CONTENTMARKETING EN COMMUNITYBUILDING BASISBOEK samenvatting HSL jaar 2 24/25
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Course
Branding & Contentmarketing (CE2FVL2_TS)
Institution
Hogeschool Leiden (HSL)
Samenvatting voor het boek "Basisboek contentmarketing en communitybuilding" van Irma Machielse voor Hogeschool Leiden jaar 2 24/25. Bevat de belangrijkste stof van dit boek, benodigd voor het tentamen Branding & contentmarketing.
Samenvatting basisboek
contentmarketing en
community building
,Inhoudsopgave
H0 Introductie van contentmarketing en communities.....................................4
0.1 Wat is contentmarketing?......................................................................................... 4
0.2 Wat is een community?............................................................................................ 4
0.3 Het ontstaan van contentmarketing en communities...............................................5
0.4 De invloed van internet en technologie op marketing en communicatie..................5
0.4.1 Van onderbreken naar toegevoegde waarde......................................................5
0.4.2 Van push naar pull.............................................................................................5
0.4.3 Van paid media naar integratie van diverse media............................................5
0.4.4 Van branded content naar diverse soorten content...........................................6
Hoofdstuk 2 Situatieanalyse...........................................................................7
2.1 Uitgangspositie vaststellen.......................................................................................7
2.1.1 Ondernemings- of SBU-niveau?..........................................................................7
2.1.2 Missie, purpose, visie en doel van de onderneming of het merk........................7
2.1.3 Welke markt?..................................................................................................... 7
2.1.4 Belangrijkste knelpunt in de markt.....................................................................7
2.1.5 Welk contentdomein?......................................................................................... 8
2.2 Interne analyse: sterktes en zwaktes........................................................................8
2.3 Externe analyse: kansen en bedreigingen................................................................8
Hoofdstuk 3 Inzicht in publiek en doelgroep....................................................9
3.1 Verschil tussen doelgroep- en publieksbeschrijving..................................................9
3.2 Uitwerken van een publiekprofiel.............................................................................9
3.3 Inzicht in drijfveren bij online gedrag......................................................................10
3.3.2 Motivaties om social media te (blijven) gebruiken............................................10
3.3.3 Digital Lifestyle Groepen..................................................................................10
3.5 Uitwerken van de publieksreis................................................................................10
3.5.1 See-Think-Do-Care-model.................................................................................10
3.5.2 Het publieksreismodel......................................................................................12
Hoofdstuk 4 Strategie..................................................................................13
4.1 Basiselementen van een contentstrategie..............................................................13
4.2 Contentbelofte........................................................................................................ 13
4.3 Centraal thema....................................................................................................... 13
4.4 Tone of voice.......................................................................................................... 14
4.7 Contentstructuur: het 3H-model.............................................................................14
, Hoofdstuk 8 Activatie...................................................................................16
8.2 Engagement op social media..................................................................................16
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