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Be The Media:  Content Marketing     W.P. Carey School of BusinessDigital Marketing in Practice - MKT494           Februar...
Teach to Fish DigitalHelps CompaniesLearn How toManage Their OwnCampaignsAssists Agencieswith ProjectsSearch, Email, Socia...
Content Marketing       vs. Content Strategy
Content Strategy                        Homeservice          team          about    contact          “Content strategy pla...
Content MarketingThe art of storytelling with the consumer  audience and the brand as the muse.
Content Marketing                  12%                            88%Use Content Marketing              No Content Marketi...
Content Marketing Budgets                           2%                          2%          45%                           ...
Content Marketing      Kodak
Content Marketing      Mint.com
Content Marketing   ManoftheHouse.com
____ ___         _____    SELL    _ __Educate, Enlighten   & Entertain
Building a ProgramWhere does good content come from?
External SourcesSearch    Social Media
Field ResearchSurveys | Focus Groups | Shopping Observation
Internal Sources
Kill the FAQ
Pick A Company...    All Members of
Important QuestionsWho is our audience?What questions are they asking?In what ways can we answer thosequestions?How will w...
Multimodal Distribution
0
0    00
• Review Research  and Metrics• Create Plan• Develop Content• Promote• Measure• Rinse & Repeat
Questions?Chris SietsemaTeach to Fish Digital(480) 389.5435teachtofishdigital.comlinkedin.com/in/sietsematwitter.com/sietse...
Content Marketing: Be The Media
Content Marketing: Be The Media
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Content Marketing: Be The Media

Presentation to students at Arizona State University W.P. Carey School of Business discussing content marketing. Presentation Date: February 28, 2011

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Content Marketing: Be The Media

  1. 1. Be The Media: Content Marketing W.P. Carey School of BusinessDigital Marketing in Practice - MKT494 February 28, 2011
  2. 2. Teach to Fish DigitalHelps CompaniesLearn How toManage Their OwnCampaignsAssists Agencieswith ProjectsSearch, Email, SocialMedia, & Analytics
  3. 3. Content Marketing vs. Content Strategy
  4. 4. Content Strategy Homeservice team about contact “Content strategy plans for the creation, delivery, and governance of useful, usable content.”
  5. 5. Content MarketingThe art of storytelling with the consumer audience and the brand as the muse.
  6. 6. Content Marketing 12% 88%Use Content Marketing No Content Marketing Source: Content Marketing Institute
  7. 7. Content Marketing Budgets 2% 2% 45% 51% Increase Same Decrease NA Source: Content Marketing Institute
  8. 8. Content Marketing Kodak
  9. 9. Content Marketing Mint.com
  10. 10. Content Marketing ManoftheHouse.com
  11. 11. ____ ___ _____ SELL _ __Educate, Enlighten & Entertain
  12. 12. Building a ProgramWhere does good content come from?
  13. 13. External SourcesSearch Social Media
  14. 14. Field ResearchSurveys | Focus Groups | Shopping Observation
  15. 15. Internal Sources
  16. 16. Kill the FAQ
  17. 17. Pick A Company... All Members of
  18. 18. Important QuestionsWho is our audience?What questions are they asking?In what ways can we answer thosequestions?How will we measure results?
  19. 19. Multimodal Distribution
  20. 20. 0
  21. 21. 0 00
  22. 22. • Review Research and Metrics• Create Plan• Develop Content• Promote• Measure• Rinse & Repeat
  23. 23. Questions?Chris SietsemaTeach to Fish Digital(480) 389.5435teachtofishdigital.comlinkedin.com/in/sietsematwitter.com/sietsemaslideshare.net/sietsema

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