Pres:Digital Marketing - Content Marketing

From EcommerceWiki

Digital Marketing - Content Marketing

Digital Marketing - Content Marketing

Title Digital Marketing - Content Marketing
Target group
Topics Content Marketing
Go to slideshow Go to print version

Public summary

The latest buzz word in the marketing world, content marketing represents the new era of how brands worldwide are doing business. Defined as 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”[1], the whole concept of content marketing centres around one word only: value.

Slides

Notes

This is the overall framework of the Digital Marketing couse. We will start with explaining the elements of an online marketing plan. Than we will zoom in on the different marketing aspects based on the customer journey. We start with those online media most suitable to reach consumers and slowly move down the funnel. In the end we discuss customer loyalty which has as goal to re-start the entire process from the beginning.


  • What is content marketing?
  • What are the benefits of content marketing
  • What are the different types of content marketing?
  • What are the latest trends in content marketing?
  • How to write a content marketing strategy?
  • What is a content management system (CMS)?
  • How to select a content management system (CMS)?
  • How to set up a content production process within set frameworks?
  • How to set up an editorial calendar for content marketing?
  • How to measure the impact of content marketing?
Logo Ecommerce Foundation1.png 3

Notes

.


Content marketing is 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.

Logo Ecommerce Foundation1.png 6



  • Content marketing offers value
    • Where traditional advertising focusses on the product/service
  • Content marketing often uses owned media
    • Where traditional advertising relies on paid media
Logo Ecommerce Foundation1.png 7



  • 1895 - The Furrow by John Deere
  • 1900 - Michelin Guides
  • 1996 - "Content Marketing” first coined
Logo Ecommerce Foundation1.png 8


  • What are the benefits of content marketing?
  • For each benefit try to name an example.
Class Assignment.jpg
Logo Ecommerce Foundation1.png 12



  • Generates more traffic to your website
  • Increases engagement with targeted audiences
  • Gives a better understanding of your audience
  • Helps brands to build their own community
  • Builds brand awareness & improves reputation
  • Establishes brand as thought leader industry
  • Increases conversion potential
  • Increases sales and drives profit
  • Creates higher visibility in search engines
  • Costs less than outbound marketing
Logo Ecommerce Foundation1.png 13



Notes

Depending on the marketing goal a certain mix of content types is more suited than others.


  • Which companies do you admire regarding their content marketing? Why?
  • Add one best practice to the best practice overview including:
    • A short description of the content marketing campaign (why, what, how).
    • A visual/video of the campaign.
Class Assignment.jpg
Logo Ecommerce Foundation1.png 18



  • Content overload
  • Increased content value
  • Decrease of ads
  • Focus on SEO
  • Higher video usage
  • Responsive and accessible through mobile
  • An increase of shoppable content
  • Social media & Communities
Logo Ecommerce Foundation1.png 20



Notes

Content is increasingly shoppable. On websites visuals offer direct links, on youtube videos do the same and of course on social media like Pintrest and Facebook.


  1. Business goals
  2. Type of content and audience
  3. Content channels
  4. Unique brand story
Logo Ecommerce Foundation1.png Source: http://www.hatchd.com.au/chookfeed/ten-reasons-for-content-marketing 30



Write a content marketing strategy for your school, part-time job, sportclub, etcetera. Describe:

  • The audience
  • Goals
  • Content types
  • Unique story (think Michelin, John Deere)
Class Assignment.jpg
Logo Ecommerce Foundation1.png 31



  • Content creation
  • Content management
  • Publishing
  • Presentation
Cms-chart.jpg
Logo Ecommerce Foundation1.png Source: http://www.picture-ltd.com/content-management-systems/ 33



  • SEO-friendly URLs
  • Simplified user and group management
  • Group-based permission system
  • Unlimited looks without changing a line of content
  • Integrated audit log
  • Integrated file manager with upload capabilities
  • Admin panel with multiple language support
  • Minimal server requirements
Logo Ecommerce Foundation1.png 34



  • Need to code websites from scratch is reduced
  • Websites can be created easily and quickly
  • Reduced costs spent on site maintenance
  • Greater capacity for growth
  • Increased site flexibility
  • Improved site navigation
  • Faster turnaround time for new pages and changes
  • Streamlined authoring process
Logo Ecommerce Foundation1.png 35



When selecting a CMS, you should consider the following aspects:

  • Core functionality
  • Editor
  • Managing assets
  • Search function
  • Customization
  • User interaction
  • Roles and permissions
CMS.png
Logo Ecommerce Foundation1.png 36



  • Compare two content management systems you know (e.g. Wordpress, Blackboard, ...).
  • Which one do you prefer considering:
    • Editor
    • Asset management
    • Search function
    • Customization
    • User interaction
    • Roles and permissions
Class Assignment.jpg
Logo Ecommerce Foundation1.png 37


  • Research (target group, message, medium)
  • Content creation
  • Review and revision
  • Uploading to CMS and final review
  • Publishing content
  • Measuring results
  • Evaluation
Logo Ecommerce Foundation1.png 39



  • Paper and a file folder
  • Digital calendar
  • Spreadsheet
  • Editorial process-tracking software in publishing
6-Useful-Social-Media-Editorial-Calendar-Tools-1 (2).jpg
Logo Ecommerce Foundation1.png 41



  • Story title
  • Author
  • Publication date
  • Media Outlet
  • Theme
  • Priority
  • Status (to be written, in progress...)
Logo Ecommerce Foundation1.png 42



  • In groups design a content marketing campaign for a large international brand/company
  • Include a draft editorial calendar.
  • Make sure to include a good story, the right types of content marketing and the right channels through which you want to promote your content.
Class Assignment.jpg
Logo Ecommerce Foundation1.png 45


  • Advantages: traffic, engagement, brand building, cheap?
  • Types: social media posts, blogs, infographics, reports, guides, videos, ...
  • Key trends: content overload, focus on value, shoppable content.
  • Content strategy: goals, type of content, channel selection, content creation.
  • CMS features: creation, management, publication, SEO friendly, user management.
  • Content production: research creation, review, publication, measurement, evaluation, content calendar.
Logo Ecommerce Foundation1.png 46