This document discusses content marketing and provides 8 tips for an effective content marketing strategy. It defines content marketing as content that entertains and provides value without a direct sales pitch, in order to attract or retain customers. Some key benefits mentioned are that it provides an alternative to intrusive advertisements and aligns a brand with thought leadership. It also discusses how search engines, social media, and mobile usage have changed the content marketing landscape. Finally, it provides 8 tips for an effective content marketing strategy such as understanding your goals, finding your niche, using storytelling, engaging followers, and regularly updating content.

1. Mark Brown
Partner, adHOME
@adHOMEcreative

2. What is Content Marketing?
Examples of Content Marketing
8 Tips to Consider

3. WHAT IS CONTENT MARKETING?

4. CONTENT MARKETING
Content that entertains and provides value,
void of a direct sales pitch or obvious call to action,
in an effort to attract or retain customers.

7. BENEFITS
An alternative to intrusive advertisements by
intertwining the content with a brand’s equity
Audiences expect brands to entertain them
Aligns your brand with thought leadership/authority

8. EVOLUTION OF CONTENT MARKETING

9. Right CONTENT
Right PERSON
Right MEDIUM
Right TIME
Right ACTION

10. WHAT’S CHANGED?

11. SEARCH ENGINES
71% of travellers use search as part
of their planning and booking process
Google (2010)

12. SOCIAL MEDIA
When planning trips, travellers use
social media for inspiration on…
Hotels (68%)
Activities (64%)
Destinations (76%)
Restaurants (52%)
Attractions (60%)
Red rocket media (2013)

13. MOBILE
20% of destination marketing
organization (DMO) website traffic
comes from mobile
Travel 2.0 (Jan 2013)

16. EXAMPLES OF CONTENT MARKETING

28. 8 TIPS TO CONSIDER

29. #
1
UNDERSTAND THE WHY
Why are your creating content in the first
place? What impact can you have on the customer
that is helpful or entertaining?

30. #
2
FIND YOUR NICHE
You can’t be everything to everybody. Focus on a
content area that you can be a leading expert in and
focus on a specific buying group when you do it.

31. #
3
STORIES RESONATE
As long as you can find stories that resonate with
your audiences, then you can create content.
Stories are everywhere, the key thing is to listen and
observe. Be open-minded.

32. #
4
COMMUNICATION IS KEY
Reach out to different groups, internal and external,
consumers, staff or even your management.
Content can come from their insights… challenges
on product development, customer testimonials and
founding father’s stories, even company values.

33. #
5
MULTIPLE CHANNELS
Businesses need to build dynamic content
destinations. Become like a publisher and think like
a digital news site.

34. #
6
BUDGET FOR CONTENT
Great content doesn’t just happen. It takes
copywriters, designers, photographers, directors,
editors, and industry professionals.
There are ways to be cost-efficient in the
development of content, but don’t underestimate the
need to invest.

35. #
7
ENGAGE FOLLOWERS
Engaged, passionate consumers can be your best
source of content. Your consumers can be more
than your best advocates, they can be your best
creators.

36. #
8
FOLLOW UP REGULARLY
Remember that you can’t just drop a piece of
content into cyberspace and forget it. Leverage
SEO and integrated support to get the most possible
out of each piece of content you promote.

37. IF CONTENT IS
KING,
YOUR
AUDIENCE
IS YOUR CROWN
JEWEL.

38. THANK YOU.
Mark Brown
Partner, adHOME
@adHOMEcreative