2. What is Content Marketing?
“
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.
”
(Image Source: http://www.scribewise.com)
(Source: http://contentmarketinginstitute.com)
3. The Content
Marketing Model
- Phone
- Consultations
-
- Assessments
- Demos
E-newsletters
Webinars
Ebooks
White Papers
Blog Posts
Web Content
Articles
Video Downloads
(Image Source: http://ppc.org)
(Set Objectives and know
your audience before the
creation process takes place)
4. The Importance
•
•
•
•
•
Increases brand awareness
A two-way communication medium
Builds relationships
Decreases length of sales cycle
Increases credibility
60%
of businesses are
already using some
form of content
marketing
(Image Source: http://www.circlesstudio.com)
(Source: huffingtonpost.com & www.forbes.com)
5. How to Measure Success
1. Awareness
1.
2.
3.
Higher ranking in
search engine
results pages
Steady increase in
website’s “first time
visitors”
Social metricssuch as
likes, followers, +1
s, upvotes, etc.
1. Consideration
1. Conversion
1.
1.
2.
3.
4.
Increase total page
view
Longer visit
duration
Lower bounce rate
Social metrics------
--------------------------------------------------------------
(Source: http://www.brandpoint.com)
2.
3.
4.
Increased
conversion rate
measured by sales
or leads
Track which
content sources
contribute to the
conversion funnel
Social metrics
Measure
subscriber vs. nonsubscriber
behavior
6. 2014 Digital Marketing Trends
Simplicity will
Matter even more
9 in 10
organizations
market content
Storytelling will
become paramount
Each month
329 million people
read blogs
Content marketing never
27,000,000
was & will not be only piece of content are
about link building
shared each day
(Infographic: http://socialmediatoday.com)
7. References
Charalambous, A. (2013). “5 B2B companies hitting the mark with their content marketing.” Circle S Studio. Retrieved from
http://www.circlesstudio.com/blog/5-b2b-companies-hitting-the-mark-with-their-content-marketing/.
“Content Marketing, advertising, big data and mobile marketing trends.” 2014. (2014). Social media today. Retrieved from
http://socialmediatoday.com/irfan-ahmad/2044111/content-marketing-advertising-big-data-and-mobile-marketing-trends-2014infograp.
Curcio, J. (2013). “How manufactures can use content marketing.” Protocol 20, Inc. Retrieved from
http://blog.protocol80.com/2013/08/30/how-manufacturers-can-use-content-marketing/.
DeMers, J. (2013). “The top 7 content marketing trends that will dominate 2014.” Forbes.com. Retrieved from
http://www.forbes.com/sites/jaysondemers/2013/10/08/the-top-7-content-marketing-trends-that-will-dominate-2014/.
Evans, M. (2013). “Content marketing – the present and the future.” PPC. Org. Retrieved from http://ppc.org/content-marketingpresent-future/.
“Infographic: Measuring content marketing success.” (2014). Brand Point. Retrieved from http://www.brandpoint.com/contentmarketing/infographic-measuring-content-marketing-success/.
Montesa, M. (2013). “How to incorporate micro-content into your content marketing plan.” Scribewise. Retrieved from
http://www.scribewise.com/blog/bid/242570/How-to-Incorporate-Micro-Content-into-Your-Content-Marketing-Plan.
Nagy, J. (2014). “Content marketing 101: An introduction to the newest marketing tool for businesses.” Huffington Post. Retrieved
from http://www.huffingtonpost.com/jennifer-nagy/content-marketing-101-an-_b_4576992.html.
“What is content marketing?” (2014). Content marketing institute. Retrieved from http://contentmarketinginstitute.com/what-iscontent-marketing/.
