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What is Content Marketing?
• Content Marketing is any marketing format that involves the creation and sharing of content in order to acquire and engage customers with the objective of driving profitable customer action.
• With traditional marketing, marketers go to their audience (interruption) presenting deals, offers or sales.
• With content marketing, you make your
audience come to you, by providing content they find entertaining, interesting, engaging and unique. This is called permission marketing.
Why Should I Use Content Marketing? • It’s cheap and easy to make:
• As a publisher, we have unlimited access to hundreds of thousands of books, journals, figures and Elsevier content.
• It is hugely persuasive:• 80% of business decision makers prefer to
get company information in a series of articles, not ads.
• Endears audience to your product/brand:• 70% say CM makes them feel closer to the
sponsoring company *cough, cough Amazon*
• It supports their decision to purchase:• 60% say that company content helps them
make better product decisions.
Leveraging CM: Know Your Audience• With traditional marketing,
marketers go to their audience (interruption) presenting deals, offers or sales.
• With content marketing, you make your audience come to you, by providing content they find entertaining, interesting, engaging and unique.
• Know your audience! Learn their:• Online habits• Demographics• Interests• Keywords
• Find and target key influencers
Connecting with Your Audience: Brand Evangelists
• There are billions of potential advertisers out there - they’re called your audience.
• Good audience members who like you products become “brand evangelists” – they are the ones that surf the web, read your content and share it with their friends and online communities.
• While generating a sale is great, the goal of content marketing is to BUILD YOUR AUDIENCE and CREATE BRAND EVANGELISTS.
• Simply put, they’ll do all the heavy lifting, so long as you make it worth their while.
Making Good Content: Creating and Repurposing• Good content is in the eye of the
beholder so:• Know your audience• Know what’s popular/trending• Be original!
• The same content can be repurposed and reused for difference audiences, different campaigns and different products.
• Repurposed content can take the form of:• Blog posts/online articles• Whitepapers • Infographics• Memes• Videos, photos and other media
Distributing Content: The Sharing Economy• Once you know your audiences’
preferences, find ways to reach them on social media, through email and online.
• They are the ones that will talk about, tweet, share, like and mention your product to their friends
• Use keywords, hashtags and content that is searchable in Google on Facebook and Twitter.
• Create Pages, Handles or other online community spaces where you can funnel your content to the right people (not Grumpy Cat).
• Create email distribution lists with “opt ins”
What Does CM Look Like to Science and Technology Books?
Elsevier Content:
• Book Content – eBook/print, images, figures and tables.
• Articles – SciTech Connect, Elsevier Connect.
• Landing pages – Elsevier eStore
• Media – photos, videos and podcasts.
• Press Releases/Reviews – Elsevier.com
• Freemium/Free content – Sample chapters, PDFs, Presentations, eBooklets
Non-Elsevier Content:
• Author blogs and websites
• Author videos, photos, media
• Book reviews, “top 10” reading lists
• Q&A forums (IamA – Reddit) and Interviews
• Presentations/Slide shows
• Conference talks/Event keynotes
• Content Curation – add to discussion
DIY Content Marketing – Brainstorm and Breakouts
• 45 minutes for breakout session
• Develop CM strategy that aligns with:• Business goals• Deep Verticals• Product/channel content
• Define:• Audience(s)• Business objective(s)• Content/Products used (sources)• Strategy
• Tactics used• Measurement/metrics
• Workflow• Points of contact• Feasibility/time frame• Next Steps
Group 1:• Cindy, Louise, Nancy, Cory,
HeatherGroup 2:
• Ofelia, Nick, Becky, Aizan, Maria, Amy
Group 3:• Stu, Caitlin B., Nat, Rebecca,
Michelle, AndrewGroup 4:
• Neil, Carol, Ben, Rachelle, Mike
Cheat Sheet: Content Resources
Content Sources:
• SciTech Connect Author Blog– www.scitechconnect.elsevier.com• Elsevier Connect (reviews/publicity) - http://
www.elsevier.com/connect • Elsevier eStore (book covers, previews, related content) –
store.elsevier.com • Book Content (images, quotes, figures, sample chapters) – Book
Finder• Social media content - http://
www.elsevier.com/about/social-media • Photos, videos and presentations – ex. Youtube search
“reference modules”• Offsite/author content – Google/keyword search
7 Content Marketing Best Practices
1. Know your audience – learn their interests, preferences cater content to them.
2. Find timely, relevant and unique subject matter
3. Create/repurpose content – fit to audience
4. Share and disseminate online – target audience
5. Engage and discuss with evangelists - create mini-marketers that rep your product/brand.
6. Repurpose/reformat content – expand your audience reach, cast a wider net
7. Retention– Follow up campaigns/re-engage and keep discussion going with new content.
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