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Content Marketing, Lesson 2 of Bahcesehir University Digital Marketing Class

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Fundamentals of content marketing and content marketing examples from brands like Nike, Go Pro, Red Bull

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Content Marketing, Lesson 2 of Bahcesehir University Digital Marketing Class

  1. 1. Bahçeşehir University Graduate School of Social Sciences Fall Semester, 2016 Lecturer: M. Yalçın Parmaksız Lesson 2: Content Marketing Digital Marketing Class
  2. 2. Content Marketing In this module you will: q Examine content marketing and determine its value q Explore different strategies for content distribution q Identify some of the challenges associated with content marketing
  3. 3. Good Content… Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience - with the objective of driving profitable customer action (Content Marketing Institute 2014).
  4. 4. Owned Media Assets.. Social media channels like Facebook,Twitter,YouTube and Instagram are also considered owned media assets, because they are partially controlled by the organisation itself.
  5. 5. The Story of Content: Rise of the New Marketing, a new documentary by the Content Marketing Institute, is the first comprehensive film of its kind for the industry. It explores the evolution of content marketing through the eyes of the world’s biggest leading brands such as Red Bull, Kraft and Marriott; and marketing influencers, including Joe Pulizzi, Ann Handley, Scott Stratten, Jay Baer and more. Featuring case studies from early pioneers to today’s marketing innovators, you’ll learn how content marketing has been–and will continue– to change business and media forever. Documentary- The Story of Content: Rise of the New Marketing https://www.youtube.com/watch?v=dBnpr3pkFlk
  6. 6. Nike Fuel Band Nike is a great example of a brand that provides an opportunity for continual engagement as what is called a true value exchange. Nike does not rely on a discrete campaign approach to drive engagement and instead provides continuous opportunities for people to not only interact with their brand, but each other.
  7. 7. Nike Fuel Band Video In the video , Nike had one main message behind the marketing campaign of the Nike FuelBand. What was that message? q Everything you do counts q Make it count q Just do it https://www.youtube.com/watch?v=W8xMurdO4Tk
  8. 8. Creating Valuable Content ü The engagement approach to communication relies on the creation of value. ü Content should be rich and compelling, but also deliver something of value in order to engage. ü Brands can create and distribute their own content by leveraging their history, heritage, personality and knowledge. ü They can also think creatively about the content that is going to be useful to their audience.
  9. 9. Scenario: Imagine you were the owner of a mechanical services workshop.
  10. 10. Discussion ? Consider previous scenario and think about other types of content marketing that a mechanic could produce. q Do you have any creative ideas on ways to promote this particular business to engage their customers? q What sort of content would you create if this were your own business? Share your ideas and suggestions?
  11. 11. Content Should Do… Content however should not have a hard sell approach.According to the Association for Data- driven Marketing and Advertising (ADMA) and Edge whitepaper (2013), it should do the following: q Help not hype - so communication should be useful and provides tips to help people rather than sell them something q Tell a story - the brand should resonate with its audience q Build a relationship and q Provide an invitation to engage. Ref: http://www.adma.com.au/assets/Uploads/Downloads/ADMAEDGEwhitepaper2013.pdf
  12. 12. Creating a successful content marketing strategy Creating a successful content marketing strategy relies on content that is matched to an organization's customers. In order to create content, an organization must develop insight into their customers. Connection between the organization and your customer underpins the success of a content marketing strategy. In order to create an emotional connection between your brand - research and planning are mandatory.
  13. 13. Scenario
  14. 14. Branded Content Distribution As previously mentioned, the key when creating content is to put people first, and the product in the background. Good content, should be focused on the customer, not the brand. Today, we have many opportunities to distribute our own content. For example, through websites, electronic direct mail (EDM), video sites such asYouTube, online events, apps, and social media
  15. 15. Scenario Infographic: Car Maintenance Basics that Every Learner Driver Should Know!
  16. 16. Branded Content Distribution:Red Bull https://www.youtube.com/watch?v=OcU5Duvp7JI
  17. 17. Branded Content Distribution: Gatorade Gatorade currently have over 75,000 subscribers to theirYouTube channel, 330,000+ Twitter followers, 630,000+ Instagram followers and over 7 million Facebook likes. https://www.youtube.com/watch?v=fMI3kti0nrY
  18. 18. Branded Content Distribution: Go Pro https://www.youtube.com/watch?v=PjGkVCAo8Fw
  19. 19. Content Publishing While distribution plays a key role in the success of content marketing, key consideration must also be given to the production of content itself.
  20. 20. Investing in Content Marketing
  21. 21. Are your content marketing strategies working ? For brand awareness, there are three indicators which can tell marketers that their content marketing strategies are working.These indicators are: ①  Higher ranking in search engine results pages, ②  An increase in a website’s “first-time visitors”, and ③  An increase in social metrics including likes, favorites, retweets and follows. The indicators which tell us whether there is engagement relate to whether content was read, downloaded, commented on or shared.
  22. 22. Summary In this module we: q Examined content marketing and determined its value q Explored different strategies for content distribution q Identified some of the challenges associated with content marketing.

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