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Content is the foundation for a good Search Engine Marketing and Social Media. This presentation provides an overview of not only Content Marketing, but additionally Marketing Content (my new buzz word). This is the presentation I used at the Integrated Marketing Summit in Dallas on December 2.
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Dan Sturdivant - Creative Support www.Creative-Support.com
Search & Content MarketingSearch & Content Marketing
• Your consumers are on the web searching for answers
• They don’t read billboards
• They don’t watch TV
• That’s just noise
• Consumers want content
• They want answers
• If you cannot provide that, then you don’t exist.
Dan Sturdivant - Creative Support www.Creative-Support.com
Search & Content Marketing
Content Marketing Is Not...
Dan Sturdivant - Creative Support www.Creative-Support.com
• Video• Email • Newsletters• Copywriting• Social Media• Public Relations• Corporate Blogging• Reputation Management• Search Engine Marketing• White Papers/Case Studies
Content Marketing Is...
Dan Sturdivant - Creative Support www.Creative-Support.com
• White Papers/Case Studies• Search Engine Marketing• Reputation Management• Corporate Blogging• Public Relations• Social Media• Copywriting• Newsletters• Email • Video
Marketing Content Is...
Dan Sturdivant - Creative Support www.Creative-Support.com
• White Papers/Case Studies• Search Engine Marketing• Reputation Management• Corporate Blogging• Public Relations• Social Media• Copywriting• Newsletters• Email • Video
}Applyingthese tothe sales continuum
Sales Continuum
Dan Sturdivant - Creative Support www.Creative-Support.com
Sales Continuum
Dan Sturdivant - Creative Support www.Creative-Support.com
• Content isn’t copywriting
• Content isn’t (too) complicated
• Content requires strategic consideration
• Content requires care and feeding
• Content is a critical business asset
Content Is A Business Asset
Dan Sturdivant - Creative Support www.Creative-Support.com
(paraphrased from Kristina Halvorson)
• Twitter: dansturdivant
• Web: www.creative-support.com
• Email: [email protected]
• Link to this presentation:creative-support.com/IMSDallas
Thanks...Thanks...
• Content marketing is a marketing technique
that employs the creation and distribution of
relevant and valuable content in order to
attract, acquire, and engage a clearly defined
and understood target audience - with the
objective of driving a profitable customer
action.
The Content Marketing
Institute
What is Content Marketing?
Dan Sturdivant - Creative Support www.Creative-Support.com
• Build a list of potential customers
• Enhance your brand
• Position yourself or your business as a thought
leader
• Improve search engine results
Content Marketing Payoffs
Dan Sturdivant - Creative Support www.Creative-Support.com
• Primary Site
• Secondary sites (blogs, microsites, online magazines)
• Social Media (Twitter, Tumblr, Facebook, LinkedIn, BSO’s)
• Presentation Media (YouTube, Slideshare, Scribd)
• Professional Media (traditional channels)
Content Marketing Channels
Dan Sturdivant - Creative Support www.Creative-Support.com
• Long Form - White Papers, Newsletters, Presentations
• Short Form- Articles, Blog Posts, Guest Posts, Commenting
• Micro Form- Twitter, Tumblr, Facebook post, other social media
• Presentation Form- YouTube, Slideshare, Scribd
Content Types
Dan Sturdivant - Creative Support www.Creative-Support.com
• Content Strategy
• Purpose, Process, Payoff
• Internal Content Audit
• External Content Gap Analysis
• Content Mapping
• Content Syndication
• Content Brief
• Placement
• Titles (and title tags)
• Keyword Mapping
• Call to action
Content Marketing Overview
Dan Sturdivant - Creative Support www.Creative-Support.com
• Twitter: dansturdivant
• Web: www.creative-support.com
• Email: [email protected]
• Link to this presentation:
creative-support.com/IMSDallas
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