Digital marketing certification provides an overview of digital marketing concepts and tactics. It discusses that marketing is now about building relationships through dialogue rather than just generating transactions. The summary discusses key digital marketing tactics like search engine optimization, content marketing, social media marketing, email marketing, and more. It also covers the rise of digital consumers and their expectations. Measurement and budgeting for content marketing are also addressed. The document provides a comprehensive overview of digital marketing strategies and best practices.
How to Create Relevant Marketing Content for B2B MarketingMLT Creative
Content is a key part of the foundation to becoming an effective B2B inbound marketer. Combine great content with SEO, social media, lead nurturing, measurement, and analysis to get the job done for your business!
Workshop slides of the Innovation Melange "Let me rewrite your ads" hosted by Talent Garden Vienna.
During this free online workshop, we took a look at paid channels and learned how to write highly converting copy for ads. We explored best practices and analysed various examples.
Whether you are briefing an internal team, or an external agency, whatever the campaign type ‐ email, advertising, or indeed telemarketing ‐ a good brief is one of the most important success factors.
Short intro to PR - what it is, goals & measurement, purpose, different PR for different stage startups, how to hire an agency, writing a good press release, how to leverage social media in PR, Tips and Tricks. Tools, Links and useful references for startups and small companies.
How to Create Relevant Marketing Content for B2B MarketingMLT Creative
Content is a key part of the foundation to becoming an effective B2B inbound marketer. Combine great content with SEO, social media, lead nurturing, measurement, and analysis to get the job done for your business!
Workshop slides of the Innovation Melange "Let me rewrite your ads" hosted by Talent Garden Vienna.
During this free online workshop, we took a look at paid channels and learned how to write highly converting copy for ads. We explored best practices and analysed various examples.
Whether you are briefing an internal team, or an external agency, whatever the campaign type ‐ email, advertising, or indeed telemarketing ‐ a good brief is one of the most important success factors.
Short intro to PR - what it is, goals & measurement, purpose, different PR for different stage startups, how to hire an agency, writing a good press release, how to leverage social media in PR, Tips and Tricks. Tools, Links and useful references for startups and small companies.
Ten Marketing Communications Activities You Must Do4Good.org
The question in tough economic times...market more, or market less? Regardless of the answer your organization has chosen, now more than ever nonprofit organizations must choose their tactics wisely. This webinar discusses 10 cost-effective marketing communications activities your organization should be maintaining, regardless of budget.
Branding overview along with general information about inbound marketing and social media and SEO tips. This goes alongside a presentation by Advokate at SUNY Adirondack on Monday, March 21, 2016. Contact Advokate, LLC, with any questions, or to schedule a marketing consultation! www.advokate.net
Learn about developing a content marketing strategy for your small business by using low-cost and free tools around the web! This presentation focuses on digital inbound marketing for small business owners, entrepreneurs, and others who are unsure of how to market their company on the Internet.
3 creative approaches to Influencer MarketingUpfluence
Chances are you’ve heard a lot about Influencer Marketing by now; its basic principles, its importance, and the ways to identify and contact influencers are clear to you. The consensus, however, is that there are only two ways to work with your influencers: pay for a sponsored article or post on their blogs and social media channels, or offer them free stuff so they can give it a try in front of their audiences.
These are very good ways to leverage your influencers’ networks and reach an audience you generally don’t have access to, but they’re certainly not the only ones. Here are 3 creative examples of what you can do to beef up your influencer marketing strategy, and win the blogosphere in an unexpected way that gives you the edge.
Presented before young community leaders during the breakout session of TechCamp Philippines on March 10, 2018 at Xavier University, Cagayan de Oro City.
Marketing & Brand Awareness presentation by Liberty County Chamber/CEO, Leah Poole and City of Hinesville Public Relations Director, Brittany Denney, from the June 2017 Lunch & Learn Workshop.
Download this webinar for free: http://mstnr.me/2bvbnf5
Everything starts with your brand — if you can’t articulate who you are, every communication is a wasted opportunity. Brand strategy begins with defining your institutional brand. Realizing that strategy and influencing how key audiences perceive your brand is the crucial next step.
This webinar will outline a practical approach to defining a brand strategy and executing that strategy in the real world. Put an end to wasted communication opportunities in 2016, and start the year with a plan to articulate and implement your brand.
What You Will Learn:
• The elements of a solid brand framework.
• How market research informs your messages to key audiences.
• How to implement your brand strategy in 2016 with content, editorial, and marketing plans.
Who Should View:
• Marketing and communications professionals responsible for brand development and/or messaging.
• Enrollment management, admission, alumni, and development managers, directors, and VP’s who need to translate the institutional brand into compelling audience-specific messages.
How to Use Content Marketing for Franchise Sales Lead GenerationRachael Wachstein
The franchise sales process has changed but you have nothing to fear! Learn how content marketing works to deliver the right messages to the right franchise prospects, inspiring and educating them to invest in your brand.
For a free consultation, contact Rachael Wachstein, Vice President, Content Marketing, Fishman PR rwachstein@fishmanpr.com 847-945-1300.
An overview of the shift in how smart health care marketers are using digital techniques to engage consumers and growth their business. Health care marketing research shows that consumers do not select physicians or care facilities from advertising -- yet this is the primary tactic used by many health care marketers. For health care marketers who missed the paradigm shift to digital word-of-mouth (social media, online reviews, online testimonials, digital search) there is still time to catch up. This presentation provides a list of action items to energize your efforts.
Thought Leadership in the Construction IndustryImagine
Thought leadership (sometimes called "content marketing" or "idea marketing") can one of the most powerful but challenging tools in your marketing toolbox. Sadly, many builders and A/E/C firms have given up trying to develop valuable content, and started dressing up their brochures as thought leadership. While an impressive brochure has its place, it’s not exactly what we’re going for here. With the right approach, B2B companies large and small can leverage their Subject Matter Expertise (SME) and create valuable content that will connect with their customers and drive business results.
Raising brand awareness and how to make the most of your communicationsIntelligentInk
Get some tangible tips for improving your organisation's profile and for creating engaging communications that will impress those who already support you, and attract those who you would like to support you - even if your budget is smaller than you would like!
Particularly great for not for profit organisations, this slideshow can benefit any business or organisation that need a helping hand when it comes to marketing, PR, and communications.
A Brand Bible is a document that covers everything about your brand. It details your company, industry, brand pyramid, brand values and personality, competition, reason for being and also helps readers understand your brand voice and persona as well as your audience. This is a vital marketing tool for anyone serious about building brands for their company or for themselves. From the former Chief Marketing Officer of Google Play - Patrick Mork
Using Growth Hacking & Inbound Marketing To Grow On A BudgetKennedy Andersson AB
Low cost & high impact inbound marketing can ignite growth on a limited budget, if you a start-up or feel like giving-up there are opportunities with a comprehensive inbound marketing program to grow your leads and business.
Ten Marketing Communications Activities You Must Do4Good.org
The question in tough economic times...market more, or market less? Regardless of the answer your organization has chosen, now more than ever nonprofit organizations must choose their tactics wisely. This webinar discusses 10 cost-effective marketing communications activities your organization should be maintaining, regardless of budget.
Branding overview along with general information about inbound marketing and social media and SEO tips. This goes alongside a presentation by Advokate at SUNY Adirondack on Monday, March 21, 2016. Contact Advokate, LLC, with any questions, or to schedule a marketing consultation! www.advokate.net
Learn about developing a content marketing strategy for your small business by using low-cost and free tools around the web! This presentation focuses on digital inbound marketing for small business owners, entrepreneurs, and others who are unsure of how to market their company on the Internet.
3 creative approaches to Influencer MarketingUpfluence
Chances are you’ve heard a lot about Influencer Marketing by now; its basic principles, its importance, and the ways to identify and contact influencers are clear to you. The consensus, however, is that there are only two ways to work with your influencers: pay for a sponsored article or post on their blogs and social media channels, or offer them free stuff so they can give it a try in front of their audiences.
These are very good ways to leverage your influencers’ networks and reach an audience you generally don’t have access to, but they’re certainly not the only ones. Here are 3 creative examples of what you can do to beef up your influencer marketing strategy, and win the blogosphere in an unexpected way that gives you the edge.
Presented before young community leaders during the breakout session of TechCamp Philippines on March 10, 2018 at Xavier University, Cagayan de Oro City.
Marketing & Brand Awareness presentation by Liberty County Chamber/CEO, Leah Poole and City of Hinesville Public Relations Director, Brittany Denney, from the June 2017 Lunch & Learn Workshop.
Download this webinar for free: http://mstnr.me/2bvbnf5
Everything starts with your brand — if you can’t articulate who you are, every communication is a wasted opportunity. Brand strategy begins with defining your institutional brand. Realizing that strategy and influencing how key audiences perceive your brand is the crucial next step.
This webinar will outline a practical approach to defining a brand strategy and executing that strategy in the real world. Put an end to wasted communication opportunities in 2016, and start the year with a plan to articulate and implement your brand.
What You Will Learn:
• The elements of a solid brand framework.
• How market research informs your messages to key audiences.
• How to implement your brand strategy in 2016 with content, editorial, and marketing plans.
Who Should View:
• Marketing and communications professionals responsible for brand development and/or messaging.
• Enrollment management, admission, alumni, and development managers, directors, and VP’s who need to translate the institutional brand into compelling audience-specific messages.
How to Use Content Marketing for Franchise Sales Lead GenerationRachael Wachstein
The franchise sales process has changed but you have nothing to fear! Learn how content marketing works to deliver the right messages to the right franchise prospects, inspiring and educating them to invest in your brand.
For a free consultation, contact Rachael Wachstein, Vice President, Content Marketing, Fishman PR rwachstein@fishmanpr.com 847-945-1300.
An overview of the shift in how smart health care marketers are using digital techniques to engage consumers and growth their business. Health care marketing research shows that consumers do not select physicians or care facilities from advertising -- yet this is the primary tactic used by many health care marketers. For health care marketers who missed the paradigm shift to digital word-of-mouth (social media, online reviews, online testimonials, digital search) there is still time to catch up. This presentation provides a list of action items to energize your efforts.
Thought Leadership in the Construction IndustryImagine
Thought leadership (sometimes called "content marketing" or "idea marketing") can one of the most powerful but challenging tools in your marketing toolbox. Sadly, many builders and A/E/C firms have given up trying to develop valuable content, and started dressing up their brochures as thought leadership. While an impressive brochure has its place, it’s not exactly what we’re going for here. With the right approach, B2B companies large and small can leverage their Subject Matter Expertise (SME) and create valuable content that will connect with their customers and drive business results.
Raising brand awareness and how to make the most of your communicationsIntelligentInk
Get some tangible tips for improving your organisation's profile and for creating engaging communications that will impress those who already support you, and attract those who you would like to support you - even if your budget is smaller than you would like!
Particularly great for not for profit organisations, this slideshow can benefit any business or organisation that need a helping hand when it comes to marketing, PR, and communications.
A Brand Bible is a document that covers everything about your brand. It details your company, industry, brand pyramid, brand values and personality, competition, reason for being and also helps readers understand your brand voice and persona as well as your audience. This is a vital marketing tool for anyone serious about building brands for their company or for themselves. From the former Chief Marketing Officer of Google Play - Patrick Mork
Using Growth Hacking & Inbound Marketing To Grow On A BudgetKennedy Andersson AB
Low cost & high impact inbound marketing can ignite growth on a limited budget, if you a start-up or feel like giving-up there are opportunities with a comprehensive inbound marketing program to grow your leads and business.
How to drive customers to your website - Richmond Creatives TheoRuby
“How do I get customers to visit my website?” is the most common question we are asked by SMEs, so each action below is designed take you through the entire process from start to finish:
A brand platform, or corporate image, is the set of associations that customers make with your company. Some of these associations may be quite obvious and strong, like the brand Volvo is associated with safety. In other cases, the associations can be weak; BMW, for instance, may be associated with safety but only in a very weak manner. The possible associations that a brand may want to have actually comes from many sources. For example, it may come from the benefits the customers in a target market may care the most about. But it can also come from various descriptors or the self-image of the target audience. It can also come from a company’s history or core competency.
Cheat sheet: 10 steps to a great written marketing brief.
Writing a solid marketing brief is a crucial step to creating more effective programmes and campaigns. This 10 step cheat sheet provides helpful prompts, ensuring that your marketing brief is bang on the money. With your colleagues, team, partners and suppliers all on board, you can deliver well planned, more creative, better managed campaigns – with results to match.
Marketing Plan is extremely important for any business. Planning your advertising techniques, your social media presence, SWOT analysis and every other strategy is part of marketing plan. Go through the slides to know more.
The Definitive Guide to Engaging Content MarketingĐức Lê
Content Marketing has become an increasingly important part of a successful and strategic marketing mix. Today, marketers can become their own content publishers and develop audiences to attract attention. This benefits them in three key ways: it builds brand awareness, creates brand preference, and expands the brand’s reach to more buyers and potential customers at a much lower cost.
In this comprehensive, 110+ page guide, we cover topics from getting your content marketing program started to writing, publishing and promoting. Loaded with checklists, charts, and thought leadership from content marketing experts, The Definitive Guide to Engaging Content Marketing will teach you how to execute an amazing content marketing program.
You'll learn how to:
Identify and map your buyer personas and journeys
Develop your brand voice and style guide
Optimize your content mix and create an editorial calendar
Resource your team and extend the shelf life of your content
Measure and optimize your content
The Definitive Guide to Engaging Content MarketingAutonomy Hub
Content Marketing has become an increasingly important part of a successful and strategic marketing mix. Today, marketers can become their own content publishers and develop audiences to attract attention. This benefits them in three key ways: it builds brand awareness, creates brand preference, and expands the brand’s reach to more buyers and potential customers at a much lower cost.
In this comprehensive, 110+ page guide, topics from getting your content marketing program started to writing, publishing and promoting. Loaded with checklists, charts, and thought leadership from content marketing experts, The Definitive Guide to Engaging Content Marketing will teach you how to execute an amazing content marketing program.
You'll learn how to:
Identify and map your buyer personas and journeys
Develop your brand voice and style guide
Optimize your content mix and create an editorial calendar
Resource your team and extend the shelf life of your content
Measure and optimize your content
Effective marketing in today’s world almost by definition requires digital marketing and specific social media strategies. There are a dizzying array of social networks and digital vehicles for companies to leverage in trying to engage existing and potential customers . Many companies do not even know where to get started in the realm of digital marketing. This course will teach you to speak the language of digital marketing from A/B testing to SEO, help you define the value proposition for digital marketing channels including LinkedIn Facebook, and direct e-mail for your company, and will explore best practices in designing, executing and managing marketing programs that deliver measurable ROI for your company’s valuable marketing dollars.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
This presentation teaches entrepreneurs and small businesses how to strategically market their company or organization from how to use the basic tools of marketing, to how to identify, create messages for, and deliver messages to target markets. Presented by Ellen Didier of Red Sage Communications, to the FastTrac class at Women's Business Center of North Alabama.
This 10 step cheat sheet for writing effective marketing briefs is a useful, easy to use guide and aide-memoire. When you need your team or agency to hit the ground running, there’s no better starting point than a solid marketing brief.
If any of the 10 steps in this cheat sheet don’t apply to your project, that’s fine – just leave them out. And if you think we’ve left off any important points that should be included in a marketing brief, please let us know!
If you cover-off the relevant points in your marketing brief, you can be confident you’ll have a professional foundation for your project. Everyone involved will have a thorough, consistent understanding of the job at hand – and be able to get going, fast.
We hope you find our 10 step cheat sheet to writing an effective marketing brief helpful.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
The Art Pastor's Guide to Sabbath | Steve ThomasonSteve Thomason
What is the purpose of the Sabbath Law in the Torah. It is interesting to compare how the context of the law shifts from Exodus to Deuteronomy. Who gets to rest, and why?
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
3. Marketing is no longer about shouting in a crowded marketplace; it is about
participating in a dialogue with fellow travelers. Marketing is no longer about
generating transactions; it is about building relationships. Marketing is no
longer about exploiting a market for your own benefit; it is about serving
those who share your passion- for your mutual benefit.
3
5. What Is Digital Marketing?
It’s MARKETING, making the right offer in the right place at
the right time. Since everyone is ONLINE – ‘digital’ marketing
is the need of the hour.
Introduction
5
6. Why Digital Marketing
6
Digital Traditional
Can target your prospects
directly
No full control over who sees
your ads
Cost effective (Cost Per Click/Pay
Per Click options)
Fixed costs
Opportunity to compete with
market leaders
Budget decides who has the
most reach
Content flexibility Alteration is troublesome
7. 1. Search Engine Optimization (SEO)
2. Content Marketing
3. Social Media Marketing
4. Pay Per Click (PPC)
5. Affiliate Marketing
6. Native Advertising
7. Marketing Automation
8. Email Marketing
9. Online PR
10.Inbound Marketing
11.Sponsored Content
Types of digital marketing
7
On-page, off-page, technical SEO
Commission based external promotion (Eg: agents)
paid media designed to match the content of a media source
(WOB, Buzzfeed, The Star)
Earned media = press coverage, fb/ google reviews, shares
Paying another brand, individual to market (influencer)
9. Who is this person?
DIGITAL CONSUMER basically thinks that
anything and everything can be accessed
through their smartphone. They have a
new and defined set of expectations
from the companies that they buy
products and services from. The digital
consumer expects that they will be able
to do these things:
Rise of digital consumer
9
11. Personal branding is the practice of creating a brand around a person rather
than a business entity.
HOW?
1. Be authentic
2. Use blogging or social media
3. Provide value
4. Consistency
5. Network
6. Be an expert in your niche
7. Amplify your work
8. Be social
Ultimately, build a tribe
What is your personal brand?
11
12. Branding is a way of identifying your business. It is how your customers
recognize and experience your business. A strong brand is more than just
a logo — it's reflected in everything from your customer service style, staff
uniforms, business cards and premises to your marketing materials and
advertising. – Business Queensland
What is your company brand?
12
13. 1. Stand apart from competition
2. Motivate employees (they’d work with a purpose. It will become easier for your team
to achieve success because they all know what success for the company looks like.)
3. Build recognition & familiarity regardless of the type of products
offered
4. Generate referrals / word of mouth
5. To create clarity & focus toward the overall goal
6. Brand loyalty > product loyalty
Why do you need a brand?
13
14. Use the Corporate Brand
Identity Matrix by Harvard
Business Review
1. Be concise
2. Be straightforward
3. Seek your personality
characteristic
4. Stay authentic
5. Be timeliness (not short
termed)
How to discover your brand?
14
15. 1. Define how you want to be
perceived/seen as (USP)
2. Organize the business around this
USP
3. Communicate the USP
4. Be consistent & build trust
Process for online branding success
15
16. "[A business niche] is a hole in the current market where the business's USP (unique
selling proposition) will be appreciated by a select group of customers, or target
audience," Walters told Business News Daily. "This target audience might be one that is
currently underserved and/or has a large market potential.“
Your USP is the X-Factor that sets your business apart from every other
one of your competitors. Even those that offer an identical service.
How do define your USP:
1. Identify the needs of your ideal customer
2. What would motivate your customer to buy?
3. Do vigorous competitor research
Determining your niche/USP
16
17. Strong brands have a few things in common: they are unique, they are meaningful, and
they are memorable. An effective brand voice plays a role in all of these things.
Brand voice is the distinct and recognizable way a brand speaks and writes.
Why?
1. Stand out of competitors
2. Connect the brand with your audience
Identifying your authentic brand voice
17
18. Your brand's voice is the "who," its personality and attributes. Its tone is the "what", the
mood and orientation it wants to express.
Think of it this way: you’re always “you” (voice), but you express yourself differently
throughout the day (tone).
Tone allows you to communicate on-brand but with the nuance necessary for the
context.
Brand voice vs Brand tone
18
19. Understand your audience
• What is your ideal customer’s gender?
• How old are they?
• What industry do they work in?
• What are their motivations and goals?
• What are their needs and challenges?
Understand your competition
1. Identify 5 to 10 of your top competitors
2. Gather samples of their messaging and communication from channels including websites, marketing materials,
social media, etc.
3. Compare verbal identity assets like brand names, taglines, top-level messaging, brand compass messaging,
positioning messaging, etc.
4. Assess the strengths of individual brands, identify industry trends, identify opportunities for differentiation.
Understand your brand
• Brand Compass (Purpose, Vision, Mission, Values)
• Brand Personality
• Brand Promise
• Competitive Advantage
• Big Idea
How to identify your brand voice
19
Your special value propositions
good promise is the visceral link between your brand
strategy and your customers (Volvo = safety)
20. Create a brand voice chart
• Three attributes that best define your brand voice
• A short description of each attribute
• Dos and don’ts associated with each attribute.
How to identify your brand voice
20
22. What is brand optimization?
• The brand design is quickly recognized.
• Messages and visuals capture attention and entice response.
• The unique value and benefits are easily understood/conveyed.
• There is a clear call to action (CTA)
• Consistency unifies the visual and verbal brand.
• An optimized brand rises above the chaos and creates a connection.
Creating a brand optimization plan
22
Brand optimization plan
Internal adoption (your staff/ team)
- Templates
- Header/ footer
- Social media
Determine how your brand fits
in the market & what can your
audience expect
- FBO
- SWOT
- USP
- How are you different?
- Why choose you?
Positioning of brand in the
market
- Collaterals
- Visual cues & identity
management
Choose your points of choice,
where does your leads come in
1
2
3
Implementation – to appear at
the points of choice and wow/
captivate & pull the audience
in. Align your sales process &
the customer journey with
your brand
4
5
25. What Is Content Marketing?
A strategic marketing approach focused on creating and
distributing valuable, relevant and consistent content to
attract and retain a clearly-defined audience — and,
ultimately, to drive profitable customer action.
Introduction
25
26. Content VS Copywriting
26
CONTENT COPY/ Ad Copy
DISCIPLINE Gain interest & give more knowledge about
the business – increase brand value
To pitch the brand itself to a prospect
PURPOSE Facilitate productive engagement + build
trust to lead to long term sales
Aim at short term goal of securing a
transaction
GOAL Educate, inform & entertain to gain interest
& prolong engagement
Persuade people to buy –
straightforward call to action (CTA)
THE JOB Can be anyone – better someone with first
hand experience
Have understanding of SEO, good grasp of
the language & related terminologies, can
write fast, good research skills & knowledge
of publishing platforms.
Wordsmith who knows how to produce
compelling, short & digestible copy.
Must appeal to emotions.
FORMATS Refer to type of contents in Tactics Online/ offline ads, sales video scripts,
online catalogues, sales letters,
billboards/posters
27. Content VS Copywriting
27
CONTENT
1. Type of post on
social media
2. Amount of content
per post (if copy is
included)
COPY
1. Type of post on
social media
2. Amount of copy
per content piece
29. Steps to organize content marketing
29
1. Decide on goals to achieve (metrics) Before you look at what you're
going to create, you need to answer why you're making it.
2. Choose topic related to your product/ service (competitors best
posts/ youtube videos via Social Blade, YouTube comments, famous blog titles,
answerthepublic.com, google trends, etc)
3. CREATE content related to segments of your buyer persona
4. Choose suitable channels to share content
5. Schedule posting activities in advance
6. OPTIMIZE based on the right data to reach goals set
32. Tactics
32
1. Focus on high quality content
2. Create original content (or risk punishment)
3. Channel content to address pain points
4. Ensure content is mobile optimized
5. Segment audience based their needs & wants
6. Craft content based on your brand values
7. Create headlines that trigger emotions
8. Behind the scenes content (to boost loyalty & intrigue)
9. Strong headlines can make big impacts
10. Provide actionable content (so people can act on it)
11. Use hybrid content (text/animation in video | video/image
in text)
33. Format of Content
33
MEDIUMS
• Checklist
• AV Content (Video/audiobook/ webinar/ live streaming/ podcast)
• PDF Report/guide
• Blogs (how-to guide, comparative analysis)
• Assessment/ quizzes
• Case study/ statistics /e-books
• Toolkit
• Articles
• Testimonial/ Advocacy based write-ups (story telling)
METHODS TO INCREASE CONTENT REACH
Social media posting (choose platforms your customers are at, not where you want to be)
Paid ads
Influencer/ Earned
Affiliate / Guest posting / Partnership
Content syndication (content reuse)
SEO
35. Funnelling your content
35
Making them
“problem &
solution aware”
Converting these
guys into leads
(lead magnet)
Getting them to
make the purchase
36. Measurement & Budget
36
Investment =
1. Cost to produce content
2. Cost to distribute (ads, tools, software)
Return = sales resulted from that piece of content
Return > investment total is good -> Goal is to push the ROI higher
Questions to ponder on:
37. Measurement & Budget
37
1. Set a goal
Monetary goals: to achieve RMX,XXX in sales from 4 articles in July 2021
Reach goals: to garner XX,XXX views from 4 articles in July 2021
2. Determining distribution channels (based on points of choice)
2. Set tracking metrics & align with goal
Social media (leads, views, likes, shares, comments, tags)
Website (leads, time on page, bounces, new/returning customers)
Email (leads, open rate, click rate, bounce rate)
3. Set a budget (if needed)
Based on ROI goal – set investment
Rule of thumb is 25% - 30% of marketing budget for content marketing
Traditional rule of thumb for marketing budget = 5-10% of total revenue (most companies go higher)
4. Allocating your budget
50-60% of your budget on content promotion and only 40-50% on creation (case by case basis)
Determining methods of promotion & tools for creation (along with their budgets)
SMEs reverse engineer = determine content types, budget to create, budget to promote then allocate budget
39. The art of marketing your business to appeal to mobile device
users. When done right, mobile marketing provides customers
or potential customers using smartphones with personalized,
time- and location-sensitive information so that they can get
what they need exactly when they need it, even if they're on
the go.
Mobile marketing consists of ads that appear on mobile smartphones,
tablets, or other mobile devices.
Introduction to Mobile Marketing
39
40. 1. Mobile apps (FB, Insta, third party aps via Google Admob)
2. In-game ads
3. SMS/MMS -> WhatsApp
4. QR Codes
5. Location-based (waze) [geo fencing – geo- conquesting]
6. Voice marketing (automated calls)
7. Mobile search ads (search engine ads but on the phone)
8. Mobile Video (Youtube but on the phone, other video apps)
9. E-commerce (lazada, shopee, fb’s marketplace, etc)
Types of Mobile Marketing
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41. • Make sure websites/landing
pages are mobile optimized (use
emulator to test - http://mobiletest.me/)
• Get your business on Google –
Google My Business
• Use SMS marketing (many business
haven’t capitalized on it yet)
• Use QR codes (thanks to Mysejahtera,
it’s easier)
Making the best out of Mobile Advertising
41
• Come up with an enclosed community (Whatsapp/ telegram/ facebook)
• Use multichannel campaigns to be omnipresent (sms, social media, own app,etc)
42. 1. Know your industry’s regulations (pharma, food products, healthcare, etc)
2. Personal Data Protection Act 2010
3. Consumer Protection Act 1999 : avoid unfair practices and minimum quality,
someone who is selling an online product needs to include:
Rules & Regulations
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Failure to comply or false/misleading info provided can allow a complaint at the Tribunal for Consumer
Claims -
Ministry of Domestic Trade and Consumer Affairs (Kementerian Perdagangan Dalam Negeri dan
Hal Ehwal Pengguna Malaysia - KPDNHEP)
More can be read here:
https://iclg.com/practice-areas/digital-business-
laws-and-regulations/malaysia
Granted Media
Content created by the brand that’s distributed to an audience developed by the brand via an open platform controlled by multiple third parties. (Granted media activities include email marketing, SMS/MMS marketing, and organic search.)
Leased Media
Content created by the brand that’s distributed to an audience developed by the brand via a closed platform controlled by a single third party.
Leased media activities include social marketing, social customer service, apps built in social media platforms, and mobile apps (iOS, Google,Microsoft).
Use GKK to explain
S = same branding & regulated methods
C = right message at the right place n right time (tailor made)
O = improve based on data
P = make them feel special (name in email, deep segregation of database to target deeper)
E = Make them human – emotional touch on pain points n solution