How do you stand out in a world that’s so darn noisy? You think like a publishing company. Enter the exciting world of content marketing and learn how to attract and retain an audience using relevant, valuable content. See how infographics, blog posts, podcasts, and other forms of content can engage consumers who are otherwise tuning out traditional “disruptive” advertising.

1. Thinking Like a Publisher:
An Introduction to Content Marketing
Gere Jordan, Holony Media, 9/7/15

2. Hi!
My name is Gere Jordan
and I’m President of
Delaware based digital
marketing company
Holony Media.

3. We use the internet
to grow businesses.
Through website design, SEO, online
advertising, and consulting.

4. Would you be here if this were
scheduled as a sales presentation?
Quick Survey

5. Agenda for today:
1. Why content marketing?
2. Content marketing principles
3. Content marketing examples
4. Strategy building blocks

6. Content marketing is any marketing
that involves the creation and sharing
of media and publishing content in
order to acquire and retain customers.
What is Content Marketing?
Source: https://en.wikipedia.org/wiki/Content_marketing

7. FAQs
Photos
Polls
Slide
Decks
White
Papers
What is content?
Video Infographics
Blog Posts
In short: Any information or media
Emails

8. This approach isn’t new.

9. 1895
John Deere’s “The Furrow”
A journal for the American farmer.
Taught farmers how to use new tools.

10. 1900
Michelin Guide
Geared at helping drivers
maintain their cars. It covered
basic maintenance,
accommodations, and other
travel tips.

11. Today, we’re inundated with messages.

12. And it’s more difficult for organizations
to break through and gain visibility.

13. ● Traditional “push” ads are being ignored
● Users on multiple devices, channels
● There’s more info than most can handle
Why Content Marketing is Needed

14. All of that equals attention scarcity.

15. Content helps you break
through the noise.

16. Source: blog.attachmedia.com

17. People want to control their content
Source: American Marketing Association
86%of people skip TV
commercials
91%of email users have
unsubscribed from a
list they joined
44%of direct mail
Sources: Content Marketing Institute, 2012

18. 1. Build trust with your audience
2. Position you as an expert
3. Increase brand awareness
4. Convert leads into customers
5. Improve retention and drive upsells
What Can Content Marketing Help You Achieve?

19. 6
Content Marketing
Principles

20. It engages individuals on their
terms
This means being available and being
relevant where your audience lives and where
they’re searching. They are coming to you.
Source: Dayna Rothman, http://www.lynda.com/Marketing-Lead-Generation-
tutorials/Defining-understanding-importance-content-marketing/
1.

21. It communicates consistently
The primary hallmark of a successful publisher
is consistency, both in terms of quality and
delivery. Epic content reliably delivers on the
promises your brand makes.
Source: Joe Pulizzi, http://contentmarketinginstitute.com/2013/09/principles-epic-
content-marketing/
2.

22. It’s targeted and fills your
customers’ needs
Your content should answer some unmet
need or question for your customer. It needs
to be useful in some way to the customer,
over and above what you can offer as a
product or service.
Source: Joe Pulizzi, http://contentmarketinginstitute.com/2013/09/principles-epic-
content-marketing/
3.

23. It has a clear purpose
The content you create should have a goal in
mind. Thought leadership, brand awareness,
lead generation -- these are some reasons for
creating content.
Source: Dayna Rothman, http://www.lynda.com/Marketing-Lead-Generation-
tutorials/Defining-understanding-importance-content-marketing/
4.

24. It has predefined metrics
More than a purpose, there should be a clear
way to measure the performance of your
content marketing efforts. New subscribers,
social followers, website traffic, and new
leads are examples.
Source: Dayna Rothman, http://www.lynda.com/Marketing-Lead-Generation-
tutorials/Defining-understanding-importance-content-marketing/
5.

25. It’s devoid of sales speak
The more you talk about yourself,
the less people will share and
spread your story. It's that simple.
Source: Joe Pulizzi, http://contentmarketinginstitute.com/2013/09/principles-epic-
content-marketing/
6.

26. Examples of Content
Marketing in Action

27. Holony B.E.D Series

28. Think With Google

29. Toby Boyce Delaware,
OH Real Estate Blog

30. Whole Foods “Whole
Story” Blog

31. Delaware Chamber
Business Directory

32. Moz Whiteboard Friday

33. Content Marketing Strategy
Building Blocks

34. Objectives
Target Audience
Content Mix
Content Management

35. Objectives
1.

36. Why? Increased awareness?
Sales? Loyalty?

37. Example:
We set out to increase
awareness and position
ourselves as an authority
with the B.E.D. series.

38. Target Audience
2.

39. Create an audience profile. Gather as much
intel as possible. Interests? Challenges?
Content they share? Online ecosystem?

40. Example:
Toby Boyce targets users
interested in reading about
Delaware, OH.

41. Content Mix
3.

42. What types of content work for your audience
and their channels? What fits with your
objectives? What do they want from you?
Blog posts, videos, tools? Often there are
multiple types of content in use.

43. Example:
Whole Foods has blog posts
on recipes, diet tips, alcohol
and more. They’ve also
ventured into podcasts and
video.

44. Source: http://www.poweredbysearch.com/connecting-content-marketing-to-buying-process/

45. Content Management
4.

46. Manage the process. Who will produce the
content? What schedule will you follow? What
channels will you use to promote your
content? What tools will you use?

47. Example:
WordPress is a content
management system (CMS)
that can be used to schedule
posts and manage multiple
authors.

48. Content marketing goes hand-in-
hand with the inbound marketing
methodology

49. Source: http://sispg.com/what-is-inbound-marketing/

50. In Summary

51. Traditional disruption
advertising is being tuned out
by modern consumers.

52. Content marketing attracts by
delivering targeted, fulfilling
media to a defined audience.

53. Source: American Marketing Association
Content Marketing
Principles
1. Engages users on their terms
2. Communicates consistently
3. Fulfills specific user needs
4. Has clear business purpose
5. Has predefined metrics
6. Devoid of sales speak

54. There are 4 basic building blocks to a content strategy
Objectives Audience Content Management

55. Aim to develop content for each
stage of your sales funnel.

56. Source: http://www.poweredbysearch.com/connecting-content-marketing-to-buying-process/

57. Closing discussion. What content do
you have to get started with?
For more information, including a copy of this
presentation, visit:
http://www.holony.com/bed