This document discusses content marketing and provides five tips for enabling content to effectively market a company online. It notes that content should be findable through strategic distribution, readable by consistently delivering enjoyable content, likeable by creating clear calls to action, actionable by making content participatory so others will share it, and shareable to engage audiences and drive business goals. Implementing these five enablers can help companies maximize the benefits of content marketing.

1. Casey Knox, Director of Communications
Five ContentMarketing
Winning
Enablers

2. Content marketing is…

3. creating and sharing content

4. in order to engage current
and potential consumer bases

5. and drive profitable consumer
actions.

6. Why should
companies create
custom content to
market online?

7. of people feel better about a company that delivers custom
content and are more likely to buy from that company.
73%
78%
61%
90%of consumers find custom content useful.
of people believe organizations providing custom content
are interested in building good relationships with them.
of people prefer to receive information about an organization
in a collection of articles rather than in a traditional
advertisement.
Source: Custom Content Council

8. Here are five answers to enable
your content to market for you.

9. findable
PAIDPaying to leverage the power of
a channel to deliver a message
that drives audiences to another
type of media is almost always
scalable by performance.
OWNEDCreating content within a controlled
environment and setting a repeatable,
value-added experience is (dare I say)
key to all content strategies.
EARNEDBuilt through engagement,
conversation and content sharing, the
customer is the channel here.
› ›
›Strategically distribute and publish your content online.

10. Create content that
grabs the interest of
your target audience.
readable

11. Consistently deliver
content so enjoyable
that the audience comes
looking for YOU.
likeable

12. Create clear calls to action
(sometimes several are needed)
and strategically connect it
to your content.
actionable

13. Content that is participatory
is more likely to be
read/heard/seen/found/
engaged with by others.
shareable

14. **
Creating amazing content is a waste of
time and money if you don’t implement
these winning content marketing enablers.

15. Connect with us:
Casey Knox
Director, Communications
AREA203.com
AREA2oh3.com
@AREA203Digital
@CaseyMaeKnox