The document discusses content marketing as a new approach for communicating and engaging with customers. It outlines how the media landscape and customer expectations have changed, requiring companies to think like publishers and create valuable, relevant content through strategies like articles, newsletters and social media. The key is developing a comprehensive content strategy to educate, inform and engage customers in a way that is consistent with business goals. This involves creating different types of content, distributing it across channels and obtaining support from all business areas.

1. CONTENT MARKETING:
A New Approach to Communicating,
Marketing and Engaging with Your Customers
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2. THE WAY WE WERE
Monopoly of Services
“If you want it, you have to get it from me.”
Limited Outlets to Reach Your Customers
Newspaper - TV - Radio - Mail (maybe)
Few Ways for Customers to Connect with One Another
“Call me... or write me a letter...”
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3. THE WAY WE ARE
Competition
“I have alternatives...”
Fragmented Media
Traditional, online, mobile, social...
Many Ways for Customers to Connect
“Text me... or Twitter, Skype, Facebook, LinkedIn, Google+...
what’s a letter?”
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4. ENTER
CONTENT MARKETING
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5. WHAT IT IS
Permission-based
Pull, not push
Information driven, not sales driven
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6. WHAT IT IS
“Content marketing is marketers becoming
publishers; owning the media instead of renting
it. Attracting and retaining customers by
creating/curating valuable, compelling and
relevant content to maintain or change
behavior.”
— Joe Pulizzi, author of Get Content Get Customers
and founder of The Content Marketing Institute

7. WHAT IT IS
“Content marketing... is the only marketing
left...”
— Seth Godin, best-selling business author and marketing guru

8. B2B
CONTENT MARKETING:
2010 Benchmarks, Budgets and Trends
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9. WordSouth
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10. WordSouth
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11. YOU’RE DOING IT NOW...
WELL, SORTA...
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12. ARE YOU DOING THESE?
Customer newsletter
Bill inserts
Local TV programming
And maybe even...
Articles on your website
Email newsletters
Facebook/Twitter/etc.
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13. SO WHAT IS THE
DIFFERENCE?
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14. WHAT’S THE DIFFERENCE?
Not strategic
Not comprehensive, all-encompassing
Not intentional, proactive
Not as effective as could be
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15. SO CONTENT MARKETING
IS NOT...
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16. WHAT IT’S NOT
Content Marketing is not new and trendy
John Deere started publishing a newsletter, “The Furrow” in the
late 1800’s!
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17. WHAT IT’S NOT
Content Marketing is not social media
These are just tools in your overall content marketing strategy.
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18. WHAT IT’S NOT
Content Marketing is not advertising
“The difference is, a media company leverages content in order
to sell paid content and sponsorships ... A non-media company
needs to create that same type of content, but they do not get
paid content or sponsorships -- they do it to sell products and
services.”
— Joe Pulizzi, author of Get Content Get Customers
and founder of The Content Marketing Institute
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19. STOP
Thinking like a marketer...
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20. START
Thinking like a publisher!
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21. WHY?
People want a good story
People want information
People want to connect
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22. CONTENT MARKETING:
WHERE DO I BEGIN?
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23. MOST IMPORTANT STEP:
DEVELOP A CONTENT
STRATEGY
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24. HOW TO DEVELOP A
CONTENT STRATEGY
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25. STEP BY STEP
1. Conduct a content audit
Catalog every piece of content – from brochures and annual
reports to websites and videos.
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26. STEP BY STEP
2. Determine the goals you want to accomplish
Keep this simple to being with; you can alway expand on it later.
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27. When setting goals, you want your content to:
Educate
Teaching your audience how to use your services to improve
their lives
Inform
Sharing information about technology, the telecom industry, your
community and other related subjects
Engage
Providing opportunities for your customers to participate with
your organization
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28. WordSouth
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29. STEP BY STEP
3. Identify your voice
Determine how articles will be written, what personality they will
portray.
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30. STEP BY STEP
4. Identify a content manager
Someone must be in charge, must ‘own’ the content
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31. STEP BY STEP
5. Solicit support from all employees
Everyone needs to know your strategy and understand what you
are trying to accomplish. Find employees in other departments
who will come to you with ideas for content related to what they
do each day.
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32. STEP BY STEP
6. Develop an editorial calendar
This document should provide an outline of the types of content
you plan to develop and where you will deploy it.
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33. STEP BY STEP
7. Develop good content that focuses on customer needs
Avoid the urge to push your services. Provide engaging content
that you would want to read.
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34. STEP BY STEP
8. Hire a journalist, or partner with an agency
As with anything else, you must have the professional resources
available to successfully do the job.
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35. IMPORTANT TIPS
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36. IMPORTANT TIPS
1. Start small and simple - you can’t do it all at once
2. Repurpose content (ex: video an interview with a member,
write about them in your newsletter and develop a profile to
show on your local channel)
3. Cross-promote content (talk about your newsletter on
Twitter, post clips from local channel on YouTube, etc.)
4. Create ways for audience to provide feedback
5. Engage daily with online presence – have a
conversation with visitors
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37. A FEW PRINCIPLES
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38. PRINCIPLES
Be Proactive
Decide as an organization to take 100% responsibility for your
message, your image, your brand.
Be Consistent
When you decide who you really want to be in the lives of your
customers, be that company everywhere they encounter you.
Be Intentional
Know what you want to accomplish, set clear goals and take
steps in that direction every single day.
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39. PRINCIPLES
Be Excellent
Begin your efforts with the commitment to do the best job
possible with the resources you have.
Be Patient
It won’t all come together in one day. Or month. Understand
that building and implementing a successful content strategy is a
long-range project.
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40. THANK YOU
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