Be The Media:Content Marketing

W.P. Carey School of BusinessDigital Marketing in Practice - MKT494

February 28, 2011

Teach to Fish Digital

Helps Companies Learn How to Manage Their Own Campaigns

Assists Agencies with Projects

Search, Email, Social Media, & Analytics

Content Marketingvs.

Content Strategy

Content Strategy

“Content strategy plans for the creation, delivery, and governance of useful, usable content.”

Home

service team about contact

Content Marketing

The art of storytelling with the consumeraudience and the brand as the muse.

Content Marketing

12%

88%

Use Content Marketing No Content Marketing

Source: Content Marketing Institute

Content Marketing Budgets

Source: Content Marketing Institute

2%2%

45% 51%

Increase Same Decrease NA

Content Marketing

Kodak

Content Marketing

Mint.com

Content Marketing

ManoftheHouse.com

SELL

Educate, Enlighten & Entertain

________

________

Building a Program

Where does good content come from?

External Sources

Search Social Media

Field Research

Surveys | Focus Groups | Shopping Observation

Internal Sources

Kill the FAQ

Pick A Company...

All Members of

Important Questions

Who is our audience?

What questions are they asking?

In what ways can we answer those questions?

How will we measure results?

Multimodal Distribution

0

0 00

• Review Research and Metrics

• Create Plan• Develop Content• Promote• Measure• Rinse & Repeat

Questions?

Chris SietsemaTeach to Fish Digital(480) 389.5435

teachtofishdigital.com

linkedin.com/in/sietsematwitter.com/sietsemaslideshare.net/sietsema