Content Marketing - Brookfield
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Transcript of Content Marketing - Brookfield
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1. Content vs. Content Marketing
2. 5 elements of content marketing
3. Examples
4. Go forward
Assets Brand Stories
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Content vs. Content Marketing
“Content marketing is the art of providing relevant, useful content to your prospects
without selling or interrupting them. Instead of pitching your product or services, you are
delivering information that makes your prospective customers more informed before
they buy.
If you deliver consistent ongoing valuable information to your prospects, they will
ultimately reward you with their business and loyalty.”
1. Audience focused
ListenCommunicateTeachHelp/Solve problems
“They ask, we answer”
- Marcus Sheridan (The Sales Lion)
Where to find information to create audience-focused content- Our customers (interviews)- Sales and employees- Analytics- SEO research- Competitors- Social listening
2. Consistency
3. Authority/Resource destination
4. Builds an audience
5. Monetize/profit from the built audience
- Content marketing generates 1.1B impressions
a year
- 4x better ROI than even targeted advertising
Julie Fleisher, Director of Data, Content and Media– Kraft Foods
“When we look back in four years time the pay off will be that we didn’t rely on the boom and bust of an ad campaign.,’…‘From our results a content first approach is the strongest way to win, and our legacy [from this World Cup] is the followers we can continue the conversation with”Tom Ramsden, Global Marketing Director – Football, Adidas
Key elements of content marketing1. Audience focused
2. Consistent
3. Authority/Resource
4. Builds an audience
5. Monetize and profit from the audience
Opportunities
ListenCommunicateTeachHelp/Solve problems
“They ask, we answer”
- Marcus Sheridan (The Sales Lion)
Where to start
- Content marketing presentation to marketing teams
- Documented content marketing strategy
- Content workshop with Sales
Content Marketing Strategy1. Why are we doing this?
(Traffic, Leads, resource destination, authority)2. How can CM support business goals?3. Target audience?4. Who are target audiences who will consume or share our content?5. Who’s going to do the work?6. What are we going to publish? (editorial mission statement)7. How does target audience find and consume our content?8. How to differentiate against our market?9. How will we define success or failure?10. Distribution and promotion?11. When do we publish?12. When do we measure?
