Samenvatting Contentmarketing en literatuur colleges
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Course
Contentmarketing
Institution
Hogeschool Van Amsterdam (HvA)
Book
Contentmarketing
Deze samenvatting is alles wat je nodig hebt voor het openboektentamen en het take home tentamen. Hier staat een hele samenvatting van het boek content marketing en ook nog samenvattingen van alle literatuur die in de lessen zijn besproken.
Inhoudsopgave
Hoofstuk 1 inleiding op content marketing..................................................................................................... 4
1.1 Definitie van content marketing....................................................................................................................4
1.1 Contentmarketing voor alle type bedrijven...................................................................................................4
1.2 Content marketing versus traditional marketing...........................................................................................4
1.3 Contentmarketing in relatie tot de (online) marketingstrategie...................................................................4
1.4 Content marketing en involvement................................................................................................................5
Hoofdstuk 2 populariteit van content marketing............................................................................................5
2.1 Een eeuw content marketing met papieren magazines.................................................................................5
2.2 Transformatie van customer media naar content marketing........................................................................5
2.3 Budgetten voor content marketing................................................................................................................5
2.4 Content marketing in de Gartner Hype Cycle.................................................................................................5
Hoofstuk 3 Redenen om met contentmarketing aan de slag te gaan...............................................................6
3.1 Weestand tegen beïnvloeding door reclame.................................................................................................6
3.2 Herkennen van de commerciële inhoud van de boodschap...........................................................................6
, 3.3 Herkennen van de bron van de boodschap....................................................................................................7
Hoofstuk 5 Introductie op content................................................................................................................. 8
5.1 Beschrijving van content................................................................................................................................8
5.2 Contenttype....................................................................................................................................................8
5.3 Contentpiramide............................................................................................................................................8
5.4 Contentinstrumenten.....................................................................................................................................8
Hoofstuk 6 Merk-gegenereerde content en gebruiker-gegenereerde content.................................................9
6.1 Constructie van een merk door merk gegenereerde en gebruiker-gegenereerde content............................9
6.2 Merk-gegenereerde content..........................................................................................................................9
6.3 Gebruiker-gegenereerde content...................................................................................................................9
6.4 Controle over de verschillende soorten content...........................................................................................11
Hoofstuk 7 productie-en distributievormen bij content................................................................................11
7.1 POEM-model................................................................................................................................................11
7.2 Eigen content................................................................................................................................................11
7.3 Betaalde content..........................................................................................................................................11
7.4 Verdiende aandacht.....................................................................................................................................12
Hoofstuk 8 Belangrijkste contentmarketingkanalen......................................................................................12
8.1 Convergentie van media..............................................................................................................................12
8.2 meest voorkomende kanalen voor de distributie van content....................................................................12
8.3 Consumptie van content op mobiele devices...............................................................................................12
Hoofstuk 9 Behoefte van de doelgroep......................................................................................................... 13
9.1 Buyer persona..............................................................................................................................................13
9.2 Buyer’s journey.............................................................................................................................................13
9.3 Creëren van de buyers persona’s en de buyer’s journeys............................................................................13
Hoofstuk 10 Organisatiedoelstellingen......................................................................................................... 14
10.1 Primaire taak van marketing.....................................................................................................................14
10.2 Doelstellingen van contentmarketing........................................................................................................14
10.3 Onderscheidende content..........................................................................................................................14
Hoofstuk 11 Productie en distributie van content.........................................................................................14
Aantekeningen van literatuur online............................................................................................................ 15
Storytelling.........................................................................................................................................................15
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