Kathryn Hawkins from Hawkins Multimedia spoke to Social Media Breakfast Maine on the new rules of content marketing for businesses.

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The New Rules of Content Marketing
Presented by
Kathryn Hawkins
Principal, Hawkins Multimedia
http://hawkinsmultimedia.com

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About us
We are a virtually-based website development and content
marketing agency that works with national clients including
universities, technology companies, and nonprofits. We develop
and execute print, web, and video content marketing campaigns.
Principals Kathryn and Jeff Hawkins
@kathrynhawkins and @jeffrhawkins
http://hawkinsmultimedia.com

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What is content marketing?
First, here’s what it’s not…
 Sales copy
 Press releases
 Direct marketing offers
If it’s all about you,
it’s not the way to build
a loyal base.

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OK, so what is it?
It’s not about selling your audience on a product or service.
It’s about helping them get the information they need.
 Learn who your audience is.
 Give them the knowledge they need to solve the problems they
face.
 Communicate with them on the topics they care about – and let
them make the choice.

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Types of content marketing
Blogs Podcasts
Webinars Custom magazines
White papers E-books
Videos E-newsletters
Presentations Social content
and more…

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Why content marketing?
97% of today’s consumers research purchases online before
buying. (BIA/Kelsey Group)
By creating high-quality, free online content, you can:
 Get noticed
 Build trust
 Make sales or gain donors

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Case study: Intuit

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Case study: Intuit

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Case study: Intuit blog
 Intuit created the Small Business Blog to share
useful, actionable advice with small business owners
 Establishing Intuit’s reputation as a company that small
businesses can trust
 Intuit uses blog content to engage audience through social
media

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Case study: Degree’s Adrenalist

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Case study: Degree’s Adrenalist
 A multimedia website dedicated to extreme
sports, sponsored by Degree deodorant
 Video documentaries, articles, and tips
focused on site’s target audience of daredevil
guys
 Site content has helped Degree attract over
700,000 Facebook fans

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Cas

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Case study: Meet Your Farmer
 Short documentary series produced by Maine Farmland
Trust, an organization dedicated to protecting Maine farmland
 Raised awareness about local farmers and the issues they face
 Screenings offer chance for audience to connect directly with
farmers and learn more about the nonprofit’s work
 Videos can be embedded on any website

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The payoffs of good content
marketing
 Build highly targeted site traffic
 Increase backlinks and social
sharing
 Increase brand reputation
 More customer loyalty
 More sales or donors

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Content marketing and social media
If you’re using social media, you’re already engaging in content
marketing.
Tools like Twitter, Facebook, and LinkedIn are essential to a good
content marketing strategy. You can:
 Entertain your audience with platform-specific original content
 Amplify your web content to a broader audience
 Engage one-on-one with fans and prospects

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Content marketing on a budget
If you’re not a big company, how do you fit content marketing into
your budget?
 Cut back on marketing campaigns that aren’t paying off
 Re-purpose existing content
 Build partnerships – get guest bloggers and syndicated content
 If you can’t afford a full-time employee, contact a content
marketing agency for a package price

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Your content marketing roadmap
1) Analyze your audience
2) Plan an editorial calendar
3) Connect with content vendors and
partners
4) Engage your audience on your
site and through social media
5) Measure your results

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The three Es of content marketing
 Educate
 Entertain
 Engage
It’s not about a one-night stand.
It’s about getting your prospects
to commit.

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Thank you
Connect with me:
@kathrynhawkins
http://linkedin.com/in/kathrynhawkins
http://hawkinsmultimedia.com