A personal selection of ideas and concepts, by Marc Costa Twitter: @marccostap

1. “CONTENT MARKETING”
by Rebecca Lieb
A personal selection of ideas
and concepts by Marc Costa
CONTENT MARKETING by Rebecca Lieb Twitter: @marccostap

2. A personal selection of ideas and concepts
- Content can shape and create a brand voice and identity. Most
of all, content makes a company and it’s products relevant,
accessible and believable.
- Content marketing is no longer a nice-to-have. It’s a must-have
- Content marketing creates value and helps people. It answers
questions and provides foundational information.
- Content can create a virtuous circle in tandem with search
engine optimization (SEO) efforts
CONTENT MARKETING by Rebecca Lieb Twitter: @marccostap

3. A personal selection of ideas and concepts
- In short, brands are media. Marketers are editors. 14 steps to be
consider:
1. Know your audience
2. Define key themes and messages
3. Establish a frequency framework
4. Create a detailed editorial calendar
5. Develop regular features and rubrics
6. Interview
7. Go multimedia
8. Enlist expert contributors and provide them with guidelines
9. Create User-Generated Content
10. Opine and editorialize
11. Turn on comments and feedback
12. Listen
13. Recycle
14. Capture
CONTENT MARKETING by Rebecca Lieb Twitter: @marccostap

4. A personal selection of ideas and concepts
- Your content won’t connect with customers (or prospects) if
you don’t know who they are
- People don’t remember facts, figures, numbers or statistics.
But they recall, and spread, stories.
- Information is power, and the Internet is where consumers
turn for information. Share information!
- Rather than just selling, companies are sharing: knowledge,
expertise and how-to
CONTENT MARKETING by Rebecca Lieb Twitter: @marccostap

5. A personal selection of ideas and concepts
- What’s the biggest problem marketers say the face when it
comes to content marketing?
 Producing original content
 Finding the time to produce content
- That’s why nearly half of marketing executives are using
content curation
- How you say it matters just as much as what you say
- Content and SEO: Nothing matters more in search engine
optimization than content. Nothing.
- But it’s not content that reigns supreme in SEO; it’s quality
content
CONTENT MARKETING by Rebecca Lieb Twitter: @marccostap

6. A personal selection of ideas and concepts
- The press release isn’t dead in the context of content marketing
- But it’s become increasingly important that press release
contain links: to video, photos, executive bios, a company or
product website – anything that will expand upon the story
- The importance of creating a robust online media center for
media.
- Forward-thinking companies are beginning to take the online
newsroom a step further. They’re creating social newsrooms!
- All content marketing is customer service
CONTENT MARKETING by Rebecca Lieb Twitter: @marccostap

7. A personal selection of ideas and concepts
- The very basis of any content plan is to serve the needs of
varying customer constituencies
- The practice of online reputation management is based
overwhelmingly on one practice: content marketing.
- Creating, disseminating and promoting strong, credible, and
positive content is pretty much the only weapon at a
marketer’s disposal.
- It’s getting ever easier for consumers to create and publish
content
- Publishing content on a website, on a blog or on a social
network can indeed be effective, but it shouldn’t stop there.
CONTENT MARKETING by Rebecca Lieb Twitter: @marccostap

8. A personal selection of ideas and concepts
- When the job is creating lots of content, it helps to have lots of
contributors.
- You can’t know where you’re going if you don’t know where
you are: the importance of a content audit
- You don’t want to create content so infrequently that readers
forget about you. But you also don’t want to inundate your
audience.
- At the core of establishing a content workflow is creating an
editorial calendar: establishes what content will be created,
when, in what format and for which content channel
CONTENT MARKETING by Rebecca Lieb Twitter: @marccostap

9. A personal selection of ideas and concepts
- Listening online is the foundation of any content marketing
initiative. Always be listening!
- It’s a big Internet out there. No one can possibly listen to
everything, so it’s essential to establish goals
- Whithout measurement, there’s no way of knowing what’s
working and what istn’t.
CONTENT MARKETING by Rebecca Lieb Twitter: @marccostap

10. A personal selection of ideas and concepts
Thank you for reading this document. I hope you enjoy it!
I recommend you to read the book, you will enjoy, and learn,
more!
If you are interested in more , check
http://www.slideshare.net/Marccostap/presentations
CONTENT MARKETING by Rebecca Lieb Twitter: @marccostap