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Blue Fountain Media Marketing Strategist Stephanie Walton discusses the basics of content marketing. This presentation explores what content marketing is and why you should be putting it to use for your business.
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Blue Fountain Media 102 Madison Avenue, 2nd Floor
New York, NY 10016
Phone: 212.260.1978 Fax: 800-278-0816
www.BlueFountainMedia.com
Content Marketing The Basics
What is Content Marketing?
What is Content Marketing?
The Free Economy
What is Content Marketing?
The Free and Re-Purposed Economy
What is Content Marketing?
Content Marketing:
The sharing of stories, knowledge, and/or information in a way that encourages brand
engagement, evangelism, and sales.
What is Content Marketing?
What can we give away for free?
The Role of Content Marketers
The term “content marketing” was first used in 1996 at a roundtable for
journalists at the American Society of Newspaper Editors.
The Role of Content Marketers
Content Marketers
Editors
The reader is the priority. Not the
client.
(Read New York Magazine)
Curators
Total immersion in what our clients
do.
(Go to museums.)
Marketers
Messaging, persuasion, and distribution are
key.
(Know your channels.)
The Role of Content Marketers
What is included in content marketing?
What is included in content marketing?
Evaluation Creation Distribution Analysis
What is included in content marketing?
Evaluation Creation Distribution Analysis
• Knowledge of our client and business.
• Messaging and Branding
• Audience Modeling
• Set Goals
• Hurdles
What is included in content marketing?
• What’s the story?
• Media Types
– Blog posts, infographics, SlideShares, webinars, ebooks, white papers, case studies, newsletters, videos, etc.
• Gathering your resources – Designers, interview with the client, time to research the
topic, a PR person
Evaluation Creation Distribution Analysis
What is included in content marketing?
You can’t do content marketing without a distribution channel.
Evaluation Creation Distribution Analysis
Social Media
SEO
PPC
Public Relations
Content
What is included in content marketing?
• What’s performing? What’s not?
Evaluation Creation Distribution Analysis
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
email referral organic direct
Average of % Event
Average of % Social
Examples of Content Marketing
Examples of Content Marketing
• Vulture on Pixar Movies
• AirBNB on Neighborhoods
• Chipotle's Scarecrow
• The Cloud vs. A Zombie Attack
• Sales Checklists
• ADP's Assessment Tool
• Xerox's Magazine
We are
helpers and storytellers.
THANK YOU.
Stephanie Walton Marketing Specialist
Visit us at: www.bluefountainmedia.com
Get to know us: @BFMWeb / www.facebook.com/bfmweb
Speak with us: 212.260.1978
102 Madison Avenue, Floor 2, New York, NY 10016
