What is Content Marketing?
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Confidential mcm 2 mcm 2 , Nantwich, Cheshire - www.mcm2.co.uk WHAT IS CONTENT MARKETING?
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How would you explain what content marketing is, in under 10 minutes?
Transcript of What is Content Marketing?
Confidential mcm2mcm2, Nantwich, Cheshire - www.mcm2.co.uk
WHAT IS CONTENT MARKETING?
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Content marketing is a way you can connect to the multitude of customers and prospects across the digital space.
It allows you to generate long term business opportunities through the creation of high value, highly engaging and highly involving content.
So what is that?
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Firstly – content marketing is made up of two words;ContentAnd Marketing
The reason so much of it is poorly done is that people have forgotten the marketing element.
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It is easy to say what it is not:1) It is not the production of page after
page of material2) It is not the creation of self promoting
podcasts and video material3) It is not blogging day in day out4) It is not tweeting your every
movement5) It is not sharing your activity on
facebook6) It is not a fad!7) Nor is it really new
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It’s been around for some time. We just have not really called it content marketing
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It is producing material that talks to groups as disparate as these.
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And as organised as these.
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It should be the basis of your social and seo strategy. The thing that links your activity together and the reason for people to sit up and take notice of you.
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Defn/ Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.Content marketing is permission based marketing – it is fly fishing for customers, teasing, drawing them in. Allowing them to come to us when and how they want to.It is long term, non confrontational and can deliver long term results for your business.It talks to people when and where they want to be talked to.
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Content marketing is not a part of social media, it is the reason to do social media. It is the foundation of social media
It is the answer to the questions;“What on earth am I going to say on facebook?”“Why would anyone follow me?”“How can I get high on search engines?”“What is the point in pinterest?”
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Strategy Implement Measure Review Adapt
The process for developing a content marketing strategy is no different from creating any other marketing strategy. Work it out, implement it, measure, review and adapt.
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Strategy Implement Measure Review Adapt
Listening project
Analyse Competition
Review Channels
Business objectives
K.P.I’s
Business Audience
Needs
Wants
Needs
Wants
Cont
ent S
trat
egy
Listen to what people are sayingReview what your competition
are doingReview how we could reach our
audience.Look at our objectives and set up
a series of Kpi’s
Your strategy sits in the region of overlap of your business needs
and wants and those of your audience
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Strategy Implement Measure Review Adapt
Listening project
Analyse Competition
Review Channels
Business objectives
K.P.I’s
Themes
Channels
Schedule
Then you will be able to create a series of underlying themes, develop a schedule and then
determine your initial channels, bearing in mind that all this can
and will change
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Blogs Micro Blogs
Audio
Social Channels
Newsletters
PrintedMaterial Video
Presentation Articles Papers E’books
Images Reviews Websites Cultural memes
There are a wide range of available channels. The trick is to match the channel to the business to the audience.
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Strategy Implement Measure Review Adapt
Create
Check
Distribute
Test
The real trick is to get going, to actually start developing content.
Most people look back at their first attempts and cringe, but still it is only by doing it that they can
start to develop their tactics
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Strategy Implement Measure Review Adapt
Versus K.P.i’s
Attributable Sales
Social Metrics
Return on Investment
Marketing without review or measurement is hard to justify..
There needs to be a constant process of measurement and improvement if the long term
investment is going to be positive
Formal Performance Reviews
Customer journey Analysis
Feedback
Alter Strategy
Channel development
Tactical Themes
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It is important to remember two key things to come up with a content strategy –
1) Everyone is connected to Everyone And
2) There are two words in Content MarketingDon’t trust people who don’t understand that.
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If you want to find out more about how we believe content marketing can help,
and how it should be done, visit our blog on www.mcm2.co.uk/blog.
We would really like to know what you think, so email us on [email protected]
We also have a quick test to see how good your content strategy is at -
http://www.mcm2.co.uk/test
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If you always do what you've always done you will always get what you've
always got.
Unless things change.
The world of marketing has changed and we need to change with it.
