Beruflich Dokumente
Kultur Dokumente
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By Joe Lazauskas
Table of Contents
I. Introduction
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17
VI. Conclusion
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right up to the boss and ask for a job like their grand-
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.1%
.04%
.35%
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The news is getting worse for TV advertising as well. Seventy-six percent of U.S. households now use DVR, Netflix,
16%
YEAR-OVER-YEAR INCREASE
IN CUTTING CABLE
2.9%
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86%
B2B Marketers
&
77%
B2C Marketers
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76%
B2B Marketers
&
69%
B2C Marketers
1,200
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LEAD GENERATION
Through the use of marketing automation software such as Marketo and Salesforce, one can easily track and attribute
how content marketing helps generate
leads.
BRAND AWARENESS
A combination of widely used content metrics such as readers, return readers, shares,
LEAD NURTURING
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The always-on sales funnel is a modern marketing clich for a reason. Todays
brands are in a constant battle for cusSALES
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1.7%
is to navigate.
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succeed.
achieve. What can you do and what cant you do? What
roadblocks can get in the way of your effort to consis-
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and how a brand can succeed against the current competition. One key
mistake brands often make is only considering companies in their industry as potential competition.
The competition isnt just, say, Samsung versus Apple or Unilever
versus P&G, Steve Rubel, chief content strategist at Edelman, explains.
The competition is for every minute of that stakeholders time. How
do we create something thats going to compete with that? And that
could be Hollywood, could be Bollywood, could be the traditional media
companies or digitally native media companies. The entire ecosystem is
competing for attention from everybody else.
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Not just any gap in the market will do. It must be one
that allows you to create content that aligns with your
broader business goals. For GEs wildly successful GE
Reports online magazine, that target audience consists
nity alike.
section.
TOMAS KELLNER
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at your disposal.
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Distribution Plan
If you build it, they will come may have worked for
like Snapchat and chat apps like Kik and WhatsApp. You
need to simultaneously build your organic distribution
quires a data-driven approach in which youre constantly testing and tweaking different combinations and
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CRE
AT E
EN
TI
GA
OP
and Optimization.
GE
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Conclusion
Content marketing takes time, and its a process of trial
from an iconic CEO, and it still took six and a half years
brand isnt there yet, thats okay. Take this e-book and
studio.
its released.
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contently.com
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