what is content marketing? a quick introduction
DESCRIPTION
An introduction to content marketing. What it is, what it is not, best practices, how to get started.TRANSCRIPT
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What is content marketing anyway? A short introduction by Donna Papacosta Revised October 9, 2013
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Content marketing defined
• Creating and publishing relevant, valuable content that attracts and engages a clearly defined audience.
• Must have an objective.
• Not sales-y material.
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Benefits of content marketing
• Get better SEO • Build word-of-mouth buzz • Be known as thought leader • Generate more leads and business
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Pulling prospects toward you; not pushing
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NOT just talking about YOUR company
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Do you have one of these?
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NO ONE cares about your company mission statement but you
CONTENT MARKETING
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Content at centre stage – not self-serving blather
CONTENT MARKETING
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Prospects want to know: Can you solve their problem?
CONTENT MARKETING
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Best practices for content marketing • Know your audience
• What problems are they trying to solve?
• Create an editorial calendar
• Amplify content with social media
• Use content you already have; add curation
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Share stories
CONTENT MARKETING
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How to share stories for content marketing • Text • Audio • Video, photo • Blog • Podcast • E-newsletter • Speaking
• Webinar • Infographic • White paper • E-book • Survey • Case study • How-to guide
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Social media + content marketing
CONTENT MARKETING
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Pitfalls to avoid
• Don’t overtly sell your services
• Don’t be dull
• Don’t forget to curate as well as create content
• Don’t ignore the power of social media
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Action steps
• Remember your audience’s needs
• Keep your end goal in mind
• Think like a publisher
• Just do it!
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Need help creating or curating content? Donna Papacosta [email protected] 905.844.7645
trafcom.com @donnapapacosta