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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