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Why concentrate on content marketing?
93%Source: Content Marketing Institute, 2014
of B2B marketers use content marketing
How businesses used to reach customers (mass media model)
Communication restricted to a small number of marketing professionals
Customers would experience brands through mass media channels: press, ads, phone support
Social media: more direct engagement between business and customer
Consumers can reach out directly to organization
People throughout the business can reach employees directly
Businesses need to think of themselves as media companies
Businesses can attract more customers by producing the right content
Create content that engages, not sells
"When content becomes a strategic effort in the company, marketing’s purpose changes, and it is to create value in the organization that is
separate and distinct from the product or service being sold."
(Robert Rose, Content Marketing Institute)
Understand the product/service and tell it’s story
Build a picture of the organization and it’s products/services
Why did we make this shoe?
Who are the competitors?
What stories could we tell about this?
What does the app do?
Are there other similar apps?
What is the backstory?
Content marketing: start by defining the audience
Define and segment a target audience (and refine over time)
Who are the target customers?
Where do they congregate online?
What words do they use when searching?
The power of curation: share valuable content with the target audience
Locate content based on keywords / hashtags
Build a list of credible sources
Credit sources where appropriate
Content Marketing Analytics: learn by experimentation
What to look for: -How far does the content reach -Is the content shared? -Does the content drive clicks?
Post content and continually measure results
Content #1 Content #2 Content #3