What is Content Marketing?
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- Sabina Powers
- 8 years ago
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2 Early historical content marketing examples: 4200 B.C. cave drawings, 1895 John Deere s launch of its first customer magazine Areas of web content marketing: Social Media Networking Sites & Social Media Marketing News Aggregators Blogs Free E-Books Micro-Social Networks Newsletters Content marketers to focus on context targeting their message to the right person, at the right time, in the right space. Marketers will need to learn how to place the most appropriate non-intrusive messages right where consumers are best positioned to respond. If you do it right, you ll engage your audience, they ll share your content with their networks, and that will create more valuable context. It s a win/win, for both marketers and consumers. What is Content Marketing? Content marketing is centered around the concept of providing valuable information to current and potential customers in order to positively influence their purchasing decisions and behavior. A few traditional examples from the content marketing infographic include the publication and distribution of guides, books, and catalogs. Content marketing can be defined as the development, publication, and distribution of valuable content across a variety of media and channels to positively influence consumer purchasing decisions. Web based content marketing strategies tend to have a higher return on investment than traditional strategies. Traditional content marketing strategies tend to be dependent on publishing physical products and paying to distribute them directly to consumers. Lead generation and lead nurturing, and having an effective content marketing strategy in place helps marketers meet both of those pain points head-on. Photo: content-marketing.png at 2
3 Appealing message Target address that is known / qualified Trusted Sender Proper Timing Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers. The advertisements themselves are selected and served by automated systems based on the content displayed to the user. en.wikipedia.org/wiki/contextual_advertising 3
4 Context_swissarmy-300x233 at We re listening better, we re learning more, and we re developing the technology and skills to better target, personalize, and deliver messaging at just the right time, in just the right space, to just the right person. Social media has given consumers a voice, and finally many of us are starting to listen. Given brands and businesses a platform from which to speak. Communication between brands and consumers has become a 2-way street, and content marketing has taken center stage. We share information, post (hopefully) valuable content, and engage with our social networks. This is great we have learned so much more about our target audiences as well as how to listen to what they re saying and glean valuable data. Learn from traditional advertising use of context, e.g. commuter travel as context: display advertising has gotten the context message, with ads targeted to commuter ridership. Ads on train and subway cars, ads on platforms, ads in stations -- often they all had common messages. To go in a whole other direction, sporting events are a context, no matter whether the stadium, the television set, whatever. 4
5 fresh, relevant and valuable content on an ongoing basis Content marketers to focus on context targeting their message to the right person, at the right time, in the right space. Marketers will need to learn how to place the most appropriate non-intrusive messages right where consumers are best positioned to respond. If you do it right, you ll engage your audience, they ll share your content with their networks, and that will create more valuable context. It s a win/win, for both marketers and consumers. Promoted content. At the end of the day the most desirable information isn t that which is sold it s what s shared. Facebook and Twitter (eventually Google & LinkedIn) will allow for promoted content to take a stand amidst our regular statuses and messages. And look at the billion-plus blog sites out there driving more clicks than ever before. Content may be king, but context shares the throne, and contextual messaging is becoming a major player in the social spectrum. Location-based marketing. There s a reason that Facebook and Google bought Instagram and Nik Software. Photo-sharing networks allow you to not only capture your moment, but to share your location. We live in a visual economy, and people love sharing images. When they share where they re at, as well, we get better data/information and can provide a richer experience. 5
6 Calendar or road map as a guide to what topics you are going to cover, what channels you will be using to promote your content and who will responsible for writing, editing and publishing your content. Allows you to build and review your content marketing plan by publish date. A calendar view allows you to create content assignments, drag and drop them to future dates, and review your plan by week or by month. Simply click on any assignment on the calendar to see all the information about it. Submission calendars allow you to review all assignments by the dates they are due (for work in progress) or by the dates they were submitted (for completed work). This allows editors to prioritize content that is on deadline before items not required immediately. Publish-date scheduling permits you to prepare content, complete your review/approval process, and then publish it at whatever future date and time you d like. Publish-date scheduling means your content continues to flow onto your site, into your social network, or to your partners, even when you can t be at your keyboard. Assignment Hold allows you to prepare assignments, but not make them available to your creative team until a future date. When you are creating a new project, Assignment Hold lets you build and complete your plan before sharing it with your creative team. Projects is a feature that allows you to organize your content into different projects to ensure that you are prepared to support different business initiatives. For ongoing content production, the Projects feature allows you to balance the content you are producing against different target topic areas. At a glance, you can see what content is planned and what content is ready for whatever projects you have on your plate. Local time zones allow you to keep your entire content production team in sync even if members of the team are across the country or around the world. Assignments, as well as review, due, and publish dates on your calendars and to-do lists, will be displayed in your local time zone once it is set. Colleagues in other time zones will see deadlines displayed appropriately for their local time zone as well. (Please note: Changing the local time zone does not impact report data. To avoid confusion when data is shared or reviewed across a company, report dates are standardized around Eastern Standard Time.) Show Similar Topics - writers and editors can now see if similar articles have been written or are being written by writers at the same time. This allows you to reduce the number of similar articles that are published on your site and makes it easier to steer writers to unique topics that broaden your coverage. You can now allow writers to create their own assignments. Before today, writers could claim or propose topics, but they couldn t create assignments on their own and begin writing them immediately. In this release, you can now turn on the option to allow writers to claim and write articles without first getting approval from you. This is an especially good option when you have writers on staff writing in your program. 6
7 Photo: -Marketing-Tips.jpg at blog.demandforce.com Read more at What kind of company has the best chance of success using to acquire new customers? Four key characteristics of successful programs: Their target audience is small and medium-sized businesses If you are marketing to Fortune 500 companies, it is extremely hard to achieve the scale you need to make marketing cost effective. The list sizes just aren't there, and the CPMs can be prohibitively high. If you have an extremely valuable offer, might be viable, but direct mail or inside sales approaches probably make more sense. Yes, I just wrote that. They have a very compelling offer You are an uninvited guest, so you need to show up with some really good wine. Free trial offers, dramatic cost savings, and exciting promotions all have proven effective at getting s opened. White papers are OK, but they don't tend to attract those ready to make immediate transactions. (If you're building a prospect database, however, they are very effective). You might never get a second chance to to this person, so you need to swing for the fences right away. They can disrupt their prospect's view of the marketplace This is undervalued in acquisition. In many instances, your prospects aren't aware that there is an alternative to a product or service they are currently using (e.g., using a cable provider versus a telecommunications company for voice and data in a small business). Or maybe you provide an inexpensive self-service option in a market accustomed to full service. In both of these examples, search marketing won't help because people aren't searching for solutions they don't know exist. In this case, your subject line reads like a good display ad. They only work with reputable vendors and use quality lists Personally, I only partner with third-party providers with actual ownership of the permission to and that will transmit my client's offer. If the product you sell is a qualified address, you are going to do everything in your power to keep that address viable. You don't sell it, and you don't abuse it. As the saying goes, if you lie down with dogs, you get up with fleas. Anyone willing to sell you a list of names is bound to have fleas. 7 Read more at
8 Infograph at Brands struggle to balance priorities in content production: focus, quality, appeal, frequency timing. Person needs 10.4 sources of information when making a purchase decision consistent publishing of valuable information is a must. 8
9 From contentmarketinginstitute.com - February 9, 11:27 PM Epic Content Marketing. I have one goal for the book: to say something worth saying. 9
10 lead generation and lead nurturing, and having an effective content marketing strategy in place helps marketers meet both of those pain points head-on. the-content-marketing-mix_5037bad5b2bda.png at
11 & & 2) Combining and content marketing leads to 35% conversion rate for Elsevier- how content marketing intersects with an marketing strategy. Elsevier - a provider of scientific, technical and medical information products and services. Used content to segment its database. Using its database, the company sent different types of content designed to appeal to people in different stages in the buying cycle. Each subscriber was then segmented based on the content types they interacted with from the sends. The end goal of segmenting the database was to eventually get the subscribers most likely to become customers to fill out an online registration form. Through this campaign, Elsevier achieved an average form completion rate of 35% from click to completed registration. 3) Case Wholefoods.com: complete lifestyle guide and support, combining customer service, purchase help, retail promos and much more. They Solve problems and answer questions: address your prospects needs at every stage of the buying cycle by thinking about the problems or questions your prospects might have and answer those questions through content. 5) McGladrey, the fifth largest assurance, tax and consulting firm globally, realigned its entire online marketing strategy with a content-centric approach, and "Content Marketing: McGladrey s 4-step process increases content production 300%, Web traffic 100%" covers entire content marketing process. The strategy included 4 steps: 1 Plan content with marketing campaign goals. 2 Repackage and extend the use of content pieces. 3 Redesign the website to focus on content. 4 Drive the website and content to the next level by thinking like a publisher. SUMMARY: If the website is the center of the marketing universe, content is the cement that holds that foundation together. Case study covers how McGladrey completely revamped its content marketing and website design, streamlining content production in the process. The company increased Web traffic, boosted its content production, and, in a less than three-month period, can now attribute $427,000 in business to its content marketing strategy. 11
12 READ! Example: Kovalo s web based platform allows local businesses to do multichannel online marketing and engage with their end users. The platform is licensed as white label service to partners who have comprehensive database of local businesses. Kovalo partners with local search directories, operators and media companies, who distribute the Kovalo platform service to local businesses such as retail chains. hwww.contentwordshop.com/2012/12/the-relationship-of-context-to-contentmarketing-and-social-media.html Reporting for marketers by marketers. Gone are the days when you have to interpret your own data built by IT people. Nothing against IT, but to have a marketer build what matters most to the person reading the reports (in real time) will enable marketers to engage quickly and more accurately. 12
13 Fonecta White Label Solution Kovalo provided Fonecta with a cross-platform mobile marketing solution for management of real-time personalized campaigns. This location based multi-channel marketing tool improves the way the consumers, brands and merchants interact nationwide. Features: Merchant interface which was integrated to Fonecta's back office system (directory information, ERP ) Running artificial intelligence to optimize targeted and personalized campaigns and offer inventory Integration to different serving channels and Fonecta Caller Collecting external user behavior data from 3rd party collaborators (e.g. operators) and 3rd party mobile applications to build extensive consumer profiles and analyzing user behavior Kovalo's advanced mobile app 13
14 ONLY INFLUENCERS = A PRIVATE CURATED COMMUNITY FOR MARKETERS and Other Digital Marketing Professionals 14
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