Find out what you get with a solid Integrated Content Marketing campaign from New Dawn Media.

1. Ignite Your Brand
FIRE IT UP WITH
CONTENT MARKETING

3. What, Exactly, is Content Marketing?
It is also about building a “good” reputation by
A way to engage with showing expertise, knowledge, moral character,
people and move them and demonstrating superior communicative skills
through the content you provide.
through the journey
from prospect to
customer using
interesting content your
customers are
passionate about… so
they actually pay
attention to you and
SHARE it with others. Lindsey Lohan – Someone who needs Content Marketing

6. Did you know 60% of business
decision makers say branded
content helps them make better
purchase decisions?
If you are a B2C company; 70%
percent of consumers are more
likely to buy from companies that
offer content.
You want to make your clients feel
GOOD. They trust experts.

7. Average time spent per interaction Top activities performed during
simultaneous screen usage
43 60%
Minutes Emailing
39 44%
Minutes Surfing the net
30 42%
Minutes Social Networking
17 25%
Minutes Playing a game
From Google Research 2012

8. From Google Research 2012

11.  Computers keep us productive and
informed
 Phones keep us connected
 Tablets keep us entertained
 Search is used to move
between devices
 TV is a major catalyst for
search
From Google Research 2012

13. PLANNING & CAMPAIGN DISTRIBUTION
STRATEGY DEVELOPMENT & PUBLISHING
Content Purpose
Audience Needs Customer Journey
Key Themes & Messages
Media Consumption Publishing Schedule
Storyline Strategy
Business Requirements Distribution
Experience Paths
Brand Experience Community Management
Recommended Topics
Content Audit Measure
Content Strategy
Competitive Analysis
Syndication Partnerships

14.  Step 1: Find your “top 20 percent.”
We look at which clients hired you and what work they hired the firm to do
 Step 2: List what information you
know about your customers.
For BtoB:
Size of company
Size of department
Title
Job duties
Whether or not they are the main decision maker
For BtoC:
Demographics
Geographic area
Income level
Are they a decision maker?
If so, what do they base buying decisions on
(e.g., lifestyle — environmentalist, baby boomer, etc.)?

15.  Step 3: We find the commonalities to find your
different segments.
What customer characteristics keep showing up? Did some specific “types” of people emerge? Are
your clients mostly engineers? Mostly women? Are there a lot of middle managers on your list?
 Step 4: Get in their heads.
Dialing in on their needs/wants/pain points
 Step 5: Give them “life!”
What can represent each one of your different buyer types and give each one of these types a
name. Then, based on the questions answered above, we can start to create their stories… stories
that emerge from their daily life, stories they “wished” emerged in their daily life, stories we
provide that aide them in making an easier daily life, stories that make for a more “interesting”
daily life. For example, build a career history for them, include relevant details of their personal
lives that explain why they are so busy, how many activities they are juggling at home, or any
other specific interests they are likely to have.

16. Once we find
out WHO they
are, we then
need to know
WHERE they
are and
WHEN.

17. Every company has different goals
for different products and services.
We need to know what that is to
include that in the strategy process.
Content fuels customer engagement at all
stages of the customer life cycle from top of
funnel to ongoing relationship.
It is harder-working than other media because
it covers the entire purchase cycle. It allows a
brand to retain a relationship with the
customer even if it’s not transactional – a
magazine or Website that is lifestyle-oriented,
for example, and keeps the customer
connected to the brand until he or she is ready
to purchase again is key.

18.  1. Company Website Content Audit: This  This helps us determine if we will be able to
is an inventory of your content that has repurpose or update any current content
been produced for the website. It tells us already produced and allows us to find
opportunities to expand on what the company
what you have. already has.
 2. Company Ancillary Audit: This is an  It tells us what you have put out in newsletters,
external blogs, Youtube, Facebook, Twitter,
inventory of your content that has been
LinkedIn, articles, brochures, Slideshare
produced to promote a link back to the presentations and online press releases and
website but is NOT kept on the website. how that has linked back to your website.
 3. Competitive Audit: This is an inventory  Find out how we can do it better than the other
of what your competition has on their guy. Provides a GAP ANALYSIS. Also, we see
websites and what they do to promote trends and patters revealed and make sure we
are not repeating appear to be “copying”.
their company online.

19. PLANNING & CAMPAIGN DISTRIBUTION
STRATEGY DEVELOPMENT & PUBLISHING
Content Purpose
Audience Needs Customer Journey
Key Themes & Messages
Media Consumption Publishing Schedule
Storyline Strategy
Business Requirements Distribution
Experience Paths
Brand Experience Community Management
Recommended Topics
Content Audit Measure
Content Strategy
Competitive Analysis
Syndication Partnerships

21. Developing a sense of structure of
stories (campaigns) requires, settings,
character, moods and a plot.

22. Create a
Choose the right Tailor strategies to
Compelling Story &
type of content each channel
Content Strategy
Promote Content/
Create great
Implement Strategy Find the right
design and
via Editorial content partners
branding
Schedule

23.  The back bone of
your Content
Strategy becomes
your BRANDING
BIBLE

24.  Website Content  Your Editorial
Calendar
is your 24-hour becomes your
store front. online compass
for your Target
Then you need to Audience.
get people to
your website
from other
places on the
web.

26. Ignite Your Brand
FIRE IT UP WITH
CONTENT MARKETING