Embed Size (px)
DESCRIPTION
Who’s educating your customers? Who’s providing the perspective and insights to help them make informed purchase decisions?To date, that’s largely been the media’s job. If organizations wanted to reach prospective customers in a credible way, they invested in public relations. They told their story to press and analysts. And they had to hope it would be represented accurately and with an objective endorsement.The alternative is advertising. If you can’t earn media coverage, or if you simply want to raise awareness, then you can buy publicity.This model is changing fast. Consumers and business executives are shifting their media habits. They are moving online where traditional publishing and advertising are merging with social media, user-generated content and interactive marketing.The Internet has created a new dynamic for engagement and influence. It’s given organizations the opportunity to become content publishers themselves – crafting the valuable perspectives and insights that educate their audiences and sharing this content directly with their key audiences. When that happens, it’s called “content marketing.”To be successful content marketers, though, organizations need to think, write and publish like credible media. Sheffield can help you accomplish that. We collaborate with our clients to define their story team with their internal subject matter experts, customers and outside influencers to produce compelling content. We then develop and implement marketing strategies to put content to work through lead-generation, product launch, search engine optimization and other programs.
Citation preview
1
Sheffield Marketing PartnersContent Marketing
2
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
3
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
4
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
5
Content marketing requires publishing skills and talent
6
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
6
5
4
3
2
1
7
Define your editorial scope
1
• Differentiate your content from the competition
• Identify knowledge you have to share that is unique to your organization
Find an angle
2
Seven Steps to Content Marketing
Build a news team
3
• Scout existing authors, spokespersons and content
• Look outside your network for experts and partners
• Avoid the big picture
• Make your ideas immediately implementable
8
Hone your editorial voice
4
• Ditch the sale voice and apply an editorial filter
Craft your content
5
Seven Steps to Content Marketing
Develop a distribution network
6
• 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
9
Develop a distribution network (continued)
6
• 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
7
• Own your beat
• Have a series mindset
• Encourage interaction
• Be an industry resource
10
Content marketing requires a different type of agency
11
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
12
Stories we've told
13
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
14
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
15
630.310.5190 phone
630.310.5195 fax
1311 Butterfield Road, Suite 300
Downers Grove, IL 60515
www.sheffieldcompany.com
Contact
![Merchant Advantage Marketing Sales Channel Partners[1]](https://img.pdfslide.us/doc/110x75/54c881d44a79598a6b8b4671/merchant-advantage-marketing-sales-channel-partners1.jpg)
