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Content Marketing Introduction

This document discusses content marketing and provides guidance on how to plan and execute an effective content marketing strategy. It defines content marketing as creating and distributing valuable content to attract and engage a target audience with the goal of driving profitable customer action. The document outlines the content marketing process, including researching the target audience, creating content, optimizing and distributing content across various channels, promoting the content, and measuring results. It emphasizes engaging the audience and establishing trust and relationships as key goals. Finally, it provides examples of key performance indicators and metrics to track when measuring the success of a content marketing strategy.

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88 views

Content Marketing Introduction

This document discusses content marketing and provides guidance on how to plan and execute an effective content marketing strategy. It defines content marketing as creating and distributing valuable content to attract and engage a target audience with the goal of driving profitable customer action. The document outlines the content marketing process, including researching the target audience, creating content, optimizing and distributing content across various channels, promoting the content, and measuring results. It emphasizes engaging the audience and establishing trust and relationships as key goals. Finally, it provides examples of key performance indicators and metrics to track when measuring the success of a content marketing strategy.

Uploaded by

Mystiquemashal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 26

Content Marketing: The Engagement Gigantic

Power

TOC
What is Content?
What is Content Marketing?
What is NOT Content Marketing?
Why Content Marketing?
Some Figures & Stats
Content Marketing Challenges
Content Marketing Process
How to Plan for your Content
Marketing
What is Engagement?
Content Marketing KPIs
Final Words
1

SoWhat is Content?
What is considered online Content

Article
News
Video
Game
Info graphic
Web site
Micro Site
Digital Magazine
Blog & micro-blog
App
Forum
Contest

Photo Albums
Music Albums
Comment
E-newsletters
Whitepapers
eBooks
Webinars
Case Studies
Virtual events
Demos
Digital Profiles
Surveys

Conten
t
=
Something
Expressed

and where to publish?


What are online Content "distribution
channels

ls &
i
a
Em ite
SS
R

s
a
b
We l Medi ication

d
ia
Soc ent Syn

t
ts
Con e Even

n
Onli al Press
ng
i
t

t
e
i
k
ar
Dig asts
M
e

n
c
Pod h Engi

rc
Sea

ec
m
o
S

s
l
e
n
h an

rs
e
t
t
e
sl
New

What is Content
Marketing?

By Definition

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.

What is NOT Content


Marketing?

RememberNOT !

Selling
Advertising
Interrupting marketing
Media buying
So

Content marketing is a Pull rather


than a Push strategy.
5

Concept Change
New!!

Un-Marketing
Stop Marketing
Start Engaging
Scott Stratten

Engagement
By definition is

A marketing strategy that directly engages


consumers and invites and
encourages
them to participate in the evolution of
WIKI
abrand.

Engagement
So, what can I do to engage my
customers?

Branded
Web site

Optimized
web site
for mobile
phones

Do not
waste
their time

Be Keen
to get
feedback

Listen to &
study your
customers
on all
channels

Humanize

Be
Flexible

Keep It
Simple
8

Why Content
Marketing

Because Content Marketing will...

Generate Targeted Traffic


Increase Audience & Reach
Engage Audience
Increase on-the-spot Conversion

Build Connections & Relations

Build TRUST

+
Increase WOw

Help Prospects understand You

Provide Thought Leadership


You are giving your prospects information for free this helps them trust you
more, spend more time with your content reading or watching and even
9
share it with their networks helping it spread more

hmmm
What about tactics?!

58%

68%

of B2B marketers
rate in-person
events as the
most effective
content
marketing tactic

57%

of B2B marketers
rate newsletters
as the most
effective content
marketing tactic

of B2B marketers
rate white papers
as the most
effective content
marketing tactic
10

CMI

Great! Now
What about organizational goals?
79% 74%
71%

64% 64% 63% 60%


45% 43%

11

CMI

hmmm
and distribution?
83% 80% 80%

87%

of B2B marketers
use Social Media
to distribute
content.

61%
39%
26% 23%
10%

7%

12

CMI

Speaking about Social Media


Did Marketers use change in 2013?

Increased dramatically from 2013 to 2014


a
c
e
b
o
o
k
:
3
0
%

13

T
w
it
te
r
:
3
5
%

Li
n
k
e
dI
n
:
3
9
%

You
Tub
e:
47
%

What about giving you


some

70%
of business decision makers say
content marketing makes them
feel closer to the sponsoring
company

80%
of business decision makers prefer
to get company information in a
series of articles versus an
advertisement.

14

Roper Public Afairs Survey

STATS

and some other


STATS

62%

of companies
today outsource
their content
marketing
Mashable

78%

believe that organizations


providing custom content
are interested in building
good relationships with
them.

TMG Custom Media

61%

of consumers feel better


about & are more likely to
buy from a company that
delivers custom content.

Custom Content Council


15

and

Content Marketing Institute

25%

Marketers
nowspend a quarter
of their marketing
budget on content
marketing.

Social media sites and blogs reach 8 out of 10 of all


U.S. Internet users and account for 23% of all time

16

B2B Marketing Insider

some more

What about
Cost?

The average cost to generate a lead through:

$143
INBOUND Marketing

17

G+

$373
OUTBOUND Marketing.

Content Marketing Challenges


Here are some

Research
key

Questions
Who is my buyer
you may ask
I do not have enough
& Problems
content
you may
There &
iscontent
a lot ofcreator
channels,
face:
which should I use

Outsource
Your Buyer

18

Content Marketing Process


You can call it phases, I dont mind!
1.
Research
& Plan

5. Measure

4. Promote
&
Distribute

2. Create

3. Optimize
19

CONTENT MARKETING PROCESS

Researc
h
Industry
Trends
Industry
data
Target
Audience

Create
create a
content
that
appeals to
your target
audience

Optimiz
e
Content
for each
distributio
n channel
and make
it ready for
SEO
Target
Audience

Promote
and
Distribute
Develop
your
calendar
Publish on
selected
channels

Measure
Use your
KPIs for
measuring
results
Measure
efectivene
ss

20

So, How to Plan for your Content


Marketing
Yeah! call this Content Marketing Strategy, I dont mind

Decide on content tactics:


articles, videos, micro-site,
podcast

Step 6

Create Exciting Content

Distribute each piece


of content to its
relevant platform

Step 7

Know your target


audience,
Preferences, triggers
and behavior.

Know where they hang out


online - favorite platform Facebook, Twitter, YouTube.

Step 4

Step 5

Set your Goals

Engage consumers in
order to have them interact
with the content

Step 8

Step 3

Step 2

Step 1

either!

Decide how you will


measure the
efectiveness - KPIs

21

FinallyYou got to learn about


your
KPIs
Relation & Trust

Page Rank
Inbound
Links
# Fans
# Followers
# Comments
# Shares
# Mentions
Page Views

Customer Insights

Email open Rate


Downloads
Feedback Forms
Inquiries
Comments
Effective Channels

22

and where the money comes


from
Your Prospects!

Leads & Sales


# Inquiries about Product / Service
# Product Catalogue downloads
# Qualified Leads from specific
content
Closed deals from your online
channels

23

Hmmm

compare KPIs to what


then?

Relation & Trust

What to benchmark to?


Online Paid Advertising
Competitors handy figures
Last years figures

24

Its time for a pieces of wisdom


OkayIll give you 3!

Be yourself.
Everyone else is
already
taken. Oscar
Wilde

The most
important!

Content marketing is a
commitment, not a
campaign.
Jon Buscall

Traditional marketing
talks at people. Content
marketing talks with
them. Doug Kessler

25

and the famous one


By Bill Gates

Content is KING.

26

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