Digital Academy WK 2 - Content marketing
Upcoming SlideShare
Loading in...5

Like this? Share it with your network


Digital Academy WK 2 - Content marketing



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.



Total Views
Views on SlideShare
Embed Views



0 Embeds 0

No embeds



Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment
  • Guardian newspaper in the UK are telling to promote their approach to the news: Open Journalism. <br /> Agency was aiming to incorporate the principles of Bravery, Freedom and Possibility into the agency’s work. <br />
  • Media and PR <br /> TV <br /> Print <br /> Radio <br /> Direct Mail <br />

Digital Academy WK 2 - Content marketing Presentation 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