Samenvatting
Summary Lectures of Topic Content Marketing
- Instelling
- Universiteit Van Amsterdam (UvA)
Een samenvatting van alle colleges van Topic Content Marketing aan de Universiteit van Amsterdam, Engelstalig.
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Lectures Topic Content MarketingLecture 1
From media scarcity, access to media restricted to those who have money.
Towards: media overload, information overload, democratization of the media.
The companies are amongst the public. Everyone can be a publisher.
Content marketing is about control, it is not about paid media, earned media. It
is about your own media. It is about rediscovering a story. Paid media = 20
seconds of airtime, only tell crucial parts, skip a lot.
Content marketing is more about getting people to become loyal to your
company. About giving something valuable to the user. It is about becoming a
media company.
- Guinness Book of Records (beer company, to improve beer consumption)
- Michelin Guide (tire company, to stimulate people to travel further by car
to an amazing restaurant)
John Deere: first content marketing.
Paper is not been used anymore.
Social media influencers and Augmented Reality are used now.
The Economist: wants to attract younger viewers use snapchat: polls,
augmented reality & personal.
New York Times: used VR to take the public into the life of three disputed
children.
- To stimulate empathy
- Stimulate psychical reality and thus credibility
- Convey a person’s experiences and feelings to the viewer
- Feel a sense of embodiment or embodied cognition
- Embodiment: seeing yourself being part of the VR environment
Channels
There are many channels you can use, such as magazine, whitepaper, post,
game, event.
Activities and competencies
Become your own media company (owned media). Not the case with social
media influencers.
- Orientation on the target public
- Non linear (user-generated content, there is not necessarily a linear line
of editor, publisher, distributor anymore)
- In favor of core business
- On the cutting edge of content and technology
Purpose
,To attract and bind a clearly defined target audience and driving profitable
customer action.
Red Bull:
- Key target group: extreme sporters (niche group)
o Loyal public
o Creates shared content
o Let the content work for you
- Objective: brand awareness and preference
- Perfectly in line with the brand promise to the consumer
o Red Bull gives you wings
- Target buyer group is different from the target audience of the content
marketing
Contentmarketing is a marketing and business process
From the perspective of the company:
- Purpose, Corporate story
- Brand promise
- Awareness
- Leads
- Support
- Reputation Relevance (build authority)
It is about aligning all kinds of departments together (marketing, sales,
corporate communication). They normally work independently. Now they start
to have discussions.
From the perspective of the consumer:
- Feel a need
- Orient oneself
- Compare
- Buy
- Seek support
Nutricia For You App
- Target group: (upcoming) young mothers
- Brand promise: empowerment
- Journey: matches the questions mothers have during different phases of
motherhood: how will mothers experience you in their daily lives?
Contentmarketing has different objectives
The first objective companies have:
- Build authority
- Create awareness
- Generate leads
- Converts leads into sales
- Grow loyalty
- Improve image
, - Create ambassadors
- Improve turnover
The second objective companies have:
All aforementioned, plus:
- Cross- and upsell
- Improve customer satisfaction
- Generate web traffic
- Subscription newsletters
Native advertising
- Is on the edge of content and advertising
- It is paid advertising that takes the form and appearance of editorial
content from the publisher itself hope not to activate the coping
mechanisms of the customers.
- Some disclosure
- Consumers can cope with advertising when they recognize it (persuasion
knowledge)
Becoming a media company = what content marketing is about
- Understanding of the target audience
- Proven format
- Multi- or omnichannel
o Voting
o Sharing
o Coming to the event
, - In the case of TVOH: no autonomous traffic: all stimulated by the media
company (weak: in content marketing you want more autonomous traffic)
- In the case of TVOH: not an ongoing presence (weak: in content
marketing you do not want ‘peaks’ but want constant presence)
Develop your technological functionalities
- Many tools available for different functions
- Integrated tools
o To generate traffic
o Allows to manage communication across channels
o Allows to personalize content
o To monitor and optimize conversations
o To manage the content library where you have all items on stock,
what to send out, to whom, when.
Some trends in media
1. Readers must pay
a. With data, money, or deep loyalty
b. Millennials reluctant to pay
c. Y-Generation grown up paying
d. Relying on paid advertising is absurd
i. You pay a lot for it
2. Reach is not the only objective
a. Reduced traffic is not catastrophic, it is also about the quality
b. 3% of unique visitors will automatically convert to digital members
(you’re doing fine!)
c. Paid distribution: part of the game
d. SEO game: not #1, you don’t win the game by being the best
search engine optimizer. More is needed.
i. Featured snippet: your answer is on the top, however, people
do not need to click on the website, so no traffic.
3. Quality content
a. We have been focusing too much on the volume of content.
4. Virtual reality and story telling
a. To step into the world, the story
b. Truly immersive
c. In a virtual environment, viewers who are close to characters, and
sharing the same space, may feel their emotions or situations more
strongly
5. Automated Content
a. China and India most positive
b. Privacy and security concerns
Other trends
- Data driven
- Interactive
- Video
- Brand story, unique and authentic
- Personalised
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