Content marketing w!r"# $%$"&"$'(

@eppievojt digital marketing consultant, JPL

Content marketing )#!*+,'’" f--+ +$.- .$++$'( .$""-')

I"’) '!"...

I"’) &+)! '!"...

great content (-") ,-+$v-r-, pr!p-r+/

400 videos per day Zappos hired 40 full-time production employees and built their own studios.

great content )!+v0 *)-r)’ pr!b+-%)

format matters Home Depot didn’t have to create new content to make a better user experience – they just had to display it differently. User experience improvements can make normal content great.

think offline IKEA took what worked offline and implemented it directly online, simulating the experience of shopping via catalogue.

great content 1&' b- %&,- b/ &'/!'-

Even guys with half-

beards!

Put users To work Bodybuilding.com has leveraged its user base to create content for the site. Users who create this content become site advocates, not just visitors.

great content 1!''-1") w/ &' &*,$-'1-

Own the station The search volume for energy drinks is low. The demand for extreme sports is much higher. By owning that “online TV station,” Red Bull gets passive brand impressions.

great content -,*1&"0, -'"-r"&$') & $')p$r0

Teaching inspires Kessler lets the pros show off how they use their gear, supplanting boring manuals with entertaining instruction. This site is why I own an 18 foot camera crane (my wife is decidedly NOT a Kessler fan).

great content w&'") "! (-" 1!p$-,... "#- r$(#" w&/

Syndication works Duplicate content worries? Houzz doesn’t sweat it. They’re syndicating some of their great content to Lowe’s to form an ideal business partnership. Duplication the right way = WINNING!

Content marketing )#!*+,'’" f--+ +$.- .$++$'( .$""-')

Content marketing )#!*+, f--+ +$.- "#2...