webinar - content marketing: why it works & what you need to get started
DESCRIPTION
Content marketing is still all the rage. And for good reason; it works. But not everyone is doing it right, because it’s not easy. Many organizations fall flat because they fail to define clear goals and don’t know how to measure for success. Producing great content and connecting with an audience is near to impossible if you don’t have customer behavioral data or a proven understanding of their interests. When done right, however, content marketing can transform your business. It can bring you closer to that elusive trifecta of marketing: getting the right message in front of the right people at the right time. In this webinar you'll learn: why successful marketers are embracing inbound and content marketing the fundamentals and frameworks to do content marketing hear the 12 steps you need to take to start producing content that meets your organization's goals.TRANSCRIPT
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