The document outlines three principles for effective content marketing: 1) Help, Don't Sell - create helpful content that serves the audience without overt selling; 2) Show, Don't Tell - showcase your products or services through demonstrations rather than descriptions; 3) Talk, Don't Yell - engage with customers respectfully through natural conversations rather than loud promotions. It provides examples of how HSBC Expat, Hiut Denim, and the National Trust apply these principles in their content strategies.

1. A MANIFESTO
FOR EFFECTIVE
CONTENT MARKETING
STRATEGY
PUBLISHING FOR DIGITAL MINDS CONFERENCE
LONDON BOOK FAIR
13 APRIL 2015 • SONJA JEFFERSON

2. @sonjajefferson #PDMC15
3 simple principles
behind all great content
marketing

3. @sonjajefferson #PDMC15
1.
HELP,
DON’T SELL

4. HELP, DON’T SELL like HSBC Expat
@expatexplorer

5. HELP, DON’T SELL like HSBC Expat
@expatexplorer

6. HELP, DON’T SELL like HSBC Expat
@expatexplorer
Read an interview with HSBC Expat’s award-winning Digital Marketing
Manager Richard Fray here:
http://www.valuablecontent.co.uk/valuable-content-award-for-hsbc-
expat-a-bank-with-the-human-touch/

7. @sonjajefferson #PDMC15
2.
SHOW,
DON’T TELL

8. SHOW, DON’T TELL like Hiut Denim
@hiutdenim

9. SHOW, DON’T TELL like Hiut Denim
@hiutdenim

10. @sonjajefferson #PDMC15
3.
TALK,
DON’T YELL

11. TALK, DON’T YELL like National Trust
THE NATIONAL TRUST’S CONTENT STRATEGY
• WHY? To share the love of special places, and help keep them
special for all to enjoy.
• HOW? By sharing true and authentic stories on the web and off –
stories that people will value; stories that fuel social conversations
and grow engagement in the Trust and its mission.
• WHO? They are training an army of content creators at source –
gardeners, rangers, historians, property staff – the people with the
knowledge and passion.
“They recognised that they had to change the way that they use
content, putting it right at the heart of what they do as an organisation,
not just their marketing or communications.”

12. @sonjajefferson #PDMC15
A CONTENT MARKETING MANTRA

14. LEARN MORE ABOUT THE APPROACH
Plenty of articles and resources here: www.valuablecontent.co.uk
VALUABLE CONTENT MARKETING (2nd edition)
Comes out 3 JULY 2015
http://bit.ly/1yg7548
Sign up for our best content ideas monthly:
www.valuablecontent.co.uk/about/newsletter
SONJA JEFFERSON
sonja@valuablecontent.co.uk
00 44 (0) 117 9290414