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Chapter 9 & 10 Content marketing strategy and planning content. -…
Chapter 9 & 10 Content marketing strategy and planning content.
Content Marketing,
Focused on creating and distributing valuable, relevant and consistent content to attract and retain an clearly defined audience, and ultimately to drive profitable customer action.
understand the brand consumer context
Craft appropriate content based on user receptiveness and channel appropriateness
Select the best route to customer in terms of tactics
Should motivate the user enough to share the content
When creating components,
Content components;
Substance(the who and why),
Structure(where, clarity and how the easy is the content to find).
People components;
Workflow(How the content occurs)
Governance, does it follow the politics, guidelines and standards of the company.
Advantages;
Position your brand as an expert
reach the customer who has a fragmented attention.
Many devices and content touchpoints
learn about you target consumer through the content
Challenges;
providing content that is truly interesting and engaging to the right people with the right mix of subject matter and brand.
Maintain levels of quality overtime
Content planning
, is a complete structure that documents how will create and disseminate you content for optimal audience engagement and reach.
Defines who's responsible for creating the content, what the contents purpose is, and how it will impact your overall content strategy.
Create, publish and track your content.
who is responsible for creating the content, what the contents purpose is and how it will impact your overall content strategy?
Create meaningful, relevant content that will connect, engage and inspire your target audience to buy your product or service.
Content strat questions to consider;
Who are you users?
Who are you competitors?
what do you bring to the table?
What do you hear from you target audience?
Content themes,
content themes or pillars, should form part of you content strategy
Make sure the themes tie back to the brand, relevance is the key in building your brands community through content and storytelling.
linked with consumer persona and their essential needs(why the brand exists)
Content research;
Do some research to make sure you know exactly what you want to communicate, to whom, when and where and how.
Brand essence
Audience
Customer experience
your marketing objectives and goals
Content audit;
make an inventory of existing content,
examine all the brand existing channels, including online, mobile, offline media, ads, brand collateral, and any content published elsewhere on behalf of the brand like press releases or interview
id gaps and prblms,
as you catalogue your content, you will pick up problematic content and areas where something is missing you may find on content that address a key consumer persona, you may have discovered that you have focused too much on awareness without creating excitement and purchase intent
Fix problem text
, must be fixed immediately, addressed through ongoing content creation, not urgent.
Strategic building blocks;
translating you brand essence;
Unique attributes of a brand and the basis for it emotional connection with customers.
Define tone of voice for your label and the style tin which it engages with its customers
your brand story
What is you reason for being
What is the value you add to you customers lives.
Market research and consume persona,
the intercept between the marketing goals of a brand, the brand personality as it guides and differentiates that brand in the marketplace, and the consumer motivation, for paying any attention to the brand.
Tailor content to suit various consumer personas to make sure we attract and retain them.
Create content themes,
these are areas of focus that support the creation of content that match a consumers interest. These themes must be true to the brand essence, not focused directly on sales and should also speak to the interests of the audience
Marketing content themes
the role of the content marketer is to select the right medium(traditional, digital or both) based on overall objectives, production capabilities, and the needs of the audience.
Understanding the journey consumers go through as they approach you sales goal will enable you to match content formats to their needs.
Focus on you digital marketing objectives and then decide on the necessary content to match objectives
Content audit;
involves review of the existing content supplied by the brand i.e. website, articles, videos and content shared.
Can be found or mismatched to the goals of the org or spot on. Need to establish whats missing
Content creation;
learning from publishers(brands), focuses on value and interest for the user and building a relationship by emphasizing on lifestyle(DILO)
Resource planning(Think like a publisher), Content marketing touches on a number of departments in an org, thus coordination is key.(i.e. budgets, creative control, approvals and sign off processes, objective perspectives)
Always on content planning; necessary to consider content creation in terms of not only short campaign bursts buy on going delivery and engagement
Content models; Stock content refers to the bigger, beautiful assets that require more investment and aged well, they will be interesting now and in 6 months,(make up)
Raw content has lower production value and a quicker production and publishing timeframe(nando's special)
Content channel distribution;
Algorithmic curation:
refers to the algorithms that platforms have created for dealing with info overload.
use algorithms to filter out the amount of info that is delivered to users.
Understanding channels and platforms:
Reaching people effectively will only be achieved if the medium supports the message and vice versa
Social media, email marketing , mobile marketing and video marketing are just some disciplines.
Content distribution and amplification;
Distribution is selecting the right channels,
amplification is the use of the right methods
Paid media, traditional advertising like print, television and radio(general consumers)
Owned media; corporate website, campaign microsite, blog, brand community(customers)
Earned media, referarral, facebook comments, twitter, vine(super fans)
Content marketing workflow;
Major decisions will be made and research performed here. Consider timelines, content types, objectives, possible destinations and consultations with experts
Know what you have available, and whats need for content you came up with
Matching content objectives formers to objs
editorial calendar
you can schedule content in advance
you can identify gaps in your content schedule
you will have room for structured flexibility
it creates and manages audience expectations
Conversation plan, a more comprehensive, short-term version of an editorial calendar, in the content calendar you zoom in one week or month in your editorial calendar to specific details.
Creating content
Creating content;
SEO research
ideation
promoting
editing
uploading
Curation vs. creation;
creating content means making tailor made content for your brand
curation is collecting content from other sources and posting it.
although it can be faster and easier than creating your own content, curation takes time, diligence and certain sources(Twitter list, hootsuite content curation guide)
Stock content is your brand permanents, timellines and often expensive content(about us) vs. flow content fun, quick and disposable content that the brand creates blogs
Measuring content performance against you goals will help you decide what works and what needs to change.
3.1. Objectives for content marketing
3.2. KPIs for content marketing(measures progress towards specific goals)
3.3. Metrics for content marketing.
3.4. targets for content marketing
3.5. Tracing for content marketing.