Introduction To Content Marketing

This deck, packed with stats and case studies, will answer your questions: What is Content Marketing? Why it's important? What Content Marketing brings to businesses? Should you use Content Marketing?

Look into Introduction to Content Marketing to find out how successful companies all over the world win with this highly efficient marketing strategy. Brought to you by Carl Content - first data-driven content marketing bureau in Ho Chi Minh City, Vietnam.

1. CONTENT
MARKETING
Introduction

2. Content Marketing is a marketing approach focused on
creating and distributing valuable, relevant, and consistent
content to attract and retain a clearly defined audience —
and, ultimately, to drive profitable customer action.
WHAT IS CONTENT MARKETING?

3. AIRBNB
ANZ
BP
ADOBE 99U
ADOBE CREATE
HR INSIDER
WATER USE IT WISELY
LET’S SEE SOME EXAMPLES
MARKS AND
SPENCER

4. Knowledge database and brand’s data, turned into attractive,
engaging, useful objects that address to target audience pains and
provide the solutions.
WHAT IS CONTENT ?

5. -ARTICLES
-BLOGS
-E-BOOKS
-POSTS
-REVIEWS
-PODCASTS
-GUIDES
-INFOGRAPHICS
-GIFS
-SLIDESHOW
-LIVE STREAMING
-ONLINE COURSES
-TUTORIALS
-CASE STUDIES
-VR/AR
-VIDEOS
-EPHEMERAL
WRITTEN VISUAL VIDEO
CONTENT COMES IN MANY FORMS
-QUIZZES/TESTS
-CALCULATORS
-MICROPAGES
INTERACTIVE

6. TRACKERS
INFOGRAPHICS
GUIDES
BLOGS
MOVIES
MEDIA
PORTALS

7. WHY CONTENT WORKS
percent of consumers
regularly seek out content
from trusted experts when
considering a purchase.
Consumers engage with pieces
of content, on average, prior to making a
purchase
85%
11.4

8. CONTENT WORKS ALL ALONG THE FUNNEL
•VIDEOS
•BLOG POSTS
•INFOGRAPHICS
•QUIZZES
•NEWSLETTERS
•EVENTS
•WHITEPAPERS
•WEBINARS
•CASE STUDIES
•PRICING
•DEMOS
AWARENESS
CONSIDERATION
DECISION

9. BEST FORMULA FOR CONTENT MARKETING
(BRAND’S KNOWLEDGE +
TARGET AUDIENCE NEEDS)
---------------------------------------
TRENDS

10. WHAT ARE CONTENT MARKETING
WORK STAGES?
BRAND
DATA
ANALYSIS
USEFUL ANGLE CRAFTED
CONTENT
DISTRIBUTION KPI
MEASURES

11. HOW
CONTENT MARKETING
DISTRIBUTES?
(corporate blog, portal, hub, YouTube, Medium)
Sharing platforms
(Reddit, Digg, Stumbleupon,
Google plus, Buzzfeed, Tumbler,
Pinterest, Quora, LinkedIn,
Behance, Slideshare)
Journalists & Publishers
(Huffpost, BoredPanda, BusinessInsider,
Mashable, BrandChannel, news sites,
industry sites and blogs )
Self-publishing platforms

12. IT DRIVES TRAFFIC AND LEADS
It gets backlinks from other websites
Brings page up in search engines
It gets shares in social networks
Creates the brand knowledge and raises loyalty
Increases profits
Builds businesses reputation as an industry expert
WHAT’S IN CONTENT MARKETING
FOR BUSINESSES?

13. EXAMPLE:
College Board - website that
connects students and parents with
educators - developed a calculator
helping them to narrow down search
for suitable college.
TRAFFIC & LEADS

14. It drives traffic and leads
IT GETS BACKLINKS FROM OTHER WEBSITES
Brings page up in search engines
It gets shares in social networks
Creates the brand knowledge and raises loyalty
Increases profits
Builds businesses reputation as an industry expert
WHAT’S IN CONTENT MARKETING
FOR BUSINESSES?

15. BACKLINKS
EXAMPLE: 

Ashley Madison, the dating website for married people, had a
“Breach of security” resulting in opening their users’ data to
the public.
Seems like a crisis, but this
news-worthy move brought
them publications with
high-quality backlinks from
all the top news- sites and,
actually, an increase in
number of users.
CNN.com
BBC.com
Guardian.com
CBSnews.com
Independent.co.uk
Huffingtonpost.com
Businessinsider.com
247wallst.com
Washingtoanpost.com

16. It drives traffic and leads
It gets backlinks from other websites
IT BRINGS PAGE UP IN SEARCH ENGINES
It gets shares in social networks
Creates the brand knowledge and raises loyalty
Increases profits
Builds businesses reputation as an industry expert
WHAT’S IN CONTENT MARKETING
FOR BUSINESSES?

17. TOP SEARCH RESULTS
EXAMPLE:
Useful content gets your brand to the top of Google search when consumers are looking for
information. For example:
“HOW TO OPEN GAS”
Petrolimex’s instruction
article is featured in top
10 results twice.
Got reposted by 10+ sites
“GAS SAFETY”
Total’s relevant
infographics are
shown as 4th result.

18. It drives traffic and leads
It gets backlinks from other websites
Brings page up in search engines
IT GETS SHARES IN SOCIAL NETWORKS
Creates the brand knowledge and raises loyalty
Increases profits
Builds businesses reputation as an industry expert
WHAT’S IN CONTENT MARKETING
FOR BUSINESSES?

19. SHARES
The “Alternative
Love Blueprint”
charts the history
of counterculture
rock music, from
punk to krautrock
to garage rock
revival.
EXAMPLE:
High-quality evergreen
content on business’s
blog/website can be re-
utilized in SMM multiple
times. This evergreen
infographics from WIRED
brought them 258.7K
shares since its
publication in 2016.

20. It drives traffic and leads
It gets backlinks from other websites
Brings page up in search engines
It gets shares in social networks
IT GROWS BRAND KNOWLEDGE AND LOYALTY
Increases profits
Builds businesses reputation as an industry expert
WHAT’S IN CONTENT MARKETING
FOR BUSINESSES?

21. Now users are looking forward to see the
new PornHub funny stats.
LOYALTY
EXAMPLE: 

PornHub turns their user’s data (search
inquiries, time spent on site, etc) into
very shareable infographics. 
Their Social Listening team is also doing great job,
turning user’s pains into loyalty-boosting content.  

22. It drives traffic and leads
It gets backlinks from other websites
Brings page up in search engines
It gets shares in social networks
Creates the brand knowledge and raises loyalty
IT INCREASES PROFITS
Builds businesses reputation as an industry expert
WHAT’S IN CONTENT MARKETING
FOR BUSINESSES?

23. This brand of hand sanitizer involved influencers to place direct link to e-
shop in their profiles. As a result, 138 customers were funneled from their
feeds straight to the purchase.
EXAMPLE: 

Content Marketing engages new potential
customers and brings leads. It’s profit-increasing
ability is best seen in long-term scale, yet some
campaigns have immediate effect.
PROFITABILITY

24. WHAT’S IN CONTENT MARKETING
FOR BUSINESSES?
It drives traffic and leads
It gets backlinks from other websites
Brings page up in search engines
It gets shares in social networks
Creates the brand knowledge and raises loyalty
Increases profits
IT BUILDS REPUTATION OF AN INDUSTRY EXPERT

25. Mary Meeker from Kleiner Perkins started issuing her “Internet
Trends” back in 2000. By 2017, this annual overview gets
millions of views and downloads, Mary is high-demand
speaker, and her company is leading the NY Investors Market.
  
EXAMPLE:
There’s no easier way to
become an “industry expert”
than publishing relevant,
valuable, solid industry articles
and reviews.
AUTHORITY

26. CONTENT MARKETING TIES
WITH SEO AND SMM
SEO - defines keywords/requests to work
with
Content Marketing - develops
assets to give customers the
answers they look for
SMM - ensures visibility in social
feeds

27. CONTENT MARKETING CASES THAT INSPIRE
PIXAR TIME-
MANAGEMENT
SOFTWARE
HAIR
PRODUCT
NETFLIX
S7
AIRLINES
ESSAY
WRITING

28. •Market analysis
•Branded content
platforms
•Persona development
•Content planning
CONTENT STRATEGY
•Publishers placement
•e-Media strategy
•Curating content
•Recycling content
•KPI measurement
CONTENT DISTRIBUTION
•Brand data analysis
•Generating stories
•Ideating trendy
executions
•Content production
CONTENT CREATION
WHAT SERVICES DO WE PROVIDE?

29. Carl Content
Data-driven content
marketing bureau
Ho Chi Minh City, Vietnam
19th Floor, Petrovietnam
Tower, 1-5 Le Duan Street,
Ben Nghe Ward, District 1
carl.vn
[email protected]
twitter.com/CarlContent
CONTACT US!

30. This presentation is
Content Marketing, too!
Materials used:
https://www.siegemedia.com/strategy/content-marketing-examples
https://www.newscred.com/
https://www.forbes.com/sites/danielnewman/2014/04/10/the-role-of-influence-in-the-new-buyers-journey/#40ac57df585d
http://www.inpwrd.com/nielsen