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How are Brands Using Content Marketing?

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Kevin Gibbons
Kevin Gibbons

Presentation from #EcommForum in London about content marketing in the retail sector.

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How are Brands using Content Marketing? #EcommForum – 2nd May 2013
What is Content Marketing?
94% of UK marketers use content marketing http://www.slideshare.net/CMI/content-marketing-in-the-uk-2013-benchmarks-budgets-and-trends
64% plan to increase content marketing budgets http://www.slideshare.net/CMI/content-marketing-in-the-uk-2013-benchmarks-budgets-and-trends
Who does your content target?
How are brands using content?
Integrate offline & online channels
Let your audience participate http://fashionfinder.asos.com/
Tell your brands story https://www.airbnb.com/annual
Tell your customers story
Build a following with your own social voice
Stand out by using new technologies
Let your products do the marketing http://www.nike.com/us/en_us/c/nikeplus-fuelband
Leverage wider audiences
Be agile…
Be quick…
Be prepared to adapt!
Content is all about the audience you can influence
Online media has changed… £5,000 advertising spend at £0.50 per click = 10,000 visits
Or… $4,500 creative video campaign = 10m+ views
Rather than paying to promote average content… Just create the best content!
How are Brands Using Content Marketing?

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