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CHAPTER 2. USING CONTENT RESEARCH TO FIND OPPORTUNITIES - Coggle Diagram
CHAPTER 2. USING CONTENT RESEARCH TO FIND OPPORTUNITIES
Social listening
social listening
identify talking points
Spot potential risks
Understand brand sentiment
competitor monitoring
define content that works well for competitors
spot content gaps
identify innovation
avoid clash of content
Competitor content analysis
What to look out for
schedule
feedback
engine rankings
back links?
website
social following
influencers & ambassadors
tone of voice
formats & channels
Tools
TweetDeck
BuzzSumo
Google alerts
Fanpage Karma
Sprout Spcial
Get idea for content topics
Use keyword search
Benefits
Conduct keyword research
Creative brief
The importance of the creative brief
campaign idea
Write a creative brief
Elements of the creative brief
Personas and customer insights
Social listening
Competitor analysis
Keyword research
An audit of your current content library
Brand personality and storytelling
Brand
Brand storytelling
A markeeting competency that drives engagement at an emotional level
Create content with brand storytelling
Know who you are
Understand your goals
Find your story
Identify your audience's knowledge level
Map story to personas
Craft your story
Define your personality
Functional
strong driver of action-based content
Emotional
allow customers to relate to your business
Essential
bare minimum amount of information that the consumer needs