This document contains class note from class Topic: Content Marketing of academic year , full class note and have example as well as the relevant images
understanding target audience: not group but audience. If it’s too
broad, you cannot touch your audience →
→ followers on social media can be considered as loyal customers
→ target group - upcoming young mother
→ brand promise: empowerment: uplift your expectation → helpful
→ journeys: matches the questions mothers have during different
phase of mother-hood → in digital sense: Q&A session, call
center,...
⇒ not part of audience life → don’t get too close → understand your
audience
formulate content: engaging and binding:
→ Eg: what will we eat today
→ create market → powerful
→ brand promise:
→ traffic
Lecture 1
, → sales
→ income: promote sale in other store
→ loyalty: not only I have quality product (not only a customer) but I
also enjoy the food, for eg
multi or omnichannel: not only focus in 1 channel but multiple
interaction: from the moment your audience engage in the dialog,
they are interacting with the content
an engaging story
Glow up: about you and how you look like/how you want to be
reality show: try to engage with you and circumstances you can do
to transform → getting inspired by audience →marketing strategies
of companies
game industry: imagine how your life would be in another life
(metaverse)
⇒ give them opportunities to transform and live with their ideal
⇒ multiple way of telling this story: public/private channel
Technology dimension
digital technology
channels have to be engage with
personalize content → 3 type of content
hero: attracted the huge of audience in certain time of a year →
make sure that you have a large amount of audience to jump in
hub: posted by you → most important: industry specific
webpages
POV
3 themes with gated assets
video, quotes
link
sale convert material: actions, use data to personalize and
Lecture 2
, hygiene: urgent for companies to help their users, unless they
will lost their customers (Cool blue eg)
many tools available for different functions
integrated tools
generate traffic
allows to manage communication across channels
allows to personalized content
monitor and optimize the conversations
manage the content library
⇒ investment: important bcs you actually work on the content marketing
organization
content: story telling
Brand promise and claim
brand always have to have higher expectations than customers
core value
unconventional: distinctive
friends: honest, direct, open
little bit better everyday → daily progressive
flexible: dare to change
to achieving high customer satisfaction and meeting their brand
promise:
also focus on other services/infrastructure: shipping/delivery
services, weekend services/in-house experts to further
explanation detailed characteristics of the products → higher
brand images
ask for the end-to-end (the whole process of purchase and
experience things at the store/brand/…) customer journey
evaluation through the custom software and technology
content: Pillars, Themes, and Formats
whole way of marketing the brand
Lecture 3
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