Transcript Turning CFR into a “Thought Leader” for the Professional

Moving from Content to
Sharing to Sales
ALTURASOLUTIONS COMMUNICATIONS
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What is content marketing?
“Content marketing is the process of creating and
distributing valuable and compelling content to
attract, acquire, and engage a clearly defined and
understood target audience—with the objective of
driving profitable customer action.”
Content marketing is
•The art of communicating without
selling.
•Delivering information that makes
your buyers more intelligent.
•Building an emotional connection
with your customers.
Image credit: clachicago.com
Traditional vs. content marketing
TRADITIONAL MARKETING
CONTENT MARKETING
Hey! I’m a rock star! You should really buy my
album!
Listen to my song for free, I really hope you’ll
like it.
Rent media:
Own media:
Good content marketing will…
…make a person…
…your audience.
The objective is to drive profitable customer action. If you deliver consistent,
ongoing, valuable information to buyers, they will ultimately reward you with
their business and loyalty.
Acknowledgments
Quotes and comments from: Epic Content Marketing: How to Tell a Different Story, Break
through the Clutter, and Win More Customers by Marketing Less by Joe Pulizzi