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EPIC CONTENT
MARKETING
BY JOE PULIZZI
SAHIL JAIN
PGCM4-1429
WHAT IS CONTENT MARKETING
Creating and Distributing valuable and compelling content to attract ,acquire
and engage a clearly defined and understood target audiences with the
objective of driving profitable customer action
It is owned media as a marketing process to attract and retain customers by
consistently creating and curating content in order to change or enhance
a consumer behavior.
INFORM
OR
ENTERTAIN
WHAT IS THE DIFFERNCE BETWEEN
SOCIAL MEDIA AND CONTENT MARKETING
CENTRE OF GRAVITY
Focus on marketing activity is located within social network themselves.
Social media platforms act as distribution links back to content brand website
TYPE OF CONTENT
The context of websites permits much longer forms of content such as
blogposts, infographics and e-book.
OBJECTIVES
Brand awareness generated activity and discussion about the brand.
Used for customer retention an satisfaction, open forum for direct dialogues
HISTORY
1895: THE FURROW magazine by DEERE & COMPANY
To educate farmers on new technology and how they could be more successful
Business owners and Farmers.
1900:Michelin develops THE MICHELIN GUIDE
400 PAGE GUIDE ABOUT DRIVERS MAINTAING THERIS CARS AND FIND LODGING
1904: JELL-O recipe book pay off.
1922: SEARS launched WORLD’s Largest Store radio program
WHY CONTENT MARKETING ?
THROUGH CONTENT,YOU CONNECT
CURRENCY THAT POWERS THE CONNECTION
SPEAKS TO US
MAKES US WANT TO SHARE IT
MOTIVATES PEOPLE TO BUY
MAKES US LAUGH
GIVES THE IDEA FOR OUR NEXT JOURNEY
REASONS FOR THE SHIFT
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
2011 2012 2013 2014
MARKETING BUDGET
MARKETING BUDGET
BUSINESS MODEL
CONTENT MARKETING MATURITY MODEL
CONTENT
AWARE
THOUGHT
LEADER
STORY
TELLER
BE FOUND MEET DEMAND CREATES DEMAND
TRUST CREATE TRUST DIFFERENTIATES
GENERATE GREATNESS EFFICIENT FUNNEL CREATE EVANGELISTS
HOW TO TELL A DIFFERENT STORY,
BREAK THROUGH THE CLUTTER, AND
WIN MORE CUSTOMER BY MARKETING LESS
THANK YOU