Digital Marketing Class: Content marketing

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Digital Marketing Class: Content marketing

  1. 1. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Content Marketing • It is content that is created and distributed by a company to engage customers • It is persistent • It is (mostly) Public Relations, Owned Media • Its focus is mostly branding and long term engagement, not direct selling • Paid media can be used to amplify content marketing • It is not new, but internet, social media and mobile access have significantly increased its importance • Not all digital marketing is content marketing Digital Marketing alexbr.brown@gmail.com University of Delaware
  2. 2. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Content Marketing Designed to: • engage audiences: stimulate free marketing • build relationships, build trust • increase reach (existing customers first): organic versus paid reach • stimulate action (shares, RTs, comments etc.) which increases reach Digital Marketing alexbr.brown@gmail.com University of Delaware
  3. 3. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Content Marketing Designed to: • cultivate advocates • stimulate user generated content • deepen the brand connection and knowledge – Red Bull • improve SEO (keywords and links) Digital Marketing alexbr.brown@gmail.com University of Delaware
  4. 4. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Content Marketing Aspects of a Content Marketing Plan: 1 • Brands are Publishers • Business Objectives / Goals drive Strategy for Content Marketing • What stories do you want to tell ? • Avoid random acts of content Digital Marketing alexbr.brown@gmail.com University of Delaware
  5. 5. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Content Marketing Aspects of a Content Marketing Plan: 2 • Know your customers • Targeting new customers, and existing customers • Consider all stages of the purchase funnel • Consider your SEO goals, core keywords and long tail keywords. Build keyword list • Select vehicles Digital Marketing alexbr.brown@gmail.com University of Delaware
  6. 6. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Content Marketing Aspects of a Content Marketing Plan: 3 • Listen: industry, brand, competitor brands – To understand brand perception (#askJPM) – To respond directly – To improve messaging – To change product / service – To source content (example: tweeting a new review) Digital Marketing alexbr.brown@gmail.com University of Delaware
  7. 7. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Content Marketing Aspects of a Content Marketing Plan: 4 • Content strategy, PLAN • Types of content, by theme • Types of content – planned routine content versus campaign content – Real time, reactive content (Oreo cookie) • Types of content, images versus text • Types of content, appropriate signal to noise ratio Digital Marketing alexbr.brown@gmail.com University of Delaware
  8. 8. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Content Marketing Aspects of a Content Marketing Plan: 5 • Content curation strategy – Source additional content – Contribute and engage with others' content • Content, use of hashtags – Twitter (limited characters) and Instagram – Own hashtags (#askXXX, #XXXbrand) – Hashtags of related conversations Digital Marketing alexbr.brown@gmail.com University of Delaware
  9. 9. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Content Marketing Aspects of a Content Marketing Plan: 6 • Appropriate voice (humanize brand) • Timing (proactive content), of day, and day of week • Frequency of Content • Use of Incentives and contests? • Content approval process? • Nimbleness versus overly produced content • Write for – Engagement (write for action, i.e. Share, RT, Like) – Amplification Digital Marketing alexbr.brown@gmail.com University of Delaware
  10. 10. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Content Marketing Aspects of a Content Marketing Plan: 7 • Cross platform integration & OFFLINE • A consistent DIAlogue (include follower strategy for Twitter, Instagram etc.) • What is the value you are providing, for your target audience(s) ? • Review against goals, KPIs Digital Marketing alexbr.brown@gmail.com University of Delaware
  11. 11. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Content Marketing Aspects of a Content Marketing Plan: 8 • Vehicle selection – Blogs – Discussion boards (reddit) – Email – Social Media Digital Marketing alexbr.brown@gmail.com University of Delaware
  12. 12. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Content Marketing Indirect Content Marketing • Industry-related channels • Not “owned” • Better for awareness • More “competitive” Digital Marketing alexbr.brown@gmail.com University of Delaware
  13. 13. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Content Marketing Business to Business: Goals • Generate leads • Impact consumer markets • Grow brand • Recruit employees • Education • Thought Leadership • Partner Engagement Digital Marketing alexbr.brown@gmail.com University of Delaware
  14. 14. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Content Marketing Business to Business: Vehicles • Blogs • Email • LinkedIn • Google+ • YouTube (demonstrations) • Pinterest / Instagram (Visual) • Twitter Digital Marketing alexbr.brown@gmail.com University of Delaware
  15. 15. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Content Marketing Crisis Management Ex: NFL: domestic abuse and child abuse issues – lose control of the outer-circle ? Amplification works for great content & crisis! • Understand it • Get in front of it • Be transparent • Be responsive • Approval process important to consider Digital Marketing alexbr.brown@gmail.com University of Delaware
  16. 16. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Content Marketing Crisis Management Amplification works for great content & crisis! • Understand it • Get in front of it • Be transparent • Be responsive • Approval process important to consider Digital Marketing alexbr.brown@gmail.com University of Delaware

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