Class notes
Topic: Content Marketing Notes
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Notes for all materials (lectures and readings) covered for the entire Content Marketing course at UvA. Comes with a quizlet.
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QUIZLET:https://quizlet.com/nl/895059724/content-marketing-flash-cards/?i=4pstln&x=1jqt
WEEK 1
Chapter 2: From content publishing to content marketing
2.1 Content and marketing
● Marketing is a bridge discipline that brings together business, customer, market and
environment at a strategic, tactical, operational, and infrastructural level
○ Focusing on optimizing conversion (e.g. more sales) and brand position
● In businesses, content marketing is usually put in a separate communications department,
leading to a lack of synchronization (silo mentality) between different departments (e.g.
brand management, marketing, sales, and customer care) → inefficient, waste of money
and effort
2.2. Brand-wide integration
● A consumer is exposed to brand communication all the time in a variety of ways
○ Via corporate domains (e.g. websites, social media channels, etc.) or
non-corporate channels (user forums and product sites)
○ Requires a content marketing approach that’s proactive and reactive
■ permanent and company-wide alertness and coordination
○ Silo formations contradict a consistent, congruent, and successful use of content
marketing
● Ideally: integrated and company-wide content marketing strategy and organization
○ Corporate and internal communication at an optimal balance with external
communication e.g. marketing, sales, and customer relations
2.3 Custom publishing
● Content marketing originated in the field of custom publishing
○ Explains the pillars of content marketing
○ Explains the silo formation
● Custom publishing: when brands try to strengthen their positioning and marketing
objectives by providing their relationships with editorial content that supports the
position/proposition of the brand
○ Editorial content makes it distinct from sales-oriented content e.g. advertising
○ E.g. the michelin guide or the Furrow
2.4 From paid to owned content
1
, ● Two sources of money from classic publishing
○ Subscription fees
○ Advertising (paid media)
● For a custom publisher, the content (owned media) aims to engage the consumer in the
world in which their brand operates
● For both paid and owned media, content user pays with personal profile data or
inclination for behavioral action/change (+ money)
2.5 Owned content as content optimisation
● Allerhande (dutch brand) has a content platform with a magazine, YouTube video,
Whatsapp cooking service, various social media sites, etc. to engage a consumer in their
recipes and cooking advice
○ Keeps consumers attention
○ Influence on the experience, thinking, and purchasing behaviour of shoppers
2.6 Scope and definition of content marketing
● Brand as a publisher
○ When companies spend more of their budget on owned media rather than paid
media
○ Pros:
■ Creates attractive traffic
● Builds visibility and interaction, affecting engagement, attitude and
activation
■ Build more intensive customer brand loyalty
● Get to know visitors at a deeper level (profiling)
● → allows brands to better inform these visitors
● Brand management
○ Marketing discipline that monitors, analyses, adjusts, and organizes the brand
identity, image, and position
○ Brand value = important pillar under corporate (stock market) value
2
, ○
○ Have to adapt in modern age now that we have many-to-many communication
rather than one-to-many
■ Non-brand communication about the brand is also super common and hard
to control (no more ‘command and control’)
○ Therefore, brand has to communicate consistently, rapidly, and with ‘radical
transparency’
■ Requires flexible market organisation, integrated content marketing
○ Strategic relevance for owned content ecosystems is growing (because the
consumers take the lead, brand doesn’t have as much control, fragmenting media
landscape)
■ Where brand positions itself in a broader content environment
● Content marketing is a marketing and business process of creating and distributing
valuable, relevant, and consistent content to attract and acquire a clearly defined audience
- with the objective of driving profitable customer action
○ Customer centred, tries to benefit the consumer as much as possible to increases
trust and reputation
■ Corporate self-interest comes second
Chapter 3: The end of the silos
3.1 Brand objectives
● Important observations about brand strategy and brand management:
○ The degree to which mass brands such as Coca-Cola can convey their message to
a mass audience appears to be suitable for less and less brands
■ What extent is your brand seen, understood, and appreciated by your target
groups?
3
, ○ Every brand has a unique character and identity. From this identity, the brand
functions as a sociological construct in an increasingly interactive and complex
society
■ What’s your brand archetype?
■ How does your brand interact with society?
○ A brand that always swims with the tide will lose recognisability and will not
survive. Give your brand a leading role in internal and external communication
■ Stick to a consistent brand profile and corporate story as the touchstone for
all communications
○ Live, think, and act your brand. Place your brand firmly in the market and society,
show your responsibility in that and listen to the world around you from your own
brand values.
■ Your brand values support your action perspective, your brand
communication proves that not the brand itself is central but that it serves
a broader purpose
3.2 The brand as an organising principle
● Organisation branding: individuality and nature of the brand in relation to its environment
is central, not the product or service
● Strong societal brand should allow itself to move with the market and society (e.g.
responding to social issues)
3.3 Business objectives for the brand
● Content marketing serves business objectives (set of rational, objectively quantifiable
goals)
○ Commercial (revenue, margin, market share)
○ Financial (e.g. lower production costs)
○ Brand values/brand appreciation (e.g. awareness, associations, loyalty, etc.)
■ Number of customers, spending, retention, and profitability
● Business objectives more subject to change than brand identity (has to be measured and
periodically assessed/adjusted)
○ Must also be unique to the brand
3.4 The content organisation
● Larger organisations usually have more of a silo formation
● Optimally organising content marketing/integrated communication requires answers to:
○ How to develop the right content competences?
○ Whom to involve?
■ Agile teams>
4
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