4. unpacking the “serving men”
‣ WHY are we doing this?
‣ WHAT are we doing?
‣ WHEN does this happen?
‣ WHERE does this happen?
‣ WHO does this involve?
‣ HOW do we get it done?
7. how content fuels social media
‣ What Is Content?
‣ The Business of Content Marketing
‣ How to Create Content
‣ Examples of Effective Content Marketing
‣ Measuring Content and More
9. content
noun
1. usually ‘contents’: the contents of a box
2. something that is to be expressed through some medium, as speech,
writing, or any of various arts: a poetic form adequate to a poetic content.
3. significance or profundity; meaning: a clever play that lacks content.
4. substantive information or creative material viewed in contrast to its
actual or potential manner of presentation: publishers, record companies,
and other content providers; a flashy Web site, but without much content.
5. that which may be perceived in something: the latent versus the manifest
content of a dream.
10. joe pulizzi
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
a profitable customer action.”
“
11. ‣ Blogs
‣ Videos
‣ White papers
‣ eBooks
‣ Case studies
‣ Print magazines
‣ Webinars
‣ Presentations (“Slide Docs”)
‣ Newsletters — email & print
‣ Miscellaneous content (annual reports, FAQs)
‣ Infographics
‣ Memes
when we say content we mean …
12. 80%of marketers use content marketing —
across B2c, b2b, and non-profit sectors
Source: Content Marketing Institute
13. 74%of those same marketers across sectors
are producing more content Year on year
Source: Content Marketing Institute
39. audience considerations
‣ Target — Who are they?
‣ Format — What can you produce to help them?
‣ Channel — Where is your audience?
‣ Purpose — What are you trying to get them to do?
‣ Point — What action do you want them to take?
40. define your audience, Target with personas
Source: http://www.branddrivendigital.com/using-personas-to-define-who-i-blog-for/
64. marcus sheridan
I used to see my company as a ‘pool
company.’ Today I see my business as a
content marketing company. My entire goal
is to give more valuable, helpful, and
remarkable content to consumers than
anyone else in my field.”
“
65. 21%of americans listen to podcasts.
The same number of Americans listen to
podcasts and use Twitter.
Source: Edison Research
72. the difference between …?
By Jeremiah Owyang and Charlene Li
with Christine Tran and Andrew Jones
Based on data from 140 global corporate buyers of social business
!
!
!
How Corporations Should
Prioritize Social Business
Budgets
Corporations must budget spending based
on their maturity level.!
February 10, 2011
73. 75%of marketers are using content to drive email
subscriptions — across B2c, b2b, and non-profit sectors
Source: Content Marketing Institute
85. key take-aways
‣ “Content is fire, social media is gasoline” – Jay Baer
‣ Good content is business centric and customer aware
‣ Content requires both a business strategy and audience strategy
‣ “Content Shock” — More content isn’t always better