Content marketing is the hottest buzz phrase in marketing right now, but many people are confused about what exactly it means, let alone how to implement it. In the most simple terms possible, content marketing is the act of creating information products to promote your business, and spreading them throughout the world using multiple media channels. This presentation covers why, how and when you can use content marketing to benefit your business growth.

1. Must-Know Business Strategy:
Content Marketing
8swellstrategies
Virginia Ginsburg
President & Chief Consultant
Swell Strategies
www.swellstrategies.com

2. 8swellstrategies
Content Marketing: What
• Content Marketing is
the act of creating
information products
to promote your
business
• “Information
Products” are anything
that you produce in
written or verbal form
with the intent of
informing prospective
customers of your
value
Articles
Videos
White Papers
Webinars
Press
Releases &
Media Pitches
Books

3. 8swellstrategies
Content Marketing: Why
1. Search Engine
Optimization (SEO)
Content marketing is a
great way to get your
website found because:
a) your
content/information
products provide
external links to your
website
b) your website is
constantly being
updated

4. 8swellstrategies
Content Marketing: Why
2. Reach
You can reach more
people when you provide
other people’s blogs, news
organizations and
websites with your
content/information
products

5. 8swellstrategies
Content Marketing: Why
3. Lead Generation
You can generate leads
with content/information
products.
a) White papers are
often used to gather
lead information from
prospects
a) Social media contests
are a good way to
engage prospects and
increase reach

6. Content Marketing: Media Channels
8swellstrategies
There are two types of media channels:
Other Media
Others control the content
• Other’s blogs
• Other’s websites
• Other’s enewsletters
• Other’s social media
profiles
• News outlets
Owned Media
You control the content
• Your website
• Your enewsletter
• Your blog
• Your social media
profiles
1 2

7. 8swellstrategies
Content Marketing: What
Articles
• Write articles about
issues your audience
cares about
• Post articles on your
website or as blog posts
• Use articles in your
newsletter
• Promote articles on
social media
• Pitch articles to other
websites, blogs, etc.

8. 8swellstrategies
Content Marketing: What
Videos
• Develop how-to and
instructional videos;
customer interviews;
executive interviews,
etc.
• Post videos on YouTube
and embed in your
website and in blog
posts
• Promote videos in
enewsletters and on
social media

9. 8swellstrategies
Content Marketing: What
White Papers
• Develop long-form
articles (white papers)
providing how-to
information, research
findings, etc.
• Use white papers as
advertising landing
pages to gather lead
information
• Promote white papers
on your website, in
enewsletters and on
social media

10. 8swellstrategies
Content Marketing: What
Webinars
• Invite prospects and
customers to
participate in webinars
with how-to and trend-based
information
• Promote webinars on
your website, in
enewsletters and on
social media
• Allow people to view
your webinars after
they are produced for
lasting effect

11. 8swellstrategies
Content Marketing: What
Press Releases & Media
Pitches
• Write and send press
releases to announce
company news
• Write individualized
media pitches to
specific reporters
promoting information
they would write about

12. 8swellstrategies
Content Marketing: What
Infographics
• Create visual
representations
showing how to use
your product, why it is
important, etc.
• Use infographics on
your website, blog,
enewsletters, etc.
• Post infographics on
social media (Pinterest,
Instagram, Twitter,
Facebook, LinkedIn,
etc.)

13. 8swellstrategies
Content Marketing: What
Books
• Write a book that
positions one of your
company leaders as a
subject-matter expert
• Go on a book tour – set
up speaking
engagements, PR and
other activities
• Promote the book on
your website, blog,
social media and
enewsletter

14. 8swellstrategies
Content Marketing: How
There are two rules to Content Marketing:
1 2
Consistency
Consistency is key to
successful Content
Marketing. You should
have a regular editorial
schedule to keep all
contributors on-track and
producing.
Budget
Content Marketing is a
serious activity. Don’t
assign it to the intern, or
think you can squeeze it in
between meetings. Hire an
expert to help you make it
work for you.

15. Other Media
Other’s Blogs/Websites/Enewsletters:
Pursue new opportunities weekly
News Outlets: Reach out to news
outlets 1 time per month
Social Media Connections: Reach out to
social media connections every day
Articles
+4/mont
h
Videos
1/month
White
Papers
1/qtr
Web-inars
1/qtr
Info-graphics
1/month
Books
1/year
Owned Media
Website: Update 1-2 times per week
Blog: Post 1-3 times per week
Enewsletter: Send 1-2 times per month
Social Media Channels: Post daily
Press
Releases
&
Pitches
1/month
8swellstrategies
Content Marketing: Guide

16. Good Luck!
8swellstrategies
Virginia Ginsburg
President & Chief Consultant
Swell Strategies
www.swellstrategies.com