Marketing Content Is NotContent Marketing
Photo credit: Rahel Anne Bailie
Copyright © 2016 Scroll LLP
RAHEL ANNE BAILIEChief Knowledge Officer
Scroll (UK)
@ScrollUK @rahelab
Is it “just” semantics?
Naming is claiming – let’s look at these terms• Marketing• Marketing content• Content marketing• Content strategy
Marketing
Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. It is implemented through a marketing strategy, which starts with the setting of objectives that will support the overall aims of the business. A company needs to decide on a strategy that will allow these objectives to be achieved, and attempts to define unique positioning for the product or business to differentiate it from its competitors.(from: Chartered Institute of Marketing)
Marketing content is communicating
the right message through the right promotional channel
Marketing content examples (thanks, Ramat)
Briefs Website banners Pull up banners Presentation decks Press kits Letterheads Business cardsStationary (branded) Fact sheetsExecutive biographiesAwardsPrizesAnnual reports
Testimonials Case studies White papersCompany reportsE-books Event invitations Company brochures Videos PhotosGraphicsIllustrations Website contentBlog content
Marketing content examples (thanks, Royston)
And a few others:Price booksProduct cataloguesCSR reports Product reviews
Content marketing
Content marketing a strategic marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience, with the objective of driving profitable customer action. The purpose is to attract and retain customers by creating and curating relevant and valuable content with the intention of changing or enhancing consumer behaviour. It is an ongoing process best integrated into an overall marketing strategy, on focuses on owning media, not renting it.(from: Content Marketing Institute)
Traditional marketing and advertising is telling the world
you’re a rock star.Content Marketing is showing
the world that you are one.
Content marketing (thanks, Robert & Joe)
In content marketing:• Content is the product• That content that has separate and
distinct value from the product or brand
• The content enhances the current and future value of product or brand
• The purpose of the content is to build subscribers and engagement
Content marketing spectrum
http://contentmarketinginstitute.com/2016/03/content-marketing-spectrum/
WHAT DOES CONTENT MARKETING LOOK LIKE?
Resource-based messaging
Info-based messaging tells an audience:I have these things to say. Come listen to me.
Resource-based messaging appeals to an audience:We understand you have these issues; let us help you solve them.
- Joe Pullizzi, CEO, Content Marketing Institute
Tip 1:EDUCATE.
http://www.babycenter.com/
Tip 2:INFORM.
https://nakedsecurity.sophos.com/
Tip 3:ENTERTAIN.
https://www.discovernorthernireland.com/gameofthrones/
Tip 4:CLARIFY, DIFFERENTIATE.
http://contentmarketinginstitute.com/2016/03/confusing-content-terms/
Tip 5:SOLVE PROBLEMS.
http://www.rs-online.com/designspark/electronics/
Tip 6:ANSWER QUESTIONS.
http://www.mayoclinic.org/diseases-conditions/
Tip 7:PROVIDE DATA.
http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/
Tip 8:FIND YOUR NICHE.
http://www.barclays.co.uk/DigitalEagles/BarclaysCodePlayground/P1242686640999
Tip 9:TELL A STORY.
http://businesslife.ba.com/
Tip 10:SHOW THE FUTURE.
http://www.quickpivot.com/company/2016_Retail_Predictions.pdf
Bonus tip:GIVE.
http://www.365daysofdining.com/
WHY CONTENT MARKETING NEEDS CONTENT STRATEGY
RECAP
Give to get
It’s not about marketing, it’s about content• Get engagement• Create community• Build audience
QUESTIONS?
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