Content Marketing That Shines

1. new dawn media www.ndawnm.com
CONTENT MARKETING THAT SHINES
Content
Marketing
+
Content
Strategy
+
Social
Media =
Engagement

2. What is marketing?
 Integrated Marketing means a business needs to think in terms of "ongoing
commitment" versus brief campaign.
 Fundamental misunderstanding: content must be viewed as an evolving asset, not a
one-off campaign.

3. What is content marketing?
… also called:
* Content Strategy * Inbound Marketing
* Branded Content * Customer Media
* Custom Publishing
It is how a brand creates, delivers and governs
original, curated or user generated content to
attract and retain customers, while positioning
the brand as a credible expert
and, ultimately, motivating a change in
behavior - buying behavior.

4. What is content….

5. INTEGRATED CONTENT STRATEGY
SOCIAL MEDIA ALONE IS JUST THE CEMENT TO YOUR ENGAGEMENT FOUNDATION

6. Content Marketing Distribution

7. Social Media 2012
Three
players manage to grab full attention:
Facebook,Twitter and Google.

8. Where the Audience is:
Google sites handle about 88 billion searches each month.
YouTube is the second most popular search engine second only to
Google.
Facebook is now over 600 million users.
Twitter has nearly 200 million accounts.
Yahoo! is the number 1 news source used online.
LinkedIn is at 101 million users and FourSquare grew 3,400% in 2010.
If Social Media and SEO fit together like peanut butter and jelly then
content is the bread that holds them together. Content is a crucial part
of a social media strategy and therefore an understanding of customer-
centric social content is essential.

9. Content Branding Benefits
You get to listen to what your customers are saying.
Engage them in conversations.
Provide direct customer service.
Gain valuable insight to fuel improvement.
Create and share interesting content.
Reveal a personality behind your brand.
Build your network.
Ultimately, direct traffic to your website and increase sales.

10. Branding Benefits continued…

11. Approach

12. PLANNING CAMPAIGN DISTRIBUTIO
& DEVELOPMENT N&
STRATEGY PUBLISHING
Content Audit
Media Consumption Customer Journey
Key Themes &
Audience Needs Messages Publishing Schedule
Business Experience Paths Syndication Partnerships
Requirements
Recommended Distribution
Brand Experience Topics
Community
Content Purpose Content Strategy Management
Competitive Analysis Reputation Measure
Management

13. BRAND EXPERIENCE 13
Content fuels customer
engagement at all stages of
the customer life cycle from
top of funnel to ongoing
relationship.
It is harder-working than other
media because it covers the
entire purchase cycle. It allows
a brand to retain a relationship
with the customer even if it’s
not transactional – a magazine
or Website that is lifestyle-
oriented, for example, and
keeps the customer
connected to the brand until
he or she is ready to purchase
again is key.

14. New Marketing Strategy Simplified
Traditional Media

15. Campaign Development

17. People Love A Good Story

18. Story has arcs in every campaign
Developing a sense of structure
of stories (campaigns)
requires, settings, character, moo
ds and a plot.

19. What makes a good story?
People have been hearing
fantastic stories since time
began. The problem (or our
advantage) is, they think
life is supposed to be like
the stories.

20. Story has arcs in every campaign
Conflict:
- CBS Fires Charlie
-Charlie Defies CBS
Becomes Hero
- Charlie Gains 2
million Tweeter
Followers
- Charlie Goes on
Tour
- CBS Offers Job
Back
Resolution?
Next Arc:
- People Are Still
Waiting For The Train
Wreck
- No Transformation

22. Coming Full Circle

23. Ignoring Content Marketing

24. REPUTATION MANAGEMENT

25. Positive – Crisis Management

26. CHANNEL STRATEGY
Is Not Just About Where – But Also When

27. ROI $$$ - A New Revenue Stream
For the first time in the history of
marketing you can actually earn
money back on what you spend to
produce sales.
Content is intellectual property and
it has been bought and sold for
centuries.
Content Marketing is no different.
Blogs become eBooks that can be
sold.
Blogs can be free the first year and
then sold in archives.

29. Why newdawnmedia? 20 Years
“New Dawn
“The New
Media has
Dawn Media
supported our
team is
needs and we
creative, attent
are grateful to
ive and always
have such high
gives my
integrity and
company and
service. They
partners what
have done an
we need to
outstanding job
excel on the
and have taken
web. New
on this task as a
Dawn Media
partner with us.
will be our
New Dawn
marketing
Media has been
partner for
consistently
years to come.
providing us with
It is always a
high quality
pleasure to
content for our
work with the
customer’s
New Dawn
websites for over
Media team.
a year. Their
Their level of
content is very
professionalis
professional, dire
m sets them
ctly on point and
apart!"
SEO
correct.”
-
Sandy
Anderson
- Carl
Perkins