Slide deck for Digital Marketing Class: Content Marketing

1. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Content Marketing
• It is content that is created and distributed by a
company to engage customers
• It is persistent
• It is (mostly) Public Relations, Owned Media
• Its focus is mostly branding and long term engagement,
not direct selling
• Paid media can be used to amplify content marketing
• It is not new, but internet, social media and mobile
access have significantly increased its importance
• Not all digital marketing is content marketing
Digital Marketing alexbr.brown@gmail.com University of Delaware

2. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Content Marketing
Designed to:
• engage audiences: stimulate free marketing
• build relationships, build trust
• increase reach (existing customers first):
organic versus paid reach
• stimulate action (shares, RTs, comments etc.)
which increases reach
Digital Marketing alexbr.brown@gmail.com University of Delaware

3. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Content Marketing
Designed to:
• cultivate advocates
• stimulate user generated content
• deepen the brand connection and knowledge
– Red Bull
• improve SEO (keywords and links)
Digital Marketing alexbr.brown@gmail.com University of Delaware

4. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Content Marketing
Aspects of a Content Marketing Plan: 1
• Brands are Publishers
• Business Objectives / Goals drive Strategy for
Content Marketing
• What stories do you want to tell ?
• Avoid random acts of content
Digital Marketing alexbr.brown@gmail.com University of Delaware

5. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Content Marketing
Aspects of a Content Marketing Plan: 2
• Know your customers
• Targeting new customers, and existing
customers
• Consider all stages of the purchase funnel
• Consider your SEO goals, core keywords and
long tail keywords. Build keyword list
• Select vehicles
Digital Marketing alexbr.brown@gmail.com University of Delaware

6. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Content Marketing
Aspects of a Content Marketing Plan: 3
• Listen: industry, brand, competitor brands
– To understand brand perception (#askJPM)
– To respond directly
– To improve messaging
– To change product / service
– To source content (example: tweeting a new
review)
Digital Marketing alexbr.brown@gmail.com University of Delaware

7. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Content Marketing
Aspects of a Content Marketing Plan: 4
• Content strategy, PLAN
• Types of content, by theme
• Types of content
– planned
routine content versus campaign content
– Real time, reactive content (Oreo cookie)
• Types of content, images versus text
• Types of content, appropriate signal to noise ratio
Digital Marketing alexbr.brown@gmail.com University of Delaware

8. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Content Marketing
Aspects of a Content Marketing Plan: 5
• Content curation strategy
– Source additional content
– Contribute and engage with others' content
• Content, use of hashtags
– Twitter (limited characters) and Instagram
– Own hashtags (#askXXX, #XXXbrand)
– Hashtags of related conversations
Digital Marketing alexbr.brown@gmail.com University of Delaware

9. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Content Marketing
Aspects of a Content Marketing Plan: 6
• Appropriate voice (humanize brand)
• Timing (proactive content), of day, and day of week
• Frequency of Content
• Use of Incentives and contests?
• Content approval process?
• Nimbleness versus overly produced content
• Write for
– Engagement (write for action, i.e. Share, RT, Like)
– Amplification
Digital Marketing alexbr.brown@gmail.com University of Delaware

10. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Content Marketing
Aspects of a Content Marketing Plan: 7
• Cross platform integration & OFFLINE
• A consistent DIAlogue (include follower
strategy for Twitter, Instagram etc.)
• What is the value you are providing, for your
target audience(s) ?
• Review against goals, KPIs
Digital Marketing alexbr.brown@gmail.com University of Delaware

11. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Content Marketing
Aspects of a Content Marketing Plan: 8
• Vehicle selection
– Blogs
– Discussion boards (reddit)
– Email
– Social Media
Digital Marketing alexbr.brown@gmail.com University of Delaware

12. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Content Marketing
Indirect Content Marketing
• Industry-related channels
• Not “owned”
• Better for awareness
• More “competitive”
Digital Marketing alexbr.brown@gmail.com University of Delaware

13. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Content Marketing
Business to Business: Goals
• Generate leads
• Impact consumer markets
• Grow brand
• Recruit employees
• Education
• Thought Leadership
• Partner Engagement
Digital Marketing alexbr.brown@gmail.com University of Delaware

14. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Content Marketing
Business to Business: Vehicles
• Blogs
• Email
• LinkedIn
• Google+
• YouTube (demonstrations)
• Pinterest / Instagram (Visual)
• Twitter
Digital Marketing alexbr.brown@gmail.com University of Delaware

15. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Content Marketing
Crisis Management
Ex: NFL: domestic abuse and child abuse issues –
lose control of the outer-circle ?
Amplification works for great content & crisis!
• Understand it
• Get in front of it
• Be transparent
• Be responsive
• Approval process important to consider
Digital Marketing alexbr.brown@gmail.com University of Delaware

16. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Content Marketing
Crisis Management
Amplification works for great content & crisis!
• Understand it
• Get in front of it
• Be transparent
• Be responsive
• Approval process important to consider
Digital Marketing alexbr.brown@gmail.com University of Delaware