marketing content is not content marketing: 10 tips for turning audiences into customers

Marketing Content Is NotContent Marketing

Photo credit: Rahel Anne Bailie

Copyright © 2016 Scroll LLP

RAHEL ANNE BAILIEChief Knowledge Officer

Scroll (UK)

@ScrollUK @rahelab

Is it “just” semantics?

Naming is claiming – let’s look at these terms• Marketing• Marketing content• Content marketing• Content strategy

Marketing

Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. It is implemented through a marketing strategy, which starts with the setting of objectives that will support the overall aims of the business. A company needs to decide on a strategy that will allow these objectives to be achieved, and attempts to define unique positioning for the product or business to differentiate it from its competitors.(from: Chartered Institute of Marketing)

Marketing content is communicating

the right message through the right promotional channel

Marketing content examples (thanks, Ramat)

Briefs Website banners Pull up banners Presentation decks Press kits Letterheads Business cardsStationary (branded) Fact sheetsExecutive biographiesAwardsPrizesAnnual reports

Testimonials Case studies White papersCompany reportsE-books Event invitations Company brochures Videos PhotosGraphicsIllustrations Website contentBlog content 

Marketing content examples (thanks, Royston)

And a few others:Price booksProduct cataloguesCSR reports Product reviews

Content marketing

Content marketing a strategic marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience, with the objective of driving profitable customer action. The purpose is to attract and retain customers by creating and curating relevant and valuable content with the intention of changing or enhancing consumer behaviour. It is an ongoing process best integrated into an overall marketing strategy, on focuses on owning media, not renting it.(from: Content Marketing Institute)

Traditional marketing and advertising is telling the world

you’re a rock star.Content Marketing is showing

the world that you are one.

Content marketing (thanks, Robert & Joe)

In content marketing:• Content is the product• That content that has separate and

distinct value from the product or brand

• The content enhances the current and future value of product or brand

• The purpose of the content is to build subscribers and engagement

Content marketing spectrum

http://contentmarketinginstitute.com/2016/03/content-marketing-spectrum/

WHAT DOES CONTENT MARKETING LOOK LIKE?

Resource-based messaging

Info-based messaging tells an audience:I have these things to say. Come listen to me.

Resource-based messaging appeals to an audience:We understand you have these issues; let us help you solve them.

- Joe Pullizzi, CEO, Content Marketing Institute

Tip 1:EDUCATE.

http://www.babycenter.com/

Tip 2:INFORM.

https://nakedsecurity.sophos.com/

Tip 3:ENTERTAIN.

https://www.discovernorthernireland.com/gameofthrones/

Tip 4:CLARIFY, DIFFERENTIATE.

http://contentmarketinginstitute.com/2016/03/confusing-content-terms/

Tip 5:SOLVE PROBLEMS.

http://www.rs-online.com/designspark/electronics/

Tip 6:ANSWER QUESTIONS.

http://www.mayoclinic.org/diseases-conditions/

Tip 7:PROVIDE DATA.

http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/

Tip 8:FIND YOUR NICHE.

http://www.barclays.co.uk/DigitalEagles/BarclaysCodePlayground/P1242686640999

Tip 9:TELL A STORY.

http://businesslife.ba.com/

Tip 10:SHOW THE FUTURE.

http://www.quickpivot.com/company/2016_Retail_Predictions.pdf

Bonus tip:GIVE.

http://www.365daysofdining.com/

WHY CONTENT MARKETING NEEDS CONTENT STRATEGY

RECAP

Give to get

It’s not about marketing, it’s about content• Get engagement• Create community• Build audience

QUESTIONS?

By email:info@scroll.co.ukrahel.bailie@scroll.co.ukBy telephone:UK +44 (0)203 318 1828 (office)UK +44 (0)7869 643 685 (mobile)

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