Content Marketing

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Content Marketing for your business. A guide to marketing your content online and on your website.

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An Overview on Content Marketing Content Marketing

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© 201 4 EDGE PR Agency – http://www.edgepr.com/ 2 The concept of content marketing Sources: Content Marketing Institute , Chris Gladis @ flickr , Eloqua , ViaMichelin Contact us “ Content marketing is a marketing technique of 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. ” – Content Marketing Institute If your business has a website, a blog, a profile on any social media network, some videos posted on YouTube or any single one of these things – you’re already doing content marketing. The main purpose of content marketing is to attract and retain customers by providing them relevant and valuable content with the intention to change or enhance their behavior. If something was created by you or your business having that pur-pose in mind, it can be consi-dered to be content, including but not limited to articles, blog posts, videos and magazines. One of the first uses of content marketing was the Michelin Guide , launched in 1900 by french tire manufacturer Michelin to provide drivers with accomodation and travel tips.

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Contact us 3 Reasons to engage in content marketing Sources: Under30CEO , Content Marketing Institute , 401(K) 2012 @ flickr , skyseeker @ flickr , John Fischer @ flickr © 201 4 EDGE PR Agency – http://www.edgepr.com/

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Contact us The presence of any business on social media is based on posting and sharing relevant content. Search engines tend to rank pages with high quality, consistent content higher. Bluntly advertising your business isn’t a PR strategy – you have to address issues that the readers care about. Creating a pay-per-click campaign isn’t enough – you need quality content for it to work. Relevant and engaging content is essential to convert visitors into customers. 4 Content marketing in your marketing strategy Source: Content Marketing Institute You shouldn’t have a separate strategy for content marketing. It should be (and usually is) a part of the bigger picture – the whole marketing strategy of your business. For example, content is an integral part of: Most modern marketers agree that traditional means of marketing (i.e. advertising) are becoming less and less effective. High quality, relevant content enables any business to stand out from the competition. © 201 4 EDGE PR Agency – http://www.edgepr.com/

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Contact us 5 The road to quality content Source: Eloqua © 201 4 EDGE PR Agency – http://www.edgepr.com/

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Contact us 6 Most popular and effective types of content Sources: Social Mouths , Streetwise Media , caccamo @ flickr As we’ve mentioned before, almost anything can become content, as long as its direct purpose isn’t to sell your product. Larger, richer companies have access to a wider range of content possibilities and can, for example, publish books or magazines that indirectly advertise their product. However, t here are some types of content that are used more widely than others, especially by small or medium businesses with an online presence. © 201 4 EDGE PR Agency – http://www.edgepr.com/

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Contact us 7 The two sides of blogging Sources: Social Mouths , MKG Media Group , Paloma Baytelman @ flickr © 201 4 EDGE PR Agency – http://www.edgepr.com/

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Contact us 8 The assortment of informative content Sources: Social Mouths , MKG Media Group , Mark Nederhoed @ flickr , Brad P. @ flickr , Maria Elena @ flickr © 201 4 EDGE PR Agency – http://www.edgepr.com/

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Contact us 9 Video and audio marketing Sources: Content Marketing Institute , Social Mouths , MKG Media Group , Wonderlane @ flickr , Fe Ilya @ flickr For some time, video marketing has been a great way to differentiate from the competition. Nowadays, you have to differentiate with your videos, not just the fact that you’re doing it. In any case, videos are a perfect platform for interviews, how-to guides, product demonstrations, etc. In most cases, a single video isn’t enough – it has to be a part of your overall marketing strategy. Constant videos that are able to keep the audience interested are a great way to increase your brand aware-ness, online search rankings and, in the end, sales. Podcasts can also be a great tool. Their main advantage over video is that people can listen to it while driving, riding a bike or anytime else they have to be looking elsewhere. In a business podcast, you can conduct interviews, answer questions, tell stories... Anything that might interest your audience. © 201 4 EDGE PR Agency – http://www.edgepr.com/

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Contact us 10 Designing and sharing images Sources: Helgi Halldórsson @ flickr , Social Mouths © 201 4 EDGE PR Agency – http://www.edgepr.com/

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Contact us 11 The power of testimonials Sources: Etailing Group, Toronto Public Library Special Collections @ flickr , Social Mouths This type of content has one main difference from the other ones: it isn’t created by you. Nevertheless, testimo-nials are essential for any modern business, as 92% of prospective customers will run a search online before actually doing business with you. You should encourage your satisfied customers to post their feedback on your website, social media networks, and review sites. Real people telling good things about your business is much more powerful than any advertisement. © 201 4 EDGE PR Agency – http://www.edgepr.com/

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Contact us Don’t have the means or the time to create quality content? We can help! Whether you’re looking for some insights into the areas of possible development, full content marketing strategy , or help with execution of your current and future content marketing plans, a digital marketing consultation from Edge PR can definitely bring your business to a new level. Click here and we’ll get you started in no time. © 201 4 EDGE PR Agency – http://www.edgepr.com/

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