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Content MarketingBy:
Nada Ezz Social Media Specialist/ ITI Graduate
Information Technology InstituteMinistry of Communications and Information Technology
Push VS Pull
Outbound vs Inbound
Orange
Pepsi
Coca Cola
Gym Egypt
Content Marketing’s Value
• Visibility
• Share of voice
• Customer interaction
• It’s a lower cost per lead
• Higher-quality leads
Buyer Journey
Buyer Journey
Buyer Persona
Leonardo … the orderly one
• Provide detailed explanations of product features backed up by impartial data.
• Prioritize customer reviews and ratings
• Highlight social proof from authorities and thought leaders your audience respects. Don’t violate their trust with hype. Create value-real conversations and no-nonsense calls to action
Donatello … the innovative one
• Prioritize free and in-depth webinars that attract early adopters and dig into practical how-to examples. Always include live surveys, polls, and question-and-answer sessions.
• Consider the advantages of a mobile or web app that allows you to gamify data gathering and the purchasing process.
• Don’t discount content and wearable tech.
Michelangelo … the artistic one
• Collect, curate, and share fun content that doesn’t come from your own content marketing team.
• Go the extra curation mile and create an online hub that’s both an internal resource as well as a customer-facing sub-site.
• Get playful with memes, games, and quizzes. The more frivolous, the better. Fun equals fans.
• Prioritize responsive (i.e., mobile-friendly) email and especially hyper-localized SMS marketing with a conversational and irreverent tone.
Raphael … the dangerous one
• Making your content marketing story-driven – Focus on your brand’s artistic side, your passions, and especially your failures. Authenticity matters.
• Crowdsourcing ideas and contests
• Beefing up social campaigns – Use a post-management platform like Oktopost, which is especially vital for tracking real-world ROI not just “likes,” shares, retweets, and pins.
Be Creative
“Moving the message from a banner to your brand and
changing the engagement from a view to a conversation."
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