What is content marketing anyway? A short introduction by Donna Papacosta Revised October 9, 2013

Content marketing defined

•  Creating and publishing relevant, valuable content that attracts and engages a clearly defined audience.

•  Must have an objective.

•  Not sales-y material.

Benefits of content marketing

•  Get better SEO •  Build word-of-mouth buzz •  Be known as thought leader •  Generate more leads and business

Pulling prospects toward you; not pushing

NOT just talking about YOUR company

Do you have one of these?

NO ONE cares about your company mission statement but you

CONTENT MARKETING

Content at centre stage – not self-serving blather

CONTENT MARKETING

Prospects want to know: Can you solve their problem?

CONTENT MARKETING

Best practices for content marketing •  Know your audience

•  What problems are they trying to solve?

•  Create an editorial calendar

•  Amplify content with social media

•  Use content you already have; add curation

Share stories

CONTENT MARKETING

How to share stories for content marketing •  Text •  Audio •  Video, photo •  Blog •  Podcast •  E-newsletter •  Speaking

•  Webinar •  Infographic •  White paper •  E-book •  Survey •  Case study •  How-to guide

Social media + content marketing

CONTENT MARKETING

Pitfalls to avoid

•  Don’t overtly sell your services

•  Don’t be dull

•  Don’t forget to curate as well as create content

•  Don’t ignore the power of social media

Action steps

•  Remember your audience’s needs

•  Keep your end goal in mind

•  Think like a publisher

•  Just do it!

Need help creating or curating content? Donna Papacosta donna@trafcom.com 905.844.7645

trafcom.com @donnapapacosta