This document provides an overview and introduction to a content marketing conference, including: - The conference details of location, date, and hashtag - Definitions of content marketing as creating and sharing media to acquire customers by consistently providing valuable information, with the goal of inspiring loyalty - That content marketing is now important because customers want more information than marketing and can control their choices more, and it enhances other marketing efforts - Upcoming speakers will discuss the Content Marketing Institute framework and the power of storytelling in content marketing

1. Pharma Content Marketing
Day 1 Opening
DECEMBER 1, 2013
PHILADELPHIA, PA
HASHTAG: #PHARMACONTENT
TEXT ANONYMOUS QUESTIONS TO 215-530-1411
#PharmaContent

2. What is Content Marketing?
— any marketing that involves the creation and sharing of media
and publishing content in order to acquire customers. Forms
may include news, video, whitepapers, e-books, infographics, case
studies, how-to guides, Q&A articles, photos, etc. It is focused not on
selling, but on simply communicating with customers and
prospects. The idea is to inspire business and loyalty from buyers
by delivering "consistent, ongoing valuable information”. - Wikipedia
— purpose is to attract and retain customers by
consistently creating & curating relevant and valuable content
with the intention of changing or enhancing consumer
behavior. It is an ongoing process that is best integrated into
your overall marketing strategy, and it focuses on owning media, not
renting it. – Content Marketing Institute
#PharmaContent

3. Content Marketing Institute Framework
#PharmaContent

4. Why Content Marketing Now?
— Because we have and need a digital, social, mobile
update. Remember print Single Sponsored Journals in the 80s
& 90s?
— Customers want content (information & stories) more
than marketing, and can control this choice more than ever.
— Enhances other marketing results: SEO, PPC, PR, & social
— World class marketers use it: P&G, John Deere, Microsoft,
Cisco Systems, etc.
CMI Content Marketing & Power of Storytelling
#PharmaContent

5. Why Content Marketing Now?
— Better supports pivot towards customer centric marketing
— Better leverages pull versus push marketing, being more
shareable & conversational.
— Better fills the top of the customer acquisition funnel, &
plugs the customer retention holes in our marketing
— Assumes the truth of: 1) mutually beneficial intention, 2)
attention to other’s interest, & 3) faith in reciprocity*
— Has longer shelf life, better reach & lower lifetime cost
effectiveness
* - Spirituality of Relationship Marketing, DeLarge (Google it)
#PharmaContent

6. Why Content Marketing Now?
— 80% of B2B decision makers prefer to get company
information as a series of articles versus ads
— 70% say content marketing makes them feel closer to the
sponsoring company
— 60% say that company content helps them make better
product decisions
— <10% of effective marketers using content marketing have an
issue with (customer) executive buy-in
Source: Content Marketing Institute
#PharmaContent

7. NOW TO OUR FIRST
SPEAKER(S)!
#PharmaContent