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Content_Marketing_presentation_External
- 6. What is Content Marketing? Def: Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers.
- 7. What is Content Marketing? Def: Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. Def: with more feeling.. Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
- 8. • Content Marketing is sometimes called… What is Content Marketing? Thought Leadership
- 9. What is Content Marketing?
- 10. Thought Leadership is exploiting our unique position in our market to generate valuable insight and advice on issues our customers and prospects care most about. What is Content Marketing?
- 11. What Content Marketing is NOT? • It is NOT new • It is NOT advertorial • It is NOT just Social Media Marketing • It is NOT a Marketing Channel • It is not a golden unicorn
- 12. Do we need content marketing? yes. Generally,
- 15. How does that differ from Traditional Marketing? • Traditional Marketing is primarily Inbound Marketing. – a.k.a Interrupt Marketing – It is primarily a passive form of marketing – Hinges on your ability to connect with a client at the right time with the right message and convince them you can meet their need.
- 16. What content marketing will help us do. • Position our company as an expert – a company that understands the important issues • Encourage our audience to consult with us – to at least pick our brains • Generate new leads – by asking people to raise their hands and say, “I’m interested in this issue too.” • Progress existing leads – moving them along your marketing funnel until they’re sales-ready • Build our database – by asking for a few details – the better your content, the more willing they’ll be to share • Raise awareness – getting ourselves on the radar screens of the people who matter • Contribute to communities – making you a good social media citizen instead of a leech or staying silent • Give you (yes you, the AEs) a reason to engage – so youcan add value before and after the sales interactions • Boost our search engine performance – used well, good content does wonders for SEO There aren’t a lot of marketing tactics that can do as much as that…
- 17. Something to Remember NAMSA is in a unique position to help and advise our prospects and clients
- 18. Content +
- 21. BOOM! * efinition for BOOM: rm to Hot leads, Engaged Clients and ospects, Greater Brand recognition and nd permeation with target audiences. This ps leads know us…and like us.
- 22. Content Marketing Our mission regarding NAMSA’s content marketing strategy is: To give our clients, prospects and leads the most useful information, advice, insights, resources and inspiration to help them like us and trust us.
- 23. Content Marketing Content Marketing… is NOT about “what you sell” It IS about “what you stand for.”
- 24. What goes into a CMS? • Content Audit • Content Plan • Target Audience Analysis • Create NEW Content • Execute (across multiple communication Channels and tactics – see next slide) • Measure • Repeat
- 25. How does this fit into the Sales Process?
- 26. Content & Content Marketing is there at EVERY Step in the Sales Process
- 27. The Buyer’s Process – Strategic Decision Making Process
- 28. The Buyer’s Process – Strategic Decision Making Process
- 29. Stages of Buying • Discover • Consider • Decide
- 30. What do we need to do to generate content? • Interview our best experts. • Interview our customers. • Conduct Web Surveys • Run a Round-table Discussion • Invent a New Metric
- 31. Again….The Goals of CM • The goals of Content Marketing are to: Build relationships with existing clients, attract new customers, demonstrate benefits, tell interesting stories about our brand and to appear in search engines and increase web traffic.
- 32. 2014
- 33. INTERNAL SLIDES
- 34. QUESTIONS?
Notes de l'éditeur
- In tropical West Africa, there is shrub that grows up to 20 feet in height. This “shrub” features a small cranberry colored fruit about the size of a large almond. It’s a rather flavorless fruit in and of itself – but has the most remarkable effect on your taste buds. It’s called the “miracle fruit”. The miracle fruit gets its name because when you eat it, everything you taste for a short time afterward has a distinctly sweet taste. Lemons taste like amazing candy. Salsa tastes like honey. Goat cheese tastes like cheesecake. Since its discovery in the 18th century, it’s been used for all kinds of purposes – most recently in a food additive that acts as a sugar substitute. In short, the miracle fruit itself isn’t fulfilling. Rather, it creates the opportunity for other things that you might eat to have a different kind of fulfillment.
- Lets put a pin in the botany lesson for now.
- Lets dispense with the academic definition. Another way of reading that…
- Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching our products or services, you are delivering information that makes your buyer more intelligent.
- One last comment on what content marketing is……CM is sometimes called Thought Leadership What is meant by this…
- Thought Leadership is exploiting our unique position in our market to generate valuable insight and advice on issues our customers and prospects care most about. Lets break down this statement.
- No one has exactly our perspective on the market Value is in the eye of the buyer We are the expert Issues…..Not Products Their priorities, not ours If the materials you bring to market don’t follow this recipe, they’re not thought leadership, they’re brochures. Brochures are only valuable when some of the hardest parts of marketing are already done. A brochure will never move a market.
- In social media marketing, the center of gravity — the focus of the marketing activity — is located within the social networks themselves. When marketers operate social media campaigns, they are operating inside of Facebook, inside of Twitter, inside of Google+, etc. As they produce content, they place it inside of these networks. In contrast, the center of gravity for content marketing is a brand website — whether it be a branded URL or a microsite for a brand’s specific product. Social networks are vital to the success of content marketing efforts, but here, Facebook, Twitter, and Google+ are used primarily as a distributor of links back to the content on the brand’s website — not as containers of the content itself. While both social media marketing and content marketing can be used for a multitude of purposes, social media marketing generally tends to focus on two main objectives. First, it is used for brand awareness — generating activity and discussion around the brand. Secondly, it is used for customer retention/ satisfaction — brands can use social channels as an open forum for direct dialogues with customers, often around issues or questions that consumers have. In contrast, content marketing’s website-based center of gravity enables it to focus more on demand generation. As quality content brings prospects to a brand’s site, brands can develop a relationship with the prospects and nurture them towards a lead conversion or purchase.
- Although a few products/services/brands can sell themselves relatively straight-forwardly most products/services/brands, can’t – they’re part of a highly competitive market-place. Content marketing is able to give our business and marketing efforts a serious boost in this environment.
- instead of looking at content marketing as something that has to compete with these other tactics, let’s instead look at how a content marketing initiative and strategy can be layered in to enhance any poorly performing tactic, or even increase one of our better performing tactics. Let get back to the botany lesson. Content marketing is a lot like that miracle fruit – making things taste better.
- Content marketing is a lot like that miracle fruit – making things taste better.
- Traditional Marketing Talks at people. Content Marketing Talks with them.
- While the slides I've showcased thus far have focused on the mechanics and comparison of content marketing to other strategies and tactics... I want to briefly cover the mindsets of content marketing especially as it relates to NAMSA's mission and value. Essentially trying to answer the why, or why me of content marketing. One of the critical ideas of Marketing and by extension content marketing is that we need to: Tell/explain “why we’re in a unique position to help and advise our prospects
- Content is the fire…. social media is the gasoline…..speaking engagements will only fan the flames…
- What do we stand for or what is our vision: Help our clients develop and deliver innovative medical products to improve patient health. The informational needs of your customers and prospects come first.
- In many ways we have already been participating in a Content Marketing Strategy to date. We probably haven’t called it a Content Marketing System but a content marketing strategy easily fits with the generic Buyers Journey or Stages of Buying. How many of you have ever heard of the buyers journey map. This is an example of a full buyers journey map as it pertains to a Strategic Decision-Maker.
- Here’s a closer look at the map or diagram. As you can see in the center of the map and in its most simplistic form of the buyer’s process map or stages of buying there are 3 buying stages. I will now mark on the map where content marketing has an impact on the buyers decision making process…. Very few other forms of sales and marketing tactics or strategies can have as long a lasting impact on the duration of the buyers process or the strategic decision making process… as well curated and coordinated content marketing
- I know I’m not telling you sales guys and gals anything new here. However, let me help connect the last dot of this very long winded connect the dots game. The progression of a buyer through the stages inevitably requires information via some sort of interaction….information is also known as content. Discover: This is the earliest stage in the buying cycle. It starts when either an internal or external trigger challenges the status quo. Consider: This is the middle stage of the buying cycle and is typically where we are at a “make it or break it” point for being considered by the client. This is also the stage where multiple solutions will be compared. Probably where a client is comparing a quote from us versus a competitor. On the testing side we will have likely answered all the clients questions via meetings and information shared back and forth. So it will be up to the client to consider our proposal or quote. For C&C, correct me if I’m wrong, their will likely still be a variety of follow-ups and information sharing even after the proposal is submitted. Decide: In this late stage of the buying cycle, the decision will be finalized (if it hasn’t already). However, leading up to the final selection is a series of steps to ensure sound justification of the business case. Throughout all of these stages content is being shared with the intent to help shape the outcome of the clients decision.