content etc sue duris - marketingcamp
TRANSCRIPT
![Page 1: Content etc sue duris - marketingcamp](https://reader036.vdocuments.net/reader036/viewer/2022082702/5550a750b4c90595208b4fcc/html5/thumbnails/1.jpg)
Content Marketing, Content Creation, Content Curation
Sue DurisM4 Communications, Inc.MarketingCamp 11/3/12
![Page 2: Content etc sue duris - marketingcamp](https://reader036.vdocuments.net/reader036/viewer/2022082702/5550a750b4c90595208b4fcc/html5/thumbnails/2.jpg)
Agenda
• Define Content Marketing, Content Creation, Content Curation
• Where Do We Start?• What Drives Good Content?• Which Content is Best?• Content Creation v. Content Curation• Discussion• Resources• Contact
![Page 3: Content etc sue duris - marketingcamp](https://reader036.vdocuments.net/reader036/viewer/2022082702/5550a750b4c90595208b4fcc/html5/thumbnails/3.jpg)
What Do We Know?
• Content is Important!– Over 90% of Marketers use content marketing as
part of their overall marketing strategy• Buyers are smart– No fluff, just the facts
• Thought Leaders– Trust!
![Page 4: Content etc sue duris - marketingcamp](https://reader036.vdocuments.net/reader036/viewer/2022082702/5550a750b4c90595208b4fcc/html5/thumbnails/4.jpg)
Content Marketing
“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
![Page 5: Content etc sue duris - marketingcamp](https://reader036.vdocuments.net/reader036/viewer/2022082702/5550a750b4c90595208b4fcc/html5/thumbnails/5.jpg)
Content Creation and Content Curation
Content Creation is creating original content.
Content Curation is collecting relevant content and delivering it in an organized, meaningful
way.
![Page 6: Content etc sue duris - marketingcamp](https://reader036.vdocuments.net/reader036/viewer/2022082702/5550a750b4c90595208b4fcc/html5/thumbnails/6.jpg)
Where Do We Start?
• Content Strategy– Content Audit – What Type(s) of Content– Goals– Message – Who Writes? Who Maintains?– KPIs– Test
![Page 7: Content etc sue duris - marketingcamp](https://reader036.vdocuments.net/reader036/viewer/2022082702/5550a750b4c90595208b4fcc/html5/thumbnails/7.jpg)
What Defines Good Content?
-Relevant Interesting Compelling -Tells A Story Engaging-Thought-Provoking-Informational-Educational-Easy To Read-Adds Value Trust Thought Leader-Action-Oriented – Move Prospect Further Down Funnel
![Page 8: Content etc sue duris - marketingcamp](https://reader036.vdocuments.net/reader036/viewer/2022082702/5550a750b4c90595208b4fcc/html5/thumbnails/8.jpg)
Which Content Is Best• Match the right content at the right point in the buying cycle
– Awareness – Not sure of need yet – Plant the Seed – Introduce BrandEx.: Social Media, News Articles, Blog, Infographic, Videos
– Research – Offer unbiased info – Trust-Building Stage - Educate and Help Them Move to the Next Stage –
Ex.: Blog, Email, Webinar, Video, Newsletter, eBooks, Analyst Reports
– Consider/Compare – Reinforce the BrandEx.: Whitepapers, Testimonials, Trial/Demo, Product Reviews/Comparisons, Case studies, Collateral, Brochures, FAQs, Slideshare Presentation
– Buy – Introduce Product-Specific InformationEx.: Collateral, Brochures, Case Studies, Pricing Details, Trial/Demo, Product Guides, ROI Calculator
• Test, Baby, Test!
![Page 9: Content etc sue duris - marketingcamp](https://reader036.vdocuments.net/reader036/viewer/2022082702/5550a750b4c90595208b4fcc/html5/thumbnails/9.jpg)
Content Creation v. Content Curation
• Creation– Awareness– Research– Consider/Compare– Buy
• Curation– Awareness– Research
![Page 10: Content etc sue duris - marketingcamp](https://reader036.vdocuments.net/reader036/viewer/2022082702/5550a750b4c90595208b4fcc/html5/thumbnails/10.jpg)
Discussion
![Page 11: Content etc sue duris - marketingcamp](https://reader036.vdocuments.net/reader036/viewer/2022082702/5550a750b4c90595208b4fcc/html5/thumbnails/11.jpg)
Resources
• Content Marketing Institutewww.contentmarketinginstitute.com• Marketing Sherpa www.marketingsherpa.com• MarketingProfs www.marketingprofs.com• Hubspot www.hubspot.com• Heidi Cohen www.heidicohen.com• Conversation Agent
www.conversationagent.com
![Page 12: Content etc sue duris - marketingcamp](https://reader036.vdocuments.net/reader036/viewer/2022082702/5550a750b4c90595208b4fcc/html5/thumbnails/12.jpg)
Contact Information
Twitter: www.twitter.com/m4_commLinked In: www.linkedin.com/in/suedurisEmail: [email protected]