THE ROLE OF CONTENT

MARKETING

Social Media Bootcamp

Isn’t This About Social Media?

Social Media is

about

Engaging in

conversations

Sharing information

Building

relationships

Building a persona

online

Isn’t This About Social Media?

But how does a business play in this space

By engaging in conversations

By sharing information

By building relationships

By building a persona online

Thanks to the proliferation of social media, brands are no longer competing against each.

They are competing against every form of messaging.

Consumers (particularly Millennials) know when they are being marketed to, and anything that sounds like a pitch will be ignored.

Peer opinions, in fact, are considered two to three times more reliable than brand messaging.

Through telling their story

It’s Content Marketing

Or Brand Journalism, Native Advertising, etc…

It’s sharing branded content through stories to:

Capture the brand’s persona through branded storytelling.

Enable social sharing through brand advocates.

Enable brand discovery through consumer exploration.

Connect the brand to consumers in context through cultural, relevant and valuable content.

Change and enhance the consumer experience.

Create visible brand value through the content.

Continuously measure, examine, and optimize the consumer experience.

The Digital Opportunities

Digital Natives (the Millennials), flexing their influence as they enter into adulthood.

Mobile, 327 million mobile devices being used on a daily basis. Over 70% used for searching the internet

Messages are now co-created by consumers

Social Sharing. Over 70% of consumers to put more trust in the opinions of other.

Reputation Management. They talk about you whether you like it or not.

On-line Reviews. 25% of the US on-line population reading these types of consumer-generated feedback

Media in the hands of the consumers

Today’s consumers are exerting more control over how, when, and where they obtain and consume their media.

“Pull” marketing tactics are more effective at driving engagement than “push” ones.

The Re-Alignment Of Content Marketing

Pull consumers closer to the brand’s messages by giving away valuable content.

Amplify reach by producing content that customers spread freely and gladly.

Influence customers by reaching them early in their purchase journeys.

What Prevents Success

Marketers struggle with their content marketing initiatives because: They create content that

gives little value to customers.

Branded content assets suffer from low visibility among customers.

Results are slow to materialize.

Marketers fail to link content efforts to business outcomes.

The Formula For Brand Success

Create content that is valuablein customers’ eyes.

Build audiences based on content’s engagement levels.

Manage relationships using data gained from audiences.

Optimize value to achieve a clear and measurable return on investment.

Drive relevancy for your content brand.

Develop “reach” content to build audiences.

Deploy “depth” content to bring value to customers and the brand.

Amplify with “relationship” content marketing to activate customers as creators.

Tom Critchlow (ex Googler, today’s strategy hustler) once said “voice a vision”. With branded storytelling through engaging content, your business can do just that.

Consumer Driven Content Designed

To Engage

Content That Is Tightly Aligned With Your

Mission And Values

Discover what makes

your business unique.

Begin work on your

content brand at the

point of transaction.

Write for the

Millennial and post-

Millennial generation.

Create culturally

relevant content.

Structured Content Designed To

Enhance The Brand

Hero Content.

Developed twice a year, content is focused on the high awareness of brand, content

Chipotle’s Scarecrow

Exploration Content

Regular scheduled content designed to gain attention.

Airbdn’s New York Map

Cultivating Content.

Simplest in nature but most effective, content is designed to continuously engage.

State Farm’s Microwave Safety

“Gamification” Content

The power of game elements to tell stories

Content Optimized For Maximum

Success

Be searchable

Be built from keywords

Use images to help visualize information

Repurposed from other efforts

Submitted to news aggregators and bloggers

Be optimize content for local searches in key market areas

Be sharable

By employees

by friends

by advocates

Everyone you meet

THE ROLE OF CONTENT

MARKETING

Exercise