IS IT CONTENT OR JUST AN AD?

CHARITYCOMMS

CONTENT MARKETING: PLANNING,

CREATING AND DISTRIBUTING CONTENT

THAT ADDS VALUE

116/04/2015

“CONTENT IS KING”

WHAT IS CONTENT MARKETING?

“A STRATEGIC MARKETING APPROACH FOCUSED ON CREATING AND DISTRIBUTING VALUABLE, RELEVANT AND CONSISTENT CONTENT TO ATTRACT AND RETAIN A CLEARLY DEFINED AUDIENCE AND ULTIMATELY TO DRIVE PROFITABLE CUSTOMER ACTION.”

THE CONTENT MARKETING INSTITUTE 2015

“A STRATEGIC MARKETING APPROACH FOCUSED ON CREATING AND DISTRIBUTING VALUABLE, RELEVANT AND CONSISTENT CONTENT TO ATTRACT AND RETAIN A CLEARLY DEFINED AUDIENCE AND ULTIMATELY TO DRIVE PROFITABLE CUSTOMER ACTION.”

MEANINGFUL CONTENT GIVES PEOPLE A ROLE

IN YOUR BRAND STORY

WE WANT TO WATCH AND SHARE

REAL STORIES

TECHNOLOGY HAS CHANGED HOW WE

CONSUME MEDIA

SHOWING NOT SAYING

RELATIONSHIP NOT A ONE NIGHT STAND

PERSONAL NOT GENERAL

“PEOPLE WANT TO JOIN BRANDS”

“PEOPLE WANT TO INTERACT WITH

BRANDS”

“PEOPLE SEEK RELATIONSHIPS WITH BRANDS”

PEOPLE HAVE INTERESTS THAT DON’T INCLUDE BRANDS

PEOPLE RESPOND TO CONTENT THAT MAKES SENSE IN REAL LIFE

MOBILE IS A BEHAVIOURNOT A DEVICE

WE’VE GOT TO STOP TREATINGSOCIAL CHANNELS LIKE PAID MEDIA

.

AS THESE BRANDS HAVE DONE

WE’VE GOT TO TAKE AN INTEREST IN WHAT INTERESTS PEOPLE

MAKE IT EASY TO INTERACT WITH

WE’VE GOT TO PULL ON HEART STRINGS

WE’VE GOT TO CONSIDER ROI

BOTTOM LINE:

PEOPLE WANT MEANINGFUL CONTENT. IT’S NOT BROADCAST, IT DOESN’T PREACH AND IT’S NOT BORING BUT INSTEAD TUGS ON HEART STRINGS, BLOWS MINDS AND WEAVES ORGANISATIONS INTO EVERYDAY HUMAN INTERACTIONS.

THANK YOU, ENJOY THE CONFERENCE

Content marketing: planning, creating and

distributing content that adds

value

Conference

16 April 2015

London

#CharityContent

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