The document discusses the basics of content marketing, defining it as a process to attract and retain customers through consistently created and curated content. It explains why content marketing is unique through relationship building and using a variety of channels. Examples are provided showing the effectiveness of content marketing in generating leads and engaging consumers.

3. Lesson 3: Creating
a Content Strategy

4. Lesson 1
The Basics

5. Lesson Objectives
Define Content Marketing
Explain why content marketing is unique
Realize the effectiveness of Content Marketing
Identify Case Studies

6. Define Content Marketing

7. “Marketing process designed to attract and retain
customers by consistently creating and curating
content in order to change or enhance consumer
behaviour.”
- Joe Pulizzi, Founder
Content Marketing Institute

8. “Content marketing is the umbrella of all techniques
that are used to generate traffic, leads, online visibility,
and brand awareness/fidelity.”
- Quora

9. “Content marketing is all about establishing authority
with your audience by initiating conversation through
content such as white papers, videos and articles
on the topic you own.”
- Yoav Schwartz, CEO
Uberflip

10. Explain why content marketing
is unique
Relationship Building through Conversation
Variety of Channels

11. Ask questions
Be thankful
Respond quickly
Be funny and relevant

12. Explain why content marketing
is unique
Relationship Building through Conversation
Variety of Channels

13. Top Content Marketing Tactics
(% of respondents)
Source: Content Marketing Institute

14. Realize the effectiveness
of Content Marketing

15. 68% of consumers read content
from brands they love!
Source: Content Marketing Association

16. Companies who have
an active blog report
67% more leads
Companies that use Twitter report having 2x the
amount of leads per month than companies who
don’t
Source: InsideView

17. 82% of consumers like
reading content from brands
when it’s relevant
Source: CMA

18. Consumers are interested in
engaging with companies that
offer them valuable and
relevant content.

19. When is the right time to use
content marketing?
NOW
NOW
NOW
NOW

20. BUSINESSES INVEST IN CONTENT MARKETING
B2C
B2B
$44 Billion spent on content marketing in 2012.
Source: Content Marketing Institute

21. Content Marketing Objectives by program
(% of respondents)
Source: Content Marketing Institute

22. Identify Case Studies
Who is using Content Marketing effectively?

23. Social + Content = WOW!

24. +
#flyingfriday
#instawings
+
#givesyouwings
39,354,598
Likes!

25. +

26. Let’s Review:
Create valuable content to generate leads & customer retention
Multiple interactive channels
Gain insight by engaging conversation
WHAT ARE YOU WAITING FOR?!

27. CONGRATS!
Lesson 1: The Basics completed!

28. Next Steps
Lesson 2: Getting to Know Your Audience

29. Want to learn more?
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