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Summary of Literature of Content Marketing
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A summary of all literature from the subject Topic: Content Marketing at the University of Amsterdam, English.
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Summary Literature and Lectures Topic Content Marketing
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Literature Content MarketingFirst, you will see an extensive summary of all notes (35p). At the end,
I’ve put a shorter summary of those things that REALLY matter (6p).
The importance of the multimedia long line of content marketing grows. The
hype phase has passed.
Chapter 2: The playing field. From content publishing to content marketing
Content marketing is positioned within the discipline of communication. Logical
in terms of the message that feeds communication between brand and audience.
Marketing is about ‘more’. Bridges business, customer, market, and
environment at a strategic, tactical, operational, and infrastructural level.
Optimising one’s own brand.
Content marketing can be problematic if it is enrolled as an activity in a
company with separate communications departments inefficient and
ineffective silo mentality.
A content marketing approach in a silo mentality should be proactive and
reactive, 24/7. Silos are at odds with a successful use of content marketing.
Focus on an integrated company-wide content marketing strategy and
organization: balance with external disciplines of marketing, sales, and
customer relations. This is more the exception than the rule.
Content marketing aims to use the relevant content in such a way that the most
communicative efficiency is achieved in the breadth of brand, strategy, and
organization, with the longest possible lead time and the least possible people
and resources.
Cradle of content marketing
Content marketing rose between 2005 and 2010 (so it’s young). The origin of
non-selling/non-persuasive content came from custom publishing. Here, the
fundamental pillar of content marketing were laid and custom publishing
explains the problematic silos.
Custom publishing: brands try to strengthen their positioning and marketing
objectives by providing their relationships with informative, interesting, or
activating editorial content that supports the position and proposition of the
brand. Distinguishes publishing content from the more sales-oriented content.
Allerhande
The custom publisher did not realise their commercial goals through income
from subscribers or advertisers classic publisher does.
Attention is the new currency.
Brand publishing: mix of paid and owned media. An own attractive traffic is
created that build visibility and interaction in social and rented media and this
affects engagement, attitude, and activation. Also more intensive customer
brand loyalty.
,Brand management: monitors, analyses, adjusts and organizes the brand
identity, brand image, and brand position. Brand value as important base for
corporate value. Brand quality / value is distinguishing factor. Functional and
technical quality becomes less important.
Brands should maintain an active dialogue with market, society, consumers and
stakeholders. Less control. The brand needs to communicate consistently,
rapidly, and with radical transparency. Requires: flexible market organization,
integrated content marketing, multiple people within company that
communicate on behalf of the brand. end of classical “command and
control” communication tightly controlled what was and what was not
communicated about the brand.
Good content marketing is always transparent when it comes to the initiating
brands. This is different from branded content causal attitude toward
journalistic independence and integrity, brands or products being positioned in
the format of objective journalism against payment.
Content marketing: 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.
Organization wide and integrated business activity.
, The receiver is central, not the sender. Corporate self-interest comes
second.
Brand closes the distance to consumer by informing, advising, engaging,
or entertaining them.
Increases trust that consumer has in the proposition and reputation of the
brand.
Should be commercial and brand returns.
In US more conversion, in Europe more informing and advising.
Chapter 3 The brand and the organization. The end of the silos
- The degree to which mass brands can convey their message to a mass
audience appears to be suitable for less and less brands. to what extent
is your brand seen, understood, and appreciated by your target groups.
- 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. investigate your brand archetype and identify how
your brand interacts with society, inside and outside your organization.
- A brand that always swims with the tide will lose recognizability and will
not survive. Be ruthless.
- 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 and from your own brand values.
Classic brand approach: brand as a management tool used to link optimal
return to optimal shareholder value. Command & control. Based on commercial
and strategic objectives, in which the brand is the facilitating tool. These
companies struggle to transform into a more social brand communication.
Brands that have built up less dominance have it easier than great companies
that have more to lose.
Today: organization branding: brand provides the action perspective, from
which organization related to the internal and external stakeholders.
Individuality and nature of the brand in relation to its increasingly complex
environment is central.
A brand should be dynamic, to adjust the story, arguments and tone to the one
you are speaking to and the context in which you are speaking.
To have clear and effective communication, there should be a clear picture of
the brand and brand values. Content marketing serves a set of rational
objectively qualifiable goals the business objectives form an explicit part
of content strategy, organization and planning.
Business objectives
- Right and measurable
- Periodically measured and adjusted
- Subject to change
- Unique to the company
- Commercial (revenue, margin, market share)
- Or financial (lower production costs)
- Or relate to brand values and brand appreciation by target group (brand
awareness)
, - Or formulated from customer perspective (number of customers, their
spending)
How to develop the right content competences?
- Learn to think from perspective of the target group and its interests. Hold
onto chosen content formula without losing flexibility in further
developments of your formats.
- Know how to reach, interest and bind your audience requires right
technology
- Requires generalists to maintain overview, relationships with brand
management, sales and service
- Requires specialists for e.g. analytics
Whom to involve?
- Agile teams: multidisciplinary teams, not too large, work on certain
subjects using short springs and small steps.
- No written large fixed plans beforehand.
- Right to make mistakes, act and learn from what they do.
What to do yourself and where to involve third parties?
- All those involved must live and be the brand area of tension.
- Involve third parties for competences that are not available in-house
Content sources
- Content must work for us rather than us working to create and distribute
the content.
- Step outside of the corporate bubbles, what is going on with the
stakeholders.
- Connect with those communities and organize sources and input from
that perspective.
- Network is difficult to copy for other companies.
What role do social influencers play in content creation and distribution?
- Contribute to reach, engagement and credibility
- They cannot be influenced as directly
- Importance increasing
How to organize?
- Smart balance between flexibility and control
- Good planning, regular test and measurement
- No classic command and control model
Article Harnessing marketing automation for B2B content marketing – a
single case study
- Semi-structured interviews
- Snowball-sampling method
- Observations of the digital content
B2B = business to business.
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