Surfing the Content Marketing Tsunami

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Information about Surfing the Content Marketing Tsunami

Published on November 29, 2008

Author: newtbarrett

Source: slideshare.net

Welcome!

Let’s Go Surfin’ Now

Dawn Donut 1978 Started regional, went global Marketing choices Print advertising Public relations Trade shows 4 ad pages/month Bakery Magazine 30,000 readers $300,000/year in today's dollars

Started regional, went global

Marketing choices

Print advertising

Public relations

Trade shows

4 ad pages/month

Bakery Magazine

30,000 readers

$300,000/year in today's dollars

Fast Forward to 1998 Dawn Foods Website

2008 Reality: Buyers Go 1 st to Web Who would consider huge B2B print campaign?

Content Marketing: It’s the Mindset, Not the Money! Content marketing is the art of understanding exactly what your customers need to know, and delivering it to them in a relevant and compelling way. By delivering content that is vital to your target market you will begin to take on a trusted and valuable role in their lives. That’s the essential first step of turning prospects into customers.

Content Marketing Key Elements Be customer-centric Respond to new marketing realities Prepare for a very different future Think like a publisher

Be customer-centric

Respond to new marketing realities

Prepare for a very different future

Think like a publisher

You Face Game-Changing Transformations Buyer behavior Media upheaval Marketing strategy

Buyer behavior

Media upheaval

Marketing strategy

Buying Transformation Make up their own minds Thorough research before contact Don’t want to be interrupted Don’t want to be sold

Make up their own minds

Thorough research before contact

Don’t want to be interrupted

Don’t want to be sold

Media Transformation Who publishes this magazine?

Marketing Transformation Abandoning traditional media Replacing traditional media function Absolute control of message Infinite reach Measurable

Abandoning traditional media

Replacing traditional media function

Absolute control of message

Infinite reach

Measurable

Content Marketing = Thinking Like a Publisher Who are your customers? What are their most pressing concerns, interests, problems? Provide relevant & compelling content to address those problems Become trusted source of information and potential solutions Make it easy for them to take action

Who are your customers?

What are their most pressing concerns, interests, problems?

Provide relevant & compelling content to address those problems

Become trusted source of information and potential solutions

Make it easy for them to take action

4 Very Different Content Marketing Success Stories Ann Porter David Lawrence Center Northern Trust Mind Jet

Ann Porter

David Lawrence Center

Northern Trust

Mind Jet

Ann Porter: Solopreneur Abandoned traditional marketing Still networks and volunteers 100% online Virtually zero cost Blogs build credibility Blogs reinforce expertise

Abandoned traditional marketing

Still networks and volunteers

100% online

Virtually zero cost

Blogs build credibility

Blogs reinforce expertise

Ann’s Website

KitchAnn Style Blog

Ann’s NDN Blog

David Lawrence Center: Becoming Really Accessible Trista Meister is only communications person Partnered with local web design firm Old website was content challenged New website is content-rich Easy entry for future clients Complements fundraising

Trista Meister is only communications person

Partnered with local web design firm

Old website was content challenged

New website is content-rich

Easy entry for future clients

Complements fundraising

Old David Lawrence Website

Old David Lawrence Interior Page

New David Lawrence Website

When You Really Need Help

Northern Trust: Integrated Marketing Strategy Always customer-centric Always great at in-person content marketing Now extending to Print and Online Clients Advisors

Always customer-centric

Always great at in-person content marketing

Now extending to Print and Online

Clients

Advisors

Wealth Magazine: Precisely Targeted

A Customer-centric Website

Online/eNewsletter Advisor Resources

Mind Jet & Mindmapping Mindmapping not broadly understood Word of mouth critical No traditional marketing 100% content marketing Wide online content variety Spectacular product launch

Mindmapping not broadly understood

Word of mouth critical

No traditional marketing

100% content marketing

Wide online content variety

Spectacular product launch

Walking the Walk on the Web

New Version Launch Targets Press and Analysts with Unique Content

Putting Content Marketing to Work for the Gulf Coast PRSA Team Go for thought leadership A website full of content A blog full of opinion Increased membership Increased business for members Easy to manage Very inexpensive

Go for thought leadership

A website full of content

A blog full of opinion

Increased membership

Increased business for members

Easy to manage

Very inexpensive

PRSA’s Site Today

PRSA Boston—You Can Surpass

Some Rough Website/Blog Concepts Click

Learn More About Content Marketing www.ContentMarketingToday.com

Learn More About Content Marketing The weekly ContentMarketingToday eNewsletter

Learn More About Content Marketing Today: Free Book This Spring: the Hardcover Edition

Content Marketing Sweeps In It works It reflects reality It’s flexible It’s scalable It has a future It’s affordable

It works

It reflects reality

It’s flexible

It’s scalable

It has a future

It’s affordable

Predictions for our Local Content Marketers: Ann Porter becomes one of Northern Trust’s wealthiest clients Trista Meister success keeps her from becoming a patient at the David Lawrence Judy Bricker does a leveraged buyout and takes Northern Trust really private

Ann Porter becomes one of Northern Trust’s wealthiest clients

Trista Meister success keeps her from becoming a patient at the David Lawrence

Judy Bricker does a leveraged buyout and takes Northern Trust really private

Ride the Awesome Content Marketing Tsunami Safely to Shore

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