Reaching Customers Where They Read: Content Marketing

Knowledge NuggetsNovember 18, 2014

Amy Neumann, Jacquie Chakirelis

What is Content Marketing?

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Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience –with the objective of driving profitable customer action.

http://www.i-scoop.eu/content-marketing/

WHAT IS INBOUND MARKETING?Instead of buying ads, buying email lists, or cold calling, inbound marketing focuses on creating educational content that pulls people toward your website where they can learn more about what you sell on their own accord.

INBOUND IS AN APPROACH TO MARKETING THAT REACHES TODAY’S CONSUMER. Understand what content pulls your buyers through the sales funnel, and use that context to personalize your marketing at scale. Get found by qualified leads online with content (website pages, blog articles, social messages) optimized for search and social media.

http://blog.hubspot.com/blog/tabid/6307/bid/31271/How-Inbound-Marketing-Works-From-Start-to-Finish-INFOGRAPHIC.aspx

Inbound vs Outbound

What Is Native Advertising?At its core, native advertising is content marketing, a practice in which companies create engaging content to build relationships with consumers. Generally, native ads are characterized by the following:

• They mimic the content around them in appearance or content or both. For example, in a travel magazine, a native advertisement may appear as story or column about a particular destination.

• They are a form of paid media, rather than earned media, although native ads can support owned media.

• They are labeled to indicate they are not editorial content.

http://mklnd.com/1u2pOGS

http://mklnd.com/1u2pOGS

Native Advertising

http://blog.visual.ly/11-infographics-about-infographics/

Types of content that typically form a content marketing strategy include:

Blog postsGuest blog postsE-booksEmail newslettersPowerPoint presentationsPodcastsStandard videosMicro-videos (ie, Vine)Social media postsLive presentationsWebinarsWhite papers

Some Examples of Content Marketing: White Papers

“A whitepaper is a persuasive, authoritative, in-depth report on a

specific topic that presents a problem and provides a solution.” - HubSpot

http://blog.hubspot.com/marketing/what-is-whitepaper-faqs

White Papers (Branded Content)

• 5-7 pages in length

• 1,500 – 2,000 words using client information and independent research/data

• Fully-templated, follows branding, colors, fonts and style guide of client

• Images, call-outs, graphics for easy readability

• Strategic keyword research and meta-tags to maximize SEO

Content Repurposing(Turn a White Paper into an Infographic,

an Infographic into a Blog Post or vice versa, etc.)

Case Studies

http://www.toprankblog.com/2014/06/b2b-content-marketing-examples/

http://contentmarketinginstitute.com/2013/03/creative-content-marketing-financial-services/

Good Resources

http://contentmarketinginstitute.com/http://slideshare.nethttp://pinterest.com

Thanks! Questions?

Amy Neumann216.317.7090

aneumann@cleveland.com

Jacquie Chakirelis216.316.6821

jchakirelis@cleveland.com