Content Marketing 2014
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8swellstrategies Must-Know Business Strategy: Content Marketing Virginia Ginsburg President & Chief Consultant Swell Strategies www.swellstrategies.com
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Content marketing is the hottest buzz phrase in marketing right now, but many people are confused about what exactly it means, let alone how to implement it. In the most simple terms possible, content marketing is the act of creating information products to promote your business, and spreading them throughout the world using multiple media channels. This presentation covers why, how and when you can use content marketing to benefit your business growth.
Transcript of Content Marketing 2014
8swellstrategies
Must-Know Business Strategy:
Content MarketingVirginia Ginsburg
President & Chief Consultant Swell Strategies
www.swellstrategies.com
8swellstrategies
• Content Marketing is the act of creating information products to promote your business
• “Information Products” are anything that you produce in written or verbal form with the intent of informing prospective customers of your value
Content Marketing: What
Articles
Videos
White Papers
Webinars
Books
Press Releases &
Media Pitches
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1. Search Engine Optimization (SEO)Content marketing is a great way to get your website found because: a) your
content/information products provide external links to your website
b) your website is constantly being updated
Content Marketing: Why
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2. ReachYou can reach more people when you provide other people’s blogs, news organizations and websites with your content/information products
Content Marketing: Why
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3. Lead GenerationYou can generate leads with content/information products.
a) White papers are often used to gather lead information from prospects
b) Social media contests are a good way to engage prospects and increase reach
Content Marketing: Why
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There are two types of media channels:
Content Marketing: Media Channels
Other MediaOthers control the content
• Other’s blogs• Other’s websites • Other’s enewsletters • Other’s social media
profiles• News outlets
Owned MediaYou control the content
• Your website• Your enewsletter• Your blog• Your social media
profiles
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Articles• Write articles about
issues your audience cares about
• Post articles on your website or as blog posts
• Use articles in your newsletter
• Promote articles on social media
• Pitch articles to other websites, blogs, etc.
Content Marketing: What
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Videos• Develop how-to and
instructional videos; customer interviews; executive interviews, etc.
• Post videos on YouTube and embed in your website and in blog posts
• Promote videos in enewsletters and on social media
Content Marketing: What
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White Papers• Develop long-form
articles (white papers) providing how-to information, research findings, etc.
• Use white papers as advertising landing pages to gather lead information
• Promote white papers on your website, in enewsletters and on social media
Content Marketing: What
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Webinars• Invite prospects and
customers to participate in webinars with how-to and trend-based information
• Promote webinars on your website, in enewsletters and on social media
• Allow people to view your webinars after they are produced for lasting effect
Content Marketing: What
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Press Releases & Media Pitches• Write and send press
releases to announce company news
• Write individualized media pitches to specific reporters promoting information they would write about
Content Marketing: What
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Infographics• Create visual
representations showing how to use your product, why it is important, etc.
• Use infographics on your website, blog, enewsletters, etc.
• Post infographics on social media (Pinterest, Instagram, Twitter, Facebook, LinkedIn, etc.)
Content Marketing: What
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Books• Write a book that
positions one of your company leaders as a subject-matter expert
• Go on a book tour – set up speaking engagements, PR and other activities
• Promote the book on your website, blog, social media and enewsletter
Content Marketing: What
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There are two rules to Content Marketing:
Content Marketing: How
ConsistencyConsistency is key to successful Content Marketing. You should have a regular editorial schedule to keep all contributors on-track and producing.
BudgetContent Marketing is a serious activity. Don’t assign it to the intern, or think you can squeeze it in between meetings. Hire an expert to help you make it work for you.
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Other Media
Other’s Blogs/Websites/Enewsletters: Pursue new opportunities weekly
News Outlets: Reach out to news outlets 1 time per month
Social Media Connections: Reach out to social media connections every day
Articles+4/
month
Videos1/month
White Papers1/qtr
Web-inars1/qtr
Info-graphics1/month
Books1/year
Owned Media
Website: Update 1-2 times per week
Blog: Post 1-3 times per week
Enewsletter: Send 1-2 times per month
Social Media Channels: Post daily
Press Releases
& Pitches
1/month
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Content Marketing: Guide
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Good Luck!Virginia Ginsburg
President & Chief Consultant Swell Strategies
www.swellstrategies.com
![Content Marketing Trends for 2014 [Infographic]](https://static.fdocuments.us/doc/165x107/5a6d18347f8b9ade418b4c87/content-marketing-trends-for-2014-infographic.jpg)
