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marketing aims to sell a product, content marketing is selling the idea of product AgencyInc, 2017
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before embarking on content let’s consider online journeys…
..so, why bother with content marketing?
...lead generation/lead nurturing
...increase sales
...increase awareness
...increase retention
...support brand evangelists
good content marketing is…
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markets are conversations
What’s good content?
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...we need to plan
Bosomworth, 2017
...hub and spoke model
...good interaction and sharing of fan content/tweets
...pinned tweet is of benefit
... Great for generating leads to web content/hub
...build a community
...links (preview) in content to drive traffic to ‘hub’
...minimal written content, more visual content
...more conversations
...develop a brand authentic voice
... portray a visually stylish brand
...stories that last 24hours, drive immediacy
...high engagement rate – 4.2%
YouTube
...what videos do your audience watch?
...Hero, Hub, Hygiene
...more conversations
...shareable, interactive, authentic
…following the 70:20:10 rule
...visual and auditory
...at every digtial interaction
...transparent and honest
...core to marketing
...across paid, owned and earned
the future of content is…
…print?
the future of content is…
