Title Content Marketing Expert
Project Number 2013-1-PL1-LEO05-37732
Project Type Transfer of Innovation
Traditional methods of products promotion are getting less effective. There are more and more companies and products on the market so it is increasingly difficult to stand out from the competition. Content marketing allows SMEs, marketing specialists, NGOs and freelancers to show themselves because everyone can have something interesting to say – no matter the size and origin.
Sharing knowledge brings profits in any business. Content marketing effectiveness is confirmed by research, but using it in practice is what matters most of all. Only a comprehensive approach determines success or failure.
Content marketing is a marketing technique of 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. Its advantage is that it can be effective even for small businesses that do not have large budgets. However, the effort needed to reach good results often appears to be too high compared to the potential benefits. Content marketing is inseparably connected with the Internet and new media requires a detailed knowledge of the rules for its use. Spread of good practices on the field of content marketing which have proven their value in other countries helps SME employees gain new skills that they can effectively use in their work. Moreover: The combination of knowledge and advertising significantly affects B2C relations, especially for SMEs, where direct contact with stakeholders, business image and relationships are more important than high volume advertising. As a result, development of these marketing skills means upgrading competences for more than 90% of companies in Europe and millions of their employees.
The aim of the project was to provide practical knowledge of modern marketing through the implementation and testing of innovative methodology of Content Marketing in Poland, Italy, Austria and Malta. These activities increased the competitiveness of employees of SMEs and marketing specialist by introducing modern marketing tools in practice. Workers with these skills - tested in practice - significantly increased their chances of employment in marketing.
The products of the project were ans still are widely available to people directly involved in this field (marketing employees in SMEs wanting to improve their professional skills). They are also available to SMEs which, thanks to the new expertise of their employees, are able to compete in the field of marketing with major companies. The products were designed in a modern and accessible way to expand their reach, even after end of the project. In addition, we organized a number of practical activities (workshops, conferences), so the practical results were and still are visible on the market. Outcomes of the project include: an innovative CMH transfer, pilot phase in partners countries and training materials. The main project results was the Content Marketing Handbook (CMH).
: According to Content Marketing Institute.
Description The partnership implementing the project consisted of 5 strong organizations. All partners had already conducted many projects in the field of innovative learning and adult education. Cooperating in this project, partners were sharing their knowledge and validating the Content Marketing Handbook (CMH) in each country.
material for open learning
The products of the project are:
-Content Marketing Handbook version 1 - it consists of many different research, rules and good practices which help to evaluate and measure the efficiency of content marketing strategies. During CMEx project we collected this information and adjusted it to the needs of marketing specialists, SMEs owners and employees, NGOs, consulting companies and freelancers
-Content Marketing Handbook version 2 - handbook which contains updated information, taking into account the results of testing phase
-Website of the project gathering information and serving as database of project content related materials and video advice
-Training materials for practical workshops – training program, PowerPoint presentation, exercises, examples
-Training materials for webinar trainings- training program, PowerPoint presentation, exercises, examples
-10 pieces of video advice showing the functionality and practical usage of CMH. Video advice was prepared in English with subtitles in partners languages