content marketing by daniel oyston from content grasshopper

CONTENTMARKETINGONLINE

Understanding CM

NBN Impact on Marketing

NBN Opportunities

Getting Started – Hands In

Introductions

AGENDA

Questions/Discussion

introduction

“Hi, my name is ...”

what is content marketing?

Content marketing is an umbrella term for any marketing that involves the creation and sharing of media and publishing content in order to acquire customers.

The basic premise is to provide some valuable information or entertainment (content) that stops short of a direct sales pitch or call to action, but which seeks to positively influence a customer in some way.”

awareness

research

evaluation

decision

purchase

post-evaluation

it is not a sprint

it won’t break the bank

NBN impact on content marketing

more people connected more quickly

increase

NBN enhanced channels

WEBINARS

VIDEO

DIGITAL MAGS

APPS

PODCASTS

VIRTUAL CONF

SLIDESHARE

COURSES

VIDEO

WEBINARS

DIGITAL MAGAZINES

APPS

SLIDESHARE

VIRTUAL CONFERENCES

PODCASTS

COURSES

receive income

People Consume/Learn Differently

One Idea = Many Channels

Let’s create a 10 Step Guide!

1 blog per week = 184 pieces of content

52

52 52 12 12 4

52 52 52 52 52

shared 260 times

how to start

The steps ahead are not the be all and end all of content marketing.

They are simply provided to help you think about some key areas and begin to

formulate a strategy and/or plan.

what are your goals for CM?

task: identify

what are competitors doing?

task: research

content mission statement

task: create one

1. core audience

2. what they will get

3. audience outcome

examples

P&G’sHomeMadeSimple.com

Whether it’s a delicious recipe, an inspiring décor idea or a refreshing approach to organizing, we strive to help you [Moms] create a home that’s truly your own. Everything we do here is designed to empower and inspire you to make your home even better, and most importantly, a place you love to be.

Inc. Magazine

Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses..

what are common questions?

task: document

coming up with angles

task: reverse engineer

flat plantemplate

Don’t look at what they are writing about, but rather the idea itself. That means ignoring what an interview is about, and just focusing on the fact that it is an interview.

transplant ideas

your template

Allows you to extract value without confusing the picture with content ideas.

By simply replacing their ideas with yours, you can build a well thought out content plan that can then be translated into a content or editorial calendar that you can repeat, with new ideas, for several months.

what do you have?

> Understanding of Content Marketing> Understanding of how the NBN can enhance marketing

> Set goals for content marketing> Understand of what CM competitors are undertaking> Created a content marketing mission statement> Topic ideas (common questions)> Created a list of content types

& DISCUSSION