Content Marketing is Everywhere in B2C Kraftrecipes.com 1 billion views a year Pepsi.com Powered by Newscred globally
Content Marketing is Everywhere in B2B Adobe’s CMO.com 2 editors / $1 million annual budget Nanagins Big investment in data and reports
Why? Driven by Shifting Media Consumption
What Gets Me Excited for Content Marketing? Digital content marketing is the most scalable and cost effective approach to marketing, ever. Traditional Media at Scale ● Largest circulation magazine: The Watchtower, 52 M Monthly ● Largest televised event: Superbowl, Seahawks vs. Patriots, 114 M Viewers ● Largest radio program: Tom Kent, 23 M Weekly Listeners Digital Media at Scale ● Facebook 1.4 B ● What’s App 700 M ● LinkedIn 468 M ● Instagram 300 M ● Twitter 280 M ● Tumblr 230 M
What Does Content Marketing Include?
You worked hard in 2015. So why were there still issued with your content?
Problem: Too Impatient Did you stop investing in your content initiatives like social media or blogging because they didn’t show results in only 30 days?
Solution: Great Content Marketing takes both patience and skill Promote: Creating Demand and Confidence Examples ● Press Releases ● Byline Articles Educate: Thought Leadership and Knowledge Examples ● Blog Posts ● Whitepapers Capture: Turning Leads Into Opportunities Examples ● Webinars ● Account Signups
Problem: Too Self Involved Did you write posts for your blog only about your company, your product, your team, and your needs?
Develop a deep understanding of their pain points and aim to create content that helps them achieve their goals. FONTS Content People Will Engage Possible Content Content in Exchange for Information Lead Gen (Webinars, Whitepapers, Events) Blogs, Infographics, Videos, Newsletters, Social Media Solution: Focus on your customers to find your marketing “sweet spot” Sweet Spot
Problem: Too Smart Did you fail to understand your customer? Did you create content that was too sophisticated and hard for them to understand?
Solution: Customers value products that solve their problems. Stay focused on your customer’s needs.
Recap Things your content is not going to be in 2016: Too Impatient Too Self Involved Too Smart Too Ambitious Too Easy Too Insular Too Reactionary