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Content Marketing for Brand Curiosity

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Content Marketing for Brand Curiosity Dirk Pua S180070 Ateneo Graduate School of Business shneeebly.weebly.com
Outline: Content Marketing for Brand Curiosity 1. What is Content Marketing? 2. Why Content Marketing? 3. 8-Step Content Marketing shneeebly.weebly.com
shneeebly.weebly.com
1. What is Content Marketing? It is a marketing approach that involves creating, distributing, and amplifying content that is interesting, relevant, and useful to a clearly defined audience group in order to create conversations about the content. shneeebly.weebly.com
shneeebly.weebly.com
2. Why Content Marketing? ● Traditional marketing vs Content marketing ● Connectivity and Community ● Social media = “I choose to consume content now!” ● Content is the new ad, hashtag is the new tagline shneeebly.weebly.com
3. 8-Step Content Marketing shneeebly.weebly.com 1. Goal Setting 2. Audience Mapping 3. Content Ideation & Planning 4. Content Creation 5. Content Distribution 6. Content Amplification 7. Content Marketing & Evaluation 8. Content-Marketing Improvement
Step 1: Goal Setting ● Define the goals clearly! ● Classified into 2 major categories: shneeebly.weebly.com SALES BRAND
Step 2: Audience Mapping ● Geographic ● Demographic ● Psychographic ● Behavioral shneeebly.weebly.com
Step 3: Content Idea and Planning ● A combination of relevant themes, suitable formats, and solid narratives shneeebly.weebly.com
Step 4: Content Creation shneeebly.weebly.com
Step 5: Content Distribution ● 3 major categories of media channels: shneeebly.weebly.com OWNED PAID EARNED
Step 6: Content Amplification shneeebly.weebly.com
Step 7: Content Marketing Evaluation ● 5 categories of metrics: shneeebly.weebly.com VISIBLE (Aware) RELATABLE (Appeal) ACTIONABLE (Act) SEARCHABLE (Ask) SHAREABLE (Advocate)
Step 8: Content Marketing Improvement ● Takes some time to impact ● Persistency and consistency shneeebly.weebly.com
Summary: Content is the new ad, hashtag is the new tagline shneeebly.weebly.comshneeebly.weebly.com 1. Goal Setting 2. Audience Mapping 3. Content Ideation & Planning 4. Content Creation 5. Content Distribution 6. Content Amplification 7. Content Marketing & Evaluation 8. Content-Marketing Improvement
Content Marketing for Brand Curiosity Dirk Pua S180070 Ateneo Graduate School of Business shneeebly.weebly.com

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Content Marketing for Brand Curiosity

  • 1. Content Marketing for Brand Curiosity Dirk Pua S180070 Ateneo Graduate School of Business shneeebly.weebly.com
  • 2. Outline: Content Marketing for Brand Curiosity 1. What is Content Marketing? 2. Why Content Marketing? 3. 8-Step Content Marketing shneeebly.weebly.com
  • 4. 1. What is Content Marketing? It is a marketing approach that involves creating, distributing, and amplifying content that is interesting, relevant, and useful to a clearly defined audience group in order to create conversations about the content. shneeebly.weebly.com
  • 6. 2. Why Content Marketing? ● Traditional marketing vs Content marketing ● Connectivity and Community ● Social media = “I choose to consume content now!” ● Content is the new ad, hashtag is the new tagline shneeebly.weebly.com
  • 7. 3. 8-Step Content Marketing shneeebly.weebly.com 1. Goal Setting 2. Audience Mapping 3. Content Ideation & Planning 4. Content Creation 5. Content Distribution 6. Content Amplification 7. Content Marketing & Evaluation 8. Content-Marketing Improvement
  • 8. Step 1: Goal Setting ● Define the goals clearly! ● Classified into 2 major categories: shneeebly.weebly.com SALES BRAND
  • 9. Step 2: Audience Mapping ● Geographic ● Demographic ● Psychographic ● Behavioral shneeebly.weebly.com
  • 10. Step 3: Content Idea and Planning ● A combination of relevant themes, suitable formats, and solid narratives shneeebly.weebly.com
  • 11. Step 4: Content Creation shneeebly.weebly.com
  • 12. Step 5: Content Distribution ● 3 major categories of media channels: shneeebly.weebly.com OWNED PAID EARNED
  • 13. Step 6: Content Amplification shneeebly.weebly.com
  • 14. Step 7: Content Marketing Evaluation ● 5 categories of metrics: shneeebly.weebly.com VISIBLE (Aware) RELATABLE (Appeal) ACTIONABLE (Act) SEARCHABLE (Ask) SHAREABLE (Advocate)
  • 15. Step 8: Content Marketing Improvement ● Takes some time to impact ● Persistency and consistency shneeebly.weebly.com
  • 16. Summary: Content is the new ad, hashtag is the new tagline shneeebly.weebly.comshneeebly.weebly.com 1. Goal Setting 2. Audience Mapping 3. Content Ideation & Planning 4. Content Creation 5. Content Distribution 6. Content Amplification 7. Content Marketing & Evaluation 8. Content-Marketing Improvement
  • 17. Content Marketing for Brand Curiosity Dirk Pua S180070 Ateneo Graduate School of Business shneeebly.weebly.com