What is content marketing?

• 1. What is ContentMarketing?EnVeritas Group

2. Content marketing is a marketing technique ofcreating and distributing relevant and valuablecontent to attract, acquire, and engage a clearlydefined and understood target audience withthe objective of driving profitable customeraction.The Content Marketing Institute 3. Content Marketing Aligns with consumers information needs. Brings about change to consumer behavior. Communicates without selling. Delivers original, not rented, media. Educates consumers. 4. Percentage of decision makers who preferto consume company info in articles vs. ads.80%Percentage of decision makers who say goodcompany content helps them make decisions. 60%Percentage of decision makers who thinkgood content marketing makes them feelcloser to brands.70%Roper Public Affairs 5. What does effective contentmarketing look like? 6. Effective content marketing isaudience focused.What does that mean? Answers a question Solves a problem Listening then talking to PEOPLE. 7. A pillar onPittsburgs east side,The Waffle Shopbroadcasts a live-streamingtalk showwith their customers.The Waffle Shopseditorial calendarincludes an OpenTalk, a show calledCookSpeak, and aprogram calledWaffle Wopp. 8. LEGO ClubMagazine: customized forsubscribers by localmarket and age allows kids of anyage to receivetargeted/relevantcontent thatsrelevant in a fun,portable format. 9. North CarolinaState UniversitysOn Campusmobile app offerscool, location-basedcontentand features: check-ins event promotions digital rewards points leader boards,maps & reviews photo sharing 10. Home Depotsonline contentis relevantbecause: Theinformation istailored byseason orregion. Most topics aregeared towardsDIY projects. 11. My prediction is that the Content Strategist role willbecome an important part of the marketing departmentin more than just a handful of brands. Michael Brenner, Senior Director, IntegratedMarketing and Content Strategy, SAPTablets, smartphones, and laptops make up the buyersmulti-device ecosystem Content needs to be structuredin chunks that can be flowed into this architecture. Valeria Maltoni, Sr. Director ofStrategy, Empathy Lab 12. Delivery of digital content is going to change, and while it maynot happen in 2013, marketers are going to have to think abouthow to push content around the web without chaining it to aspecific site. See flu.gov and Tablespoon.com for examples. Ahava Leibtag, President, Aha Media Group, LLCFrom Pinterest and Instagram to SlideShare and YouTube,visual appeal will rule content creation and curation Creativegraphics, photos, and videos will capture imagination, and tiredinfographics will be replaced with something better. Joellyn Sargent, Principal, BrandSprout Advisors