Executive Briefing: Getting the Real Scoop on Content Marketing

GETTING THE REAL SCOOP ON CONTENT MARKETING

EXECUTIVE BRIEFING

What is Content Marketing?

“CONTENT MARKETING IS A STRATEGIC MARKETING

TECHNIQUE OF CREATING AND DISTRIBUTING VALUABLE,

RELEVANT, AND CONSISTENT CONTENT TO ATTRACT AND

ACQUIRE A CLEARLY DEFINED AUDIENCE – WITH THE

OBJECTIVE OF DRIVING PROFITABLE CUSTOMER ACTION.”

– JOE PULIZZI, CONTENT MARKETING INSTITUTE

2 GOALS OF CONTENT MARKETING

• Build an audience of loyal subscribers you own and can manage

• Create content brands for your business that become long-term business assets

Traditional vs. Content Marketing

Outbound ActivityLead Generation

INBOUND ACTIVITYLead Nurturing

FactCONTENT MARKETING GENERATES 3 TIMES AS

MANY LEADS AS TRADITIONAL OUTBOUND MARKETING, BUT COSTS 62% LESS.

(DEMAND METRIC)

What isn’t Content Marketing?

CONTENT MARKETING IS NOT:

AdvertisingPublic Relations

SEOSocial Media

BrandingPublishing/Journalism

PREDICTORS FOR SUCCESS

• Having a documented strategy • Following the strategy very

closely– 65% of the most effective

content marketers in Australia do this.

What does a mature content marketing strategy look like?

3 Components

NIRVANA

Original Content

Social Media

Search Engine Optimisation

Mature Content Strategy

Original Content

SocialMedia

SEO

Targeted Traffic

BuildTrust

Create Buzz

Wipe Out

TRAP FOCUSING ON WRONG TACTICS

What’s in use What’s effective

Why a social media strategy is a big waste of time (and money)

You’re building on rented land

1. Facebook, LinkedIn, Twitter, Pinterest, YouTube, Instagram, etc. are commercial enterprises

2. They rely on other brands to build their asset then they monetise and expect you to pay

3. You’re at their mercy

Small Band of Followers

Original Content

SocialMedia

“Without content, conversation is mere

networking.Without

conversation, content is dead.”

Tipping Point Labs

Buckshot, aka, Hello Adwords

Original Content

SEO

“THINK ABOUT WHAT A USER IS GOING TO TYPE”

-MATT CUTTS, GOOGLE

TRAP Using the wrong language

Land of SPAM

SocialMediaSEO

TRAPBroadcasting mode

People are seeking their own information. They don’t care about you or your company.

The days of self-serving,Self-promoting“blah, blah, blah” are over

Creating Long-Term Business Assets

What you can expect from content marketing – and what you shouldn’t

• Long-term, durable business assets

• Loyal audience who trusts and relies on your information

• Cost-effective marketing that moves your expenditure into an investment

Final Thoughts• Start with a documented, 3-prong content

marketing strategy tied to business objectives

• Focus on building your own audience – don’t invest in rented audiences

• Create content brands for long-term business assets

• Make sure to market your content

Last (but not least)Make sure your staff and service providers

know what content marketing is and what it isn’t.

Get in TouchListen to the Brand Newsroom podcast – http://brandnewsroom.net

Find our blog at Lush Digital Media – http://lushdigital.com

Get in touch:

•Address: 295 Lord Street, Perth 6000, Western Australia

•Ring us on: +61 8 9228 3380

Focus on building your own audience – don’t invest in rented audiences

•Create content brands for long-term business assets

•Make sure to market your content