Epic Content Marketing: How to Tell a Different Story, Break
A comprehensive summary of all substances related to Topic Content Marketing. The summary consists of the treated substance in the lectures, articles and the book 'Epic Content Marketing' by Pulizzi. Just check the cover page, on this is a photo of the book and a list of all the articles summarized.
Full summary of Epic Content Marketing Book (Joe Pulizzi)
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Universiteit van Amsterdam (UvA)
Communicatiewetenschap
Topic Content Marketing
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Samenvatting Content Marketing: Colleges, Artikelen & Boek
Bartosz W. Wojdynski and Nathaniel J. Evans, (2015)
Marzec, Morgan, (2007)
Green, Melanie C. & Timothy C. Brock, (2000)
Laer, van, Ko de Ruyter, Visconto en Wetzels, (2014)
Sun, Monic en Feng Zhu, (2015)
Colliander, Jonas and Susanna Erlandsson, (2015)
Colliander, Jonas and Michael Dahlen, (2011)
Kamoen, Naomi, Maria B.J. Mos and Willem F.S. Dekker, (2015)
Sparks, Beverley A.. Helen E. Perkins and Ralf Buckley, (2013)
Hernández-Méndez, Janet , Francisco Muñoz-Leiva and Juan Sánchez-Fernández, (2013)
Veen, Gerrita van der en Robert van Ossenbruggen, (2015)
Kam Fung So, Kevin, Ceridwyn King and Beverley Sparks, (2014)
, Hoorcollege 1
Content marketing als antwoord? Het is niet nieuw. Content marketing kan gedefinieerd worden op
zijn verschijningsvorm en functie.
Drijvers
In toenemende mate mijden consumenten actief reclame.
Toenemende kritische houding over reclame.
Afnemend bereik media.
Behoefte aan betrouwbare, geloofwaardige, relevante informatie.
Individuen regisseren eigen mediagebruik.
Wat levert content marketing Media Markt op?
Betere beleving consumentenelektronica
Beter bereik
Helpvideo’s
…
Public Relations
Marketing
Corporate
Communicatie
Communicatie
Contentmarketing
Wat komt er bij kijken = uitvoering, publicatie en creatie van de juiste content voor de juiste kanalen.
Contentmarketing is onterecht vergeleken met uitgeven. Bij klassiek uitgeven staat namelijk de zender
vaak centraal, kennen minder een sociaal karakter, uitgevers verdienen met content geld. Content
marketing is geen lineair proces meer.
= “a marketing and business process of creation and distributing valuable, relevant and
consistent content to attract and acquire a clearly defined audience – with the objective of driving
profitable customer action” – Joe Pulizzi.
Toevoegingen: ontvangergericht/target publiek, eigen media vertrekpunt, doelgericht. Zolang
de content door eigen platform wordt gebracht, kan het onder content marketing geschaald worden.
Wat bereik ik met contentmarketing? Reputatie versterken, deskundigheid en autoriteit uitbouwen,
relatie met merk verbeteren, aandacht genereren, naamsbekendheid vergroten, bereik genereren,
imago verbeteren, klantwerving, verkoop.
Corporate content – strategy and vision. Wat is je verhaal? Voorbeeld: We cannot be successful, nor
call ourselves successful in a world that fails – Feike Sijbesma, CEO DSM.
Story telling = een veel gehanteerde techniek binnen corporate communicatie domein. Heeft andere
effecten. Veel corporate stories zijn vaak oninteressant. Voor oninteressante corporate brands maak
je reclame. Op zijn best als het je doelgroep aanspreekt.
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