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How to Plan and Build a Successful Content Marketing Strategy Michael Brenner NewsCred – Head of Strategy @BrennerMichael #thinkcontent Agenda •  The key factors for content marketing success •  The core components of a content marketing strategy •  How to utilize content across the buyer journey •  How to work with NewsCred to document your strategy and achieve success #thinkcontent Content Marketing Success Building a Successful Content Strategy Utilizing Content Across the Buyer Journey Working with NewsCred: Crafting a Successful Content Strategy Every single day… There’s been a fundamental shift in the way we create, consume, and share content 4.75 billion piece of content are shared 1.8 billion photos are uploaded and shared 500 million tweets are posted 700 million snapchats are sent #thinkcontent “ Marketing used to be about making a myth and telling it Now it’s about telling a truth and sharing it ” - MARC MATHIEU Unilever #thinkcontent I have no patience for useless things “ The buyer journey is nothing more than a series of questions that must be answered ” - IDC - #thinkcontent Online Communities Search Engines eBooks Email Newsletters Editorial Articles White Papers Podcasts Case Studies Online Videos Webcasts Virtual Trade Shows Product Literature Trial Software Online Vendor Demos Awareness Begin decision process Consideration Align IT with business objectives Identify business problem Explore technology options Preference Determine solution strategy Establish requirements/ build RFP Assess ROI Research products/ vendors Research solutions Build short list Make decision Content Marketing Defined “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.” -Content Marketing Institute •  Not Advertising or PR •  It is Customer, Not brand-focused •  Seeks to answer customer questions across the buyer journey •  Owned media #thinkcontent Behind every tweet, share, and purchase is a person, like you and me #thinkcontent