Summary of the full course Topic: Content Marketing at the University of Amsterdam. The file includes all of the lectures and the shorter micro-lectures, and in addition the guest lecture, diagrams, examples and clear explanations of concepts.
For this price it's a too short copy of the PowerPoints we get from the lessons. Not really worth it...
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TOPIC: CONTENT MARKETING
Notes by Asiah Capponi
WEEK 1
VIDEO LECTURE
CONTENT MARKETING MATRIX
1. Target audience
Not necessarily the consumer who is buying it but the audience you aim at. It shouldn't
be too broad otherwise it would be hard to create loyalty
2. Brand Promise
You need to engage your audience in order to stand out. You need to address a need
but you have to promise more, going beyond expectations
3. Brand Claims
They explain what your promises are and how to make them concrete
4. Pillars and Themes
You need to communicate with formats in order to share your stories
5. Internal Organization
You start planning and producing, you need to decide how much content you need and
how to communicate what you want to communicate
6. External Content
You distribute your content through different channels
7. Objectives
Measurement, did you reach the goal?
LIVE LECTURE
BECOMING A MEDIA COMPANY
Content marketing is about building a competency for a company
, Companies have now (compared to before social media) the possibility to tell a lot of stories, so
they need to reinvent their stories
Competencies media company:
● Content dimension: understanding your target audience → your story needs to engage
them, you communicate it through multiple channels and it needs to favor engagement
because if the audience is active they will be more likely to remember the company
→ companies can create a market that didn’t exist before, how?: brand promise, create
markets, traffic, sales, advertising and promoting, income, loyalty
● Technology dimension: if you want to be a media company you need to go digital
- Digital technology
- Many tools available for different functions
- Integrated tools: to generate traffic, allows to manage communication across
channels, allows to personalize content, to monitor and optimize conversations,
to manage content library
YOUTUBE MODEL
HYGIENE CONTENT: always available information (ex. Bookstore website → books and author
background)
HUB CONTENT: everyday content to keep the audience entertained and loyal (ex. Bookstore
Insta page with weekly book recommendations)
HERO CONTENT: unique content used to highlight an event and generate attention
Hero content: ex. Red Bull commercial where a guy jumps off a plane
Hygiene content: after sales content can we automate advice with boots?
STORYTELLING
Brand Promise and Claim (ex. Coolblue)
Pillars:
- Advice
- Family
- Home
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