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CONTENT marketing HandbookSimple Ways to Innovate Your Marketing ApproachThis project has been funded with support from the European Commission under the Lifelong Learning Programme. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.v.1IThe Consortium implementing this project consists of: Nowoczesna Firma S.A. (NF) Management Observatory Foundation (MOF) Umbria Innovazione (UI) Paragon Europe (PRN) ABIFAuthors: Piotr Maczuga (NF) Karolina Sikorska (NF) Anna Jaruga (MOF) Krzysztof Zieliski (MOF) Elisabetta Boncio (UI) Giuseppe Cardoni (UI) Susanna Paoni (UI) Diana Arutjunjan (PRN) Diane Muscat (PRN) Monira Kerler (ABIF) Andrea Poschalko (ABIF)In cooperation with:Adam GoubDr. Walter HoliczkiJoyce GrechGiada CipollettaSabina AddamianoPaolo LuchettiMaria BordoniWarsaw 2014Content Marketing Handbook Simple Ways to Innovate Your Marketing Approachcmex.euCONTENT MARKETING HANDBOOKIITable of ContentsAcronyms VCHAPTER 1 Foreword 11.1 Introduction 21.2 Objectives 21.3 Methodology 3CHAPTER 2 Introduction to Content Marketing 52.1 Definition of Content Marketing 62.2 History this handbook aims to present innovative methods and content marketing solutions (based on proven, transferred models) that can be applied by SMEs to help them increase their innovation level and performance.At the present there is a lack of proven sets of principles of what works for content market-ing, based on research findings or industry best practices; there is no systematic market for content marketing services yet. Marketing companies and portals in the field generally aim at proven standard marketing strategies; they dont provide either know-how or experience or viable business models for content marketing.Recent developments in streaming video and interactive educational materials make it pos-sible to use the content marketing approach in very dynamic and complex forms. Therefore, marketing specialists, entrepreneurs and SMEs and their employees should carefully consider their content marketing strategy before starting any business activity.FOREWORD 31.3 MethodologyThe Content Marketing Handbook starts from a shared definition of what Content Marketing means, how it evolved and how it relates to other marketing practices, what strategies, tools, objectives and benefits it involves today. In a second step the authors conducted research of current practices worldwide. Finally, they analysed the state of the art, who practices it and how, and they identified good practices and strategies and documented these through case studies.Specific tactics and tools have been studied in depth, identifying strengths relative to dif-ferent goals, target groups and distribution, how content marketing is implemented, how its results are measured, lessons learnt/mistakes to avoid, and some good practices.The content marketing awareness, needs, expertise and the use of SMEs in each project country (Poland, Austria, Malta, Italy), have been collected through electronic, in-person and telephone questionnaires, completed by entrepreneurs or the marketing staff working with them. The information gathered about how widespread the awareness and application of content marketing practices are, how they are applied, the results attained by SMEs using them, and the differences and similarities discovered among the CMEx partner countries are presented in this handbook. The intention is to illustrate not only what high-profile international companies with well-funded marketing specialists are able to accomplish, but more importantly, to highlight achievements that are possible by small companies without large budgets. While the former can illustrate and set a high target, it is even more important to show what SMEs are able to do, inspiring other SMEs to envision themselves performing content marketing and becoming more competitive. The case studies reported also provide a benchmark of current practices between the SMEs in participating countries.In addition to performing the field research of current practices, and the questionnaire survey of SMEs, the CMEx project partners have also consulted marketing experts including web marketing agencies, and have incorporated their advice and suggestions. Experts will also be consulted for the next phases of the project work field testing the manual, revising it based on the analysis of the test results, and creating teaching materials that work with this handbook, and adapting it to the workflow and goals of SMEs and their employees. Following the preparation of the initial version of the Content Marketing Handbook, the mate-rials will be translated into the project partners national languages and made available to a pool of potential users (SMEs and their employees, NGOs, entrepreneurs and marketing experts) in each country. After a period of testing, further revisions will be incorporated based on the results obtained and on the feedback from those that have used it in the trial period. The final version of the handbook will be shared throughout the EU, its citizens and companies. The CMEx project also expects to conduct meetings with national and European public bodies in order to present the handbook and its strategies.
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