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Content marketing
The document outlines a comprehensive guide on content marketing, detailing strategies, tools, and best practices for engaging audiences through various forms such as blogs, social media, videos, and podcasts. It emphasizes the importance of understanding the target audience and setting clear goals for different types of content, while providing insights into effective execution and promotion techniques. Key themes include the distinction between formats like articles, white papers, and e-books, and the significance of crafting compelling narratives to drive customer engagement and conversion.
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Content marketing
- 1. CONTENT MARKETING S ER G I O P I N Z O N
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- 3. R.A.C.E Reach (exploration). Search engines, social networks,publishers and blogs Act (decision making). Website, blog, community and interactive tools. Convert (purchase). E commerce (CRM, marketing automation) Engage (Customer advocacy). Social media marketing
- 4. Key content marketingtools Blog Posts / Microsites. Social Media updates. Infographics. Photographs Podcasts
- 5. Communities Fact sheets White papers E-books Testimonials. Webinars Liveevents Key content marketing tools
- 6. Crafting your writing Assess needs Plan Acquireinformation Organize Design the look and feel Write Illustrate Review, revise, and approve. Publish
- 7. Press releases Feature stories Q&As(Questions & Answers) Listicles Small stories Writing for social media
- 8. How to choose the genrefor your material. This is what you want to say, and this is the impact you want to have. This is your goal. You should have an idea of what your audience expects to hear or needs to hear. How does the form of your channel mesh with your content and your goal?
- 9. THE POWER OFPURPOSE Consider a few statements of purpose: • I want the reader to buy my product. • I want the reader to donate to my organization. • I want the reader to change his or her opinion about this issue in our community or country. • I want the reader to drive less. • I want the reader to understand driverless cars and not fear them or this new technology. • I want the reader to know that my company can address an emerging need in the market. • I want the reader to know that our product meets a need that he or she didn’t know existed. • I want the reader to know where I stand on this issue.
- 10. THE POWER OF PURPOSE •“Spend the next fifteen minutes writing”. • “Spend the next fifteen minutes writing about your favourite social media platform”.
- 11. EFFECTIVENESS WHEN YOU’RE EDITINGAND REWRITING. • “Does this blog post fulfil my goal of making the reader donate to my organization?. • “My goal is X. Do you think this post achieves that?”
- 12. THE MINI-CREATIVE BRIEF •Creative briefs provide a kind of map that clients and creative partners can use to determine which avenues to pursue.
- 13. THE MINI-CREATIVE BRIEF CONTENTCONTEXT PURPOSE
- 14. THE MINI-CREATIVE BRIEF •Content: A recipe for shortbread cookies with chocolate chips and sea salt • Context: The audience is Facebook readers interested in baking and desserts • Purpose: Get readers to buy your brand of sea salt
- 15. CONTENT CADENCE ANDMIX Tips Important pieces (thought leaders and case studies) Light fun content (fun infographics, easy digestible). Bold statements with strong points of view
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- 17. Everyone is apublisher Blog posts and other forms of light content allow audiences to test our expertise and helpfulness before diving into more in-depth webinars and e-books.
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- 19. DESIGNING YOUR IDEAL BLOG Make yourblog very visualMake Have clear conversion goals.Have Have multiple paths to socialHave Offer pre-populated tweetsOffer Provide a mobile optimise experienceProvide Add personality with author biosAdd
- 20. Written blogs Considerations The biggesthook for your reader is the title and first paragraph. Identify the objectives of the blog post Determine how to wrap up your content and create a call to action Seed your products and services where it makes sense Word Count: 500- to 700-word Keywords Images and branding Themes. Pay attention to what other people are doing for blog posts
- 21. Real facts oftwitter. About 80% of users access twitter via mobile device. Users check twitter throughout the day. Consumers are 72% more likely to make a purchase after following or interacting with a company on twitter.
- 22. Building a personal brand with twitter Lesson1. Create a complete profile. Lesson 2. Follow those in your area. Lesson 3. Create lists around your interests. Lesson 4. Create a follow strategy. Lesson 5. Post at least three times a day.
- 23. Different types oftweets Classic Tweets: “This Is What I’m Doing Now.” Opinion Tweets: “This Is What I’m Thinking Now.” Mission Accomplished Tweets: “This Is What I’ve Just Done.” Entertainment Tweets: “I’m Making You Laugh Now.” Question Tweets: “Can You Help Me Do Something Now?” Picture Tweets: “Look at What I’ve Been Doing.”16
- 24. Twitter for business Createand capture conversations. Share new products Behind the scenes action Helpful tips Industry news
- 25. Twitter glossary Username (@handle) Tweet(280 characters) Timeline Reply Mention Direct message (DM) Hashtag (#)
- 26. ARTICLES, WHITE PAPERS ANDE-BOOKS
- 27. DIFFERENCE BETWEEN BLOGSAND ARTICLES Blog post readership tends to fade after 1,500 to 1,700 words. Articles can often be 5,000 to 10,000 words in length.
- 28. Designing articles Choose agood title. The title should be concise and descriptive Have clear conversion goals. Subscriptions Add personality with author bios
- 29. White papers •A whitepaper “is a technical document that describes how a technology or product solves a particular problem. •These are primarily used by business-to-business. •Most white papers are sponsored by particular companies to help market their products. •The tone and content has a strong component of technical or professional information. •A white paper is expected to have at least six pages of text and to provide useful information about a business or technical issue. White papers
- 30. E-books • E-book- anelectronic version of a printed book that can be read on a computer or handheld device designed specifically for this purpose. • E-books are expected to be entertaining as well as informative. • These are more commonly used in the consumer market. • Well executed e-books have lots of white space, interesting graphics and images, and copy that is typically written in a lighter style than the denser white paper. E-books
- 31. Promotion Strategies with e-books. Crowdfund itor pre-launch buzz campaign Get a modern Landing Page Video mockup Social media Encourage reviews Events
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- 34. Benefits of marketingwith online videos Engaging viewers Large audiences Building brand awareness Showcasing the product Generating business leads
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- 36. VIDEO CATEGORY Promos (awareness) Promotebusiness via events, marketing campaigns, products/ service launches etc. 1- 2 minutes Explainers (awareness) Explain a single concept or a high-level discussion of a process. 1-2 minutes Best of compilations (awareness) A best of list of your company services or offerings, often presented in an entertaining and packaged format. 2-5 minutes
- 37. VIDEO CATEGORY Skits andother performances (awareness, consideration) • An entertaining performance, often with actors, costumes, sets, props, etc.. Meant to show a concept through a narrative format. • 2-5 minutes Vlogs (awareness, consideration) • Documentation of a person’s thoughts, opinions and experiences in order to connect on a personal level with audience. • 3-5 minutes Product demo (consideration) • Shows product feature and functionality • 2-4 minutes
- 38. VIDEO CATEGORY Customer stories (consideration, decision) Features customer testimonialsand highlights successes. 3- 5 minutes Educational videos (consideration, decision) Educate the buyer on products or services, often in a packaged and well-produced manner. 3-5 minutes Webinars (consideration, decision) Educate and inspire buyers and establish credibility and expertise. 15-45 minutes
- 39. VIDEO CATEGORY Live videos (consideration,retention) Live (often interactive) connection with audience that makes brand more accessible and transparent. 2-5 minutes Interviews (Retention) Interviews with thought leaders, industry experts, or team members 2-10 minutes Q&A (Retention) Conversation in interview or solo format that answers questions they’ve submitted 2-10 minutes
- 40. VIDEO CATEGORY Behind thescenes (retention) A tour of a company facilitates, processes, culture and more 2-5 minutes How-to- videos (retention Shows the mechanics a process to improve customer satisfaction and process efficiency. 2-5 minutes
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- 42. PRODUCTION QUALITY Shorter Better productionvalue Longer Lower production value
- 43. EXAMPLES Narrated in thefirst person, Text tells the story. Text and still images, along with narration, and music.
- 44. Branding Market research Understanding mission and intention. Identifyingyour target audience Brand visual branding Strategy
- 45. GETTING SET UP Adobe spark Gathering asset Planvideos • Audience • Themes and approaches. • Length
- 46. THEMES AND APPROACHES Rationalappeal. •A style of promotional communication that features factual information. Emotional appeal •A style of promotional communication designed to stir emotions such as humor, fear, warmth, irritation or sexual arousal. Moral appeal •A style of promotional communication that relies on our sense of ‘what is right or wrong’.
- 47. Examples Burger King vsMcDonald's Commercial https://www.youtube.com/watch?v=qvh8uT68hFQ P&G 'Thank You, Mom' Campaign Ad: "Strong" https://www.youtube.com/watch?v=rdQrwBVRzEg Push to add drama" in hd https://www.youtube.com/watch?v=UM7EMzVaNCk
- 48. LENGTH RECOMMENDATIONS 20 seconds(Stories/ IGTV) 45 seconds 1 minute 2 minutes
- 49. L E NG T H R E C O M M E N D A T I O N S M a k e v i d e o s a s l o n g a s n e c e s s a r y , b u t a s s h o r t a s p o s s i b l e
- 50. SCRIPT Problem: water crisisSolution: charity work Mission: how X organization will help Call to action: visit site and donate
- 51. PLANNING YOUR VIDEO TEXTVISUAL Problem: water crisis Solution: charity work Mission: how X organization will help Call to action: visit site and donate
- 52. MAKING YOUR VIDEO TEXTVISUALS MUSIC
- 53. M A KI N G T I M I N G A D J U D G M E N T S
- 54. Videos Have a greattitle that contains the right keywords so that it can be searched and found Make your intro snappy so people want to watch more. Don’t go on and on for five (5) minutes about who you are or your viewer will stop watching. Teach high value content, usually no more than three key points. Keep it under five (5) minutes if you can. Add a call-to-action in the wrap up.
- 55. Podcast Podcasts are oneof three lengths: 10 minutes, 30 minutes, or 60 minutes. Podcats formats are Presentation, Q&A, Co-hosted This continuing accessibility makes podcasts a natural fit for opinion, information, or entertainment products and services. Podcast Alley, and iPodder. org.
- 56. Marketing with podcast Thefirst option is to recruit paid sponsors to advertise on the podcast, much like with any radio or television station. The second method to monetize podcasts is to offer fee-based content.
- 57. WEBINARS A webinar, orteleseminar, is a seminar that is conducted live over the web and (unlike a podcast) is designed to be interactive. Webinars are often recorded so listeners can hear the information when it is convenient. People attend webinars to learn, and it is critical to meet that expectation or the audience may go elsewhere.
- 58. HOSTING WEBINARS • Selectingwhere to host the webinar. • One should consider the following factors: the number of attendees, the visual content, and the frequency with which the webinar is held. • Adobe Connect Pro, WebEx, GoToWebinar, and iLinc. • Once the webinar is scheduled and listed online, it is time to start promoting it on other social media channels.
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