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Samenvatting Topic Content Marketing (alle materials incl colleges)
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week 11A
from: media scarcity, access to media restricted to those who have money
to: media overload, info overload, democratisation of media, social media
content marketing is praktijk en wetenschap gecombineerd
channels: magazine, whitepaper, blog, vlog, newsletter, event, post, game
activities en competencias: become own media company (owned media)
- orientation on public → target public
- non linear
- in favor of core business
- on cutting edge of content en technology
attract and bind a clearly defined target audience (Pulizzi 2013)
- niet too broad nemen: je wil dat je content een kleinere groep echt compleet
aanspreekt en daarop inspeelt
content marketing and business process
1. purpose corporate story
2. brand promise
3. awareness
4. leads = potential customers
5. support
→ alignment in organisation (Vernuccio en Ceccotti 2015)
align content along journey. alignment from company perspective. je wil dat alle delen van je
company gaan samenwerken. get rid of independent non cooperating delen in je company
= no silos
content marketing als consumer journey
1. feel a need
2. orientation
3. compare
4. buy
5. seek support
wanneer vindt een consumer jouw content? ze moeten het zelf vinden want als je het gaat
pushen wordt het advertising
reputation is heel belangrijk voor een company → long term objective
,native advertising
- on the edge of content en advertising
- paid advertising that takes the form and appearance of editorial content from the
publisher itself
- some disclosure
- consumers can cope with advertising when they recognise it (persuasion knowledge)
content marketing zit tussen PR, corporate communication en marketing communication in
- dit zijn wij dit is onze content dit is ons verhaal dit is onze topic dit willen wij
communiceren dit beloven wij dit is hoe wij onszelf uitdrukken
nog steeds advertising nodig want content marketing neemt de advertising niet compleet
over
1B
becoming a media company
- makkelijk: schrijven van posts, video’s maken. lage kosten
- groter: formats bedenken en maken. denk aan TVOH
TVOH
- target audience wordt goed begrepen
- omnichannel: integrated
voting, sharing, coming to the real event
- no autonomous traffic: all stimulated by media company. wanneer het wordt
uitgezonden
- not ongoing presence
technology
- build infrastructure
- many tools available
- integrated tools: meerdere functies
generate traffic
, manage communication across channels
personalised content
monitor and optimise conversations
manage content library
als media company moet je de trends volgen. het is een evolving field en je moet erg up to
date zijn met alles
- trend 1: readers must pay. niet altijd met geld, kan ook met data of loyaliteit
- millennials en Y-generatie is niet anders gewend dan te moeten betalen
- Facebook en Google verdienen leip
- relying on paid advertising is absurd
- trend 2: reach is not the only objective
- reach = exposure, views, more people etc
- het gaat ook om quantity. je wint het niet als je de beste search engine optimizer
bent.
- featured snippet: zoekresultaat in google waarin antwoord wordt getoond bovenaan
de google zoekpagina
- trend 3: quality content
- trend 4: VR en storytelling
immersive
artificial intelligence
automated content
algorithms
chat bot: heel populair in china en india. ook wel in US en UK. minder in duitsland
hoe zit het met privacy?
meer trends
- data driven
- interactief
- video
- brand story, uniek en authentiek
- personalise
- cross channel
- metrics: measure things. we want results
- remarketing: niet 1 keer message uitsturen maar take care of follow up: blijven
communiceren
- different content for different communities
integrated = niet alleen van ik heb content hier is het maar echt werken aan de brand
message en bezig zijn met de target audience. compartimenten moeten samenwerken.
goal oriented, brand management, brand stories, communication
week 2
storytelling. niet alles in content marketing is een echte story
2 soorten stories: story of content en story of communicating
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