Creating content to attract and retain customers

MARK 430WEEK 4

Content marketing- definitions• “Content marketing is the marketing and business

process for 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 Institute

• “Content Marketing is owning, as opposed to renting media. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior.” Content Marketing Institute

Traditional online advertising is becoming less and less successful

• After 20 years of the commercial web people have become increasingly skeptical of and impatient with marketing messages

• “Don’t waste my time!”• Providing useful, engaging content for

potential and existing customers is a way to provide:– A feeling of trust and a perception of value– Which lead to engagement and loyalty

• Content is fire, social media is gasoline– Jay Baer

What kind of content?

• Creation / curation / cooperative content

http://www.convinceandconvert.com/content-marketing/how-to-create-a-content-marketing-strategy/

% of companies that use content type for B2B marketing

Content must fit your strategy1. Determine objectives for content2. What’s your “one thing”? (eg. educational, inspirational,

motivational, entertaining)3. Measure the right thing to fit your objective4. Define your audience5. Research audience needs (use social listening and other

market research)6. Create a content execution plan (ie. how and when to create

it)7. Create a content amplification plan (who are the influencers

and advocates and where are they?)

http://www.convinceandconvert.com/content-marketing/how-to-create-a-content-marketing-strategy/

How to measure successful content• Consumption metrics: how

many people viewed, read, downloaded, or listened to the content?

• Sharing metrics: how many people liked, shared, retweeted, pinned the content? How many forwarded an email? How many linked to the content?

http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/