Presentation to students at Arizona State University W.P. Carey School of Business discussing content marketing. Presentation Date: February 28, 2011

1. Be The Media:
Content Marketing
W.P. Carey School of Business
Digital Marketing in Practice - MKT494
February 28, 2011

2. Teach to Fish Digital
Helps Companies
Learn How to
Manage Their
Own Campaigns
Assists Agencies
with Projects
Search, Email,
Social Media, &
Analytics

3. Content Marketing
vs.
Content Strategy

4. Content Strategy
Home
service team about contact
“Content strategy plans for the
creation, delivery, and governance
of useful, usable content.”

5. Content Marketing
The art of storytelling with the consumer
audience and the brand as the muse.

6. Content Marketing
12%
88%
Use Content Marketing No Content Marketing
Source: Content Marketing Institute

7. Content Marketing Budgets
2%
2%
45% 51%
Increase Same Decrease NA
Source: Content Marketing Institute

8. Content Marketing
Kodak

9. Content Marketing
Mint.com

10. Content Marketing
ManoftheHouse.com

11. ___ __
SELL
___
___
_
_ __
Educate, Enlighten
& Entertain

12. Building a Program
Where does good content come from?

13. External Sources
Search Social Media

14. Field Research
Surveys | Focus Groups | Shopping Observation

15. Internal Sources

16. Kill the FAQ

17. Pick A Company...
All Members of

18. Important Questions
Who is our audience?
What questions are they
asking?
In what ways can we answer
those questions?
How will we measure results?

19. Multimodal Distribution

21. 0

22. 0
0
0

24. • Review Research
and Metrics
• Create Plan
• Develop Content
• Promote
• Measure
• Rinse & Repeat

25. Questions?
Chris Sietsema
Teach to Fish Digital
(480) 389.5435
teachtofishdigital.com
linkedin.com/in/sietsema
twitter.com/sietsema
slideshare.net/sietsema