3. Today’s Agenda
What is content marketing?
What the experts say.
Why has this “corporate media” thing happened?
What are the leading brands doing?
Strategy, Strategy, Strategy
Then choose the product.
Q&A
3
4. Don’t Take My Word For It
Almost every one of the leading online marketing
thought leaders today stress the importance of content
marketing.
Brian Clark (copyblogger):
Seth Godin: “Online, great content is
“Content Marketing is effective advertising, and
the only marketing left.” smart marketers are the
new media.”
Rohit Bhargava: David Meerman Scott:
“The real secret to great “Getting customers
marketing is creating used to mean
compelling and useful interrupting people with
content.” product messages.
Today it’s all about
compelling content.”
4
5. Over 90% of purchase decisions start online…
Forrester, 2007
5
6. What is Content Marketing?
Instead of starting with product messages, a company
devotes resources to creating information that fulfills
customer needs.
The art of understanding what your customers need to
know, and delivering it to them in a compelling way.
Think Like a Publisher!
Today’s marketing forces businesses to think more like
publishers delivering an editorial product.
6
7. Marketing in the past…
Create brand awareness
Mass media
Interrupt and repeat
7
8. Marketing today and into the future…
Create behavior change
Conversational media
Communicate directly
8
9. As a marketer, to survive…
You cannot surround the media
You have to be the media
9
10. As a marketer, to survive…
You cannot surround the media
You have to be the media
Online needs to be at the center of this strategy!
10
11. Be The Media
Organizations are now beginning to
understand that, along with the
products and services that they offer,
one of their core products is
information.
If not the most important one…
11
13. Reason #1
Drastic changes in buyer attitudes toward
traditional media and the “credibility” of
content.
13
14. Reason #2
Traditional media sources can’t be counted
on to assist you in reaching your customers.
14
15. Reason #3
Shrinking media company budgets reduce
content quality.
15
16. Reason #4
Selling to your customers is becoming more
challenging.
16
17. Reason #5
Because technology is both cheap and easy
to use, even small companies can deliver
great content solutions to a targeted
customer base.
17
18. Reason #6
Businesses have now learned how to create
great editorial content.
18
19. Okay, that’s the why…but how does a business
create great online content?
A Simple Content Roadmap
The B.E.S.T. Formula
19
21. A Simple Content Concept
Behavioral – Everything you communicate with your customers has
a purpose. What do you want them to do?
Essential – Deliver information that your best prospects really need
to succeed at work or in life.
Strategic – Your content marketing efforts must be an integral part of
your overall business strategy.
Targeted – You must target your content precisely so that it is truly
relevant to your buyers.
21
30. Before the Tools, Take 4 Steps
1. Determine which organizational goals will be affected
by the content program.
2. Determine the informational needs of the buyer.
3. Determine what you want your customer to do and
why this helps your business.
4. Determine the product and content mix.
30