Download - Insivia Seminar Series: Content Marketing
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Content Marketing
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“It is far better to adapt the technology to the user than to force the user to adapt to the
technology.” – Larry Marine
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“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.”
-Content Marketing Institute
What is it?
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Creating Value
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Why Content Marketing?1. Increase Leads + Sales
2. Improve SEO3. Retain Customers4. Build or Reposition your Brand5. Ability to Integrate6. Engage Customers Long Term
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Content Marketing Mix
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Who?On average, B2B marketers
employ eight different content marketing tactics to achieve
their marketing goals. -Content Marketing Institute
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Develop A Strategy
AudienceActions & Goals
Platforms & VoiceStakeholders & Process
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Build A Process
Create A TeamMake A CalendarBuild In TrackingBe Accountable
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Types of Content Marketing
• Blogs• How-To-Guides• Pictures• Infographics• Video• Illustrations• Testimonials• Case Studies• Memes• Email
Newsletter
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Infographics• Easy to
understand• Easy to Share• More is good
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Video• Testimonial• Demonstratio
n• Positioning/
Expertise• Promotional
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Articles• Top Lists• Reviews• Op Ed• How-To• White Papers
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Email Newsletters• Cost Saving• Tracking• Time
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Images
Content that includes an image get 94% more views than those without.
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Content Distribution is a discipline that needs to be integrated with
content creation, seo and management strategies, not
thought about after the fact.
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Manual Distribution• Your Website• Your Blog(s)• Social Media• Email• Threads & Forums• Events (live/virtual)• Document-Sharing• Multi-media sites• Mobile Applications
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Community Distribution• Company Newsflash• Influencers/bloggers• Public Relations• Social bookmarking• Social News Sites• Leverage Partners
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Automated Distribution• Widgets• eNewsletters• Lead Nurturing• Syndication/RSS• Content Discovery
platforms
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Distribution Channels• Blog• Social Media• Forums/Threads• Email• Media Relations
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BlogsB2B Companies with blogs generate
67% more leads per month on average than
non-blogging firms. -Social Media B2B
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Social MediaInteresting content is a top 3
reason people follow brand on social media.
-Content+
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Social Media
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Forums & Discussion ThreadsApproximately 20-25% of American internet users contribute to forums.
-Entrepreneur.com
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Email44% of email recipients made at
least one purchase last year based on a promotional email.
-Convince & Convert
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Public Relations
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Tools For Distribution• Outbrain• Hootsuite• SimpleReach• ARC• Zemanta• TubeMogul OneLoad• StumbleUpon
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Where to begin?• Find your Niche• Share the load• “Color” you content• Curated Content• Invest in Technology
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Measure & Optimize
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Stay Connected: Upcoming Seminar:
Usability & User InterfaceJuly 30th, 2013
QA