What is the reason for the growing popularity of content marketing? What is the difference between content marketing and content writing? Where and what kind of content can be used as a marketing tool. Content marketing as a universal tool - examples of successful campaigns of big brands and not that big

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Content marketing
for SEO and brand awareness
Anna Korolekh,
Marketing Manager at Promodo SemCamp 2013

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What is it about?
Why has content marketing become suddenly so popular?
Content marketing and content writing: what’s the difference?
3 essential steps to launch content marketing campaign
7 basic content types
3 content marketing commandments
What has worked well in our case?
Some ideas from big brands

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What is the reason behind such sharp
interest increase ?

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Panda, Penguin and other animals…
EzineArticles.com
HubPages.com
Mahalo.com
Examiner.com
2011:
9 updates of
Panda algorithm

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2011:
9 updates of
Panda algorithm
2012:
14 updates of
Panda algorithm
3 updates of
Penguin algorithm
DMCA
EMD
2013:
2 updates of
Panda algorithm

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Why not content writing?
What’s the difference?

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3 most important steps:
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setting goals
defining target audience
selecting channels that
influence the target
audience
traffic
conversions
sales
brand awareness
building up the reputation of an expert
housewives
middle-level managers
entrepreneurs
programmers
teenagers and students
etc., the more categories, the better
http://www.webmonkey.com/
http://www.infoq.com/
http://techcrunch.com/
http://gizmodo.com/
http://arstechnica.com/
http://stackoverflow.com/
http://www.reddit.com/
http://mashable.com/

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7 basic content types:
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Articles from experts, advice, guides, tips;

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News;
7 basic content types:

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7 basic content types:
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Articles-reviews;

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7 basic content types:
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Case studies and success stories;

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7 basic content types:
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Articles-conflicts;

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7 basic content types:
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Regular posts bringing up the most important events in your
niche;

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7 basic content types:
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Interviews with experts;

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+ additional value to your content
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Video, infographics, audio
podcast, checklist, presentation, downloadable guide, e-
book, etc.

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Where to submit the content?
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Go back to the list of influencers of your target audience
Carefully study guest post requirements
Don’t forget to boast about our best previous publications
Offer several posts to choose from
Wait patiently 

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Real life examples: what has worked in our
case?
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+ 1 221 links
~ $500
Infographics/
guest posts

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Where to submit infographics?
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1 http://www.reddit.com/r/Infographics/
2 http://visual.ly
3 http://www.coolinfographics.com
4 http://www.visualizing.org
5 http://www.infographicsarchive.com/
6 http://datavis.tumblr.com
7 http://datavisualization.ch
8 http://infographics.tumblr.com
9 http://infographicsite.com
10 http://infographr.tumblr.com
11 http://submitinfographics.com
12 http://theinfographics.blogspot.com

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Mini online events (webinars)
strengthens the reputation of brand’s expertise
diversifies website content
ideal for B2B websites, outsourcing companies
content, presentation and speaker (speakers)
What do you need to start?.
about a month for promotion and attracting the audience
special software to hold a webinar , for example, Gotomeeting
(минимальная подписка $100)
(optional) advertisement budget (LinkedIn, Facebook)

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Guides, downloadable files
strengthens the reputation of brand’s expertise
marketing and sales leads
content + time for its creation
What do you need to start?.
create a landing page tailored to the content + promotion via PPC
special software to gather the data about users who have
downloaded the files(минимальная подписка $100)

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What do big guys do?
McDonald’s Canada – Your Questions – Our Food http://yourquestions.mcdonalds.ca/

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What do big guys do?
LEGO Club – http://club.lego.com/en-us/interactive-magazine/

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What do big guys do?
Kraft Foods – http://www.kraftrecipes.com/home.aspx

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3 content marketing commandments
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don’t expect immediate results;
try, test, find out what works the best
think about your target audience first of
all: create content which is interesting
for your users even if sometimes it isn’t
totally relevant to your niche
don’t ask users to buy something at
once: do minimum of self-promotion
and wait until they get to know you and
start to trust

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Thank you for your attention!
Anna Korolekh
Promodo
a.moseva@promodo.com
www.promodo.com
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