Content Is King

Content is King: Content Marketing

D John CarlsonDirector, Linc

Lisa BarrattPublic Relations, Linc

Gary StocksCommunications, West Coast Eagles

Louise ScottMarketing and Events, City of Perth

PR + Linc

WHY have an online presence?

PR + Linc

HOW Do you get them to your presence?

PR + Linc

CONTENT

Plus every other WA media platform..

Lisa BarrattLinc

PR Consultant

PR + Linc

WHAT IS IT?Content Marketing is a process of

marketing which creates and delivers relevant and valuable information to attract and engage a pre-determined

target audience.

Content Creation + Linc


1. Define Objectives

What do you want to get out of your content?

• Feedback From Customers? An online survey via survey Monkey

• Build Customer Relationships? An interactive blog that encourages customers to comment on each article and share their thoughts.

• Attracting New Customers? A video adding value to your product or service that will separate you from your competitors.

PR + Linc

• What do I want to be known for?

• What are my customers’ challenges or interests?

• What kind of content do they consume?

• How can I create interesting yet consistent content that will attract new customers and retain old ones?

• When all is said and done, what business results do I want to achieve for all my hard work?

• How will I know if this stuff is working?

2. Develop a Content Strategy


Blog

eDM

3. Establish a process and the technology


Video Interview/ YouTube channel


• Determine what type of content you’re going to cover

• Involve a wide variety of employees

• Set up an editorial calendar

• Calibrate the brand’s voice

4. Recruit and Manage Creators


5. Prepare siteHave a conversation! Is it current, accessible and interactive?

HERE

AND HERE

AND HERE

AND HERE


6. Cross Promote!

Content Marketing is NOT Social Media, however you can USE Social Media to promote your created content.

Content marketers tend to use an average of four social media platforms to distribute content with; Facebook (71%), Twitter (67%), and LinkedIn (67%) being the top 3.- Mumbrella


7. Measure, Learn and Optimise

Possibly the best thing about content creation is you can monitor the progress. Watch that digital footprint do the walking!!

Regularly review:

-Visits-Comments-Shares


Home Depot- If they have it, they’ll show you how to build, install or use it.


North Carolina State University- If you build it they will come..

(they will be late) But at least when they get there they won’t get lost.


Gary StocksWest Coast Eagles

Louise ScottCity of Perth

Thank-you for joining us.

This presentation will be available on SlideShare

Content Is King

Education

Transcript of Content Is King