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Content Marketing
WEEK 2 – Learn & Implement Digital Academy
It’s how you tell the stories
Elements of storytelling

• Central question you are answering for the user – the
message you’re trying to convey
• The he...
The message or
central theme
The message or
central theme
The message or
central theme
The message or
central theme
Grabbing their attention
A great Headline plus
•In a news article you have the first paragraph
•In a video you have the fi...
The narrative
In every story you need
•A Narrative or plot – “the moral of the story”
•A tone or narrator – the style of y...
Characters

• Characters that tell the story
• Characters that represent your supporter audience
• Characters to relate to...
Show, don’t tell
• Real life stories & case studies to connect with people
• Evidence to convince people WHY they should c...
Dove Beauty

1.
2.
3.

Real Beauty http://youtu.be/iYhCn0jf46U
Beauty Sketches http://youtu.be/litXW91UauE
Selfies http://...
Guardian 3 Little Pigs

http://youtu.be/vDGrfhJH1P4
Air New Zealand
Safety Videos

1.
2.
3.
4.

Hobbit http://youtu.be/cBlRbrB_Gnc
Bear Grylls http://youtu.be/xJheoLUtX_Q
Bet...
Old Spice

1.
2.

The original http://youtu.be/owGykVbfgUE
Response to Fans http://www.youtube.com/watch?v=nFDqvKtPgZo&lis...
Toyota Life after Santa
Solo “Game On”
Good Luck Undies

http://www.youtube.com/results?search_query=solo%20lucky%20undies&sm=3
Anchorman 2

1.
2.

Election http://youtu.be/Uu7A7l6svAo
AFL Grand Final http://youtu.be/Q9cr__EOPek
Exercise
What are the top stories your organisation tells?
Outline the story elements
What is Content Marketing?
What is Content Marketing?
Content marketing is a marketing tactic of creating and
distributing content that is relevant a...
Google’s Doodle
Visual representations
Pull out quotes & statistics
Infographics
Images (& entertainment)
Graphs & charts
Emotional/ controversial
images
Cartoons and satires
Wizards, quiz, polls
Illustrations
Video & viral sharing
Maps & drop pins
Calls to action
Practical tools & templates
Games
Link magnets
And of course
• Articles
• Webpages
• Blogs

It’s TEXT
Content Marketing Strategies
Content Marketing
Strategies
1. Reading new audiences
•
•
•
•

Engagement
Branding + awareness
Relationship building
Nurtu...
Keep it simple
Who are you
creating content for?
• Who is the audience(s)?
• What do they care about? Why are they connected to
your orga...
Content planning
Exercise
Start planning a skeleton content plan for 3 months
(July to September 2014)
Nurturing prospects
into customers
Using content to convert
• Content marketing is not a direct response channel, its
about influencing opinions and behaviou...
Push & pull strategies
Internet = infinite
distribution network
Integrating online with
offline strategies
Tell me what you know about
Content Marketing
What are the elements of a good story?
What content strategies are there?
Wh...
Reading
•
•
•
•
•
•
•
•
•

http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/content-marketing-is-...
Have a fabulous week & post your
favourite content campaigns
to Facebook
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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 http://www.parachutedigitalmarketing.com.au/our-services-are-digital-adventures/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
    TV
    Print
    Radio
    Direct Mail
  • Transcript of "Digital Academy WK 2 - Content marketing"

    1. 1. Content Marketing WEEK 2 – Learn & Implement Digital Academy
    2. 2. It’s how you tell the stories
    3. 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. 4. The message or central theme
    5. 5. The message or central theme
    6. 6. The message or central theme
    7. 7. The message or central theme
    8. 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. 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. 10. Characters • Characters that tell the story • Characters that represent your supporter audience • Characters to relate to – archetypes, heroes, villains
    11. 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. 12. Dove Beauty 1. 2. 3. Real Beauty http://youtu.be/iYhCn0jf46U Beauty Sketches http://youtu.be/litXW91UauE Selfies http://youtu.be/_3agBWqGfRo
    13. 13. Guardian 3 Little Pigs http://youtu.be/vDGrfhJH1P4
    14. 14. Air New Zealand Safety Videos 1. 2. 3. 4. Hobbit http://youtu.be/cBlRbrB_Gnc Bear Grylls http://youtu.be/xJheoLUtX_Q Betty White http://youtu.be/O-5gjkh4r3g Paradise http://youtu.be/SQDip9V49U0
    15. 15. Old Spice 1. 2. The original http://youtu.be/owGykVbfgUE Response to Fans http://www.youtube.com/watch?v=nFDqvKtPgZo&list=PL484F058C3EAF7FA6
    16. 16. Toyota Life after Santa
    17. 17. Solo “Game On” Good Luck Undies http://www.youtube.com/results?search_query=solo%20lucky%20undies&sm=3
    18. 18. Anchorman 2 1. 2. Election http://youtu.be/Uu7A7l6svAo AFL Grand Final http://youtu.be/Q9cr__EOPek
    19. 19. Exercise What are the top stories your organisation tells? Outline the story elements
    20. 20. What is Content Marketing?
    21. 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. http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/content-marketing-is-an-essential-part-of-a-successful-digital-marketing-strategy/
    22. 22. Google’s Doodle
    23. 23. Visual representations
    24. 24. Pull out quotes & statistics
    25. 25. Infographics
    26. 26. Images (& entertainment)
    27. 27. Graphs & charts
    28. 28. Emotional/ controversial images
    29. 29. Cartoons and satires
    30. 30. Wizards, quiz, polls
    31. 31. Illustrations
    32. 32. Video & viral sharing
    33. 33. Maps & drop pins
    34. 34. Calls to action
    35. 35. Practical tools & templates
    36. 36. Games
    37. 37. Link magnets
    38. 38. And of course • Articles • Webpages • Blogs It’s TEXT
    39. 39. Content Marketing Strategies
    40. 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. 41. Keep it simple
    42. 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. 43. Content planning
    44. 44. Exercise Start planning a skeleton content plan for 3 months (July to September 2014)
    45. 45. Nurturing prospects into customers
    46. 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. 47. Push & pull strategies
    48. 48. Internet = infinite distribution network
    49. 49. Integrating online with offline strategies
    50. 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. 51. Reading • • • • • • • • • http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/content-marketing-is-an http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/copywriting-for-websites http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/invest-in-along-term-content-marketing-strategy-let-me-tell-you-why/ http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/content-isking-as-every-good-digital-person-knows/ http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/goodbusiness-blogging-practice-the-benefits-are-bountiful/ http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/a-rant-aboutthe-value-of-content-marketing/ http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/digitalcontent-is-the-new-advertising-guardian-3-little-pigs-web-video/ http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/brandedcontent-is-important-for-spreading-your-message/ http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/the-art-ofstorytelling-in-marketing/
    52. 52. Have a fabulous week & post your favourite content campaigns to Facebook
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