8. CONTENT MARKETING IS A MARKETING
TECHNIQUE OF CREATING AND DISTRIBUTING
RELEVANT AND VALUABLE CONTENT TO
ATTRACT, ACQUIRE, AND ENGAGE A
CLEARLY DEFINED AND UNDERSTOOD
TARGET AUDIENCE – WITH THE OBJECTIVE OF
DRIVING PROFITABLE CUSTOMER ACTION.
9. IT'S THE ART OF COMMUNICATING
WITH YOUR CUSTOMERS
WITHOUT SELLING
29. IT DOESN'T MATTER WHAT YOU MAKE
AS LONG AS IT'S
SO WHAT ARE THE RULES OF
RELEVANT
CONTAGIOUS
CONTENT?
30. You need to create something that
actually has merit, that you would
say, "Wow, I want to share that." And
if Cadillac made it for you, you're
sharing something essentially that
Cadillac made and you can get your
brand message across in a very
natural, non-advertising way.
Anthony Batt, Katalyst Media
37. THIS IS CONTAGIOUS
THIS IS CONTAGIOUS
10 MILLION VIEWS
HE IS CONTAGIOUS
38. When it comes to producing content
most brands think about what they
want to see themselves and how to
get their company message across
at all costs. Red Bull does the
opposite. It thinks about making
content that its audience will want to
see & figures out how to remove as
much branding as possible.
Dietrich Mateschitz, Red Bull Marketing.
CONTENT MARKETING IS THE ART OF COMMUNICATING WITH YOUR CUSTOMERS WITHOUT SELLING IT'S PROVIDING SOMETHING RELEVANT, SOMETHING THEY ACTUALLY WANT.
Louis Vuitton City Guides – 1 million views
Mid Morning Matters with Alan Partridge – 3 million views
Tipp Ex 2012 – Hunter & Bear's birthday party - 10 million views
6 million views in 2 weeks
Marketers have long assumed that content shared by friends or other influencers carries more weight than paid placements, now we have some proof.
PEOPLE EXPOSED VIA SHARING HAD A SIGNIFICANTLY BIGGER LIFT IN POSITIVE ATTITUDES.
SO, we know that shared content is best, but what makes shareable content?
SHORT IS USUALLY BEST BUT NOT ALWAYS
Ken Block Gymkhana 5 in San Francisco - 30 million views
TNT launch in Belgium - 38 million views
WITH CONTENT MARKETING IT DOESNT MATTER WHETHER YOU PRODUCE SOMETHING FUNNY OR UPLIFTING OR EDUCATIONAL, IT HAS TO RESONATE WITH YOUR AUDIENCE, IT MUST BE RELEVANT TO THEM.