Insivia Seminar Series: Content Marketing
Transcript of Insivia Seminar Series: Content Marketing
Content Marketing
“It is far better to adapt the technology to the user than to force the user to adapt to the
technology.” – Larry Marine
“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.”
-Content Marketing Institute
What is it?
Creating Value
Why Content Marketing?1. Increase Leads + Sales
2. Improve SEO3. Retain Customers4. Build or Reposition your Brand5. Ability to Integrate6. Engage Customers Long Term
Content Marketing Mix
Who?On average, B2B marketers
employ eight different content marketing tactics to achieve
their marketing goals. -Content Marketing Institute
Develop A Strategy
AudienceActions & Goals
Platforms & VoiceStakeholders & Process
Build A Process
Create A TeamMake A CalendarBuild In TrackingBe Accountable
Types of Content Marketing
• Blogs• How-To-Guides• Pictures• Infographics• Video• Illustrations• Testimonials• Case Studies• Memes• Email
Newsletter
Infographics• Easy to
understand• Easy to Share• More is good
Video• Testimonial• Demonstratio
n• Positioning/
Expertise• Promotional
Articles• Top Lists• Reviews• Op Ed• How-To• White Papers
Email Newsletters• Cost Saving• Tracking• Time
Images
Content that includes an image get 94% more views than those without.
Content Distribution is a discipline that needs to be integrated with
content creation, seo and management strategies, not
thought about after the fact.
Manual Distribution• Your Website• Your Blog(s)• Social Media• Email• Threads & Forums• Events (live/virtual)• Document-Sharing• Multi-media sites• Mobile Applications
Community Distribution• Company Newsflash• Influencers/bloggers• Public Relations• Social bookmarking• Social News Sites• Leverage Partners
Automated Distribution• Widgets• eNewsletters• Lead Nurturing• Syndication/RSS• Content Discovery
platforms
Distribution Channels• Blog• Social Media• Forums/Threads• Email• Media Relations
BlogsB2B Companies with blogs generate
67% more leads per month on average than
non-blogging firms. -Social Media B2B
Social MediaInteresting content is a top 3
reason people follow brand on social media.
-Content+
Social Media
Forums & Discussion ThreadsApproximately 20-25% of American internet users contribute to forums.
-Entrepreneur.com
Email44% of email recipients made at
least one purchase last year based on a promotional email.
-Convince & Convert
Public Relations
Tools For Distribution• Outbrain• Hootsuite• SimpleReach• ARC• Zemanta• TubeMogul OneLoad• StumbleUpon
Where to begin?• Find your Niche• Share the load• “Color” you content• Curated Content• Invest in Technology
Measure & Optimize
Stay Connected: Upcoming Seminar:
Usability & User InterfaceJuly 30th, 2013
QA