CONTENT MARKETINGCHELSEA BEVINS

(Image Source: blog.protocol80.com)

(Image Source: http://www.scribewise.com)(Source: http://contentmarketinginstitute.com)

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.

What is Content Marketing?

“”

(Image Source: http://ppc.org)

The ContentMarketing Model

- Blog Posts- Web Content- Articles- Video Downloads

- E-newsletters- Webinars- Ebooks- White Papers

- Phone- Consultations

- Assessments- Demos

(Set Objectives and know your audience before the creation process takes place)

(Image Source: http://www.circlesstudio.com)(Source: huffingtonpost.com & www.forbes.com)

• Increases brand awareness • A two-way communication medium• Builds relationships• Decreases length of sales cycle • Increases credibility

The Importance

60%of businesses are

already using some form of

content marketing

(Source: http://www.brandpoint.com)

How to Measure Success

1. Higher ranking in search engine results pages

2. Steady increase in website’s “first time visitors”

3. Social metrics- such as likes, followers, +1s, upvotes, etc.

1. Increase total page view

2. Longer visit duration

3. Lower bounce rate

4. Social metrics----------------------------------------------------------------------

1. Increased conversion rate measured by sales or leads

2. Track which content sources contribute to the conversion funnel

3. Social metrics4. Measure

subscriber vs. non-subscriber behavior

1. Awareness1.

Consideration 1. Conversion

(Infographic: http://socialmediatoday.com)

27,000,000 piece of content are

shared each day

Storytelling will become paramount

Each month329 million people

read blogs

Simplicity will Matter even more

9 in 10organizations

market content

Content marketing never

was & will not be onlyabout link building

2014 Digital Marketing Trends

References

Charalambous, A. (2013). “5 B2B companies hitting the mark with their content marketing.” Circle S Studio. Retrieved from http://www.circlesstudio.com/blog/5-b2b-companies-hitting-the-mark-with-their-content-marketing/.

“Content Marketing, advertising, big data and mobile marketing trends.” 2014. (2014). Social media today. Retrieved from http://socialmediatoday.com/irfan-ahmad/2044111/content-marketing-advertising-big-data-and-mobile-marketing-trends-2014-infograp.

Curcio, J. (2013). “How manufactures can use content marketing.” Protocol 20, Inc. Retrieved from http://blog.protocol80.com/2013/08/30/how-manufacturers-can-use-content-marketing/.

DeMers, J. (2013). “The top 7 content marketing trends that will dominate 2014.” Forbes.com. Retrieved from http://www.forbes.com/sites/jaysondemers/2013/10/08/the-top-7-content-marketing-trends-that-will-dominate-2014/.

Evans, M. (2013). “Content marketing – the present and the future.” PPC. Org. Retrieved from http://ppc.org/content-marketing-present-future/.

“Infographic: Measuring content marketing success.” (2014). Brand Point. Retrieved from http://www.brandpoint.com/content-marketing/infographic-measuring-content-marketing-success/.

Montesa, M. (2013). “How to incorporate micro-content into your content marketing plan.” Scribewise. Retrieved from http://www.scribewise.com/blog/bid/242570/How-to-Incorporate-Micro-Content-into-Your-Content-Marketing-Plan.

Nagy, J. (2014). “Content marketing 101: An introduction to the newest marketing tool for businesses.” Huffington Post. Retrieved from http://www.huffingtonpost.com/jennifer-nagy/content-marketing-101-an-_b_4576992.html.

“What is content marketing?” (2014). Content marketing institute. Retrieved from http://contentmarketinginstitute.com/what-is-content-marketing/.