These presentation introduces some digital channels to roll out content marketing initiatives

1. Content
Marketing
Overview of
Digital Content
Channels

2. Is the largest global professional social
network
Allows individual users to showcase
professional and academic experience
Allows connections for research prospects
and leads
Features Company Profile Pages

3. Google +
Heralded as the ‘Content Sharing
Platform’
Encourages ‘segmentation’ into
circles
Allows users to have groups of co-
workers, family, friends, baseball
fans, and fishing buddies.

4. Custom Social Networks
Provides tools to create
custom social networks for
enterprise, government,
special interest groups, and
other like minded individuals
 Ning, SocialGo, rSitez, and
Ingage are a few examples.

5. Geo-Social Networks
Location-aware mobile platforms that allows
users to check in to locations:
bars, restaurants, offices, sporting, and
cultural events
 Allows the user to see if network friends are
there, read travel tips, and take advantage of
special offers in the location

6. Pros:
1. Encourages users to review the
places they visited.
2. Allows them to explore
localities, encourage peer-to-peer
recommendations, and promotional
opportunities
3. Uploads photos of venues being
reviewed.
Cons:
1. Still relatively new
2. Adoption from users is still few
3. Majority of the subscribers are the
young, tech-savvy who own a
capable smartphone.

7. Mostly delivered to mobile
devices
Location
Operates only in the location
-Based of the gizmo
Content Although not necessarily
social, location-based
content can be tied to social
networks.

8. Location-Based Content
PROS: CONS:
 Has immediate  Only works on
contextual relevance smartphones and
 Can answer questions tablets
 Helps connect places to  Visitors may need visual
people and people to or onsite reminders like
the places they visit signage, leaflets, or QR
 Provides influences at codes
the right moment

9. Online Directories
There’s an online directory for just
about everything
 Ex: Wikipedia, Zagat.com,
Thomas.net
It is practically the listing of any
subject you can think of

10. Online Directories
PROS:
 There’s an online directory
for just about everything
 Inclusion can mean a boost
of search engine visibility
 Can make an organization
prominent in categories
other than their main
vertical
CONS:
 Practically, no cons!
 There is no reason not to
make an effort to be
included in a directory

11. Emails Emails can be powerful content
marketing opportunities
• Newsletters
• Press releases & event updates
• News alerts & product launches
Emails can also contain links
and drive traffic to other
content channels on your
website or elsewhere

12. CONS:
EMAILS  Inbox fatigue is hard to
beat
PROS:  Email strategies require
 Adhere to the email more
best practices and cost, creativity, and
policies, then you are efforts to roll out than
safe. other initiatives.
 Make sure that people
opted in to receive your
messages

13. BLOGS
Publishing platforms
Displays content in reverse-chronological
order
An all-in-one content management system
Majority of blogs are interactive
According to Wikipedia, there are 156 million
publicly accessible blogs on the Web

14. BLOGS
PROS: CONS:
 The hub of countless  Not for the unenthusiastic
organizations’ content or noncommittal
marketing efforts
 Needs constant updating
 Establishes thought
leadership  Requires more than keeping
 Increases media coverage the blog posts fresh
 Feeds into diff. social media  A derelict and an
channels abandoned blog can speak
 Can function as a customer volumes about the
service vehicle organization behind it.

15. Online Video
Video sharing websites where users can
upload and share videos
Uses a server that allows videos to be
embedded on blogs, web pages, and etc.
The frontrunner is YouTube, but Vimeo is a
strong contender
Videos can also be linked to Facebook or
your own website.

16. Online Video
PROS: CONS:
 Once created, video is  Requires an upfront
very easy to share business investment
 A video can be more  Requires better than
engaging than a photo or average video-editing
an article capabilities
 A well-tagged, labeled,  Requires a certain level
and transcribed video of technical know-how
boosts the websites to look moderately
visibility on search professional.
engines.

17. PODCASTS
Radio shows to go
A podcast is a digital audio file
playable on PCs, tablets, and
smartphones
Usually distributed via RSS feeds or
over Apple iTunes’ platform

18. Podcasts
PROS: CONS:
 A great way to connect to  Metrics of the podcasts can
people who rely more on be mushy
their handheld devices  People are better watchers
 Can continually reach the than listeners
audience e.g.  The real significance for
daily, weekly, monthly, and content marketing initiative
etc. hasn’t been proven yet.
 Perfect for people who
aren’t comfortable
communicating through
writing or on camera

19. WEBINARS
> An online presentation that
features slide-by-slide visuals
accompanied by the speaker’s
live audio presentation

20. CONS:
Webinars
 Suited only for highly
complex and instructional
PROS: and informational content
 Can reach a broad and  You have to be a comic
geographically disparate genius to pull off a webinar
audience  Requires an aggressive
 Basically a conference marketing effort to sell a
minus the webinar to audience
venue, refreshments, and
travel expenses
 Can be a good source for
lead generation

21. Twitter
A lot like blogging, but much smaller and
faster
Limited to 140 characters
Broadcasted in near real-time.
A lightning-fast channel that can be easily
indexed by search engines

22. Twitter
PROS: CONS:
 An excellent tool to  Sometimes 140
monitor conversations characters aren’t enough
around a brand or a to convey your message
service  A lot of people are still
 Directs people to deeper uninvolved in the
content on the Web channel
 Tweets can be retweeted
and can contain links

23. Like Posterous, this is also a micro-
blogging site.
Tumblr and Posterous are examples
of blog platforms suitable for
quickie posts of texts or photos

24. Magazines
Long-form content publication
E-books and white papers
Primarily to B2B marketers and
tech companies
Digital magazines can also work
for B2C marketing initiatives
Can be available in multiple
languages

25. Magazines
PROS: CONS:
 Only for lead generation  Marketers can be
and thought leadership disappointed if the
 Mostly in easily download requires too
accessible PDF formats much data
 Highly economical  Long form content is
compared to actual difficult to chunk down
content publishing  Only popular for B2B
 Can be implemented marketers
with richer metrics

26. Digital Media
Center/Press
Room
An area of website devoted
to the needs of the media
Content includes media
contact
information, archives, PRs,
events, awards, company
history, and etc.

27. Digital Media Center/Press Room
PROS: CONS:
 Makes journalist queries,  Requires
research and requests for commitment, time, and a
information easy and lot of resources
accessible.  Smaller content audience:
 Leads the searcher to the members of the working
source press, broadcast
 Can utilize other content journalists, and bloggers
channels like RSS feeds and
mailing lists

28. Apps and Widgets
Mobile applications for
smartphones, or tablets that
allow users to perform a
specific set of tasks or
access specific information
Widgets, however, are more
embedded on websites than
as mobile accessible
platforms.

29. PROS: CONS:
 For brands with a high  If it doesn’t work, it will be
degree of user abandoned
engagement, these can  Apps and widgets are
extend user loyalty domains of the younger
 Customized and portable audience
 Apps and widgets are now  B2B organizations are slow
becoming prototypical and are getting to the game
features of handheld later
devices nowadays
APPS & WIDGETS

30. E-Learning/ Online Training
PROS: CONS:
 Digital training can  Online trainings are not for
significantly reduce products that are simple to
customer service costs use
 Can create a feedback loop  It doesn’t guarantee an
that aids development of elimination of customer
products support
 Can help up-sell or cross-sell
additional products or
services.

31. Online Community
 A microsite that’s part of a larger
organization’s brand web presence
 Can host other content media
channels like Twitter, online forums,
and more
PROS:
CONS:
1. Engages passionate
1. No place to sell
audiences
2. Can leverage fans into
spokespersons and create
enormous goodwill
3. Loyal participants can be
awarded with administrative
duties

32. Visual Information
Pictures and graphics capture attention and
interest
Complex information can be interpreted
easily through graphics
Examples: Charts, diagrams, infographics,
maps, and other forms of content
visualization.
Virtually no drawbacks to images