Sheffield Marketing Partners - Content Marketing Presentation
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Transcript of Sheffield Marketing Partners - Content Marketing Presentation
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Sheffield Marketing PartnersContent Marketing
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Sheffield Marketing Partners
Founded by two big-agency veterans that saw where the marketing
conversation was heading
• Boutique agency in suburban Chicago
• Experts in corporative narratives, content marketing and video production
• Team of 12+
• We help our clients create stories worth telling
› Create a story worth telling
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Traditional advertising model is losing relevance
• People are shifting their media habits to the Internet and dropping off the subscription lists of
publishers
• The media channels marketers once relied on to reach their audience are shrinking in both size
and impact
• The Internet is an increasingly effective publishing and advertising domain
• Organizations have an opportunity to speak directly to their audiences
• In this model, content is trumping advertising
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The emergence of content marketing
• Creation and sharing of high value information to generate sales leads, grow brand awareness and initiate an educational conversation
with your audience
• According to several recent studies, content marketing is claiming up 33% of B2B marketing budgets and investment is on the rise
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Content marketing requires publishing skills and talent
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To be taken seriously as publishers, marketers must follow media best practices
Define your editorial scope
Find an angle
Build a news team
Hone your editorial voice
Craft your content
Build a distribution network
Foster a community7
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Define your editorial scope
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• Differentiate your content from the competition
• Identify knowledge you have to share that is unique to your organization
Find an angle
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Seven Steps to Content Marketing
Build a news team
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• Scout existing authors, spokespersons and content
• Look outside your network for experts and partners
• Avoid the big picture
• Make your ideas immediately implementable
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Hone your editorial voice
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• Ditch the sale voice and apply an editorial filter
Craft your content
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Seven Steps to Content Marketing
Develop a distribution network
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• Use an email marketing platform
• Build landing pages to host your content
• Feed social networking sites
• Issue press releases to drive readership
• Make your content inviting and accessible
• Don’t bury your lead
• Let visuals sell your story
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Develop a distribution network (continued)
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• Pitch your content to bloggers
• Host Webinars
• Leverage events
• Buy paid links on major search engines
• Partner with media, analysts and industry trade organizations
• Make it viral
Seven Steps to Content Marketing
Foster a community
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• Own your beat
• Have a series mindset
• Encourage interaction
• Be an industry resource
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Content marketing requires a different type of agency
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Sheffield approach
Message Development
Message Guidelines
Content
Development
Content
Distribution
Narrative Flow
Narrative Flow
•Customer
testimonial
videos
•Sales videos
•Flash/demo presentations
•Case studies/
white papers
•Corporate
overviews
•Webinar presentations
•Brochures/
sell sheets
Employee comms
PR/media relations
Brand engagement
Event marketing
Lead generation
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Stories we've told
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Content marketing in action: lead generation
• A leader in satellite communication technology, iDirect saw an opportunity to
make waves in the growing maritime market
• Sheffield helped iDirect produce an integrated content marketing program
• The campaign reached 2,500 prospects, generating a 15% response rate
• It helped iDirect win $8 million in new maritime contracts
• And increased first-page rankings on Google, landing above trade media sites
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Content marketing in action: product marketing
Flash Narratives merge corporate video with film making for high impact to dramatize a company’s product or solution
“Healthcare Remittance Manager” – FIS “The Summons” – FIS “Discovering SatManage” - iDirect
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630.310.5190 phone
630.310.5195 fax
1311 Butterfield Road, Suite 300
Downers Grove, IL 60515
www.sheffieldcompany.com
Contact