By Caitlin York amp Stephen Fiedler What is Content Marketing Content Marketing is any marketing format that involves the creation and sharing of content in order to a cquire and engage customers with the objective of driving profitable customer action ID: 276940
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Slide1
Content Marketing
By Caitlin York & Stephen FiedlerSlide2
What is Content Marketing?
Content Marketing is any marketing format that involves the creation
and
sharing of content in order to
a
cquire and engage customers with the objective of driving profitable customer action.
With traditional marketing, marketers go to their audience (interruption) presenting deals, offers or sales.
With content marketing, you make your audience come to you, by providing content they find entertaining, interesting, engaging and unique
. This is called permission marketing.Slide3
Why Should I Use Content Marketing?
It’s cheap and easy to make:
As a publisher, we have unlimited access to hundreds of thousands of books, journals, figures and Elsevier content.
It is hugely persuasive:
80% of business decision makers prefer to get company information in a series of articles, not ads.
Endears audience to your product/brand:
70% say CM makes them feel closer to the sponsoring company *cough, cough Amazon*It supports their decision to purchase:60% say that company content helps them make better product decisions.Slide4
Leveraging CM: Know Your Audience
With traditional marketing, marketers go to their audience (interruption) presenting deals, offers or sales.
With content marketing, you make your audience come to you, by providing content they find
entertaining, interesting, engaging and unique
.
Know your audience! Learn their:
Online habitsDemographicsInterestsKeywordsFind and target key influencersSlide5
Connecting with Your Audience: Brand Evangelists
There are billions of potential advertisers out there
- they’re
called
your audience.
Good audience members who like you products become “brand evangelists” – they are the ones that surf the web, read your content and share it with their friends and online communities.
While generating a sale is great, the goal of content marketing is to BUILD YOUR AUDIENCE and CREATE BRAND EVANGELISTS.Simply put, they’ll do all the heavy lifting, so long as you make it worth their while.Slide6
Making Good Content: Creating and Repurposing
Good content is in the eye of the
beholder so:
Know your audience
Know what’s popular/trending
Be original!
The same content can be repurposed and reused for difference audiences, different campaigns and different products.Repurposed content can take the form of:Blog posts/online articlesWhitepapers Infographics
Memes
Videos, photos and other mediaSlide7
Distributing Content: The Sharing
Economy
Once you know your audiences’ preferences, find ways to reach them on social
media, through email and online.
They are the ones that will talk about, tweet, share, like and mention your product to their friends
Use keywords, hashtags and content that is searchable in Google on Facebook and Twitter.
Create Pages, Handles or other online community spaces where you can funnel your content to the right people (not Grumpy Cat).
Create email distribution lists with “opt ins”Slide8
What Does CM Look Like to Science and Technology Books?
Elsevier Content:
Book Content – eBook/print, images, figures and tables.
Articles – SciTech Connect, Elsevier Connect.
Landing pages – Elsevier
eStore
Media – photos, videos and podcasts.Press Releases/Reviews – Elsevier.comFreemium/Free content – Sample chapters, PDFs, Presentations, eBooklets
Non-Elsevier Content:
Author blogs and
websites
Author videos,
photos, media
Book reviews, “top 10” reading lists
Q&A forums (
IamA
–
Reddit
) and Interviews
Presentations/Slide shows
Conference talks/Event keynotes
Content
Curation
– add to discussionSlide9
Get Ready for #MSW14!Slide10
DIY Content Marketing – Brainstorm and
Breakouts
45 minutes for breakout
session
Develop CM strategy that aligns with:
Business goals
Deep VerticalsProduct/channel contentDefine:Audience(s)Business objective(s)Content/Products used (sources)StrategyTactics used
Measurement/metrics
Workflow
Points of contact
Feasibility/time frame
Next Steps
Group 1:
Cindy, Louise, Nancy, Cory, Heather
Group 2:
Ofelia, Nick, Becky, Aizan, Maria, Amy
Group 3:
Stu, Caitlin B., Nat, Rebecca, Michelle, Andrew
Group 4:
Neil, Carol, Ben, Rachelle, MikeSlide11
Cheat
Sheet:
Content Resources
Content Sources:
SciTech
Connect Author Blog–
www.scitechconnect.elsevier.comElsevier Connect (reviews/publicity) - http://www.elsevier.com/connect Elsevier eStore (book covers, previews, related content) – store.elsevier.com Book Content (images, quotes, figures, sample chapters) – Book FinderSocial media content
-
http://
www.elsevier.com/about/social-media
Photos, videos and presentations
– ex.
Youtube
search “reference modules”
Offsite/author content – Google/keyword searchSlide12
7 Content Marketing Best Practices
Know your audience – learn their interests, preferences cater content to them.
Find timely, relevant and unique subject matter
Create/repurpose content
– fit to audience
Share and disseminate online – target audience
Engage and discuss with evangelists - create mini-marketers that rep your product/brand.Repurpose/reformat content – expand your audience reach, cast a wider netRetention– Follow up campaigns/re-engage and keep discussion going with new content.