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'Content marketing' is the latest buzz word. What is it, why is it important and how do you go about it?
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Content Marketing16 April 2013
By Alison JobsonDirector, Straight Marketing Limited
What is ‘Content Marketing’?
The Content Marketing Institute defines content marketing as:
“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 ‘Content Marketing?’
Straight Marketing defines content marketing as:
“Content marketing is essentially creating and sharing useful information (content) to your customers, potential customers and influencers. It is a way of communicating with your audiences
without selling.”
What constitutes content?
• Videos• White papers• Podcasts• Blogs
• Infographics• Email
newsletters• EBooks• SlideShare
presentations
Why is content marketing important?• Google’s algorithm - (SEO)–Not just content but how widely
shared it is
• ‘Thought leadership’• Drive customers to you• Build loyalty & repeat business• Extend your market reach & attract
new customers
Planning your Content Marketing strategy
CONTENT
MARKETING
Planning your content marketing strategy
1. Audit– What is your objective?– Who is your target audience?– What content do you currently
have?
2. Plan– Tone of voice– Create editorial plan
Content suggestions• Topical news• Industry expertise – “how to” or a “top tips”
blog• Company news – share the good things that
are happening• Staff profile – profile new or key members of
staff• Case studies – showcase your success• Review – review an industry event or a book
Content suggestions
• Guest blog – invite another synergistic business to contribute a blog
• Industry research – respond to industry research & provide your own perspective
• Aggregate industry information – pull together links about a specific topic in one blog article
• Answer customer questions
Planning your content marketing strategy
3. Execute– Share your content via social
media– Social sharing buttons on your
website
– Google authorship
Google authorship
Planning your content marketing strategy
4. Measure– Visitor levels (Google analytics)– Conversions
