QUIZLET SET: TOPIC CONTENT MARKETING
Why do people want to stay with a company?
Because of loyalty and the content touches the interest of the target audience,
therefore keeping people's attention for longer.
What does a company want?
Companies want exposure and want people to be engaged in a story --> happens
through storytelling. Want people to recognise the brand promise, signature and
think of the brand as unique.
Storytelling
An engaging and binding story related from a retail brand with the aim to improve
their business.Communicates the content. Stories should add value and significance
to people's lives.
- What is our story?
- What does it mean to you?
- What is the value of the brand in your life?
Content dimension
- Understanding of target audience
- Formulate content that is engaging and binding
- Communicate through multi or omnichannel
- Interaction is two way
Technology dimension
- Digital technology
- Integrated tools:
* generate traffic
*allows to manage communication across channels
*allows personalised content
*monitor and optimise conversations
*manage content library
Cont'd technology dimension
Hero: introduces company to a large new audience (distribution).
Hub: regular engaging content (distribution and discovery).
Hygiene: content people search for and ensures you are visible when people search
related terms online (discovery).
Through where does the brand communicate?
Through the perspective of a brand promise.
, What are the stages of engagement in accountability
1. Discovery: attention (find me) and evaluation (try me).
2. Experience: affection (love me).
3. Exploration: advocacy (talk about me) and contribution (be me).
Content marketing matrix
1. Target group:
Cannot be too diverse otherwise there is no loyalty from the target group since it's
difficult for them to identify.
2. Brand:
If a brand only fulfil a need- you won't stand out... create expectations, inspire and
deliver something far more from what they explain.
3. Brand claims:
Are used internally within the organisation to explain what the promise is and how to
make it concrete.
4. Content:
Define pillars and themes you want to communicate and formats (how to
communicate professionally and engagingly).
5. Internal organisation:
Start to create the content and plan when we are going to communicate, why do you
communicate specific contents and how much content do you need (use content
calendar to schedule publishing).
6. External content:
Align your content (people will find the content when is relevant) (paid, earned,
owned media).
7. Objectives, measuring and adjusting:
Evaluate the progress and re-adjust if necessary.
Phases of content marketing
1. Strategic: Target audience and brand.
2. Production: Brand claim, content/pillars/formats, internal organisation.
3. Distribution: external distribution, objectives/measuring/adjusting.
Silo mentality
A reluctance to share information with employees of different divisions in the same
company. Strategy, brand management, marketing, sales, and customer care lack
synergy (operation)--> makes efficient and effective content marketing impossible.
Why do people want to stay with a company?
Because of loyalty and the content touches the interest of the target audience,
therefore keeping people's attention for longer.
What does a company want?
Companies want exposure and want people to be engaged in a story --> happens
through storytelling. Want people to recognise the brand promise, signature and
think of the brand as unique.
Storytelling
An engaging and binding story related from a retail brand with the aim to improve
their business.Communicates the content. Stories should add value and significance
to people's lives.
- What is our story?
- What does it mean to you?
- What is the value of the brand in your life?
Content dimension
- Understanding of target audience
- Formulate content that is engaging and binding
- Communicate through multi or omnichannel
- Interaction is two way
Technology dimension
- Digital technology
- Integrated tools:
* generate traffic
*allows to manage communication across channels
*allows personalised content
*monitor and optimise conversations
*manage content library
Cont'd technology dimension
Hero: introduces company to a large new audience (distribution).
Hub: regular engaging content (distribution and discovery).
Hygiene: content people search for and ensures you are visible when people search
related terms online (discovery).
Through where does the brand communicate?
Through the perspective of a brand promise.
, What are the stages of engagement in accountability
1. Discovery: attention (find me) and evaluation (try me).
2. Experience: affection (love me).
3. Exploration: advocacy (talk about me) and contribution (be me).
Content marketing matrix
1. Target group:
Cannot be too diverse otherwise there is no loyalty from the target group since it's
difficult for them to identify.
2. Brand:
If a brand only fulfil a need- you won't stand out... create expectations, inspire and
deliver something far more from what they explain.
3. Brand claims:
Are used internally within the organisation to explain what the promise is and how to
make it concrete.
4. Content:
Define pillars and themes you want to communicate and formats (how to
communicate professionally and engagingly).
5. Internal organisation:
Start to create the content and plan when we are going to communicate, why do you
communicate specific contents and how much content do you need (use content
calendar to schedule publishing).
6. External content:
Align your content (people will find the content when is relevant) (paid, earned,
owned media).
7. Objectives, measuring and adjusting:
Evaluate the progress and re-adjust if necessary.
Phases of content marketing
1. Strategic: Target audience and brand.
2. Production: Brand claim, content/pillars/formats, internal organisation.
3. Distribution: external distribution, objectives/measuring/adjusting.
Silo mentality
A reluctance to share information with employees of different divisions in the same
company. Strategy, brand management, marketing, sales, and customer care lack
synergy (operation)--> makes efficient and effective content marketing impossible.
