Session Title

CHRIS MCGRADYDigital Marketing ManagerArrow Electronics

How a MarketingSherpa Alumnus Drives Content for a Fortune 150 Company

Chris McGradyDigital Marketing ManagerArrow Electronics@TheChrisMcGrady

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Email Summit alumnus

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How do you build a unique content

marketing strategy from scratch?

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About Arrow Electronics and its customers

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About our content program

60+ unique pieces of content are produced each month

Content includes articles, tutorials, videos, graphics

An editorial calendar is in place

Social and email are used to amplify

SEO best practices drive all content

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Content Marketing: 3 complementary facets

Content Marketing

SEO

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The 3 Cs and 3 Vs of content marketing

1. Create2. Curate 3. Call out

1. Volume2. Value3. Variety

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The 3 Cs and 3 Vs of content marketing

1. Create2. Curate 3. Call out

1. Volume2. Value3. Variety

Build unique content that is relevant to your audience.

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The 3 Cs and 3 Vs of content marketing

1. Create2. Curate 3. Call out

1. Volume2. Value3. Variety

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The 3 Cs and 3 Vs of content marketing

1. Create2. Curate3. Call out

1. Volume2. Value3. Variety

Make it easy to find using SEO best practices.

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Make it easy to find using SEO best practices

The 3 Cs and 3 Vs of content marketing

1. Create2. Curate3. Call out

1. Volume2. Value3. Variety

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The 3 Cs and 3 Vs of content marketing

1. Create2. Curate 3. Call out

1. Volume2. Value3. Variety

Amplify your content via available means.

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The 3 Cs and 3 Vs of content marketing

1. Create2. Curate 3. Call out

1. Volume2. Value3. Variety

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The 3 Cs and 3 Vs of content marketing

1. Create2. Curate 3. Call out

1. Volume2. Value3. Variety

Always on, always connected.

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The 3 Cs and 3 Vs of content marketing

1. Create2. Curate 3. Call out

1. Volume2. Value3. Variety

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The 3 Cs and 3 Vs of content marketing

1. Create2. Curate 3. Call out

1. Volume2. Value3. Variety

Seek to bring real value to the customer.

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The 3 Cs and 3 Vs of content marketing

1. Create2. Curate 3. Call out

1. Volume2. Value3. Variety

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The 3 Cs and 3 Vs of content marketing

1. Create2. Curate 3. Call out

1. Volume2. Value3. Variety

Variety for different demographics (and for your own gain).

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The 3 Cs and 3 Vs of Content Marketing

1. Create2. Curate 3. Call out

1. Volume2. Value3. Variety

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Product relaunch results

What You Need to Understand: Content by itself is not enough. Social by itself is not enough. SEO by itself is not enough. All three are complementary and work together. !

125% Increase in Revenue

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Content isn’t king.

Content is a product.

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Your audience is king.

Thank YouChris McGrady@TheChrisMcGrady