Bahçeşehir University
Graduate School of Social Sciences
Fall Semester, 2016
Lecturer: M. Yalçın Parmaksız
Lesson 2: Content Marketing
Digital Marketing Class

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

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).

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.

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

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.

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

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.

Scenario: Imagine you were the owner of a
mechanical services workshop.

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?

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

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.

Scenario

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

Scenario
Infographic: Car Maintenance Basics that Every Learner Driver Should Know!

Branded Content Distribution:Red Bull
https://www.youtube.com/watch?v=OcU5Duvp7JI

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

Branded Content Distribution: Go Pro
https://www.youtube.com/watch?v=PjGkVCAo8Fw

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.

Investing in Content Marketing

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.

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.