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Content Marketing Guide
- 2. I�����������CLOUDSPOTTING
ContentMarketingisthetechnique
ofcreatingcommunicative
informationthatisvaluableand
relevanttoaspeci�iedtarget
audience,withthepurposeof
engagingthemanddrivingthem
towardsanactionwhichis
pro�itabletothecompany.
“
”-ContentMarketingInstitute
‘Communicativeinformation’means:email,
strategyguide,tweet,blogpost,Facebook
status,websitetext,video,TVad,businesscard,
whitepaperandmuchmore.Thisiscontentand
contentisalsoyourbrand.
- 3. Whyiscontent
marketingimportant?
I�����������CLOUDSPOTTING
5reasonswhyyourcompanyneeds
acontentmarketingstrategy.
First,meaningfulcontentmarketing
isimportantbecauseweliveinaworldof
informationoverload;competitionis
fierceandifyoudon'tdeliverwhatpeople
want:
a)Theywon'tfindyouinthefirstplace
b)Theyareonlyaclickawayfroma
competitor.
Second,developingquality
contentwillattractmanymore
naturallinkstoyoursite.Noneedto
buildlinksartificially,whichisnot
goodpracticeandlesseffective.
Third,ifyourcontentisofa
highquality,usefulandrelevant,
customerswillcontinuetorefertoit
overtime.Thisistheprocessthat
buildstrustandbrandrecall.
Eventuallythesepeoplewillreward
youwiththeirbusiness.Thisreally
doeshappen,lookatInstagramfor
example.
Fourth,whenitcomesto
contentmarketing,don’twaitfor
yourcompetitors,beproactive.
Whatmattersisthatcompanies in
otherindustriesareembracing
contentmarketingandtheyare
alteringtheexpectationsofYOUR
customers.
Fifth,goodcontentcreates
customerloyaltyandhasa
measurableeffectonyour
customer’sbehaviour.
- 9. YESTERDAY
YOU SAID
TOMORROW
CLOUDSPOTTING B�‘A�������-�������’
Stop,Read,Think.
Change.
Ifyouknowyouraudienceandyou
knowyourbrand,youknowhowyour
contentisgoingtolook,sound,feel,
communicateandinteractwiththat
audience.Thisisthevalueof
thoroughlyundertakingthefirstthree
stepsofcreatingyourcontent
marketingstrategy.
Afterall:goodcontentmarketing
shouldmakeatargetcustomer,stop,
read,thinkandbehavedifferently,
irrelevantofwhetherthattarget
customerisanindividual(B2C)or
anothercompany(B2B).
“Iwilldoit
today!”
- 13. CLOUDSPOTTING B�‘A�������-�������’
TipsandTricks...
Totakeittothenextlevel,where
peopleactuallyawaityourcontent
marketingwithbaitedbreath,you
needtobecreativewithitaswellas
valuableandrelevant.
Hereisafewtipstohelpyouget
started.
Thinkbeyondyour
keywordstocreate
somethingnewand
exciting
To�indoriginalcontent,
lookforinspirationthat’s
theopposite,keepaneye
outforthecontentpeople
aren’tlookingfor,the
gapsinthesearchresults
thatdoappear.
Ifyouhavecreateda
pieceofcontentinone
medium,forexamplea
video,seeifyoucan
takeitfurther,turnit
intoablogpost,info
graphicorimage.
Anotherwaytocome
upwithoriginalcontent
istotalktoyourown
teamorbetterstillyour
ownclients.
Generatecontentbased
onaudiencefeedback
suchascommentsand
especiallyquestions
Findoutwhatpiecesof
yourcontentwere
successfulandwhy,this
istheplan,test,review
formula.
AVOID
“HaveyouheardtheoneabouttheSEO
expertwhowalksintothebar,publichouse,
pubs,bars,publichouses,Irishpub,liquor
house,drinks,beer,ale,wine...?”
- 14. CLOUDSPOTTING B�‘A�������-�������’
Buildyourbrand
Army
Ifyougettogripsproducingrelevant,
valuableandcreativecontentthe
chancesareyoucanmoveyour
customerstowardsbeing‘passionate
subscribers’andifyoucandothisthen
youarereallyachievingsomething
withyourcontentmarketing.
PassionateSubscribersarethepeople
thatcreatefansites,write,shareand
evangelizeyourbrand
becausetheywantto.Forexample
considerApple:
1.Theyhavenosocialmediapresence
acrossanysite
2.Theyhavenoblog
3.Seeminglytheyhavenocontent
marketingstrategyatall
ButthereareApplefansites,articles
aboutAppleandindividualswho
promote,recommendandprotectthe
Applebrand.Thesearepassionate
subscribersofwhichApplehasan
entirearmyandthisshouldbeyour
ultimategoalforyourcontent
marketingtoo,tobuildanarmyof
consumerspassionateaboutyour
brandandwillingtofightforit.
Content,particularlycontentproduced
byhappycustomersisoneof,ifnotthe
one,mostpowerfulwayoffulfilling
yourbusinessobjectives.
@HugeAppleFan
FanandpromoterofeverythingApple!
LovemynewAppleiPhone,
EVERYONEshouldgetone!
about1houragoviaiPad