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Handouts from presentation by Donna Papacosta on content marketing, IABC world conference, Toronto, June 10, 2014
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Content Marketing Simplified
Donna Papacosta
Trafalgar Communications Oakville, ON, Canada
#IABC14
Story of Marcus Sheridan
Soon they became the #1 pool company.
CONTENT MARKETING
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What Marcus Sheridan did not do: Pump out brochures. Brag about their pools. Make cold calls.
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Content marketing defined: Creating and publishing relevant, valuable material that attracts and retains a clearly defined audience.
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It must have an objective. It can’t be sales-y.
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Content marketing is NOT about YOU.
Can you solve their problem? CONTENT MARKETING
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#IABC14 @donnapapacosta
Content marketing is not new: 1895 example from John Deere
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Today: Circulation of 1.5 million, 40 countries, 12 languages
Benefits of content marketing Get better SEO. Build word-of-mouth buzz. Be known as helpful thought leader. Generate leads. #IABC14 @donnapapacosta
Best practices Know your audience. Be sure your website works. Make content easy to share. Curate!
How to get started Think about how you can help. Reach beyond text.
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Check the website for more on content marketing.
Donna Papacosta Toronto, Canada [email protected] 905.844.7645
trafcom.com @donnapapacosta
