Content marketing is on the rise. Brands incresingly invest in this marketing tactic. I review some of the reasons why, I gather some data, and I provide very simple frameworks to guide your content marketing efforts.

1. Content Marketing
Iñigo Gallo

8. “It all stems from our mission of helping
these businesses do more business. With
our small business customers, their growth
fuels ours. It’s a win-win if we can help
them succeed”
“It all stems from our mission of helping
these businesses do more business. With
our small business customers, their growth
fuels ours. It’s a win-win if we can help
them succeed”

11. content marketing
why so big?

12. bi-directional
non-intrusive
cut the
clutter
creative
brand
equity
interaction
the promises of social media…

13. do people pay
attention

15. “engagement is an interesting and important
metric for some marketers and campaigns.
But it shouldn't be a standard by which
Facebook as a marketing platform is
evaluated.“
Graham Mudd, head of vertical measurement at Facebook (2012)

16. Overall, website visits from social media accounted for over 4
percent of all site traffic and 5 percent of all mobile visits in
the first quarter, new highs according to the report.

19. when they pay
attention, does
it pay off

20. “we didn't see any statistically significant
relationship between our buzz and our short-
term sales.“
Eric Schmidt, Coca-Cola's senior manager, marketing strategy

22. beat lack of engagement
take advantage connected lives
beat Zero Moment Of Truth
move to action

23. everyone is into it

24. everyone is into it

25. generating different types of content

26. considered very effective
agencies b2b b2c

27. considered very effective

28. measured in different ways

29. issues they face

30. generation of
content
distribution
of content
measurement

31. generation of
content
distribution
of content
measurement
Target 1
Target 2
Target 3
Goal 1
(marketing)
Goal 2
(sales)
Goal 2
(service)
bring to site
turn into lead
subscription
turn into sales
repurchase
recommend

32. generation of
content
distribution
of content
measurement
Target 1
Target 2
Target 3
Goal 1
(marketing)
Goal 2
(sales)
Goal 2
(service)
ATTRACT ENGAGE DELIGHT

34. generation of
content
distribution
of content
measurement
on brand
low advertising tone
consumer perspective
continuous

35. what
consumers
care about
what I know
about

36. generation of
content
distribution
of content
measurement
- Seeding strategy: find others w similar interests
- Easy to share (cycle time)
- Find conversation topics (triggers)
- Leverage on Brand: unexciting, but beloved
- Pay influencers with product
- Perform due dilligence on influencers
- Pay influencers with cash
- Support with paid media

37. generation of
content
distribution
of content
measurement
white-
paper
blog
post #2
blog
post #3
tweet
tweet
tweet

38. generation of
content
distribution
of content
measurement
activity
process
biz
bring to
site
subscribe

39. Content Marketing
Iñigo Gallo