Content Marketing Tutorial

1.2 Introduction

I'm Greg Jarboe, I'm the content marketing faculty chair at Market Motive and today I'd like to give you an introduction to Content Marketing.

1.3 What Is Content Marketing?

So let's begin with a concise definition of the term. According to the Content Marketing Institute, content marketing is a marketing technique of creating and distributing relevant and valuable content in order to attract, acquire, and engage a clearly defined and understood target audience with the objective of driving profitable customer action. It turns out the Content Marketing Institute has also created an infographic to show what that content marketing process looks like. And if you look at the football field in this infographic, what you'll see is the traditional sales process was all focused on leads, and sales opportunities, and getting people to the point where they actually made a purchase. Content marketing includes that, because that's an important element of the role. But that only gets you halfway down the field. It also focuses on people after they become customers. And make sure that you provide them with let's say, useful how-to information so that they are satisfied. That they remain your customers for some period of time and they might even purchase follow on products. In fact the real goal, the end zone, for content marketing is to take someone who may have started off as a casual visitor to your website. And through interaction with multiple pieces of content over time becomes one of your biggest evangelists, one of your champions within your organization. And that is the power of content marketing.

1.4 Content Marketing at Small Businesses

Now, this works for small business as well as big businesses. Just to give you an example of a small business that is using content marketing. Let me share the story of Orabrush. This is a little company based out in Utah, and they make a product in a new category called a tongue cleaner. That's right, it cleans the gunk off your tongue, which causes bad breath. And when the company launched, they launched with a $500 content marketing campaign that included a video, it included some social media, and it included a little bit of old-fashioned PR. And that $500 campaign sold a million units at approximately seven dollars a unit. In other words, a $500 campaign generated $7 million dollars in revenue. Put that little small business on the map and has made it a medium sized business pretty quickly. And all of that is the power of content marketing.

1.5 Content Marketing at Mid-Sized Businesses

It also works in order often called boring industries. Oh, we couldn't do any content marketing we're too boring, well bore me. It turns out even in the insurance industry which my father-in-law was in and has got to be one of the most boring industries ever invented, content marketing works. In fact there's a company out in Ohio called Safe Auto Insurance which provides insurance in 16 states. And what was their content marketing campaign focused on? It was on change or jingle. You know, we have a jingle in our commercial and we think it's getting a little stale here, so I tell you what, why don't you come up with what our new jingle ought to be. And they had musicians and bands uploading YouTube videos, competing for this, and they opened it up to the community to vote on which jingle they liked best. And so they not only quote, got a new jingle which was nice and the winner was featured in their TV commercial, I also built a community around their brand. They engaged people, they made them so interested, they were talking to their friends about a topic like insurance. So, it works.

1.6 Content Marketing at Large Businesses

And it also works in large corporations, in fact, Intel, earlier this year, launched a campaign called: A Momentary Lapse. It was aimed at time-lapse photography and videography. In fact, there were 21 contests: 3 video contests, 18 weekly photo contests that were supposed to stretch out over 5 months, with prizes worth more than $50,000, and one of the things that just blew them away was that they met all of their goals, not in 5 months, but in 2 weeks. That's one of the powers of this whole content marketing concept, is that it doesn't have to drag out forever and ever the way campaigns did in the old days. So again, very powerful, works in small, medium and large companies.

1.7 Roles and Positions

I suspect that within your organization, there may or may not be the sort of the rudiments of content marketing already in some places. They may be in different departments, they may be down the hall. But one of the interesting concepts here is that content marketing has a very, very powerful influence if you can get all of those people together in one place. In fact, you really want to have a variety of people play some new roles that haven't been played in the organization before. Some of those roles, one of the titles like Chief Content Officer. Others involve whose your Managing Editor. And even if you're not a publishing company that's a new role that you need to take on if you're going to be successful in content marketing. You've got new positions like Chief Listing Officer, a Director of Audience, a First Responder, and I'm not talking about an EMT or a firefighter here or a police officer. What I'm talking about is the person who is responding to the customer messages on message boards or in social media, wherever it is. HR needs to be tied in to this process, because suddenly marketing is doing things that there weren't job descriptions for five years ago. Job descriptions like Channel Master. In other words, not a web master but who's in charge of our, let's say, Facebook channel. A Chief Technologist who can evaluate some of the new things and new platforms and tools that are coming on. Someone in charge of influencer relations as opposed to media relations. Someone in charge of freelancer and agency relations or a lead trainer or my favorite new title, the ROO, the Return on Objective chief. All of these are new roles and positions that may not have existed in your organization five years ago. But then think about this, most of the positions that are there today around social media marketing didn't exist five years ago. Most of the positions in your organization around search engine optimization didn't exist ten years ago, so things change. Content marketing is the new phenomenon. It's taking as much as a third of some companies' marketing budget, so it's something that you want to focus on and harness.

1.8 Opportunities of Content Marketing

Well what's the up side of doing this? Well let me give you just the top three opportunities. According to a recent piece of research done by a company called Unruly, which is based in London. They surveyed 1,161 respondents who had recently viewed a social video for a technology brand. And what they found is that within three days of viewing the video, 38% of those respondents had actually talked to somebody about the video. Another 30% had gone to the brand's home page, and 26% had gone to a search engine to search for the brand. in other words, what people are doing could be happening in different places. Some of it is word of mouth, some of it is that you know, mysterious spike in direct traffic that you can't account for. And some of it is just a search engine organic referrals. And all of this indicates that content marketing can deliver consumer engagement at multiple points in the purchase funnel. It's not a one trick pony. It's really, really a big opportunity. Now, what's the cost of not participating in content marketing? Well frankly, I think that was captured a generation ago in an old print ad in Businessweek magazine. And it featured what was called The Man in the Chair. And there was this guy in a brown suit wearing a bow tie, and he said, look, I don't know who you are. I don't know your company. I don't know your company's product. I don't know what your company stands for. I don't know your company's customers. I don't know your company's record. And I don't know your company's reputation. Now, what was it you wanted to sell me? In other words, if you do not harness the power of content marketing, you've just made the sales process a whole lot more difficult. For whether it is your sales force that's out there knocking on doors. Or, whether you're trying to generate consumers to your website. Nobody knows who you are or what your brand's about. Nobody is as likely to engage with you when you're hoping that they'll become a prospect. Content marketing tackles all of that.

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  • PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, and OPM3 are registered marks of the Project Management Institute, Inc.

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