An overview of content marketing

Daryl PereiraIBM Cloud Marketing

@CagedEther

Why concentrate on content marketing?

93%Source: Content Marketing Institute, 2014

of B2B marketers use content marketing

How businesses used to reach customers (mass media model)

Communication restricted to a small number of marketing professionals

Customers would experience brands through mass media channels: press, ads, phone support

Social media: more direct engagement between business and customer

Consumers can reach out directly to organization

People throughout the business can reach employees directly

Businesses need to think of themselves as media companies

Businesses can attract more customers by producing the right content

Create content that engages, not sells

"When content becomes a strategic effort in the company, marketing’s purpose changes, and it is to create value in the organization that is

separate and distinct from the product or service being sold."

(Robert Rose, Content Marketing Institute)  

Understand the product/service and tell it’s story

Build a picture of the organization and it’s products/services

Why did we make this shoe?

Who are the competitors?

What stories could we tell about this?

What does the app do?

Are there other similar apps?

What is the backstory?

Content marketing: start by defining the audience

Define and segment a target audience (and refine over time)

Who are the target customers?

Where do they congregate online?

What words do they use when searching?

The power of curation: share valuable content with the target audience

Locate content based on keywords / hashtags

Build a list of credible sources

Credit sources where appropriate

Content Marketing Analytics: learn by experimentation

What to look for: -How far does the content reach -Is the content shared? -Does the content drive clicks?

Post content and continually measure results

Content #1 Content #2 Content #3

Content Marketing Overview: recap

Social media is transforming how businesses engage customers

Content can play an important role in building customer relationships

You need to understand the business, products and audience

Content performance should be measured and optimized