This document discusses content marketing and how it compares to traditional advertising. It defines content marketing as creating and distributing relevant, quality content such as stories in order to create brand awareness, influence purchasing decisions, and improve brand loyalty. Good content is original, unique, interesting, shareable, targeted, accurate, and in-depth. Content marketing generates 3 times more leads than advertising per dollar spent and keeps customers and potentials engaged with the brand for longer. The key is to generate the right content by focusing on the audience and their needs or interests rather than the brand.

1. THE AGE OF CONVERSATION
HUSSEIN M. DAJANI
HEAD OF CONTENT AND INFLUENCE MARKETING

2. ONE THING TO REMEMBER ABOUT CONTENT…

3. ALWAYS TELL A STORY.

4. ALWAYS TELL A STORY. BETTER, A GREAT ONE.

6. WHAT IS
CONTENT
MARKETING?

7. CREATING
& DISTRIBUTING
RELEVANT, QUALITY
CONTENT
SUCH AS…

9. IN ORDER TO
CREATE BRAND AWARENESS
INFLUENCE PURCHASING DECISIONS
IMPROVE BRAND LOYALTY
CREATE LASTING CONVERSATIONS

12. WHAT
MAKES
GOOD CONTENT?

13. ORIGINAL &
UNIQUE
INTERESTING &
SHAREABLE
TARGETED &
ACCURATE
FREE OF
SPLLEING EORER
IN-DEPTH &
INSIGHTFUL
TRACKED &
MONITORED

14. HOW DOES CONTENT MARKETING
COMPARE WITH
ADVERTISING?

15. IT GENERATES
3 TIMES MORE
LEADS PER SPEND
ON AVERAGE

16. CUSTOMERS &
POTENTIALS
SPEND MORETIME
VIEWING &
ENGAGING WITH
YOUR BRAND

17. MORE
COST-EFFECTIVE
AND CREATES
LONG-TERM
VALUE FOR
YOUR BRAND

19. WHY
CONTENT
MARKETING?

20. Your customers’behavior has changed…

21. The old marketing paradigm for inspiring people
to buy products & services was linear…
STIMULUS
FIRST MOMENT
OF TRUTH
SECOND MOMENT
OF TRUTH

22. STIMULUS
ZERO
MOMENT OF TRUTH
FIRST MOMENT
OF TRUTH
SHELF
SECOND MOMENT
OF TRUTH
EXPERIENCE
SEARCH
READ REVIEWS
WATCH VIDEOS
ASK YOUR
NETWORK

23. HOW
TO GENERATE
THE RIGHT CONTENT?

25. All great content starts with your audience, not your brand!

26. All great content starts with the right conteXt!

28. Youraudiencewantsstories.

29. Will you give it to them?

30. Hussein M. Dajani
Head of Content and Influence Marketing
hussein@digitalapemedia.com
+971 55 454 8655
digitalapemedia.com