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Summary - Topic: Content Marketing (6012B0420Y)
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Content marketing summary
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Lecture 1BECOMING A MEDIA COMPANY: CONTENT AND TECHNOLOGY
Competencies media company
Content dimensions:
Understanding of the target audience (advertising: you understand the consumer; audience
and consumer are not the same thing)
o The interest of the audience is different of a buyer
Your story is an engaging and binding format: people are loyal to it and come back
Multi or omnichannel interaction: you don’t only use one channel
Customer journey
An engaging story: has to be personal:
Examples
P&G Lockers
ServiceUp – IT company applying AI
Glow Up
National Geographic
Albert Heijn
P&G BATTLE OF THE PADDLES B2C 2023 AWARD WINNER
National football league before the super bowl. Played table tennis during the breaks. Live streamed.
Normally played in the locker rooms, which are made by P&G
Why are people watching this?
Parasocial relationships
Intimate – more than the super bowl, getting a view behind the scenes in the locker rooms.
Give you the idea you can be part of it.
They branded it – they streamed it in a branded way, but they used social media as
distribution platform
o Red bull does the same – stream it and brand the videos on socials – close between
extreme sports and wings
SERVICE NOW B2B AWARD WINNER 2023
Content marketing helped this start up grow
Cloud based workflow platform
o Programming of software with AI – innovative
Thought leader; growing the brand
o Become a publisher – was IT organization
Reach c-level, decision makers, before IT directors
Good ‘customer journey’
o 1,5 mln unique users
o 6” on site
o Conversion positive (company website visits, visits to company
RiseUP – training users: a school/academy
Pearson co-operation
How AI will transform the skills IT people need
o Get women in IT
RiseUP conferences
,GLOW UP: an engaging story
- Britain’s next make-up star
- Reality network TV competition make-up talents
- How to glow up: the ultimate guide to levelling up your life
- To have a glow up: 13 steps to transform yourself
- Glow up: know your meme (slang for gaining confidence, appearance and style)
- Digital/gaming: snotty boy glow up meme template
- Tiktok
- Commercial offers
This is interesting topic for content marketing as it is talking about us – emotional relevance. This can
be user centered, make you as a human better appearance. It can happen in several step.
ALBERT HEIJN
An engaging and binding story from a retail brand with the aim to improve their business
Returning questions: what we will eat today
Brand promise – one of them – I always want you to have a nice dinner – inspiring us with good food
Technology dimension
Digital technology
Many tools available for different functions
Integrated tools (e.g. Hubspot)
o Generate traffic
o Allows to manage communication across channels
o Allows to personalize content
o To Monitor and optimize conversations
o To manage the content library
KEY MODEL – HUB
Hub Where people come on regular bases to find content
Example: Albert Heijn – people are loyal to eating, they
read it, buy products, read the magazine, eat and cook their
find, which matches what people are looking for
Hero an offline, online activity that has a huge reach. Create
traffic to build brand awareness
Example: red bull gives you wings – makes you think
about racing, flying and extreme sports; so, they made a space
jump to reach other people. Way to increase postpose the
date to get more people to watch it
Hygiene all the content people are looking for, questions that people have that you want to
answer
Example: Gamma – after-sales service using bots (automate it), tell what’s on the product,
how to deal with it, it answers a lot of questions people have
EVOLUTION OF CONTENT MARKETING
Channels magazine whitepaper, blog, video, newsletter
Activities and competencies become your own media company (owned media). Orientation on
you public, nonlinear, in favor of core business. On the cutting edge of content and technology
, With the purpose to attract and bind a clearly defined target audience ‘driving profitable
customer action’
A story has to be authentic; it has to be you. It has to be interesting and believable for the audience
Commercial: Cleveland medical center → about empathy, they collect the stories of the
people, authentic stories.
Dynamic storytelling: process the story differently and forget everything outside, you are
“in” the story.
o Coca-cola: paradigm shift, hard task. A brand should be significant to people.
Content marketing is about content, and storytelling is a way to tell that.
Content marketing is never advertising. It has commercials but the starting point is what is in
the interest of the audience, not to sell something. Different disciplines at the moment.
Content marketing is more about corporate social responsibility rather than about a
company.
Chapter 2
Content marketing as an activity within a separate communications department leads to an
inefficient and ineffective silo mentality, in which strategy, brand management, marketing,
sales, and customer care lack synergy and have insufficient input into the ultimate design,
use, and conversion strategy of the content marketing.
o Silos are at odds with consistent, congruent, and successful use of content marketing
To prevent loss of unity and conversion in the broad spectrum of customer-brand
communication, a content marketing approaching that is both proactive and reactive is
crucial
Custom publishing: cradle(support of content marketing) a centuries-old tradition in which
brands try to strengthen their positioning and marketing objectives by providing their (potential)
relationships with informative, interesting, or activating editorial content that supports the positions
and propositions of the brand
Paid media: purchase a position in the publishing domains created by the publisher through
advisements or native content
Owned media: content channel
Savory case: lustrates the difference between the original magazine (custom publishing) and the
current cross-media content domain, which maintains and strengthens a 24/7 dialogue via a wealth
of media — in print, digitally, and locally — with consumers who want to be inspired in their daily
cooking and purchases.
The content marketing power is reflected in the fact that a large part of shoppers allow
Allerhande/Savory to affect their meal choices.
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