Content marketingis a strategicmarketing approach focused on creating and distributing valuable, relevant, and consistentcontentto attract and retain a clearly-defined audience —and, ultimately, to drive profitable customer action.

1. Session 6:
Content Marketing
ITO Companies
Cali,
15 October 2015

2. Content marketing is a
strategic marketing approach focused
on creating and distributing valuable,
relevant, and consistent content to
attract and retain a clearly-defined
audience — and, ultimately, to drive
profitable customer action.

3. Outline Content Marketing session
• Content marketing plan
• Content for site, blog and social media
• Managing content within your team
3

4. What is your area of IT expertise?

5. Exercise
Choose 3 topics for the upcoming year
in which you want to become a thought
leader.
Remember:
The more specific, the better

6. Where to leverage your content?

7. Content strategy

8. Campaign content

9. Promotion
Search Display
Social

10. Conversion

11. Outline Content Marketing session
• Content marketing plan
• Content for site, blog and platforms
• Managing content within your team
11

12. Print vs Blog

13. Who in the audience
is currently a blogger?

14. Blog within site

15. Blog within site

16. Catchy title

17. Trends and lists work!

18. Guides & reports work!

19. Exercise
Write a short 2 paragraph blogpost
about 1 of your knowledge fields
Include:
- Catchy title
- Relevant keywords
- Backlinks
If you want to have feedback on your blogpost, send it to willem@expandonline.nl

21. Blogs on external sites
1.Positioning yourself as an authority and well-
known name in the industry.
2.Getting exposure (traffic) back to your
website.
3.Building backlinks to your website.

22. Website content

23. Landingpage content

24. Platform content

25. Platform content

26. Platform content

27. Outline Content Marketing session
• Content marketing plan
• Content for site, blog and social media
• Managing content within your team
27

28. Step 1: Select a team of
expertise on your key
topics

30. Step 2: Plan, organise
and coordinate

31. A content calendar helps you organise the process

32. Contributions from
collegues are extremely
valuable. Reward them :)

33. Exercise
Select 3 thought leaders in your
company and name their expertise
Think of a reward you can give
them if they become a blogger

34. Step 3:
Measure & Optimize

35. List the number of readers of each blog

36. 36
Questions?
Thank you!