"Knowledge Points" is short training module for Northeast Ohio Media Group account and digital teams to learn about an aspect, trend or tactic in digital marketing. These module's provide a starting point and reference for digital marketing strategy opportunities and are presented by the digital marketing leadership. This module features Jacquie Chakirelis and Amy Neumann discussing content marketing, inbound marketing and native advertising - three hot topics on the digital marketing landscape.

1. Reaching Customers Where They
Read: Content Marketing
Knowledge Nuggets
November 18, 2014
Amy Neumann, Jacquie Chakirelis

3. What is Content
Marketing?
/
Content marketing is the marketing and business
process for creating and distributing relevant and
valuable content to attract, acquire, and engage a
clearly defined and understood target audience –
with the objective of driving profitable customer
action.

4. http://www.i-scoop.eu/content-marketing/

5. WHAT IS INBOUND MARKETING?
Instead of buying ads, buying email lists, or cold calling, inbound marketing focuses on
creating educational content that pulls people toward your website where they can
learn more about what you sell on their own accord.
INBOUND IS AN APPROACH TO MARKETING THAT REACHES TODAY’S CONSUMER.
Understand what content pulls your buyers through the sales funnel, and use that
context to personalize your marketing at scale. Get found by qualified leads online with
content (website pages, blog articles, social messages) optimized for search and social
media.
http://blog.hubspot.com/blog/tabid/6307/bid/31271/How-Inbound-
Marketing-Works-From-Start-to-Finish-INFOGRAPHIC.aspx

6. Inbound vs Outbound

7. What Is Native Advertising?
At its core, native advertising is content marketing, a practice in which companies
create engaging content to build relationships with consumers. Generally, native ads
are characterized by the following:
• They mimic the content around them in appearance or content or both. For
example, in a travel magazine, a native advertisement may appear as story or
column about a particular destination.
• They are a form of paid media, rather than earned media, although native ads can
support owned media.
• They are labeled to indicate they are not editorial content.
http://mklnd.com/1u2pOGS

8. Native Advertising
http://mklnd.com/1u2pOGS

9. Types of content that typically form a
content marketing strategy include:
Blog posts
Guest blog posts
E-books
Email newsletters
PowerPoint presentations
Podcasts
Standard videos
Micro-videos (ie, Vine)
Social media posts
Live presentations
Webinars
White papers
http://blog.visual.ly/11-infographics-about-infographics/

12. Some Examples of Content
Marketing: White Papers
“A whitepaper is a persuasive,
authoritative, in-depth report on a
specific topic that presents a problem
and provides a solution.” - HubSpot
http://blog.hubspot.com/marketing/what-is-whitepaper-
faqs

13. White Papers (Branded Content)
• 5-7 pages in length
• 1,500 – 2,000 words using client
information and independent
research/data
• Fully-templated, follows branding,
colors, fonts and style guide of
client
• Images, call-outs, graphics for easy
readability
• Strategic keyword research and
meta-tags to maximize SEO

14. Content Repurposing
(Turn a White Paper into an Infographic,
an Infographic into a Blog Post or vice versa, etc.)

15. Case Studies
http://contentmarketinginstitute.com/2013/03/creative-content-marketing-
financial-services/
http://www.toprankblog.com/2014/06/b2b-content-marketing-examples/

16. Good Resources
http://contentmarketinginstitute.com/
http://slideshare.net
http://pinterest.com

17. Thanks!
Questions?
Amy Neumann
216.317.7090
aneumann@cleveland.com
Jacquie Chakirelis
216.316.6821
jchakirelis@cleveland.com