2. Fernando Labastida
http://www.linkedin.com/in/flabastida
@flabastida
• Customer Success Manager Small World
Labs www.smallworldlabs.com
• Founder Latin IT Marketing
www.latinitmarketing.com
• Organized first Latin America Track at
South by Southwest Interactive
http://www.sxsw.com/interactive
• Helped organize debut edition of
Americas IT Forum
www.americasitforum.com
• Speaker at upcoming conference Engage
Mexico www.engagemexico.com
3. What is Content Marketing?
Content Marketing means creating and sharing valuable
free content to attract and convert prospects into
customers, and customers into repeat buyers. The type of
content you share is closely related to what you sell; in
other words, you’re educating people so that they
know, like, and trust you enough to do business with you.
Source: Copyblogger
4. The problem
The web has fundamentally
changed the dynamic for
customer communications
Is this a problem…or an opportunity?
5. The problem – and the opportunity
Source: worlwidewebsize.com
8. The 5 Steps to a Successful Content
Marketing Strategy
• Provide overwhelming value
• Focus on your customer– not your product
• Become the media
• Use your content as market research
• Get them to subscribe
11. The Potlach
“The status of any given family is raised not by
who has the most resources, but by who
distributes the most resources. ”
Source: Wikipedia
12. Law of Reciprocity – Robert Cialdini
As humans, we prefer to
return favors or
debts, because we
generally feel
uncomfortable feeling
indebted to somebody
21. Produce media on a regular schedule
– become an addictive habit
“The more content
I can put out, the
more luck I have,”
Gary Vaynerchuk
Source: Forbes
22. The First Soap Opera
P&G’s As The
World Turns
Source: Forbes
23. Being the Media
• A regular schedule (editorial calendar)
• Content types for your personas
• Guest appearances
24. Share content through
3rd party sources
Guest appearances
was one of Lil
Wayne’s “secrets to
success.” Guest
blogging will be one
of your secrets to
success too
25. Sharing content through social media
“it’s not good enough to just produce long
form content; you have to put out micro-
content to drive awareness to it,”
Gary Vaynerchuk
27. Minimum Viable Audience
“I learn more from serving an online audience
than any other approach I’ve taken
to truly understanding a market.”
Brian Clark, Entreproducer
31. Content Marketing Institute Email
Marketing study – the average CMI
subscriber:
• Was more likely to attend our events and purchase our
products
• Was more likely to share our content with their
networks
• Closed three times faster than a non-subscriber, once
he or she had entered our sales process (for our
consulting service).
- Joe Pulizzi, Content Marketing Institute
How customers have a trillion choices, and your competitor or another site is just a click awayConsequently, our monopoly is gone, we don’t have a captive audience anymoreBecause we don’t have a captive audience, interruption marketing doesn’t work anymoreWe’re stuck trying to gain brand awareness and generate leads by using borrowed media, which is expensive, we don’t have control over it ,and it’s too easy for our customers to TiVo us out and ignore us
