Transcript Document

• Content Marketing
https://store.theartofservice.com/the-content-marketing-toolkit.html
AOL Advertising
Pictela – Pictela is an award-winning,
high-definition global content marketing
platform for serving and distributing brand
content across online advertising and
Social Media. The Pictela platform powers
the backend of AOL Premium Formats.
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https://store.theartofservice.com/the-content-marketing-toolkit.html
General Electric Content Marketing Campaign
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Between September 2011 and April 2013, GE
ran a content marketing campaign dedicated
to telling the stories of "innovators—people
who are reshaping the world through act or
invention". The initiative included 30 3-minute
films from leading documentary film directors
(Albert Maysles, Jessica Yu, Leslie Iwerks,
Steve James, Alex Gibney, Lixin Fan, Gary
Hustwit and others), as well as a usergenerated competition that received over 600
submissions, out of which 20 finalist were
chosen.
https://store.theartofservice.com/the-content-marketing-toolkit.html
Custom media
It is also called branded media,
customer media, member media,
content marketing, and custom
publishing in the US; contract
publishing and customer publishing
in the UK
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https://store.theartofservice.com/the-content-marketing-toolkit.html
Branded content - Effectiveness
In 2003, the Branded Content
Marketing Association was formed in
order to endorse branded content to a
wider, international audience
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Growth Hacking
It can be seen as part of the online
marketing ecosystem, as in many cases
Growth Hackers are simply good at using
techniques such as search engine
optimization, web site analytics, content
marketing and A/B testing which are
already mainstream
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https://store.theartofservice.com/the-content-marketing-toolkit.html
AOL Tech - Advertising
*Pictela - Pictela is an award-winning,
high-definition global content marketing
platform for serving and distributing brand
content across online advertising and
Social Media. The Pictela platform powers
the backend of AOL Premium Formats.
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https://store.theartofservice.com/the-content-marketing-toolkit.html
Content marketing
'Content marketing' is any marketing
format that involves the creation and
sharing of Content (media and
publishing)|media and publishing content
in order to acquire customers. This
information can be presented in a variety
of formats, including news, video, white
papers, e-books, infographics, case
studies, how-to guides, question and
answer articles, photos, etc.
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https://store.theartofservice.com/the-content-marketing-toolkit.html
Content marketing
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Content marketing 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.
https://store.theartofservice.com/the-content-marketing-toolkit.html
Content marketing - History
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* 1900: Michelin developed the Michelin
Guide, offering drivers information on auto
maintenance, accommodations, and other
travel tips. 35,000 copies were distributed
for free in this first edition. Although
Michelin eventually began selling these
books, the publication still set a precedent
for both informative guides and content
marketing distribution.
https://store.theartofservice.com/the-content-marketing-toolkit.html
Content marketing - History
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In 1998, Jerrell Jimerson held the title of
director of online and content marketing at
Netscape.http://news.cnet.com/Netscapeto-offer-Web-forums/2100-1023_3209008.html In 1999, author Jeff Cannon
wrote,“In content marketing, content is
created to provide consumers with the
information they seek.”Cannon, Jeff
(1999), 'Make Your Website Work For
You', pg
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Affiliate marketing
Affiliate marketing overlaps with other
Internet marketing methods to some degree,
because affiliates often use regular
advertising methods. Those methods include
Organic search|organic search engine
optimization (SEO), paid search engine
marketing (PPC - Pay Per Click), e-mail
marketing, content marketing and in some
sense display advertising. On the other hand,
affiliates sometimes use less orthodox
techniques, such as publishing reviews of
products or services offered by a partner.
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Native advertising - Forms
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Content marketing is another form of
native advertising, placing sponsorfunded content alongside editorial
content or showing other content you
might be interested in which is
sponsored by a marketer alongside
editorial recommendations.
https://store.theartofservice.com/the-content-marketing-toolkit.html
Infographic - 21st century
[
http://www.washingtonpost.com/blogs/
on-small-business/post/how-canbusinesses-useinfographics/2012/04/06/gIQAjbbh4S_bl
og.html] Information graphics are a
form of content marketing and have
become a tool for internet marketers and
companies to create content that others
will link to, thus possibly boosting a
company's reputation and online
presence.
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https://store.theartofservice.com/the-content-marketing-toolkit.html
White paper - White papers in business-to-business (B2B) marketing
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In digital marketing, white papers are often referred
to as a form of content marketing
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Management Today - Haymarket Network
Haymarket Network is the content
marketing division of the global
Haymarket Media Group. It creates
brand communications across various
media – print, digital and live.
Services include strategic planning,
editorial, design, print production,
distribution, measurement and
evaluation. Haymarket Network is
also an NME top 15 Design Build
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https://store.theartofservice.com/the-content-marketing-toolkit.html
LaunchSquad - History
In 2009, LaunchSquad started offering
video services, then in 2010 expanded into
content and editorial services. In 2012
LaunchSquad launched a new content
marketing company,
[http://www.original9.com Original9 Media],
with Jeff Davis at the helm, who was
Founding Editor at Business 2.0 prior to
joining Original9.
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LaunchSquad - Services
LaunchSquad specializes in Story
Development, Positioning and Messaging,
Strategic Marketing, PR Counseling and
Planning, Media and Influencer Relations,
Content Marketing, Social Media and
Community Management, Video
Production, Media Training, Speaking and
Awards Programs.
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https://store.theartofservice.com/the-content-marketing-toolkit.html
Infographics - 21st century
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[http://www.washingtonpost.com/blogs/
on-small-business/post/how-canbusinesses-useinfographics/2012/04/06/gIQAjbbh4S_bl
og.html] Information graphics are a
form of content marketing and have
become a tool for internet marketers
and companies to create content that
others will link to, thus possibly
boosting a company's reputation and
online presence.
https://store.theartofservice.com/the-content-marketing-toolkit.html
StumbleUpon - Advertising
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[http://internet.itbusinessnet.com/article/St
umbleUpon-Expands-National-SalesTeam-to-Meet-Native-Advertising-andContent-Marketing-Demand-3070700
StumbleUpon Expands National Sales
Team to Meet Native Advertising and
Content Marketing Demand].
Internet.itbusinessnet.com (2014-02-19).
Retrieved on 2014-04-19.
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Conflict-of-interest editing on Wikipedia - International Association of Business
Communicators
In some circumstances these are both
good strategies, but most companies can
find more effective middle ground by
engaging in PR or content marketing with
Wikipedia’s citizen journalists—a safe and
ethical way to make improvements that is
valuable both for the organization and
Wikipedia.
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Inbound marketing
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'Inbound marketing' is promoting a
company through blogs, podcasts,
video, eBooks, enewsletters,
whitepapers, SEO, social media
marketing, and other forms of content
marketing which serve to bring
customers in closer to the brand
https://store.theartofservice.com/the-content-marketing-toolkit.html
Adam Afriyie - Business career
Afriyie is a stakeholder of Axonn Media, a
content marketing business which produces
content for clients. The company incorporates
brands such as Content Plus, NewsReach,
DirectNews and ReelContent. Axonn turned
over £9.4m in 2011 and made a pre-tax profit
of £1.3m. Afriyie is the largest shareholder of
the firm and he and his fellow directors split
dividends of £2.2m in 2010 and 2011 and
shared directors' pay of £3.6m over the last
five years.
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Direct Marketing Association (USA)
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It can include many marketing channels,
such as postal mail, email, social, inserts,
web advertising, publishing/content
marketing and search
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Medill School of Journalism - Description
Full-time students can pursue a
specialization, choosing from brand
strategy, content marketing, digital
and interactive marketing, marketing
analytics, strategic communications
and media management.
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Spafax
'Spafax' is an international content
marketing agency that focuses on
engaging the consumer in transit.
Spafax was founded in London in 1985
and is now part of Sir Martin Sorrell’s
WPP Group PLC, in the tenthavenue
division.[http://www.wpp.com/wpp/inve
stor/financialnews/Default.htm?guid=
WPP Group acquires Spafax]
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Morgan Spurlock
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He is also the co-founder of short-film
content marketing company cinelan,
which produced the General
Electric#Focus Forward - Short
Films.2C Big Ideas|Focus Forward
campaign for GE.
https://store.theartofservice.com/the-content-marketing-toolkit.html
Ms. Dewey
Developed by advertising agency,
McCann-Erickson, San Francisco and
digital content marketing firm,
[http://www.EVB.com EVB San
Francisco], Ms. Dewey appeared to be an
interactive search assistant who audibly
commented on searched keywords in her
own style and made random actions
when idle, including taking props from
behind her desk. The responses actually
consisted of about 600 video clips
recorded over a period of three days.
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Idio - Platform
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* Content Marketing (aggregating multiple
content archives to deliver the right
content to the right customer at the right
time, on the right channel)
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The Press Association - Sticky Content
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Sticky Content is the UK's leading
digital copywriting and content
strategy agency, providing clients
with a complete end-to-end content
marketing solution.
https://store.theartofservice.com/the-content-marketing-toolkit.html
Cinedigm
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In addition, the company offers content
marketing and distribution services in
theatrical and ancillary home
entertainment markets to alternative and
independent movie content owners, as
well as to theatrical exhibitors.
https://store.theartofservice.com/the-content-marketing-toolkit.html
Edison Electric Light Company - Content-marketing campaign
Between September 2011 and April
2013, GE ran a content marketing
campaign dedicated to telling the
stories of innovators—people who are
reshaping the world through act or
invention
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