Post on 22-Oct-2014
description
Content Marketing: What and WhyOriginally for Southwark Consulting for GMAC Conference
Digital Marketing Class: Engagement Marketing
Free Marketing
Engagement Marketing
Traditional Marketing
Free Marketing
Content Marketing
Engagement Marketing
Traditional Marketing
Free Marketing
Content Marketing
Traditional Marketing
Community
Engagement Marketing
Free Marketing
size
engagement
Content Marketing
Traditional Marketing
Community
Engagement Marketing
Free Marketing
size
engagement
Community
size
engagement
Free Marketing
Content Marketing
Traditional Marketing
Engagement Marketing
Community
engagement
size
The Relationship
Between• Free Marketing• Engagement Marketing• Content Marketing• Building Community• Viral Marketing
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Free Marketing
• Freedom of Speech• Free: Price?• Earned media: content from customers, those in networks• Earned media: review sites, Yelp etc.• Feedback is immediate and public• Accessible to customers and businesses
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Free Marketing
• Less control over:• Branding• Loyalty• Positioning
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Free Marketing
Stimulate Free Marketing• Content Marketing Strategy• Build Community around Content• Design content to be shared (viral), to expand Community• Expand brand relationship, not sell sell
• Great Product experience
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Free Marketing
Stimulate Free Marketing• Command and Control vs. Brand Co-ownership• Choices:
• Engage• Stimulate free marketing• Listen• Ignore
Digital Marketing alexbr.brown@gmail.com University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes