content marketing · (data, white paper, demo) “official” (logo, press release, report, bio)...
TRANSCRIPT
C O N T E N T MARKETINGDONE RIGHT
Links messages about the company or product
to the buying service
Employs personalities such as internal thought leaders,
experts, executives
Obsessively focuses on the buyer's decision-
journey stage and is on-going, intentional, and
persuasive
When self-sufficient buyers refuse to talk to sales-people, content marketing is what companies must do to fill the conversation gap.
CONTENT MARKETING VERSUS PRODUCT &CORPORATE MARKETING
Source: What is Content Marketing? IDC Defines One of Marketing’s Most Critical New Competencies; November 2014
For more information please contact Kathleen Schaub at [email protected]
MEDIA FORM
PRIMARY OBJECTIVES
JOURNEY STAGES
AUDIENCE STRATEGY
INTERACTION CHANNEL
STRATEGY
DISTRIBUTION CYCLES
C O N T E N T MARKETING
EXPLORATION
EVALUATION
PERSONALIZED
SEGMENTED BY AUDIENCE COHORT
“SNACKABLE” ( INFOGRAPHIC,
BLOG, VIDEO, TWEET )
PAID, OWNED, EARNED,
INBOUND
CAMPAIGNS
EDITORIAL
REAL TIME
ENGAGE
PERSUADE
EDUCATE
P R O D U C T MARKETING
C O R P O R AT E MARKETING
MEDIA FORM
PRIMARY OBJECTIVES
JOURNEY STAGES
AUDIENCE STRATEGY
INTERACTION CHANNEL STRATEGY
DISTRIBUTION CYCLES
INFORM & EDUCATE INFORM & EDUCATE
EVALUATION & PURCHASE NOT RELEVANT
GENERAL & SEGMENTED BY USE CASE
GENERAL & SEGMENTED BY STAKEHOLDER
“EDUCATIONAL PROOF” (DATA, WHITE PAPER, DEMO)
“OFFICIAL” (LOGO, PRESS RELEASE, REPORT, BIO)
PRIMARILY OWNED PRIMARILY OWNED, SOME EARNED
PRODUCT LAUNCH & “BILL OF MATERIALS”
BRAND, FINANCIAL, NEWS
CONTENT MARKETINGProvides a buying service that
engages buyers in a dialog
PRODUCT MARKETINGInforms buyers about the
product’s positioning, features, and benefits
CORPORATE MARKETINGCommunicates the company’s identity, purpose, current news, and material events