MKTG 370 Lecture 3: Module 3 Presentation

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MKTG 370
1
Content Marketing Overview
I. Content Marketing Two Definitions
a. Content marketing=
i. Practice of creating relevant and compelling content in a consistent fashion to a targeted buyer,
focusing on all stages of the buying process, from brand awareness through brand evangelism
ii. A 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 acquisition
b. Types of Content Marketing
i. From the book:
1. News and blog posts
2. Features, guides, and interviews
3. Whitepapers
4. eBooks
5. Infographics
6. Videos
7. Photographs
ii. Other:
1. Webinars
2. Podcast
c. Content Marketing Benefits
i. Content marketing positions your organization as experts in your field
ii. Effective content marketing can turn your organization’s blog into a source of information or
resources for potential clients
iii. Quality content encourages the creation of backlinks and referral traffic growth
iv. Content marketing can quickly expand the awareness of an organization’s products/services
v. Content marketing answers specific questions that keep your potential clients up at night
d. Challenges of Content Marketing
i. Breaking through the clutter
ii. Lack of time
iii. Ability to produce enough content
iv. Ability to produce content that engages
Content Marketing Video Marketing
I. Video Marketing
a. Useful tool for both acquisition and retention
b. Can have a powerful and lasting impact on brand perception
c. Key for marketers: learn to create and deploy effective videos
d. Internet users who watch online videos have been shown to spend 13% more
II. Examples: How Can Companies Use Video
a. Tip of the day/week
i. Auto dealer can show maintenance tip of the week
ii. Success coach can give motivational thought
b. Market upcoming workshops, product, book
c. FAQs
III. Optimizing for Search Visibility
a. Use relevant keywords title, posting
b. Text wherever possible
c. Tag with relevant keywords
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