C

Lesson 3: Creating a Content Strategy

Lesson 1The Basics

Lesson Objectives

Define Content Marketing

Explain why content marketing is unique

Realize the effectiveness of Content Marketing

Identify Case Studies

Define Content Marketing

“Marketing process designed to attract and retaincustomers by consistently creating and curatingcontent in order to change or enhance consumerbehaviour.”

- Joe Pulizzi, Founder Content Marketing Institute

“Content marketing is the umbrella of all techniquesthat are used to generate traffic, leads, online visibility,and brand awareness/fidelity.”

- Quora

“Content marketing is all about establishing authoritywith your audience by initiating conversation throughcontent such as white papers, videos and articleson the topic you own.”

- Yoav Schwartz, CEO Uberflip

Relationship Building through Conversation

Variety of Channels

Explain why content marketingis unique

Ask questionsBe thankfulRespond quicklyBe funny and relevant

Relationship Building through Conversation

Variety of Channels

Explain why content marketingis unique

Top Content Marketing Tactics(% of respondents)

Source: Content Marketing Institute

Realize the effectiveness of Content Marketing

68% of consumers read contentfrom brands they love!

Source: Content Marketing Association

Companies who have an active blog

report 67% more leads

Companies that use Twitter report having 2x the amount of leads per month than companies who don’t

Source: InsideView

82% of consumers like reading content from brands

when it’s relevant

Source: CMA

Consumers are interested inengaging with companies that offer them valuable andrelevant content.

When is the right time to usecontent marketing?

NOW

NOW

NOWNOW

$44 Billion spent on content marketing in 2012.

B2BB2C

BUSINESSES INVEST IN CONTENT MARKETING

Source: Content Marketing Institute

Content Marketing Objectives by program(% of respondents)

Source: Content Marketing Institute

Identify Case StudiesWho is using Content Marketing effectively?

Social + Content = WOW!

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#flyingfriday #instawings #givesyouwings

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39,354,598Likes!

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Let’s Review:

Create valuable content to generate leads & customer retention

Multiple interactive channels

Gain insight by engaging conversation

WHAT ARE YOU WAITING FOR?!

CONGRATS!

Lesson 1: The Basics completed!

Next Steps

Lesson 2: Getting to Know Your Audience

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