Tutorial #10
Closing: 24.11.15
Problem : Content Marketing
Learning objectives:
- Different types of content and content creation
- How can your companies content stand out for the rest?
- Products & brand content
- How to involve the consumer in content creation marketing?
Different types of content and content creation
"good content meets audiences where they are, and it's tailored to them" - Duarte, N 2014
Audiences don't like to be sold things, they want content that's easily available and useful. People will most likely know how to find you if they are interested but to mark yourself as useful or create content that somehow engages the audience, this is more beneficial to the brand long-term.
The Red Bulletin is a monthly magazine produced by Red Bull with sports/ adventure/ etc. stories. This content is very closely associated to what Red Bull sells themselves as a brand. Another inquirie is to sell or to give away for free? Most of the time free will generate more downloads/reads/watches/etc because people don't have to invest but this can ultimately create more traffic for the company.
Types of content that typically form a content marketing strategy include:
- Blog posts
- Guest blog posts
- E-books
- Email newsletters
- PowerPoint presentations
- Podcasts
- Standard videos
- Micro-videos (ie, Vine)
- Social media posts
- Live presentations
- Webinars
- White papers (states orgs. current position, used for internal purposes)
http://contentmarketinginstitute.com/creating-content/
In the pyramid, we see when content should be published and of what kind. This will keep audiences engaged and informed.
How can your companies content stand out for the rest?
Content creation is a tool used to connect with audience on an emotional level. Either to educate or story tell. This is done by addressing their "pain points, thought processes, goals, and preferences.' (178) A study conducted by HubSpot found that companies that have blogs have 55% more vistitos, 97% more inbound links, and 434% more indexed pages. Also that b2c (88%) and b2b (67%) companies have more leads
Content spamming: Companies that are trying to keep up with content creation but not dedicated to keeping it relevant and read worthy. Search engines like google try to filter out the poor content quality sources. In june 2011 they released Panda 2.2, which is basically a filter that puts premiums on quality content sites. (179)
Roetzer, R. 2012. The marketing agency blueprint. John Wiley & Sons Inc. Hoboken.
Coca-cola created the share a coke campaign. Starting with their product, introducing the names and allowing the consumer to do the rest. By sharing stories and getting content from the consumer they built their whole campaign around the user.
American express Open Forum for B2B customers. Posts are centered around business topics ie. leadership, customer service, etc. Gets people involved in a conversation.
Oreo: asked people to come in and draw ad campaigns, people did and the results were very interesting
Starbucks: #whitecupcontest Got consumers to doodle on their cups and submit for chance to win prizes Chessman, H. 2015.
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