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Towards the implementation of the Content Marketing Handbook

Towards the implementation of the Content Marketing Handbook. CMEx Project. AN INTRODUCTION TO CONTENT MARKETING. What is content marketing?.

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Towards the implementation of the Content Marketing Handbook

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  1. Towards the implementation of the Content Marketing Handbook CMEx Project

  2. AN INTRODUCTION TO CONTENT MARKETING

  3. What is content marketing? Basically, content marketing aims at creating and sharing engaging and valuable content in a variety of formats (videos, white papers, e-books, info-graphics, case studies, how-to guides, etc.) to attract a specific target audience. This means that CM focuses on communicating with customers, in order to make them more informed and inspire their loyalty.

  4. Early examples in the use of content marketing: In 1895 John Deere launched The Furrowmagazine. Widely considered as the earliest example of content marketing, it is now the largest circulated farming magazine worldwide, published in 40 countries.

  5. In 1900 Michelin developed the Michelin Guide, including addresses of fueling stations, mechanics and tyre dealers. 35,000 copies of the first edition were distributed for free.

  6. In 1904 Woodward's Genesee Pure Food Company started the distribution of a cookbook to promote Jell-O, the gelatin dessert produced by the company: sales rose to over $1 million in a couple of years.

  7. In 1913, Burns and McDonnell introduced Benchmark Magazine, focused on topics related to engineering. The magazine is still published today both in printed and digital version. • In 1922 Sears launched World’s Largest Store radio programme, keeping farmers informed during the deflation crisis. The initiative increased the company’s popularity among farmers.

  8. In 1982 Hasbroand Marvel Comicscreated G.I. Joe Comic Book. An animated television mini-series and video games were then developed, contributing to the huge success of the toys.

  9. Modern evolution of content marketing For a long time, the most common distribution method for content marketing has been mail. In the last decade eBooks, blogs, podcasts and ultimately Social Media like Youtube, Pinterest, Twitter, Facebook, etc. gained adoption as new ways to produce and distribute content.

  10. Nowadays, many international leading companies are engaged in some sort of content marketing and make wide use of the newest digital technologies to reach a huge range of customers worldwide. Content marketing is also being used by small businesses and not-for-profit organizations (92% of them in North America!) to better promote themselves.

  11. What’s the future of content marketing? IN A FEW WORDS, GOOD CONTENT MARKETING WILL HAVE TO BE FOCUSED ON THE READER AND ON THE RIGHT CHANNELS TO INTERACT WITH HIM.

  12. Use of innovative marketing tools in Malta

  13. The health/social field stands out as the most keen on using new technologies for marketing purposes • Facebook is the most popular tool to promote the company (85%) • Companies choose digital/online marketing because it guarantees a broader exposure, it is a popular trend and it seems to be more cost-effective than traditional marketing

  14. How are Maltese companies reacting to the digital revolution?

  15. Conclusion

  16. Thanks for your attention

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