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Content Marketing, Content
Creation, Content Curation
           Sue Duris
    M4 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 Brand
    Ex.: 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 Brand
    Ex.: Whitepapers, Testimonials, Trial/Demo, Product Reviews/Comparisons, Case
    studies, Collateral, Brochures, FAQs, Slideshare Presentation

    – Buy – Introduce Product-Specific Information
    Ex.: 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 Institute
www.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_comm
Linked In: www.linkedin.com/in/sueduris
Email: sduris@m4comm.com

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Content etc sue duris - marketingcamp

  • 1. Content Marketing, Content Creation, Content Curation Sue Duris M4 Communications, Inc. MarketingCamp 11/3/12
  • 2. 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
  • 3. 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!
  • 4. 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
  • 5. 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.
  • 6. Where Do We Start? • Content Strategy – Content Audit – What Type(s) of Content – Goals – Message – Who Writes? Who Maintains? – KPIs – Test
  • 7. 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
  • 8. 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 Brand Ex.: 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 Brand Ex.: Whitepapers, Testimonials, Trial/Demo, Product Reviews/Comparisons, Case studies, Collateral, Brochures, FAQs, Slideshare Presentation – Buy – Introduce Product-Specific Information Ex.: Collateral, Brochures, Case Studies, Pricing Details, Trial/Demo, Product Guides, ROI Calculator • Test, Baby, Test!
  • 9. Content Creation v. Content Curation • Creation – Awareness – Research – Consider/Compare – Buy • Curation – Awareness – Research
  • 11. Resources • Content Marketing Institute www.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
  • 12. Contact Information Twitter: www.twitter.com/m4_comm Linked In: www.linkedin.com/in/sueduris Email: sduris@m4comm.com

Editor's Notes

  1. Excel SheetWhatWho is responsible for updating? How often?Purpose?Key Messaging?How is it Used?
  2. Excel SheetWhatWho is responsible for updating? How often?Purpose?Key Messaging?How is it Used?