How are Brands using Content Marketing?#EcommForum – 2nd May 2013

What is Content Marketing?

94% of UK marketers use content marketing

http://www.slideshare.net/CMI/content-marketing-in-the-uk-2013-benchmarks-budgets-and-trends

64% plan to increase content marketing budgets

http://www.slideshare.net/CMI/content-marketing-in-the-uk-2013-benchmarks-budgets-and-trends

Who does your content target?

How are brands using content?

Integrate offline & online channels

Let your audience participate

http://fashionfinder.asos.com/

Tell your brands story

https://www.airbnb.com/annual

Tell your customers story

Build a following with your own social voice

Stand out by using new technologies

Let your products do the marketing

http://www.nike.com/us/en_us/c/nikeplus-fuelband

Leverage wider audiences

Be agile…

Be quick…

Be prepared to adapt!

Content is all about the audience you can influence

Online media has changed…

£5,000 advertising spend at £0.50 per click = 10,000 visits

Or…

$4,500 creative video campaign = 10m+ views

Rather than paying to promote average content…

Just create the best content!