Content Marketing Explained

• Content marketing attracts potential customers by creating and sharing valuable, relevant, and consistent content
• Aims to draw customers to a brand by providing solutions to their needs and interests
• Seeks to avoid interrupting them with traditional advertising methods

Content Marketing Formal Definition

• A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content
• Attracts and retains a clearly defined audience
• Ultimately drives profitable customer action.

Content Marketing Strategy

• It focuses on the creation of a valuable experience
• It focuses on helping customers discover a product or service that will satisfy their needs.

Content Marketing - Less Formal Definition

• It is owning media as opposed to renting it
• It attracts and retains customers by consistently creating and curating content
• Seeks to change or enhance consumer behavior.

Elevator Pitch

• Content marketing is showing the world that you are the one, instead of telling them

Practitioner Definition

• Delivering content to the audience in their search locations
• It is an effective combination of created, curated, and syndicated content.

Content for Nonbelievers

• Create interesting information your customers are passionate about
• So they actually will pay attention to you.

Content Defined

• Any type of material that is created and shared, whether written, visual, or multimedia
• Includes articles, videos, blogs, infographics, podcasts, etc
• Essentially, it is the substance to create engagement with an audience
• It can be informative, entertaining, or promotional raw material for storytelling

Content Marketing Defined

• Strategic approach using content as a tool to attract, engage, and retain an audience
• Goal of driving profitable customer actions
• Goes beyond creating content; it uses content intentionally to meet business objectives
• It involves deliberate planning and execution to deliver value over time
• Focuses on building relationships by providing consistent, relevant, and valuable content
• Addresses audience needs, challenges, or interests.

Social Media vs. Content Marketing (Center of Gravity)

• Social media centers marketing activity within social networks
• Content marketing uses brand websites and social networks as distributors, directing attention back to the brand's website content

Type of Content

• Social media content is built to fit the context of the platform
• Content websites allow for larger forms of content

Objectives

• Social media aims to build awareness
• Content marketing focuses on demand (or lead) generation; quality content can bring prospects to a brand's site, develop relationships, and motivate them toward conversion

The Shift

• From paid media to owned media (content marketing) due to technology and talent availability

Technology

• Traditionally, media companies spent hundreds of thousands of dollars on content management systems
• Today, anyone can publish for free online

Talent

• Journalists are no longer wary of working for non-media companies

Journalistic Roles

• Tech companies have open positions for in-house journalists, managing editors, or content marketing directors

Content Acceptance Trivia

• According to a 2012 Edelman Study, millennials (ages 19-34) expect brands to develop content for them
• 80% want to be directly entertained through content marketing.

Social Media Success

• Requires valuable, consistent, and compelling information creation and distribution
• Brands will succeed with compelling stories.

Google's Algorithm Updates

• Recent updates (Penguin and Panda) prioritize the importance of content sharing
• Sharing content from credible sources is key to being found in search results.

Company Morale

• Publishing a popular asset boosts company visibility
• The positive response validates collective efforts and turns success into a shared celebration

Recruiting Edge

• Content improves recruiting, yet its impact can be easily overlooked

Content's Contribution

• Remarkable content sparks conversation with customers, prospects, and within the organization
• Gives colleagues valuable material.

Content Fosters Internal Sharing

• To share, debate, and engage with
• Fostering internal excitement and collaboration

Content Fosters Trust

• Creating valuable content that people would pay for (but is given away for free) earns public trust.

Content Integration

• Content should be integrated into the marketing process, not separated
• Quality content is part of email, social media, SEO, PR, PPC, inbound, digital, and general content strategies

Email Marketing

• Consistently great content trains the audience to open and read emails

Social Media Marketing

• Content strategy comes before social media strategy

SEO

• Search engines reward businesses that publish quality, consistent content

PR

• Successful PR strategies address issues readers care about

PPC

• Need great content behind it for PPC success

Inbound Marketing

• Content drives inbound traffic and leads

Digital Marketing

• Content improves integrated digital marketing

Content Strategy

• Determining content creation and management within an organization must be considered

Audience First

• Media business model focusing on attracting and engaging an audience with valuable, consistent content

Monetization Insights

• Media companies use strategies like advertising, subscriptions, or partnerships to monetize content

Long-Term Engagement

• Media builds success around long-term audience relationships

Content as a Business

• How content marketing should be approached with a business mindset
• Focuses not only on creating engaging content but also on how to strategically grow and monetize content to drive business results.

Daily Web Content

• Creating and publishing content regularly on websites, blogs, or other digital platforms
• This includes articles, videos, infographics, or other content

Publishing Content

• Helps businesses stay visible, relevant, and consistent
• Builds a loyal audience, improves SEO, and increases organic traffic

In Practice

• Posting blog updates, industry news, product updates, or useful tips daily to keep the audience engaged

Monthly Seminars/Webinars

• Hosting online seminars or webinars providing valuable insights or solutions
• These are educational, showcase products, or highlight industry trends

Why They Matter

• They allow for deeper engagement with the audience
• Provide a platform for in-depth personalized interactions
• Helps nurture a dedicated community, while positioning the brand as an authority

In-Person Event

• Organizing events such as conferences or workshops
• Allows audience to connect more personally

Why

• It helps to foster stronger relationships
• Provides face-to-face interactions and deeper brand experience

In Practice

• Hosting conferences or product demos
• Audience can interact with your brand in a live setting

Print Advertising

• Using traditional media to reach potential customers

Why It Matters

• It helps to reach specific demographics or local audiences
• It helps to have last communication

In Practice

• A company might publish a quarterly newsletter
• Distribute flyers, or advertise in niche industry magazines that are aligned with their target audience

Hiring Journalists

• Companies like GE have filled key marketing positions with journalists
• This has become the standard

Repurpose Content

• Highly effective strategy for maximizing the value of the content
• Business should spread out existing content for better reach

Goals

• Own your media channels
• Convert audiences to readers

Editorial Practices

• Content should have at least two reviews
• Assign an editor to help shape the story

Prioritize Making Readers the Focus

• Provides value to the audience
• Readers needs point to content that resonates and trusts

Trust and Loyalty

• Content helps build a relationship based on value
• Increases trust and loyalty

Audience

• Audience-Centric approach
• Useful content to improve enagagement

Content

• Content drives action
• Focuses on what the reader truly cares about

Differentiates

• Content has a reputation for giving helpful information

Management

• Elements essential for effective strategy implementation
• People, roles , schedules, and guidelines

Assembling a Team

• Chief Content Officer: Leads content strategy, aligning with business goals
• Managing Director: Oversees content success and drives alignment with revenue and business objectives
• Content Creators: Produce high-quality tailored content
• Content Producers: Manage the technical production of multimedia content, ensuring quality
• Chief Listening Officer: Monitors feedback trends to improve strategy
• Copywriter: Crafts persuasive content to drive conversions and brand messaging
• Marketing Coordinator: Coordinates efforts and ensures campaign

Set the bar high

• Content should be the best in order to be trusted

Sourcing

• Look for internal and external entities to assist with the content

Stay unified

• Content marketing means consistent content

Don’t Seek Discomfort

• Trying something new would be beneficial

Call to action

• Every piece of content require this

Be Diverse

• Tell your story in multiple way

Plan

• There are no backup plans

Don’t be afraid to fall

• Experimentation is key

Create Content

• Your content have to make ownership

Be Consistent

• Must consistenly deliver

Be human

• Share your stories to relate with others

Have a view

• Sharing takes or opinions

Sales

• Not sales speaking

Best

• The goal is to be be the best overall

Products

• Takes advantage of current trends

Real

• Is based on real time events

Factual

• This information must be developed on facts

Visual

• Visuals process information faster than the written types

Efficient Content

• You have to be the most efficient regarding content

Curated Content

• Content consists of organizing and sharing the right information within

Understanding

• Understand audiences behavioral
• Make engaging content

Strategy

• It is useful to help people through business'

Objectives

• Over all goals and results for products

Actions

• Standard Tone of words

Strategy

• Planning of different marketing

Simple

• It's important to have a quick access to marketing

Build and Power

• What does businesses' goal

Content Marketing - Idea

• A common stage
• Identifying new ideas

Ideas

• Should address audiences and desires

Support

• Ideas help guide content

Behaviour

• Key words for information

Users

• Answering users questions

Research

• Competitors that produce this content

Trends

• Newest upcoming trends

Schedule

• Create a schedule for posting

Distribute

• Tools that help plan the type of pieces of content

Media

• Action plan with the goal to reach all audiances

Stratigical

• Placing content online