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Content Marketing - Unlock The Power of Your Content as a Marketing Tool


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Includes Content Marketing Strategies, research statistics and tactical examples of content marketing, as well as qualitative and quantitative measurement examples.

Published in: Business

Content Marketing - Unlock The Power of Your Content as a Marketing Tool

  1. 1. Content and Distribution: The Hub of Your Online Efforts Will Davis [email_address] 410.925.6626 /
  2. 2. The Online Conversation Credit: Brian Solis
  3. 3. None of it works without… <ul><li>Content </li></ul><ul><ul><li>Targeted </li></ul></ul><ul><ul><li>Scheduled </li></ul></ul><ul><ul><li>Educational </li></ul></ul><ul><ul><li>Distributed </li></ul></ul><ul><ul><li>Consistent </li></ul></ul>
  4. 4. What is Content Marketing <ul><li>Content marketing is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way. </li></ul><ul><ul><li>Joe Pulizzi Junta42 </li></ul></ul>
  5. 5. Content Marketing - Poised for Great Increase <ul><li>59% of marketers plan to increase their content marketing budgets this year, up from 56% last year and 42% in 2008 (Junta42/BtoB Magazine) </li></ul><ul><li>When asked how their content marketing budgets compare with last year's, 19% of marketers said they would “increase significantly” this year; 40% said they would “increase slightly;” 35% said they would stay the same; and only 7% said their content marketing budgets would decrease this year. </li></ul><ul><li>Also, the share of total marketing budgets going to content marketing will increase to an average of 33% this year, up from 29% two years ago. </li></ul><ul><li>The survey also revealed a significant difference in the content marketing spending plans of large companies and small companies. </li></ul>
  6. 6. Content Marketing - Poised for Great Increase (cont’d) <ul><li>For companies with 100 or more employees, only 18% of the total marketing budget will go to content marketing, according to Junta42. </li></ul><ul><li>However, for companies with fewer than 100 employees, 42% of the marketing budget will be spent on content marketing. </li></ul><ul><li>“ It's the ultimate David-versus-Goliath scenario,” Pulizzi said. “For the larger companies, more of the budget is taken up with media programs. With content marketing, you can create your own media channels and go directly to customers with a message.” </li></ul><ul><li>Regarding which channels companies are using for content marketing, the top platform is social media, which 72% of marketers are using. Other top channels are: e-newsletters (63%), blogs (63%), white papers (48%), article marketing (48%), case studies (46%), online video (42%), custom in-person events (31%) and microsites (31%). </li></ul>
  7. 7. Content Roadmap
  8. 8. Using a Blog as Your Hub <ul><li>A blog can often be your most efficient way to distribute content, and can serve as your social media and content hub in ways your website can’t </li></ul>
  9. 9. Your Social Media Hub <ul><li>Without the right content to point to, your social media presence is like a newspaper that’s all headlines and no stories </li></ul><ul><li>Without a hub you limit your use of social media to brief thoughts with no depth attached </li></ul>
  10. 10. Your Social Media Hub Credit: Brian Solis
  11. 11. Social Media Growth
  12. 12. Why Content Marketing - SEO #1 Ranking
  13. 13. Why Content Marketing - SEO
  14. 14. How To Market Your Content Website
  15. 15. How To Market Your Content Industry Sites/Article Sites Using RSS
  16. 16. How To Market Your Content LinkedIn
  17. 17. How To Market Your Content Twitter
  18. 18. How To Market Your Content Facebook
  19. 19. How To Market Your Content Email
  20. 20. How To Market Your Content Technorati
  21. 21. How To Market Your Content Presentations
  22. 22. How To Market Your Content Videos (Yours or Others)
  23. 23. How To Market Your Content “ Sharing” Sites Corporate Materials Digg Personal Email Stumble Upon Email Signature Redd It Direct Mail Delicious Press Release 100s of Others ALL Materials
  24. 24. Measuring Your Success - Quantitative Visitors & Sources Content & Stickiness
  25. 25. Measuring Your Success - Quantitative
  26. 26. Measuring Your Success - Quantitative
  27. 27. Measuring Your Success - Qualitative <ul><li>What do you want to get out of it? </li></ul><ul><li>Branding & Awareness Component </li></ul><ul><li>Narrowcasting a Message </li></ul><ul><li>“ Skip the First Meeting” </li></ul>