S I N K

NAVIGATING

NAVIGATING THE WATERS OF

CONTENT MARKETING

CONTENT MARKETING

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Image by María Pons. Retrieved from https://www.flickr.com/photos/40032755@N06/4800689533/in/photolist. [Flickr]

Content marketers are experiencing a

GAP between using a

and getting tactic effective results [1]

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SET SAIL.Guide to

masteringshare-worthy content share-worthy content and avoiding

for your business

rough waters

ENGAGING consumers with informative

or entertaining contentthey’ll want to use for

its own sake, rather thanpushing or interruptingthem with direct sales

or promotionalmessages

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[2]

DEFINED.Content Marketing,

moves from"I" of brand

to “you”of customer

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[2]

REDEFININGCustomer

Relationships

TRADITIONAL MARKETINGCONTENT MARKETINGvs

sells the of a project

aims to a project

idea sell[3]

OWNED MEDIA.[4]

Content Marketing  is 

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Content controlled by BRAND

is any communication channel or platformthat belongs to your brand that you create

and have control over[5]

OWNED MEDIA

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WebsiteBlog

Mobile appsBrochuresCatalogues

EXAMPLES

[6]

59%   B2Bmarketers 

of

are either

UNSURE or UNCLEAR on what   effective or

successful content looks like [5]

HOWEVER...

AVOIDTHECONTENT

BUBBLE

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we’re in DANGER of creating a situation

where the of content creators

outnumbers the marketof potential consumer

of that content

#

[2]

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blog postsare written

each day

2 MILLION 30 BILLION

278,000

Facebook posts shared

each month

tweetssent

every minute

[2]

5 S's

SEARCHABLECONTENT of

SearchableShareableSupportiveSpecialist

Sustainable[2]

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ALWAYS

DOCUMENT YOUR STRATEGY"Those who document their

content marketingstrategies are more likely

to consider themselveseffective, feel less

challenged by every aspectof it, and were able to

justify spending more oftheir budget on it." [7]

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"Red Bull is apublishing

empire that alsohappens to sell

a beverage" [8]

Red Bull content marketing EXPERT,

cuts acrossdemographics and

psychographics andworks in multiplemedia channels todistribute content.

FRAMEWORK

 

follow the 

can you create good, sustainable content?HOW

PLANAUDIENCE

STORYCHANNELS

PROCESSCONVERSATION

MEASUREMENT

1)

6)

5)

3)

4)

2)

7)[1]

PLAN

        you are        you are

         where you           

to be

WHOWHERE

WANT

[1]

1

AUDIENCE

       you are talking to          

WHOWHAT

HOW

each group'spersona is          

 their needs mightchange          

[1]

2

STORY

       your company began          

HOWWHAT

HOW

brought you whereyou are today         

 you can achievefuture success      

[1]

3

CHANNELS

context your audience will viewyour content          

IDENTIFY

WHAT

ALL channels   

 Metrics andprocesses

WHAT

[1]

4

PROCESS

will execute plans

IDENTIFY

WHOwriting styleand guidelines

 time slots are most effectivefor posting 

WHAT

[1]

5

CONVERSATION

to your audience LISTEN

HOW

conversations to be involved in

 you will respondto them

WHICH

[1]

6

MEASUREMENT

is/isn't working WHAT

REVIEWcan you make

it work next time

all your metrics

HOW

[1]

7

Determine the

FATE

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of your future content

now it's YOUR TURN to

REFERENCES[1] "2016 Content Marketing Playbook". Content Marketing Institute. N.p., 2016. Web. 24 Oct. 2016.[2] "Brands as Publishers. Inside the Content Marketing Trend". Curve. N.p., 2016. Web. 25 Oct. 2016.[3] Godden, Leah. "A Quick And Dirty Guide To Using Content Marketing For Apps". Linked In. N.p., 2015. Web. 25 Oct. 2016.[4] Matrix, Sydneyeve. "Module 02 Lecture 02: Public Relations". 2016. Presentation.[5] Bennett, Shea. "Paid, Owned And Earned Media: What’S The Difference? [INFOGRAPHIC]". Social Times. N.p., 2014. Web. 25 Oct. 2016.[6] "Owned Media, Paid Media And Earned Media - Definitions And Examples". Revenuebuilderblog.com. N.p., 2016. Web. 25 Oct. 2016.[7] Patel, Sujan. "What Your 2016 Content Marketing Strategy Should Look Like". Forbes.com. N.p., 2016. Web. 25 Oct. 2016.[8] O'brien, James. "How Red Bull Takes Content Marketing To The Extreme". Mashable. N.p., 2016. Web. 25 Oct. 2016.