The Old/New World of Content MarketingThursday, January 10, 2013

Marketing … Then

Interruption-based

Focused on features and benefits

High-pressure

Marketing … NowInterruption-based?

Features & benefits?

High-pressure?

What Is Content Marketing?

“Basically, content marketing is the art of communicating with your

customers and prospects without selling.”

- Content Marketing Institute

BillboardsPrint Ads

Direct MailOnline AdsPromotional

Emails

Traditional Marketing

How-To VideosWebinars

White PapersBlogs

E-Newsletters

Content Marketing

Traditional Marketing = “Buy my stuff”

Content Marketing =

“How can I help?”

Traditional Marketing

Content Marketing

A Tale of Two Friends

CASE STUDY: US ARMY

Over 170 bloggers

Over 10,000 visits per month

CASE STUDY: BLENDTEC

BlendTec

700% increase in sales revenue

Over 500,000 YouTube subscribers

Over 219 million video views

GREAT! … UH, WHERE DO I START?

Step 1: Know Your Customer

Step 2: Know Your Content Sources

Step 3: Choose Your Media

Step 4: Choose Your Delivery Method

Step 5: Make a Plan

Step 6: Execute, Measure, Revise

QUESTIONS?

Want to know more?

Rachel Parkerresonancecontent.comrachel@resonancecontent.com713-595-6639