A detailed overview by David Erickson of e-Strategy Media of the complete elements of content marketing from identifying your audience and choosing your marketing channels, to developing and optimizing content, driving traffic and measuring results.

1. Content Marketing 101

2. Why Content Marketing?
• Addresses Needs
• Earns Attention
• Builds Trust & Loyalty
• Food For Search & Social

3. Content Marketing Is Not New
• The Furrow
• John Deere Magazine
• 1895-Present
• Things Of Interest To Farmers
• Not Exclusively Tractors Or Machinery

4. • KISS Comics
• 1977-2013
• Brand Awareness
• Current Fans
• Next Generation
Fans
• KISS Army
• Official Fan Club
• 100,000 Members
• $5000 A Day
Content Marketing Is Not New

5. Audience Identification
• Demographics
• Geographics
• Psychographics
• Firmographics
• Technographics
• Generational Dynamics
• Life Cycle Stages
• Media Consumption
• Influencers
• Daily Routine
• Goals & Aspirations
• Challenges & Fears

6. Personas
• Top Audience(s) Personified
• Who Are They?
• What Are Their Problems?
• What Are Their Needs?
• What Is Their Daily Life Like?
• What Are Their Hopes & Fears?
• What Content Do They Want?
• One-Page Description
• Keeps Team Focused On Audience

7. Customer Journey
• Marketing Funnel
• Awareness
• Interest
• Consideration
• Intent
• Evaluation
• Purchase
• Retention
• Advocacy

8. Content Mapping
• Topics
• Touch Points
• Distribution Channels
• Content Format
• Devices
• Journey Stage

9. Content Development
• Keyword Research
• Social Listening Research
• Social Sharing Research
• Customer Feedback
• Brand Advocates
• Internal Experts
• Original Research/Data
• External Experts/Influencers

10. Owned Media: Website
• Home Base/Hub
• Controlled Content
• Design
• Site Architecture
• User-Friendly
• Search-Friendly
• Mobile-Friendly
• Owned Data

11. Owned Media: Blog
• Publishing Platform
• Immediate
• Ad Hoc
• Flexible
• Text
• Images
• Embedded
• Documents
• Social Media
• Interactive
• Video
• Podcasts
• Inbound Marketing

12. Owned Media: Podcast
• Portable Content
• Easily Consumed
• Conversational
• Personality Driven
• Expanding Distribution
• Analytics Lacking

13. Owned Media: Mobile App
• Notifications
• Interactive
• Deep Engagement
• 24/7/365
• Access Everywhere
• Promotional Budgets

14. Owned Media: Email
• Glue Of The Internet
• Trust
• Direct Relationships
• Habit Forming
• Gateway Channel

15. Shared Media: Social
• Facebook
• YouTube
• Amazon
• iTunes
• Twitter
• Instagram
• LinkedIn
• Spotify
• Snapchat
• Pinterest
• SlideShare
• Google+
• Flickr
• Tumblr
• SoundCloud

16. Earned Media: Public Relations
• News Coverage
• Media Relations
• Press Conferences
• Expert Positioning
• Crisis Communications

17. Earned Media: Events
• Hosted Events
• Conferences
• Seminars
• Meetings
• Trade Shows
• Virtual Events
• Speaking Opportunities
• Networking Events
• Galas/Awards Ceremonies

18. Earned Media: Social Engagement
• Replies
• Direct Messages
• Shares
• Retweets
• Pins
• Check Ins
• Comments
• Reviews
• Ratings
• Likes/Hearts
• Reactions
• Emoji

19. Earned Media: SEO
• Search Engines
• Web
• Images
• News
• Local
• eCommerce
• Social Media
• Video
• Audio
• Podcasts
• Apps

20. Earned Media: Word Of Mouth
• Buzz Prompted By:
• Consumer Experience
• Media Coverage
• Mobile Notifications
• Trending Social
• Search Results
• Digital Assistants
• Peer-To-Peer
• Most Trusted Source
• Unquantifiable

21. Paid Media: Advertising
• TV
• Radio
• Print
• Outdoor
• Direct Mail
• Event Sponsorship
• Display
• Native
• Video
• Audio
• Search
• Social
• Mobile

22. Delivery Devices: Computers
• Controlled Environment
• Office Workers
• In-Depth Research
• Devices:
• Desktop
• Laptop
• Flipbooks

23. Delivery Devices: Mobile
• On-The-Go
• GPS Targeting
• Activity Dependent
• Devices:
• Smartphones
• Tablets
• eReaders
• Fitness Trackers
• Watches
• Spectacles

24. Delivery Devices: Smart Home
• Voice/Gesture Activated
• Anthropomorphized
• Conversational
• Utilitarian
• Entertaining
• Devices:
• Microsoft Xbox
• Amazon Echo
• Google Home
• Apple HomePod
• Nest
• Ring

25. Delivery Devices: Television
• Live
• On-Demand
• Over The Top
• Streaming
• Devices:
• Dumb TVs
• DVRs
• Smart TVs
• TV Apps
• Apple AirPlay
• Amazon Fire
• Apple TV
• Google Chromecast

26. Delivery Devices: Radio
• At Home
• In Transit
• At Work
• At Play
• Solo Listening
• Devices:
• AM/FM Radios
• Satellite Radio
• Mobile Apps
• TV Apps
• Smart Speakers

27. Delivery Devices: Print
• User Experience
• Pass-Along Value
• Devices:
• Newspapers
• Magazines
• Direct Mail
• Books
• Measurement Challenges

28. Delivery Devices: Immersive
• Video Games
• 360 Video/Photos
• Augmented Reality
• Virtual Reality
• Devices:
• Home Consoles
• Portable Consoles
• Mobile Apps
• Google Cardboard
• Samsung Gear VR
• HTC Vive
• Oculus Rift

29. Delivery Devices: Vehicles
• Air Travel
• Ride Sharing
• Self-Driving Vehicles
• Devices:
• Uber/Lyft
• Tesla
• Google

30. Content Library
• System For Cataloging Content
• “Librarians” Who Know Where To Look
• Titles & URLs
• Category
• Publish Date
• Post, Pages, Landing Pages
• Owned Off-Site Content
• Earned Media
• Shared Repository/Spreadsheet

31. Content Calendar
• Monthly Topic Focus
• Communications Activities
• Media Relations
• Press Releases
• Blog Posts
• Newsletters
• Social Media
• Advertising
• Personas
• Customer Journey
• Shared/Collaborative Document

32. Marketing Analytics
• Website Analytics
• User Session Recordings
• Email Analytics
• Social Media Analytics
• Mobile App Analytics
• Podcast Analytics
• Advertising Analytics
• Things To Measure:
• Awareness
• Reach
• Engagement
• Attention
• Conversions
• Sales

33. Content Marketing Tools
• Publishing Platforms
• Creation Tools
• Discovery Tools
• Management Tools
• Distribution Tools
• Promotional Tools
• Analysis Tools

34. Content Marketing Team
• Editor In Chief
• In-Depth Knowledge
• Content Development
• Text
• Visual
• Multimedia
• Interactive
• Content Optimization
• Email Marketing
• Social Media Marketing
• Web Development
• Advertising
• Analytics
• Partners

35. Contact Me
• David Erickson
• david@e-strategy.com
• in/davideerickson
• 651-400-0066

36. Photo Credits
• Death To The Stock Photo
• Slides 1, 6, 15, 18, 22, 23, 26, 27,
• David Erickson
• Slides 2, 3, 9, 16, 17,
• Nick Ares: Slide 4
• Steven Lilley: Slide 5
• InformedMag.com: Slide 7
• Calsidyrose: Slide 8
• David Orth: Slide 10
• Waferboard: Slide 11
• Patrick Breltenbach: Slide 12
• Lab604: Slide 13
• Dennis Skley: Slide 14
• Jeffery Beall: Slide 19
• Akuppa John Wigham: Slide 20
• 401(K) 2012: Slide 21
• NDB Photo: Slide 24
• Flash.Pro: Slide 25
• Knight Center For Journalism: Slide 28
• Travis Wise: Slide 29
• Dillettaniquity: Slide 30
• Dafne Cholet: Slide 31
• Milosz1: Slide 32
• Royalty Free: Slide 33
• Shasha Kargaltsev: Slide 34
• Free For Commercial Use: Slide 35