insivia seminar series: content marketing

Content Marketing

“It is far better to adapt the technology to the user than to force the user to adapt to the

technology.” – Larry Marine

“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood

target audience – with the objective of driving profitable customer action.”

-Content Marketing Institute

What is it?

Creating Value

Why Content Marketing?1. Increase Leads + Sales

2. Improve SEO3. Retain Customers4. Build or Reposition your Brand5. Ability to Integrate6. Engage Customers Long Term

Content Marketing Mix

Who?On average, B2B marketers

employ eight different content marketing tactics to achieve

their marketing goals. -Content Marketing Institute

Develop A Strategy

AudienceActions & Goals

Platforms & VoiceStakeholders & Process

Build A Process

Create A TeamMake A CalendarBuild In TrackingBe Accountable

Types of Content Marketing

• Blogs• How-To-Guides• Pictures• Infographics• Video• Illustrations• Testimonials• Case Studies• Memes• Email

Newsletter

Infographics• Easy to

understand• Easy to Share• More is good

Video• Testimonial• Demonstratio

n• Positioning/

Expertise• Promotional

Articles• Top Lists• Reviews• Op Ed• How-To• White Papers

Email Newsletters• Cost Saving• Tracking• Time

Images

Content that includes an image get 94% more views than those without.

Content Distribution is a discipline that needs to be integrated with

content creation, seo and management strategies, not

thought about after the fact.

Manual Distribution• Your Website• Your Blog(s)• Social Media• Email• Threads & Forums• Events (live/virtual)• Document-Sharing• Multi-media sites• Mobile Applications

Community Distribution• Company Newsflash• Influencers/bloggers• Public Relations• Social bookmarking• Social News Sites• Leverage Partners

Automated Distribution• Widgets• eNewsletters• Lead Nurturing• Syndication/RSS• Content Discovery

platforms

Distribution Channels• Blog• Social Media• Forums/Threads• Email• Media Relations

BlogsB2B Companies with blogs generate

67% more leads per month on average than

non-blogging firms. -Social Media B2B

Social MediaInteresting content is a top 3

reason people follow brand on social media.

-Content+

Social Media

Forums & Discussion ThreadsApproximately 20-25% of American internet users contribute to forums.

-Entrepreneur.com

Email44% of email recipients made at

least one purchase last year based on a promotional email.

-Convince & Convert

Public Relations

Tools For Distribution• Outbrain• Hootsuite• SimpleReach• ARC• Zemanta• TubeMogul OneLoad• StumbleUpon

Where to begin?• Find your Niche• Share the load• “Color” you content• Curated Content• Invest in Technology

Measure & Optimize

Stay Connected: Upcoming Seminar:

Usability & User InterfaceJuly 30th, 2013

QA