EPIC CONTENT

MARKETING

BY JOE PULIZZI

SAHIL JAIN

PGCM4-1429

WHAT IS CONTENT MARKETING

Creating and Distributing valuable and compelling content to attract ,acquire

and engage a clearly defined and understood target audiences with the

objective of driving profitable customer action

It is owned media as a marketing process to attract and retain customers by

consistently creating and curating content in order to change or enhance

a consumer behavior.

INFORM

OR

ENTERTAIN

WHAT IS THE DIFFERNCE BETWEEN

SOCIAL MEDIA AND CONTENT MARKETING

CENTRE OF GRAVITY

Focus on marketing activity is located within social network themselves.

Social media platforms act as distribution links back to content brand website

TYPE OF CONTENT

The context of websites permits much longer forms of content such as

blogposts, infographics and e-book.

OBJECTIVES

Brand awareness generated activity and discussion about the brand.

Used for customer retention an satisfaction, open forum for direct dialogues

HISTORY

1895: THE FURROW magazine by DEERE & COMPANY

To educate farmers on new technology and how they could be more successful

Business owners and Farmers.

1900:Michelin develops THE MICHELIN GUIDE

400 PAGE GUIDE ABOUT DRIVERS MAINTAING THERIS CARS AND FIND LODGING

1904: JELL-O recipe book pay off.

1922: SEARS launched WORLD’s Largest Store radio program

WHY CONTENT MARKETING ?

THROUGH CONTENT,YOU CONNECT

CURRENCY THAT POWERS THE CONNECTION

SPEAKS TO US

MAKES US WANT TO SHARE IT

MOTIVATES PEOPLE TO BUY

MAKES US LAUGH

GIVES THE IDEA FOR OUR NEXT JOURNEY

REASONS FOR THE SHIFT

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

2011 2012 2013 2014

MARKETING BUDGET

MARKETING BUDGET

BUSINESS MODEL

CONTENT MARKETING MATURITY MODEL

CONTENT

AWARE

THOUGHT

LEADER

STORY

TELLER

BE FOUND MEET DEMAND CREATES DEMAND

TRUST CREATE TRUST DIFFERENTIATES

GENERATE GREATNESS EFFICIENT FUNNEL CREATE EVANGELISTS

HOW TO TELL A DIFFERENT STORY,

BREAK THROUGH THE CLUTTER, AND

WIN MORE CUSTOMER BY MARKETING LESS

THANK YOU