MARK 452 Lecture Notes - Lecture 1: Content Marketing, Slideshare, Lead Generation
12 Jan 2017
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Content marketing:
▪ If consumers are now seeking stuff, you goal is to create stuff that
answers what they are looking for
▪ Educate first, sell second
▪ Example of resources that you can use
o Articles and blog posts
o Case studies, whitepapers, and ebooks
o Cheat sheets, checklists, and workbooks
o Podcasts and videos
o Reference guides and infographics
o Slidesets (e.g. slideshare)
o Templates
o Webinars
o Contests
o Free benchmark or free use of a (limited) key feature
o Sign-in and subscription
▪ Can boost your search engine ranking
▪ Provide resources to attract consumers
▪ Generate trust in your business
▪ Can help generate needs for consumers
▪ Can facilitate the sale of products by identifying how they can solve a need
▪ Increase brand awareness
Content marketing for lead generation:
▪ Gated content
o What is a gate?
o Why use a gate?
o Ungated content vs. gated content
- The pillar approach: support a central piece of gated content with
lighter ungated pieces
- E.g. stats, tips, infographics, free preview, blog post, etc. that will
entice users to fill out the form and download the gated content
o As always, devise content based on targets and consumer journey
- Answer questions consumers have before, during, and after
▪ Contests
Facilitate sharing by offering additional chances of winning for shares
Social media:
▪ Content marketing and social media
o Decide on your social media objectives
o Identify which social media pages to which segment
o Create content for your social media webpages tied to your segments
▪ Advertising and social media
o Platforms such as Facebook and Instagram offer enormous
possibilities in terms of segmentation for all types of budget
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Content marketing for lead generation: gated content, what is a gate, why use a gate, ungated content vs. gated content. The (cid:1684)pillar(cid:1685) approach: support a (cid:1688)central(cid:1689) piece of gated content with lighter (cid:1688)ungated(cid:1689) pieces. E. g. stats, tips, infographics, free preview, blog post, etc. that will entice users to fill out the form and download the gated content: as always, devise content based on targets and consumer journey. Answer questions consumers have before, during, and after: contests. Facilitate sharing by offering additional chances of winning for shares. Social media: content marketing and social media, decide on your social media objectives, create content for your social media webpages tied to your segments. Initial marketing campaign is effective at an early stage of the product growth cycle. Afterward, strong and weak ties become the main forces propelling growth. Propagation is dominated by weak and strong wom, vs. advertising.
