Part One of my presentation series for the Inbound E-marketing class I teach at Carroll Community College.

1. +
Inbound E-marketing:
What is Content Marketing?
Mary Ann Davis | mdavis@carrollcc.edu
Carroll Community College | 2016

2. +
What is Digital Marketing?
Traditional Online Marketing
 Online marketing pre-social media
 Push marketing
Social Media Marketing
 Direct marketing (e.g. publishing discount codes)
 Indirect marketing (e.g. “tips” from a blog)
Content Marketing
 Informational
 Conversational

3. +
What is Inbound/Content
Marketing?
 Requires identifying what consumers want and need.
 Developing content that is meaningful, useful and timely for
consumers.
 Adds value to online conversations.
 Helps develop consumer trust, security and loyalty.
 A new form of marketing that is continuously evolving.

4. +
Three Types of Content Marketing
Long-form
Conversational
Short-form
Integrated
Approach
* Each piece of content marketing should be able to
stand on it’s own.

5. Quality Trumps Quantity

6. +
Do Your Research!
 What types of information, messages and content
does your audience want?
 What content will your audience likely share with
others?
 What are your competitors doing that is and isn’t
working well?

7. +
Think Like a Publisher!
Follow the 80/20 Rule:
 80% or more of should be informational
 20% or less should be promotional

8. +
Content & Voice
 Needs to be appropriate for your brand image
 Should match consumer expectations
 Must be authentic
 Allows for your personality and passion to shine

9. +
Benefits
 Increases brand awareness
 Builds relationships with target audiences &
online expert influencers
 Establishes your business as a thought leader
 Helps improve Search Engine Optimization (SEO)

10. +
Improving SEO
Social
Shares
WebsiteBlogs
 Blogs lead to more entry points to websites
 Social shares positively affect SEO
 Keywords in posts add visibility in search
 Provides a domino effect

11. +
Resources
Content
Individual
Employees
ExecutivesMarketing
Customer
Service

12. +
Requirements
 Long-term commitment
 Reasonable expectations
 Willingness to experiment
 Focus on quality, not quantity

13. Mary Ann Davis
Digital Marketer & Strategist
Providing business with strategic marketing solutions,
focusing on digital marketing that compliments traditional
marketing, and teaching people how to use social media to
promote businesses.
about.me/mary_ann_davis
mary_ann_davis@outlook.com