TINA LAO

MKTG 4226FEBRUARY 5 , 2014

ALEEM VISRAM

Content Marketing

What is content marketing?

“...the creation and distribution of relevant and valuable content to attract, acquire, and engage a

clearly defined and understood target audience...”

What is content marketing?

Three Forms:Thought leadershipPersonalizationPersonal Appeals

Social media facilitates the delivery of content.

Who does it well?

Williams-Sonoma – taste blog

Who does it well?

Oreo – Daily Twist campaign

Who does it poorly?

GE Ecomagination campaign

Who does it poorly?

New York Times – email mix-up

Guidelines for Companies

DO’s DON’Ts• Prioritize the

consumers’ needs• Create interesting and

engaging content• Have metrics to

measure success• Ensure the content

aligns with your overall business goals

• Make the content all about you

• Don’t make the content offensive

Conclusion

Useful for differentiating communications from competing marketing messages

Social media is a delivery vehicle Enables dynamic communication Hosts content Enables conversations Enables social sharing