Topic Content Marketing: Lecture summary

TOPIC CONTENT MARKETING LECTURES

Content:

Lecture 1……………………………………………………
BECOMING A MEDIA COMPANY: CONTENT AND TECHNOLOGY



Lecture 2……………………………………………………
STORYTELLING



Lecture 3……………………………………………………
AJAX FOR THE FUTURE



Lecture 4……………………………………………………
CUSTOMER JOURNEY AND CHANNELS



Lecture 5 ……………………………………………………
SEGMENTATION AND PERSONAS



Lecture 6……………………………………………………
INBOUND MARKETING AND PROFESSIONALIZING CONTENT MARKETING

, Lecture 1
BECOMING A MEDIA COMPANY: CONTENT AND TECHNOLOGY
● Loyalty→ are people aware of it or are they not?
○ people are aware of it→ they want to stay with the company
■ because of content (touches the interest of target audience)
● keeps people’s attention for longer
● As a company, you want exposure, you want people to listen to your story, be engaged
with your study
○ you have something that is interesting to your target audience

Storytelling:
*An engaging and binding story related from a retail brand with the aim to improve their
business*
brand promise (appealing to audience)
create markets (create needs)
traffic (brands want to be seen)
sales
advertising and promotion
income
loyalty
❖ What is our story? how to use it? What does it mean to you? What is the value of the
brand in your life?
- example: Nutricia
- target group: upcoming young mothers
- brand promise: empowerment
- be sure to not be part of people’s life→ as a brand, you cannot get so close to the target
audience

Content dimension
● Understanding of the target audience
● Formulate content that is engaging and binding
● Communicate through multi or omnichannel (interrelated)
● The interaction is two way (dialogue)
★ Competencies media company→ technology dimension
○ digital technology
○ integrated tools
■ generate traffic
■ allows to manage communication across channels
■ allows personalized content
■ monitor and optimize conversations
■ manage content library