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What Brands Don’tWhat Brands Don’t
UnderstandUnderstand
About Content MarketingAbout Content Marketing
Mike Spencer, Oct, ...
Content Marketing IsContent Marketing Is
 A long-term lead generation strategyA long-term lead generation strategy
 Must...
Content Marketing Is NotContent Marketing Is Not
 Your social media marketing person’sYour social media marketing person’...
Content Marketing Is NotContent Marketing Is Not
 Just a way to get keywords on your blog to boostJust a way to get keywo...
Content Marketing IsContent Marketing Is
 Content that gives your audience value,Content that gives your audience value,
...
Content Marketing is NotContent Marketing is Not
 Just Articles, it’s also Curating content, videoJust Articles, it’s als...
Content Marketing IsContent Marketing Is
 That which builds relationship of trust & createsThat which builds relationship...
Content Marketing is NotContent Marketing is Not
 A technique to boost short-term sales, it’sA technique to boost short-t...
Content Marketing IsContent Marketing Is
 About story-telling, being “there” for yourAbout story-telling, being “there” f...
Content Marketing TipsContent Marketing Tips
 Add value with every postAdd value with every post
 Try to be valuable, ad...
Content Marketing TipsContent Marketing Tips
 Content Marketing should get 15-30% ofContent Marketing should get 15-30% o...
Content Marketing TipsContent Marketing Tips
 Is not about you or your brand/products, isIs not about you or your brand/p...
Content Marketing TripsContent Marketing Trips
 Should be one of the foundations of your start-Should be one of the found...
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What Brands Don't Understand About Content Marketing

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I work with a lot of brands and start-ups that have no idea how to do content marketing or plan their marketing strategy according to the trends in 2016.

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What Brands Don't Understand About Content Marketing

  1. 1. What Brands Don’tWhat Brands Don’t UnderstandUnderstand About Content MarketingAbout Content Marketing Mike Spencer, Oct, 2015.Mike Spencer, Oct, 2015.
  2. 2. Content Marketing IsContent Marketing Is  A long-term lead generation strategyA long-term lead generation strategy  Must include employee created contentMust include employee created content (ECC) to be truly effective.(ECC) to be truly effective.  You have to be consistent, this means 2-3You have to be consistent, this means 2-3 minimum weekly blog posts, in addition tominimum weekly blog posts, in addition to other channels like LinkedIn Pulse, guestother channels like LinkedIn Pulse, guest blogging, video channels!blogging, video channels!
  3. 3. Content Marketing Is NotContent Marketing Is Not  Your social media marketing person’sYour social media marketing person’s attempt to do copywriting.attempt to do copywriting.  A selling technique of writing about yourA selling technique of writing about your own brand, products and an extension ofown brand, products and an extension of social-selling.social-selling.
  4. 4. Content Marketing Is NotContent Marketing Is Not  Just a way to get keywords on your blog to boostJust a way to get keywords on your blog to boost your SEO, if the content is not engaging andyour SEO, if the content is not engaging and able to get quality leads it’s not made for yourable to get quality leads it’s not made for your audience.audience.  Copywriting done by interns or people who haveCopywriting done by interns or people who have the inclination to write, your copy should bethe inclination to write, your copy should be quality if you believe “Content is King”. If youquality if you believe “Content is King”. If you don’t invest in it, your branding won’t be quality.don’t invest in it, your branding won’t be quality.
  5. 5. Content Marketing IsContent Marketing Is  Content that gives your audience value,Content that gives your audience value, helpful information, links to high qualityhelpful information, links to high quality articles and an authentic voice for yourarticles and an authentic voice for your brand.brand.  Content that is able to demonstrate leadContent that is able to demonstrate lead generation, conversions and high ROI,generation, conversions and high ROI, over months, not weeks, months!over months, not weeks, months!
  6. 6. Content Marketing is NotContent Marketing is Not  Just Articles, it’s also Curating content, videoJust Articles, it’s also Curating content, video content, micro content, surveys, Emailcontent, micro content, surveys, Email marketing, Infographics, whitepapers, eBooks,marketing, Infographics, whitepapers, eBooks, etc.etc.  Just about your brand, it’s about adding value toJust about your brand, it’s about adding value to your audience, that is relevant, targeted to youryour audience, that is relevant, targeted to your brand advocates and entertaining.brand advocates and entertaining.
  7. 7. Content Marketing IsContent Marketing Is  That which builds relationship of trust & createsThat which builds relationship of trust & creates means of your audience identifying with yourmeans of your audience identifying with your brand more in an authentic way.brand more in an authentic way.  A way to display your company culture in aA way to display your company culture in a positive light, to show you value your employeespositive light, to show you value your employees and take their development seriously.and take their development seriously.
  8. 8. Content Marketing is NotContent Marketing is Not  A technique to boost short-term sales, it’sA technique to boost short-term sales, it’s more for sustained brand identity andmore for sustained brand identity and brand awareness, reach and educationbrand awareness, reach and education around your industry.around your industry.  To be neglected in 2015 or 2016, it’s asTo be neglected in 2015 or 2016, it’s as essential as being on social media oressential as being on social media or boosting posts.boosting posts.
  9. 9. Content Marketing IsContent Marketing Is  About story-telling, being “there” for yourAbout story-telling, being “there” for your audience, showing personality, humour,audience, showing personality, humour, authoritative content, knowledge authorityauthoritative content, knowledge authority in your industry, fostering user-generated-in your industry, fostering user-generated- content, and out-doing your competition.content, and out-doing your competition.
  10. 10. Content Marketing TipsContent Marketing Tips  Add value with every postAdd value with every post  Try to be valuable, address what yourTry to be valuable, address what your customers talk aboutcustomers talk about  Don’t look for ROI at first, look forDon’t look for ROI at first, look for accentuating your Unique Selling Pointaccentuating your Unique Selling Point  Content marketing is an ongoing processContent marketing is an ongoing process that is best integrated into an overallthat is best integrated into an overall marketing strategymarketing strategy
  11. 11. Content Marketing TipsContent Marketing Tips  Content Marketing should get 15-30% ofContent Marketing should get 15-30% of your Marketing budget.your Marketing budget.  Caters to deeper audience understanding,Caters to deeper audience understanding, therefore can’t easily be quantified in salestherefore can’t easily be quantified in sales conversionsconversions  Is an interactive process when done right.Is an interactive process when done right.  Fosters brand advocacy and celebratesFosters brand advocacy and celebrates brand influencers.brand influencers.
  12. 12. Content Marketing TipsContent Marketing Tips  Is not about you or your brand/products, isIs not about you or your brand/products, is about your audience and their journey.about your audience and their journey.  Is content that facilitates the customerIs content that facilitates the customer experience and celebrates the customerexperience and celebrates the customer journey.journey.  Is not a sales technique or for leadIs not a sales technique or for lead conversion (that’s the job of sales!)conversion (that’s the job of sales!)
  13. 13. Content Marketing TripsContent Marketing Trips  Should be one of the foundations of your start-Should be one of the foundations of your start- up, not something you invest in just when youup, not something you invest in just when you have your first good product.have your first good product.  Is synonymous with authentic company cultureIs synonymous with authentic company culture and distributes that to your brand advocates.and distributes that to your brand advocates.  Is one of the foundations of marketing strategy inIs one of the foundations of marketing strategy in 2015, for social media, SEO, branding, public2015, for social media, SEO, branding, public relations and inbound lead generation.relations and inbound lead generation.

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