content marketing
DESCRIPTION
'Content marketing' is the latest buzz word. What is it, why is it important and how do you go about it?TRANSCRIPT
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Content Marketing16 April 2013
By Alison JobsonDirector, Straight Marketing Limited
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What is ‘Content Marketing’?
The Content Marketing Institute defines content marketing as:
“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 profitable customer action..”
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What is ‘Content Marketing?’
Straight Marketing defines content marketing as:
“Content marketing is essentially creating and sharing useful information (content) to your customers, potential customers and influencers. It is a way of communicating with your audiences
without selling.”
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What constitutes content?
• Videos• White papers• Podcasts• Blogs
• Infographics• Email
newsletters• EBooks• SlideShare
presentations
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Why is content marketing important?• Google’s algorithm - (SEO)–Not just content but how widely
shared it is
• ‘Thought leadership’• Drive customers to you• Build loyalty & repeat business• Extend your market reach & attract
new customers
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Planning your Content Marketing strategy
CONTENT
MARKETING
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Planning your content marketing strategy
1. Audit– What is your objective?– Who is your target audience?– What content do you currently
have?
2. Plan– Tone of voice– Create editorial plan
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Content suggestions• Topical news• Industry expertise – “how to” or a “top tips”
blog• Company news – share the good things that
are happening• Staff profile – profile new or key members of
staff• Case studies – showcase your success• Review – review an industry event or a book
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Content suggestions
• Guest blog – invite another synergistic business to contribute a blog
• Industry research – respond to industry research & provide your own perspective
• Aggregate industry information – pull together links about a specific topic in one blog article
• Answer customer questions
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Planning your content marketing strategy
3. Execute– Share your content via social
media– Social sharing buttons on your
website
– Google authorship
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Google authorship
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Planning your content marketing strategy
4. Measure– Visitor levels (Google analytics)– Conversions