1. Content Marketing Programmes
Keith Feighery

2. Outline
• Overview of Content Marketing Programmes
• Class exercise
• Leveraging Owned Media Assets
• Managing Content Marketing Initiatives
• Content Marketing for Business to Consumer
• Relevant Case Studies
• Content Marketing for Business to Business
• Relevant Case Studies
• Project Pitch

3. Key Points
• Content = valuable and useful information NOT just orchestrated
messages
• Focus on what a customer needs rather than what you sell
– Address user needs in all published content
• Valuable communications is what differentiates you from
competition
• Marketers are publishers today
• Customer relationships don’t end with a payment
– Use content to increase retention rates
• Without good content, community is impossible
• 90% of corporate websites talk about “How great they are”
• Buyers are more in control today than ever – not sales
organisations

4. Content Driven Marketing

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

6. 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

7. What we want our content to do
• 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 feed
Authority - content must inspire reliance on your company for consistently valuable insights

8. Owned Media Solutions

9. Leveraging Owned Media Assets
• Recognise the value in your owned media assets
– Websites, mobile applications, digital conversations/interactions
etc.
• Brands/Businesses are becoming publishers and media outlets
– No limits to what an organisation can publish online for the
consumption of their consituencies
• Become trusted knowledge experts in your business or sphere of
operations
• Establish trust and develop relationships with customers and
prospects
– Be engaging, entertaining, educative, informative etc..
– Allow user participation and transparent engagement

10. Advantages
• Creates demand generation and awareness through value add
publishing
• Creates a less-frictional way of converting prospects into sales
– When used in conjunction with lead management systems
• Helps build long-term relationships rather than one-off sales
• Creates stickiness to your owned media assets (rather than to
paid ones)
• Once started, provides an ongoing process and framework to
control and publish valuable information

11. Content Mktg: Success Vs Failure
• Characteristics of Success
– Understanding the informational needs of your customers
– Knowing how those informational needs mix with your marketing
goals and objectives
– Mapping content schedule to user profiles and buyer cycles
– Being consistent (content marketing is a marathon, not a sprint)
– Listen and continually evolve the program
• Characteristics of Failure
– Always selling, rather than informing and educating
– Not listening, thus not evolving the content program
– Waiting for perfection to come before you deliver the content.

12. Inbound Marketing V Content Marketing
Debate – Semantics?

13. Hubspot – Inbound Marketing Company view

14. Social Media Landscape