Epic Content Marketing: How to Tell a Different Story, Break
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Samenvatting Alle Stof - Content Marketing (Topic)
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International Communication
Creating Content (BCO)
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CREATING CONTENT SUMMARY
BCO – Cluster B
JANUARY 1, 2020
BY: CHAU TRAN
Group: CSA – B01
,Part I: Content Marketing
1. Definition
- The aim of content marketing is more focused on building an emotional connection with the
customer and no so as selling the product.
- Paid media in content marketing: Facebook ads, Google ads, SEO, etcetera. (all types of media
are included).
2. Names of the Marketing strategy
Custom publishing Member media Corporate media
Custom media Private media Brand journalism
Customer media Content strategy Native advertising
Customer publishing Branded content Inbound marketing
Contract publishing Branded storytelling Corporate publishing
Corporate journalism Branded media
3. Information about content marketing
3.1. Effective way to make attractive content for crowd:
(1) Authentic
(2) Consistent
(3) Comprehensible
(4) Targeted
(5) Interactive
(6) Shareable
(7) Accesible
3.2. Different between content and content marketing:
- Content: doesn’t really accomplish the business goal
- Content marketing: enhance/change behavior of customer; more business related (inform the
objective, engage, amuse) of driving profitable customer action.
3.3. Differences between social media marketing and content marketing:
Social media marketing Content marketing
Center of gravity Social channels themselves Your own website, other social media
channels are distributors to link back
Type of content Build on chosen platform (brand Brand model behavior after that of
model behavior after the media publishers
individual using social network)
Objectives Brand awareness Sales, Lead generation, Reputation,
Customer retention/satisfaction Awareness
Evolution of Natural first step in the process: Brand must produce longer form,
online marketing access to users directly, content high quality content and build
formats into shorter chunks – audience on their own websites –
publishing process easily must become true media publishers
o Long-term objectives of CM:
- Improve reputation
- Enlarge authority
, - Show expertise
o Short-term objectives of CM:
- Brand awareness
- Sales growth
- Lead generation
- Conversion from leads to sales
3.4. Case of content marketing or how CM compares with traditional marketing
- It has a much longer shelf-life
- It provides the proof that marketing is working and easier to measure
- It maximizes one of your most important assets: word-of-mouth referrals
- It happens before and after a sale
- It’s about the customer, not you
- It’s involved less risk
- It pulls customers with relevant content instead of one-size-fits-all blasts
- It’s two-way conversation instead of a monologue (you’re talking to your customer instead of
shouting at them).
- It is more dynamic and easier to change
3.5. Type of content marketing
• Informative Content: educational, focus on information or interpretation on complex issues
(example: infographic)
• Instructive content: focus on explaining and instruction (example: how to videos)
• Entertaining content: focus on fun and usually humorous (example: newsjacking)
3.6. Bull market and market correction
• Bull market: the condition of a financial market of a group of securities in which prices are rising
or are expected to rise
• Market correction: a correction in the stock market happens when stocks (as a whole) decline at
least 10% over a relatively short period of time, usually after a good run-up in stocks.
4. Primary keys to remember before creating content (by Storm)
• First need to understand the truth – that regardless of any barriers you “think” are in the way; it
is possible for you and your brand to become the go-to informational resource for your
customers and prospects
(1) Make mobile your top channel strategy
(2) Hiring professional journalists and writers
(3) Repurpose all your content: leverage and extent from 1 idea
(4) Develop Rent-to-own content strategy: partnering with media companies through webinars and
sponsored content opportunities to get your content in front of these companies’ audience.
(5) Develop professional editorial practices: using out-of-home editors to complete the storytelling
of a brand
(6) Buy a media company
(7) Make your reader 1st priority
, 5. Main reasons for the shift in content marketing
(1) No technology barriers: everyone can post
(2) Talent availability: many individual marketers making their way towards brands are investing in
CM
(3) Content Acceptance: consumers are making a decision on the spot as to what is creditable and
what is not. Consumers will focus on helpful and compelling content
(4) Social Media: social media will work for brands if they provide valuable, consistent, and
compelling information creating and distribution stories. More organizations are trying to figure
out what kind of content to put into those social media channels
(5) Google: is the most recent algorithms, content shared from credible sources is key to bring
found in search.
6. Two approaches for buy-in:
• The Pilot: a sampling of what’s to come, which gives the network executives enough consumer
feedback to know whether more episodes should be produced. Be sure to include:
o The length of the pilot, should be at least 6 months
o The overall goal of the pilot, or how the business will be different after the pilot
o Agreed-upon metrics
• Fear: can work as well or better than a rational argument. If you show how competitors are
using CM to their advantage and to your disadvantages, you certainly ought to be able to get
someone attention. Pick the leading content marketer in your field and determine:
o How many subscribers does it have to its content vs yours?
o How does it rank in key search term vs your ranking?
o How does it compare in terms of social sharing?
o Do they have positive, online word-of-mouth?
o Are they actively recruiting online and landing the best talent?
➔ The key in this strategy: determining what’s of critical importance to the lead decision marker
and then target that argument
7. Things set apart CM from other marketing methods or why CM important to
company:
(1) Content give you’re a recruiting edge: customer will have connections to your brand
(2) Content help boost company morale: when you publish a popular asset, the cheering it receives
on social media can validate the efforts of the entire company.
(3) Content opens up lines of communication: remarkable content doesn’t just get customers and
prospects talking; it also gets your internal clients buzzing. It gives colleagues something to
share with one another, something to debate, or something to challenge. When your colleagues
engage with your content, it creates an opportunity to invite them to contribute to future
programs
(4) Content foster trust: create content that is so valuable that people would pay for it, yet you can
give away for free, is a reliable way to earn public’s trust.
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