“What is Content Marketing and Why Should I Care?” Had members of the Emerald Marketing Association abuzz on Wednesday at the Valley River Inn. Fatemeh Fakhraie, digital content strategist at Northwest Community Credit Union, presented her experience with content marketing and why it works.
She began by defining what content marketing does not look like. It’s not sales copy. It’s not random pieces that you think people might like (ie: kitten videos are cute, but unless you have a pet related business, it’s irrelevant). Instead, good content marketing should represent your customers’ interests in relation to your product or service.
Examples of content includes blog posts, videos, images, downloadable files, mobile apps and webpages. Content is shared through social media, email, and promoted on a business’ website.
Fatemeh went on to show examples of great content marketing in various forms from businesses like Farmer’s Insurance, Netflix and Blendtec. Content marketing should achieve one of the key “E” words:
- Educate – A page on an insurance company’s website showing how to prevent water damage to your home.
- Excite – A video preview of upcoming season of a television show.
- Elevate – Using your influencers and fans for ideas through resharing their content or getting endorsements.
- Enhance – Putting a recipe for how to use a food product on the packaging to encourage new ways of using it.
- Entertain – Making a funny video using a product in an unconventional way.
Fakhraie finished the presentation on how to implement an effective content marketing program. Marketing teams need to make sure they have a solid strategy, focused goals, and a promotion plan.
You can get a copy of Fatemeh’s presentation here. ema-content-marketing-presentation
Tweets About this Event
The group definitely appreciated what Fatemeh had to say, both in the room and on Twitter. Check out some of our #emaeugene tweets during the event:
— Alma Fumiko Hesus (@almafumiko) October 12, 2016
— Lunar Logic (@lunarlogic) October 12, 2016
Good content takes time. #emaeugene
— ᴀʙʙᴢ (@TheLegitAbbie) October 12, 2016
— Local Facilities (@localfacilities) October 12, 2016
Overall, it was a tasty lunch, great networking and a fun presentation. Be sure to follow Fatemeh on Twitter: @digitalfatemeh.
What tips do you have for creating great content? Let us know in the comments!