MCOM55Lesson 2Content Raison d’etre & Rules.Parts of this lesson taken from “Content Rules”.

Ann’s story… Kodak is listening… Remember the

Groundswell concept of listening? Imperative that companies create online

content as a cornerstone of their marketing for 3 reasons: 1. Interruption marketing is not working

anymore. 2. Customer behaviour and expectations are

shifting. 3. Everyone is a publisher.

What is content, exactly? Pg 6 “Content Rules”.

Words, images, video, podcasts, FAQs, webinars, white papers, e-books, facebook posts, facebook pages, all of your twitter stream, LinkedIn group page…

Better question is: What is COMPELLING content?

But before we go there…What’s the difference between Content Development and Content Marketing?

Compelling Content pg. 7 “Content Rules”

The purpose of creating compelling content is to: CONVERT browsers into buyers, and customers into regular (rabid) fans, ambassadors, and advocates.

How? Frequent and regular contact with customers providing content that they care about and want to share.

Content as a Cornerstone Pg. 8 “Content Rules”

Attract Customers. Educate your buyers. Overcome resistance or address

objections. Establish credibility. Tell your story. Build Buzz. Build a base of fans. Inspire impulse buys.

The Content Rules pg. 14 Content Rules

11 Rules to follow to ensure your content is compelling. 1. Embrace that you are a publisher. 2. Insight inspires originality. 3. Build momentum. 4. Speak Human

The Content Rules pg. 16 Content Rules

11 Rules to follow to ensure your content is compelling Continued… 5. Reimagine…don’t recycle. 6. Share or solve…don’t shill. 7. Show, just don’t tell. 8. Do something unexpected.

The Content Rules pg. 18 Content Rules

11 Rules to follow to ensure your content is compelling Continued… 9. Stoke the campfire. 10. Create Wings and Roots. 11. Play to your strengths.

Lesson 2 assignment: View the infographic about Content

Marketing by Marketo. Describe (in words) the answers to the

first three questions: 1. Why should companies use content marketing? 2. How are companies using it? 3. What are some of the biggest challenges facing content marketers? Then do some additional research and

summarize by describing the importance of good content in achieving marketing objectives.

Minimum of 500 words.