Post on 22-Jan-2015
description
Be The Media:Content Marketing
W.P. Carey School of BusinessDigital Marketing in Practice - MKT494
February 28, 2011
Teach to Fish Digital
Helps Companies Learn How to Manage Their Own Campaigns
Assists Agencies with Projects
Search, Email, Social Media, & Analytics
Content Marketingvs.
Content Strategy
Content Strategy
“Content strategy plans for the creation, delivery, and governance of useful, usable content.”
Home
service team about contact
Content Marketing
The art of storytelling with the consumeraudience and the brand as the muse.
Content Marketing
12%
88%
Use Content Marketing No Content Marketing
Source: Content Marketing Institute
Content Marketing Budgets
Source: Content Marketing Institute
2%2%
45% 51%
Increase Same Decrease NA
Content Marketing
Kodak
Content Marketing
Mint.com
Content Marketing
ManoftheHouse.com
SELL
Educate, Enlighten & Entertain
________
________
Building a Program
Where does good content come from?
External Sources
Search Social Media
Field Research
Surveys | Focus Groups | Shopping Observation
Internal Sources
Kill the FAQ
Pick A Company...
All Members of
Important Questions
Who is our audience?
What questions are they asking?
In what ways can we answer those questions?
How will we measure results?
Multimodal Distribution
0
0 00
• Review Research and Metrics
• Create Plan• Develop Content• Promote• Measure• Rinse & Repeat
Questions?
Chris SietsemaTeach to Fish Digital(480) 389.5435
teachtofishdigital.com
linkedin.com/in/sietsematwitter.com/sietsemaslideshare.net/sietsema