2. CONTENT MARKETING
What is it?
Why is it important?
How does it differ from
traditional forms of
marketing?
What is its driving
ethos?
How is it linked to social
media marketing
3. DEFINITIONS
Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large.
Content marketing is reading and distributing valuable and
compelling content to attract, acquire and engage a clearly
defined and understood target audience—with the objective
of driving profitable customer interaction.
4. LESS SELLING MORE INFORMING
Content marketing is informational and educational but also
entertaining and engaging.
“Anyone who tried to make a distinction between education
and entertainment doesn’t know the first thing about either”
---Marshall McLuhan
Narratives and stories allow for the intersection of informing
and educating. This is why storytelling is so critical and
important to content marketers.
7. CONTENT MARKETING
BENEFITS
Helps cut through the clutter/dissonant voices created by an
age of exploding information, technology and marketing
Allows companies and organizations to engage/discuss not
just tell/sell
Permits companies to control the message
Facilitates deeper exposition in order to make complex ideas
or products more understandable
Can be useful for distracting audiences in purposeful ways
8. MOTIVES
Why would the following companies use content and stories
to engage customers?
Coke
Lego
Jello
VW
Sony
GE
