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Digital Academy WK 2 - Content marketing
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Digital Academy WK 2 - Content marketing


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Content Marketing is the 2nd of the Digital Marketing Fundamentals taught in Parachute Digital's 12 week online marketing course - the Learn & Implement Digital Academy …

Content Marketing is the 2nd of the Digital Marketing Fundamentals taught in Parachute Digital's 12 week online marketing course - the Learn & Implement Digital Academy

In this lesson we go over the elements of telling a good story, that will engage and retain your customers or donors. We then spend some time understand what "content" is in a digital context. We go through loads of great examples of online content marketing and then we look into Content Marketing Strategies.

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  • Guardian newspaper in the UK are telling to promote their approach to the news: Open Journalism.
    Agency was aiming to incorporate the principles of Bravery, Freedom and Possibility into the agency’s work.
  • Media and PR
    Direct Mail
  • Transcript

    • 1. Content Marketing WEEK 2 – Learn & Implement Digital Academy
    • 2. It’s how you tell the stories
    • 3. Elements of storytelling • Central question you are answering for the user – the message you’re trying to convey • The headline • The first sentence/ The opening scene • Chapters or episodes • Heroes and villains/ Protagonist and antagonist • Evidence to support • A real life story of case study • Images and vision • Tone.
    • 4. The message or central theme
    • 5. The message or central theme
    • 6. The message or central theme
    • 7. The message or central theme
    • 8. Grabbing their attention A great Headline plus •In a news article you have the first paragraph •In a video you have the first 9 seconds •In a book you have the chapters titles & the first page •On a website, you have just an impression & sub-titles •For an image or infographic, you have only a glance •For a podcast, you have the tone of voice and opening sentence •In a game you have the first 20 seconds
    • 9. The narrative In every story you need •A Narrative or plot – “the moral of the story” •A tone or narrator – the style of your language •A sequence of events that shows cause & effect •Chapters or episodes – make it easy for the user to consume the content •Conflict/ challenge •Solution/ resolution/ a way forward •A call to action – something for the reader to do
    • 10. Characters • Characters that tell the story • Characters that represent your supporter audience • Characters to relate to – archetypes, heroes, villains
    • 11. Show, don’t tell • Real life stories & case studies to connect with people • Evidence to convince people WHY they should care • Vision, images, video – emotional collateral.
    • 12. Dove Beauty 1. 2. 3. Real Beauty Beauty Sketches Selfies
    • 13. Guardian 3 Little Pigs
    • 14. Air New Zealand Safety Videos 1. 2. 3. 4. Hobbit Bear Grylls Betty White Paradise
    • 15. Old Spice 1. 2. The original Response to Fans
    • 16. Toyota Life after Santa
    • 17. Solo “Game On” Good Luck Undies
    • 18. Anchorman 2 1. 2. Election AFL Grand Final
    • 19. Exercise What are the top stories your organisation tells? Outline the story elements
    • 20. What is Content Marketing?
    • 21. What is Content Marketing? Content marketing is a marketing tactic of creating and distributing content that is relevant and valuable to a specific target audience. This content, or engagement objects as I like to call them, aim to attract, acquire, and engage a clearly defined and understood audience – with the objective of driving profitable customer action.
    • 22. Google’s Doodle
    • 23. Visual representations
    • 24. Pull out quotes & statistics
    • 25. Infographics
    • 26. Images (& entertainment)
    • 27. Graphs & charts
    • 28. Emotional/ controversial images
    • 29. Cartoons and satires
    • 30. Wizards, quiz, polls
    • 31. Illustrations
    • 32. Video & viral sharing
    • 33. Maps & drop pins
    • 34. Calls to action
    • 35. Practical tools & templates
    • 36. Games
    • 37. Link magnets
    • 38. And of course • Articles • Webpages • Blogs It’s TEXT
    • 39. Content Marketing Strategies
    • 40. Content Marketing Strategies 1. Reading new audiences • • • • Engagement Branding + awareness Relationship building Nurturing (preparing for conversion/ acquisition) 1. Retention & relevance • Relationship management • Loyalty and repeat visitation/ purchase • Cross-sell and upsell.
    • 41. Keep it simple
    • 42. Who are you creating content for? • Who is the audience(s)? • What do they care about? Why are they connected to your organisation? • What are they trying to do when they visit your business online? • What is their story? • How is your message or story relevant to their lives?
    • 43. Content planning
    • 44. Exercise Start planning a skeleton content plan for 3 months (July to September 2014)
    • 45. Nurturing prospects into customers
    • 46. Using content to convert • Content marketing is not a direct response channel, its about influencing opinions and behaviour through information • We use content marketing because its more subtle • We use content because it can get us access to audiences and partners whom we may not be able to reach in any other way • Its important to place soft call to actions within the content, but it should be secondary of the integrity of the content itself which is about telling a story and adding value to the viewer/ reader/ participant.
    • 47. Push & pull strategies
    • 48. Internet = infinite distribution network
    • 49. Integrating online with offline strategies
    • 50. Tell me what you know about Content Marketing What are the elements of a good story? What content strategies are there? What are you going to start with?
    • 51. Reading • • • • • • • • •
    • 52. Have a fabulous week & post your favourite content campaigns to Facebook