MKT 389 Week 2
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MKT 389 Week 2

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MKT 389 Week 2 MKT 389 Week 2 Presentation Transcript

  • MKT 389 CONTENT MARKETING INTRO
  • CONTENT MARKETING What is it? Why is it important? How does it differ from traditional forms of marketing? What is its driving ethos? How is it linked to social media marketing
  • DEFINITIONS Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Content marketing is reading and distributing valuable and compelling content to attract, acquire and engage a clearly defined and understood target audience—with the objective of driving profitable customer interaction.
  • LESS SELLING MORE INFORMING Content marketing is informational and educational but also entertaining and engaging. “Anyone who tried to make a distinction between education and entertainment doesn’t know the first thing about either” ---Marshall McLuhan Narratives and stories allow for the intersection of informing and educating. This is why storytelling is so critical and important to content marketers.
  • DRIVING FORCES? Informing Educating Entertaining Driving interaction that is meaningful (revenue) The content isn’t just content—it has to do something for the business. Value centered
  • CONNECTION TO SM? Expedience? Availability? Why is SM driving more companies to engage in content marketing?
  • CONTENT MARKETING BENEFITS Helps cut through the clutter/dissonant voices created by an age of exploding information, technology and marketing Allows companies and organizations to engage/discuss not just tell/sell Permits companies to control the message Facilitates deeper exposition in order to make complex ideas or products more understandable Can be useful for distracting audiences in purposeful ways
  • MOTIVES Why would the following companies use content and stories to engage customers? Coke Lego Jello VW Sony GE