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What is Content Marketing

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Tina Lao
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Content Marketing TINA LAO MKTG 4226 FEBRUARY 5, 2014 ALEEM VISRAM
What is content marketing? “...the creation and distribution of relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience...”
What is content marketing? Three Forms:  Thought leadership  Personalization  Personal Appeals Social media facilitates the delivery of content.
Who does it well? Williams-Sonoma – taste blog
Who does it well? Oreo – Daily Twist campaign
Who does it poorly? GE Ecomagination campaign
Who does it poorly? New York Times – email mix-up
Guidelines for Companies • • • • DO’s Prioritize the consumers’ needs Create interesting and engaging content Have metrics to measure success Ensure the content aligns with your overall business goals DON’Ts • Make the content all about you • Don’t make the content offensive
Conclusion  Useful for differentiating communications from competing marketing messages  Social media is a delivery vehicle Enables dynamic communication  Hosts content  Enables conversations  Enables social sharing 

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What is Content Marketing

  • 1. Content Marketing TINA LAO MKTG 4226 FEBRUARY 5, 2014 ALEEM VISRAM
  • 2. What is content marketing? “...the creation and distribution of relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience...”
  • 3. What is content marketing? Three Forms:  Thought leadership  Personalization  Personal Appeals Social media facilitates the delivery of content.
  • 4. Who does it well? Williams-Sonoma – taste blog
  • 5. Who does it well? Oreo – Daily Twist campaign
  • 6. Who does it poorly? GE Ecomagination campaign
  • 7. Who does it poorly? New York Times – email mix-up
  • 8. Guidelines for Companies • • • • DO’s Prioritize the consumers’ needs Create interesting and engaging content Have metrics to measure success Ensure the content aligns with your overall business goals DON’Ts • Make the content all about you • Don’t make the content offensive
  • 9. Conclusion  Useful for differentiating communications from competing marketing messages  Social media is a delivery vehicle Enables dynamic communication  Hosts content  Enables conversations  Enables social sharing 