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Content MKT
Content MKT
CONTENT MKT
CHAPTER 02. CONTENT MARKETING
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.
- Content Marketing Institute -
Vấn đề chưa
thấy họ? 04
Nhu cầu của
được giải quyết? 03
họ là gì? 02
5 3
01
P
4
Vị trí địa lý
01 02 03 04
Không lợi nhuận Không lợi nhuận Có lợi nhuận Có lợi nhuận
Không giới thiệu Giới thiệu
Phàn nàn
Interests Precise
Relevant Personalized Educational Solutions
and needs C TA s
Define brand
Identify target
personality Mapping Align objectives
audience
(positioning)
Funtional Business
(information, education, products,
customer service, industry,…)
Brand health
Marketing funnels
Emotional
(thought leadership, empower,
humorous, reactive,…)
Essential
(prices, promotions, distribution
channel,…)
FORMATS PLATFORMS PURPOSES
NGƯỜI DÙNG
họ đang quan tâm điều gì?
❌ ✔️ ✔️ ❌ ✔️ ✔️ ✔️ ❌ ✔️
❌ ❌ ✔️ ❌ ❌ ✔️ ✔️ ❌ ❌
✔️ ✔️ ✔️ ✔️ ❌ ✔️ ❌ ❌ ❌
❌ ❌ ❌ ❌ ❌ ✔️ ✔️ ✔️ ✔️
Website ✔️ ✔️ ✔️ ✔️ ❌ ✔️ ❌ ✔️ ✔️
PRACTICE STRATEGY
CONTENT
layout
Title
Sapo (Chapeau)
Information
Conclusion
#hashtag
CONTENT
layout RTA
RTB
RTBe
CTA
INF
#hashtag
CONTENT
Formula
AIDA SSS
Attention / Interest / Star / Story / Solution
Desire / Action
Contact
5W – 1H PAS SPRING
Who / What / Where Problem / Aggravate Enumeration / List
/ When / Why Solution
How
Brand health metrics
Diversified user base
Sales
Innovation metrics