3. ● Defenition of “Content Marketing”
● Some Example
● How “Content Marketing” Works
● Principles of Creating ‘Content’
● Activity
CONTENTS OF COACHING
5. Contentporary Content Marketing includes :
Games and Apps
Photograph
Videos
Blogs
E-Books
Infographics
White Papers and Report
News Letter and News Feed
Question and Answer Articles
8. Principles of Creating Content:
1. Develop the customer
‘Persona’
2. Create the Engagement
Cycle
3. Develop the Brand Story
4. Develop the content
marketing channel plan
9. 1. Develop the Customer Persona
• Know the person you are selling to – more than their demographic
• Behaviours, individual needs, buying cycle
• Customer Motivations, Goals and Frustrations
• Why should this person care about your company?
• What Unique Value Proposition do you offer this person?
11. 2. Create the Engagement Cycle
Map the Customer’s Buying Process and Customer Journey:
Awareness - Information Search – Price - Purchase
Decision – Alternatives - Short List - Purchase Post-
Purchase Experience - Re-Purchase - Advocate
12. 3. What is the Brand Story?
• How does the customer perceive / experience your brand?
• What does your brand promise the customer?
• Why is your brand new, different, challenging?
• What is your brand’s history?
• What does your brand help the customer to achieve?
13.
14. 4. Develop the
Content Marketing
Channel Plan
• Where will the customer view your
content ?
• What device will the consumer be
using?
• Why would people want this content
through this channel?
• What do we hope the consumer will do
with the content?
• What are the objectives of each
channel as they relate to the
engagement cycle?
15. o Go beyond conventional segmentation
to communicate directly and in a
relevant way with individuals.
o Be planned and designed to achieve
specific customer-focused objectives.
o Be integrated with the entire
communications / promotional mix.
o Be relevant, useful, findable, sharable,
creative and fun.
Summary: Content Marketing should:
16. Activity 1:
Create your
Customer
Persona
Using the Persona
Template, create a
Customer Persona for a
prospective
undergraduate student
considering doing a first
degree in Business and
Management.
17. CREDITS: This presentation template was
created by Slidesgo, including icons by Flaticon,
and infographics & images by Freepik.
THANKS!
Do you have any questions?
ircham@nobel.ac.id