This document contains all the required lectures for the Topic Content Marketing exam. It includes the most important topics touched during the lectures, illustrations, and it explains terms clearly.
Lecture 1……………………………………………………
BECOMING A MEDIA COMPANY: CONTENT AND TECHNOLOGY
Lecture 2……………………………………………………
STORYTELLING
Lecture 3……………………………………………………
AJAX FOR THE FUTURE
Lecture 4……………………………………………………
CUSTOMER JOURNEY AND CHANNELS
Lecture 5 ……………………………………………………
SEGMENTATION AND PERSONAS
Lecture 6……………………………………………………
INBOUND MARKETING AND PROFESSIONALIZING CONTENT MARKETING
, Lecture 1
BECOMING A MEDIA COMPANY: CONTENT AND TECHNOLOGY
● Loyalty→ are people aware of it or are they not?
○ people are aware of it→ they want to stay with the company
■ because of content (touches the interest of target audience)
● keeps people’s attention for longer
● As a company, you want exposure, you want people to listen to your story, be engaged
with your study
○ you have something that is interesting to your target audience
Storytelling:
*An engaging and binding story related from a retail brand with the aim to improve their
business*
brand promise (appealing to audience)
create markets (create needs)
traffic (brands want to be seen)
sales
advertising and promotion
income
loyalty
❖ What is our story? how to use it? What does it mean to you? What is the value of the
brand in your life?
- example: Nutricia
- target group: upcoming young mothers
- brand promise: empowerment
- be sure to not be part of people’s life→ as a brand, you cannot get so close to the target
audience
Content dimension
● Understanding of the target audience
● Formulate content that is engaging and binding
● Communicate through multi or omnichannel (interrelated)
● The interaction is two way (dialogue)
★ Competencies media company→ technology dimension
○ digital technology
○ integrated tools
■ generate traffic
■ allows to manage communication across channels
■ allows personalized content
■ monitor and optimize conversations
■ manage content library
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