CONTENT MARKETI

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B Y CA I T

L I N Y

O R K & S

T E P H E N FI E

D L E R

What is Content Marketing?

• Content Marketing is any marketing format that involves the creation and sharing of content in order to acquire and engage customers with the objective of driving profitable customer action.

• With traditional marketing, marketers go to their audience (interruption) presenting deals, offers or sales.

• With content marketing, you make your

audience come to you, by providing content they find entertaining, interesting, engaging and unique. This is called permission marketing.

Why Should I Use Content Marketing? • It’s cheap and easy to make:

• As a publisher, we have unlimited access to hundreds of thousands of books, journals, figures and Elsevier content.

• It is hugely persuasive:• 80% of business decision makers prefer to

get company information in a series of articles, not ads.

• Endears audience to your product/brand:• 70% say CM makes them feel closer to the

sponsoring company *cough, cough Amazon*

• It supports their decision to purchase:• 60% say that company content helps them

make better product decisions.

Leveraging CM: Know Your Audience• With traditional marketing,

marketers go to their audience (interruption) presenting deals, offers or sales.

• With content marketing, you make your audience come to you, by providing content they find entertaining, interesting, engaging and unique.

• Know your audience! Learn their:• Online habits• Demographics• Interests• Keywords

• Find and target key influencers

Connecting with Your Audience: Brand Evangelists• There are billions of potential advertisers

out there - they’re called your audience.

• Good audience members who like you products become “brand evangelists” – they are the ones that surf the web, read your content and share it with their friends and online communities.

• While generating a sale is great, the goal of content marketing is to BUILD YOUR AUDIENCE and CREATE BRAND EVANGELISTS.

• Simply put, they’ll do all the heavy lifting, so long as you make it worth their while.

Making Good Content: Creating and Repurposing• Good content is in the eye of the

beholder so:• Know your audience• Know what’s popular/trending• Be original!

• The same content can be repurposed and reused for difference audiences, different campaigns and different products.

• Repurposed content can take the form of:• Blog posts/online articles• Whitepapers • Infographics• Memes• Videos, photos and other media

Distributing Content: The Sharing Economy• Once you know your audiences’

preferences, find ways to reach them on social media, through email and online.

• They are the ones that will talk about, tweet, share, like and mention your product to their friends

• Use keywords, hashtags and content that is searchable in Google on Facebook and Twitter.

• Create Pages, Handles or other online community spaces where you can funnel your content to the right people (not Grumpy Cat).

• Create email distribution lists with “opt ins”

What Does CM Look Like to Science and Technology Books?

Elsevier Content:

• Book Content – eBook/print, images, figures and tables.

• Articles – SciTech Connect, Elsevier Connect.

• Landing pages – Elsevier eStore

• Media – photos, videos and podcasts.

• Press Releases/Reviews – Elsevier.com

• Freemium/Free content – Sample chapters, PDFs, Presentations, eBooklets

Non-Elsevier Content:

• Author blogs and websites

• Author videos, photos, media

• Book reviews, “top 10” reading lists

• Q&A forums (IamA – Reddit) and Interviews

• Presentations/Slide shows

• Conference talks/Event keynotes

• Content Curation – add to discussion

GET READY FOR #MSW14!

DIY Content Marketing – Brainstorm and Breakouts• 45 minutes for breakout session

• Develop CM strategy that aligns with:• Business goals• Deep Verticals• Product/channel content

• Define:• Audience(s)• Business objective(s)• Content/Products used (sources)• Strategy

• Tactics used• Measurement/metrics

• Workflow• Points of contact• Feasibility/time frame• Next Steps

Group 1:• Cindy, Louise, Nancy, Cory,

HeatherGroup 2:

• Ofelia, Nick, Becky, Aizan, Maria, Amy

Group 3:• Stu, Caitlin B., Nat, Rebecca,

Michelle, AndrewGroup 4:

• Neil, Carol, Ben, Rachelle, Mike

Cheat Sheet: Content Resources

Content Sources:

• SciTech Connect Author Blog– www.scitechconnect.elsevier.com• Elsevier Connect (reviews/publicity) - http://

www.elsevier.com/connect • Elsevier eStore (book covers, previews, related content) –

store.elsevier.com • Book Content (images, quotes, figures, sample chapters) – Book

Finder• Social media content - http://

www.elsevier.com/about/social-media • Photos, videos and presentations – ex. Youtube search

“reference modules”• Offsite/author content – Google/keyword search

7 Content Marketing Best Practices1. Know your audience – learn their

interests, preferences cater content to them.

2. Find timely, relevant and unique subject matter

3. Create/repurpose content – fit to audience

4. Share and disseminate online – target audience

5. Engage and discuss with evangelists - create mini-marketers that rep your product/brand.

6. Repurpose/reformat content – expand your audience reach, cast a wider net

7. Retention– Follow up campaigns/re-engage and keep discussion going with new content.