introduction to content marketing. What it is, what it is not, best practices, how to get started.

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What is content marketing? A quick introduction

  1. 1. What is content marketing anyway? A short introduction by Donna Papacosta Revised October 9, 2013
  2. 2. Content marketing defined •  Creating and publishing relevant, valuable content that attracts and engages a clearly defined audience. •  Must have an objective. •  Not sales-y material.
  3. 3. Benefits of content marketing •  Get better SEO •  Build word-of-mouth buzz •  Be known as thought leader •  Generate more leads and business
  4. 4. Pulling prospects toward you; not pushing
  5. 5. NOT just talking about YOUR company
  6. 6. Do you have one of these?
  7. 7. NO ONE cares about your company mission statement but you CONTENT MARKETING
  8. 8. Content at centre stage – not self-serving blather CONTENT MARKETING
  9. 9. Prospects want to know: Can you solve their problem? CONTENT MARKETING
  10. 10. Best practices for content marketing •  Know your audience •  What problems are they trying to solve? •  Create an editorial calendar •  Amplify content with social media •  Use content you already have; add curation
  11. 11. Share stories CONTENT MARKETING
  12. 12. How to share stories for content marketing •  Text •  Audio •  Video, photo •  Blog •  Podcast •  E-newsletter •  Speaking •  Webinar •  Infographic •  White paper •  E-book •  Survey •  Case study •  How-to guide
  13. 13. Social media + content marketing CONTENT MARKETING
  14. 14. Pitfalls to avoid •  Don’t overtly sell your services •  Don’t be dull •  Don’t forget to curate as well as create content •  Don’t ignore the power of social media
  15. 15. Action steps •  Remember your audience’s needs •  Keep your end goal in mind •  Think like a publisher •  Just do it!
  16. 16. Need help creating or curating content? Donna Papacosta donna@trafcom.com 905.844.7645 trafcom.com @donnapapacosta

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