Content Marketing, Content Creation, Content Curation

Sue DurisM4 Communications, Inc.MarketingCamp 11/3/12

Agenda

• Define Content Marketing, Content Creation, Content Curation

• Where Do We Start?• What Drives Good Content?• Which Content is Best?• Content Creation v. Content Curation• Discussion• Resources• Contact

What Do We Know?

• Content is Important!– Over 90% of Marketers use content marketing as

part of their overall marketing strategy• Buyers are smart– No fluff, just the facts

• Thought Leaders– Trust!

Content Marketing

“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with

the objective of driving profitable customer action.” *

*Content Marketing Institute

Content Creation and Content Curation

Content Creation is creating original content.

Content Curation is collecting relevant content and delivering it in an organized, meaningful

way.

Where Do We Start?

• Content Strategy– Content Audit – What Type(s) of Content– Goals– Message – Who Writes? Who Maintains?– KPIs– Test

What Defines Good Content?

-Relevant Interesting Compelling -Tells A Story Engaging-Thought-Provoking-Informational-Educational-Easy To Read-Adds Value Trust Thought Leader-Action-Oriented – Move Prospect Further Down Funnel

Which Content Is Best• Match the right content at the right point in the buying cycle

– Awareness – Not sure of need yet – Plant the Seed – Introduce BrandEx.: Social Media, News Articles, Blog, Infographic, Videos

– Research – Offer unbiased info – Trust-Building Stage - Educate and Help Them Move to the Next Stage –

Ex.: Blog, Email, Webinar, Video, Newsletter, eBooks, Analyst Reports

– Consider/Compare – Reinforce the BrandEx.: Whitepapers, Testimonials, Trial/Demo, Product Reviews/Comparisons, Case studies, Collateral, Brochures, FAQs, Slideshare Presentation

– Buy – Introduce Product-Specific InformationEx.: Collateral, Brochures, Case Studies, Pricing Details, Trial/Demo, Product Guides, ROI Calculator

• Test, Baby, Test!

Content Creation v. Content Curation

• Creation– Awareness– Research– Consider/Compare– Buy

• Curation– Awareness– Research

Discussion

Resources

• Content Marketing Institutewww.contentmarketinginstitute.com• Marketing Sherpa www.marketingsherpa.com• MarketingProfs www.marketingprofs.com• Hubspot www.hubspot.com• Heidi Cohen www.heidicohen.com• Conversation Agent

www.conversationagent.com

Contact Information

Twitter: www.twitter.com/m4_commLinked In: www.linkedin.com/in/suedurisEmail: sduris@m4comm.com