Like pop music 101, but with way more marketing.

1. Content Marketing 101
What it is, why you should care, and
what it looks like done really, really well.

2. @desiraeo
Inbound Marketing Manager, You.i TV
Formerly Content Marketing at ConceptShare, Digital Marketing at bv02

3. What is
content marketing
anyways?

4. Content marketing is…
Joe Puzilli, Content Marketing Institute
“Content marketing is a strategic marketing approach
focused on creating and distributing valuable, relevant,
and consistent content to attract and retain a clearly-
defined audience — and, ultimately, to drive profitable
customer action.”

5. So what does it look like?

6. It depends.
B2B and B2C look remarkably different.
(Obviously.)

7. If you’re selling to
people…

8. This is the classic stuff.
Magazines
Recipe books
Emails and blogs
Dog videos
Twitter

9. But what does that look
like for B2B?

10. Pretty similar.
People are still people when they’re at work, it turns out.

11. Content marketing for
businesses is all about
helping people do their jobs better.

12. The easiest way to show
you is with an example.

13. unbounce.com
They build software to help marketers create landing pages,
without having to get IT involved.

14. They use…
• Blogs
• Webinars
• Recorded webinars
• E-Books
• Videos
• Landing pages
• A web series
• Free training course

15. Blog

17. E-Books

18. Videos

19. Web Series

20. Free Training Course

23. Landing Pages
(I mean, come on. Of course they do.)

24. They’re not doing
this for free.
Every piece of content is part of the sales process.
It’s just really, really early on.

25. That’s the magic of
content marketing.
Your ideal customer learns a lot, and loves your company.
By the time they want to buy, you know everything about them.

26. It’s also not just a
one-person team.
*cue cumulative exhale*

27. Questions?