Centerline Digital - Content Marketing - What Why How
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Transcript of Centerline Digital - Content Marketing - What Why How
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Content
MarketingWhat, Why and How.
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The buyer’s journey has changed.
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of the60%B2B buying processis over before thefirst sales touch.
Corporate Executive Board Marketing Leadership Study, 2011
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The average shopper uses sources before buying, twice as much as in years past.
5.27
10.4
2010 2011http://www.zeromomentoftruth.com/
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So...what is content marketing?
It’s the creation, sharing and governance of high-quality, relevant information.
It’s providing knowledge to educate and persuade rather than a “hook” to entice.
It’s about delivering value before the sale.
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60%
It’s about winning the first
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Content marketing is custom publishing...
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...aggregation of expertise...
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...thought leadership in public forums...
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...insight-driven video content...
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...arming influencers with evidence...
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...deeper sales tools, usable for free...
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...curation, in content-driven social mediums...
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...context-centric customization...
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Social aggregationbased on followers and subject matter.
Social integration topush this info to newsocial networks.
...search driven via social graphs.
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Content Marketing Tactics being used by B2B Sellers
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Content Marketing Tactics seen as influential by B2B Buyers
BaseOne B2B Marketing Buyersphere Annual Survey 2011
BaseOne B2B Marketing Buyersphere Annual Survey 2011
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Paid, Owned, Earned, Shared Media
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Focus On Purpose, Not Technology
Flickr Photo by stevecadman
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Thank you!
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