2. “Content marketing’s purpose is to
attract and retain customers by
consistently creating and curating
relevant and valuable content
with the intention of changing
or enhancing consumer behavior.
It is a ongoing process that is best
integrated into your overall marketing
strategy, and it focuses on owning
media, not renting it.”
Wednesday, June 12, 13
3. Know what
you want to say
http://www.flickr.com/photos/garryknight/
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14. ✘ Writing for
yourself
✘ Untimely
✘ Obscure language
http://www.stemlegal.com/strategyblog/2012/the-4-frequent-flaws-of-law-firm-content/
Wednesday, June 12, 13
38. Content marketing metrics
A
Field
Guide
to
the
4
Types
of
Content
MarkeKng
Metrics
hLp://www.slideshare.net/jaybaer/a-‐field-‐
guide-‐to-‐the-‐4-‐types-‐of-‐content-‐markeKng-‐
metrics
Wednesday, June 12, 13
39. Content marketing research
2012
In-‐House
Counsel
New
Media
Engagement
Survey
hLp://www.greentarget.com/
wp-‐content/uploads/2012/01/
2012GTZGICSurveyReportFinal-‐
WebsiteVersion.pdf
Wednesday, June 12, 13