1. Content Marketing, Content
Creation, Content Curation
Sue Duris
M4 Communications, Inc.
MarketingCamp 11/3/12

2. Agenda
• Define Content Marketing, Content
Creation, Content Curation
• Where Do We Start?
• What Drives Good Content?
• Which Content is Best?
• Content Creation v. Content Curation
• Discussion
• Resources
• Contact

3. What Do We Know?
• Content is Important!
– Over 90% of Marketers use content marketing as
part of their overall marketing strategy
• Buyers are smart
– No fluff, just the facts
• Thought Leaders
– Trust!

4. Content Marketing
“Content marketing is a marketing technique of
creating and distributing relevant and valuable
content to attract, acquire, and engage a clearly
defined and understood target audience - with
the objective of driving profitable customer
action.” *
*Content Marketing Institute

5. Content Creation and Content
Curation
Content Creation is creating original content.
Content Curation is collecting relevant content
and delivering it in an organized, meaningful
way.

6. Where Do We Start?
• Content Strategy
– Content Audit
– What Type(s) of Content
– Goals
– Message
– Who Writes? Who Maintains?
– KPIs
– Test

7. What Defines Good Content?
-Relevant  Interesting  Compelling
-Tells A Story  Engaging
-Thought-Provoking
-Informational
-Educational
-Easy To Read
-Adds Value  Trust  Thought Leader
-Action-Oriented – Move Prospect Further Down
Funnel

8. Which Content Is Best
• Match the right content at the right point in the buying cycle
– Awareness – Not sure of need yet – Plant the Seed – Introduce Brand
Ex.: Social Media, News Articles, Blog, Infographic, Videos
– Research – Offer unbiased info – Trust-Building Stage - Educate and Help Them
Move to the Next Stage –
Ex.: Blog, Email, Webinar, Video, Newsletter, eBooks, Analyst Reports
– Consider/Compare – Reinforce the Brand
Ex.: Whitepapers, Testimonials, Trial/Demo, Product Reviews/Comparisons, Case
studies, Collateral, Brochures, FAQs, Slideshare Presentation
– Buy – Introduce Product-Specific Information
Ex.: Collateral, Brochures, Case Studies, Pricing Details, Trial/Demo, Product
Guides, ROI Calculator
• Test, Baby, Test!

9. Content Creation v. Content Curation
• Creation
– Awareness
– Research
– Consider/Compare
– Buy
• Curation
– Awareness
– Research

10. Discussion

11. Resources
• Content Marketing Institute
www.contentmarketinginstitute.com
• Marketing Sherpa www.marketingsherpa.com
• MarketingProfs www.marketingprofs.com
• Hubspot www.hubspot.com
• Heidi Cohen www.heidicohen.com
• Conversation Agent
www.conversationagent.com

12. Contact Information
Twitter: www.twitter.com/m4_comm
Linked In: www.linkedin.com/in/sueduris
Email: sduris@m4comm.com