Creating content to attract and retain customers MARK 430 WEEK 4

Content marketing- definitions “Content marketing is the marketing and business process for 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 InstituteContent Marketing Institute “Content Marketing is owning, as opposed to renting media. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior.” Content Marketing InstituteContent Marketing Institute

Traditional online advertising is becoming less and less successful After 20 years of the commercial web people have become increasingly skeptical of and impatient with marketing messages “Don’t waste my time!” Providing useful, engaging content for potential and existing customers is a way to provide: – A feeling of trust and a perception of value – Which lead to engagement and loyalty

Content is fire, social media is gasoline – Jay Baer

What kind of content? Creation / curation / cooperative content % of companies that use content type for B2B marketing

Content must fit your strategy 1.Determine objectives for content 2.What’s your “one thing”? (eg. educational, inspirational, motivational, entertaining) 3.Measure the right thing to fit your objective 4.Define your audience 5.Research audience needs (use social listening and other market research) 6.Create a content execution plan (ie. how and when to create it) 7.Create a content amplification plan (who are the influencers and advocates and where are they?) /

How to measure successful content Consumption metrics: how many people viewed, read, downloaded, or listened to the content? Sharing metrics: how many people liked, shared, retweeted, pinned the content? How many forwarded an ? How many linked to the content?