The document provides an overview of content marketing programs and types of content. It discusses using owned, earned, and paid media. Specifically, it recommends leveraging existing owned media assets like websites and apps by providing valuable customer information to build trust and develop relationships. This helps increase acquisition rates and reduce retention costs. It also discusses creating content for awareness, engagement, acquisition, retention, and advocacy. Different types of content are mentioned like blogs, social media, videos, and more.

1. Content Marketing Programmes Keith Feighery

2. Outline Overview of Content Marketing Programmes Purpose of your Content Owned, Earned and Paid Media Leveraging Your Owned Media Managing Content Marketing Initiatives Content Marketing for Business to Consumer Relevant Case Studies

3. Types of Content

4. Website

5. Blogs

6. Social

7. Professional Networks

8. Ads & SERPs

9. Display Ads

10. Email

11. Video

12. Photos

13. Docs & PPTs

14. Summary of Content Types

15. Content types The content and digital media on your Web site, blog other content managed systems, partner sites etc.. Facebook fan pages and posts Tweets, status updates E-mail newsletters Blog posts, reader comments and reactions Whitepapers, case studies, webinars, podcasts Videos, demos & presentations Product/service reviews Forums Articles and other intellectual property or knowledge sharing –professional contributions etc.

16. What is the purpose of your content?

18. Customer/Prospect Engagement

19. Customer Acquisition

20. Customer Retention

22. Owned Vs Paid Vs Earned Media

24. Leveraging Owned Media Assets Recognise the value in your owned media assets Websites, mobile applications, digital assets Its not about talking about “Yourself” all the time Requires a change in mindset to what is “valuable” Provide information and value to customers all the time Brands/Businesses are becoming publishers and media outlets Become trusted experts in your business area Establish trust and develop relationships with customers and prospects Be engaging, entertaining, informative etc.. Use content to increase acquistion rates and reduces retention costs

25. Advantages Inbound Marketing Creates the means for prospects to find and discover you through the nurturing of an extensive digital footprint Creates stickiness to your owned media assets (rather than to paid ones) Creates a less-frictional way of converting prospects into sales Helps build long-term relationships rather than one-off sales Once started, provides an ongoing process and framework to control and publish valuable information

26. Purposeful Content Attention - your content needs to get noticed - and not just by anyone - by the audience you've targeted. Awareness - once people have engaged with your content, they should have some thoughts about your company - preferably favorable ones worth remembering. Mindshare - we need people to spend enough time with our content to actually "get" the ideas it's sharing. Anchor - once people have ingested the ideas, your content needs to work to make sure that those ideas take precedence in forming how your audience thinks about the topic. Action - your content is sent out on a mission to get people to DO something. Conversation - beyond the action your content requests, it needs to ensure that the audience has a clear enough understanding that they can now talk with others and share your ideas with them in their own words.? Confidence - the learning your content provides needs to help people feel certain that they know what they need to take the next step...and just what that might be. Competence - your content must provide evidence that your company can actually do what it says it can. Invitation - content must entice people to spend more time with your company - whether through opting in for a newsletter, attending a webinar, subscribing to an RSS feedAuthority - content must inspire reliance on your company for consistently valuable insights

27. Who creates the content Internally Find employees who are knowledgeable and want to write Re-purpose content that has been created over time for different media Partners, customers and third party experts Publish whitepapers, webinars, eBooks, articles etc…with partners Customers If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc.. You can allow customers to make product recommendations – crowdsourcing

28. Overview of Sales Funnels

30. Traditional Funnel