Chris WoffordVideo Content and Webinar Manager, eCornell
YouTube.com/[email protected]
Jesse NoyesSenior Director of Content Marketing, Kapost
https://twitter.com/noyesjessehttp://marketeer.kapost.com/
Content Marketing: Everybody’s Doing it
Source: Content Marketing Institute
Spending Is On the Rise
Source: Webmarketing123
Buyers Don’t Need You
Source: CBE
Moving Marketing from Push to Pull
Our craft needs to evolve from primarily pushing product to pulling people towards our brand, people, products and services.
Leaping Without Looking?
Content Landfills
Source: SiriusDecisions
1. A Definition
Content marketing is the practice of producing and distributing content to educate, inform and/or entertain buyers.
2. A StrategyBrand Awareness
Customer AcquisitionLead Generation
RetentionThought Leadership
EngagementWeb Traffic
NurturingSales
10% 30% 50% 70% 90%
201120122013
3. A Structure
PRODUCT MARKETING
MARCOM WEB/SOCIAL MARKETING OPS
SALES CUSTOMER SUCCESS
PRODUCT MARKETING
MARCOM WEB/SOCIAL MARKETING OPS
SALES CUSTOMER SUCCESS
CONTENT
4. A Content Boss
5. An Editorial Board
6. A Content Audit
7. Buyer Personas
8. Ideas
9. A Process
10. Clear Workflows
WHO
WHAT
WHEN
11. An Editorial Calendar
12. Intelligent Reporting
Rinse and Repeat
A Word on Tools
Q&A Session
Thanks everyone, and stay in touch.
Please fill out the survey you’ll receive via email.
ecornell.com/redshift