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 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. <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 Digital Academy WK 2 - Content marketing Presentation Transcript

  • 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 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.
  • 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 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
  • 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
  • Characters • Characters that tell the story • Characters that represent your supporter audience • Characters to relate to – archetypes, heroes, villains
  • 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.
  • Dove Beauty 1. 2. 3. Real Beauty http://youtu.be/iYhCn0jf46U Beauty Sketches http://youtu.be/litXW91UauE Selfies http://youtu.be/_3agBWqGfRo
  • 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 Betty White http://youtu.be/O-5gjkh4r3g Paradise http://youtu.be/SQDip9V49U0
  • Old Spice 1. 2. The original http://youtu.be/owGykVbfgUE Response to Fans http://www.youtube.com/watch?v=nFDqvKtPgZo&list=PL484F058C3EAF7FA6
  • 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 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/
  • 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 Nurturing (preparing for conversion/ acquisition) 1. Retention & relevance • Relationship management • Loyalty and repeat visitation/ purchase • Cross-sell and upsell.
  • 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 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?
  • 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 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.
  • 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? What are you going to start with?
  • 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/
  • Have a fabulous week & post your favourite content campaigns to Facebook