Content Marketing - Chapter 8.9

DIGITAL MARKETING
STRATEGY, IMPLEMENTATION AND PRACTICE

Seventh Edition
Part 3
Digital marketing:
implementation and practice
Chapter 8-9
Content Marketing
Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Chapter 8 Campaign planning for
digital media
Main topics
• The characteristics of digital
media
• Goal setting
• Campaign insight
• Segmentation and targeting
• Offer, message development
and creative
• Budgeting
• Integrations
Case study: Facebook – a Titan of the digital age
Content Marketing Definition
- The creation and distribution of valuable content to build

and engage an audience for your brand (Digital Marketer)
- Content Marketing is our gateway to building lasting

relationships with our audience
The Importance of Content Marketing
- Build trust and authority

- Educate and assist customers
+ products, benefits, how to solve their problems
+ guide: answer questions
- Drive organic traffic, boost brand visibility
+ Target specific kw related to your industry/product
+ Valuable content that answers audience’s
questions
+ Increase website ranking
- Support the customer journey
Where Can We Use Content?
- Blog
- Email
- Social Posts
- Product Pages
- Sales Pages
- Promotions
- YT Videos
- Website
- Print
Content Marketing Strategy
- Goal Setting
- Ideation
- Creation
- Optimization
- Syndication
- Amplification
- Measurement
Goal Setting
Goal Setting
- Brand Awareness
- Engagement
- Lead Generation
- Conversion
- SEO
Ideation
- Define Customer Avatar: identify and outline the profile of

your ideal customer to tailor messaging
- Identify Paint Points: understand and articulate the
challenges your customer avatar faces
- Establish Brand Voice: Decide on the tone and personality
that your content will convey
- Clarify Brand Values: specify the core principles that your
brand stands for
- Brainstorm Content Ideas: generate a range of potential
content pieces that align with your brand and customer
needs.
Define Customer Avatar
- Demographic Data
- Online Behavior
- Social Listening Insights
To understand
- Preferences
- Pain points
- The type of content they engage with most
Content Ideation
• About the brand:
- What is most compelling about your business? Consider what
values you share with your potential customers.
- How does your business help and inspire more [XYZ] in the
world?
- How does your mission impact the lives of your customers?
• About the audience: Think about all the consumers interested
in your industry. If you provide the information they want, they’re
more likely to buy from you.
Content Brainstorming Guide
- What are the top questions that they frequently ask you?
- What is it that people often come to you for help with because they know you’re good at it?
- What are your audience’s biggest struggles, frustrations, doubts and worries?
- What are their challenges in relation to what you’re offering?
- What are your audience’s biggest dreams and desires? What transformation - would they
love to experience?
- Why does your audience want these things? Why do these dreams matter to them? What
are the underlying desires behind them?
- What result or transformation do you help people achieve through your business?
- What kind of content could you share that would be super helpful?
- If you have an existing audience, what kind of content do they love seeing from you?
- Show what you stand for, what you believe in and why you're doing what you're doing
Content Ideation
- Market insights: share your take on current trends, events,
and market dynamics based on kw research
- Engage with audience: address comments on blogs, and

social platforms to create responsive content
- Provide value: offer tips, advice, educational listicles that

benefit your audience
- Tutorial content: create how-to videos that educate and inform
- Personal Touch: tell brand ambassador stories and give

behind-the-scenes glimpses to connect with your audience.
Content Pillars
- Calendar: special events, holidays, …

- Cornerstone content
- Connection
Establish Brand Voice
- Understand your company’s core values and the

personality you want to convey to your audience
- Consistently use the language and tone that align with

this personality across all content and customer
interactions
- Solidify your brand’s identity and make it recognizable
- Goal Setting
- Ideation
- Creation
- Optimization
- Syndication
- Amplification
- Measurement
Content Creation
- Idea Transformation: convert brainstormed ideas into

actual content that resonates with your audience
- Utilizing a Creative Team
Content Formats
Review a company’s use of different formats of content
support marketing
Source: SmartInsights.com (with permission)
Content Types
• Audio / visual content (video, livestreaming, webinars)
• Written digital content (articles, blogs or eBooks)
• Images (infographic, photos, GIFs)
• In-person content (events, presentations, workshops)
• Written print content (magazines, books, brochures)
• Audio-only digital content (podcasts, audiobooks)
Content Creation
- Goal Setting
- Ideation
- Creation
- Optimization
- Syndication
- Amplification
- Measurement
Multi-Platform Content Optimization
- Multi-platform strategy: don’t limit content like videos to a single
platform; optimize them for brand distribution
- Catering to diverse preferences: recognize that audiences
consume content differently and tailor your strategy accordingly
- Maximizing visibility: include various media formats to increase the
number of publishing platforms and audience reach
- Syndication essentials: prepare a comprehensive list of copy and
image assets for effective syndication
- Cohesive creative bank: aim to have a diverse and cohesive
collection of content ready for platforms like Facebook, Instagram,
IG stories, YouTube, email and blogs.
Copy Assets Checklist
- The Article itself

- Title Tag (50-60 characters)
- Meta Description (170 characters max)
- Facebook Post
- Instagram Caption
- Instagram Story
- Email Copy with Two Subject Lines
- Pull Quotes for Social Graphics
- Video Transcription
Image Asset Checklist
- Blog Post Images
- Instagram Posts
- Facebook Posts
- Email Images
- Video Thumbnail
- Goal Setting
- Ideation
- Creation
- Optimization
- Syndication
- Amplification
- Measurement
Content Syndication - Distribution
- Publishing Phase: share your content with the world
- Scheduling for Impact: strategically publish or schedule your

content across desired platforms
- Ready- to-go Assets: with all necessary materials prepared,

your content is set for launch on various channels
- Audience Engagement: tailor your content to suit the diverse

preferences of your audience, ensuring maximum reach and
interaction.
Content Syndication - Distribution
Source : SmartInsights.com (with permission)
- Goal Setting
- Ideation
- Creation
- Optimization
- Syndication
- Amplification
- Measurement
Content Amplification
- Focus on Paid Advertising: boost your content reach
with paid advertising for increased engagement
- Dual Approach: utilize email marketing and social media
ads, particularly on platforms like Facebook and Instagram,
to expand your audience reach
- Growing Conversations: leverage these paid channels
to engage more fans and stimulate broader discussions
around content
Repurposing Content
- Amplify your efforts and help to reach a wider audience without

constantly creating new content
- Maximize efficiency: utilize existing content saves time and

resources, allowing for a more efficient content strategy
- Expanding audience reach: diverse content formats cater to

different preferences, ensure a wider audience engagement
- Sustaining consistency: regularly repurposing content aids in

maintaining a steady online presence, avoiding content creation
burnout.
Repurposing Content
- Choose your content: select a piece of content as the base

for repurposing
- Identify new formats: consider various content formats like

infographics, podcasts, social media posts to diversify its
presentation
- Adapt and repurpose: tailor the original content to suit the

new formats, like transforming a blog post into a podcast script
or Instagram quotes
Repurposing Content
- Blog post to video: convert key points of a blog post into

an engaging video, supplementing with visuals
- Webinar to Blog Post: repurpose the core insights from a

webinar into an informative blog post
- Social Media to E-book: aggregate a series of thematic

social media posts into an e-book or comprehensive guide
Activities
1. Review current use of content within a company through plotting

different content types on the content grid (slide 19)
2. Repeat this review for one competitor (direct or indirect), again

plotting on the grid.
3. Content Optimization: choose one high-ranking long-form article,

develop the collection of content elements as listed in slide 24-25
4. Content Repurposing: choose one high-ranking long-form article,

develop 7 other content elements for repurposing (use the provided
template in Teams)
Content management process
A process of continuous improvement in online marketing,
which involves:
• Write
• Review
• Correct
• Publish
• Test
• Publish

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DIGITAL MARKETING

STRATEGY, IMPLEMENTATION AND PRACTICE

- The creation and distribution of valuable content to build

- Content Marketing is our gateway to building lasting

- Build trust and authority

- Define Customer Avatar: identify and outline the profile of

- What are their challenges in relation to what you’re offering?

- Engage with audience: address comments on blogs, and

- Provide value: offer tips, advice, educational listicles that

- Tutorial content: create how-to videos that educate and inform

- Personal Touch: tell brand ambassador stories and give

- Calendar: special events, holidays, …

- Understand your company’s core values and the

- Consistently use the language and tone that align with

- Solidify your brand’s identity and make it recognizable

- Idea Transformation: convert brainstormed ideas into

Source: SmartInsights.com (with permission)

• Audio / visual content (video, livestreaming, webinars)

• Written digital content (articles, blogs or eBooks)

• Images (infographic, photos, GIFs)

• In-person content (events, presentations, workshops)

• Written print content (magazines, books, brochures)

• Audio-only digital content (podcasts, audiobooks)

- The Article itself

- Blog Post Images

- Publishing Phase: share your content with the world

- Scheduling for Impact: strategically publish or schedule your

- Ready- to-go Assets: with all necessary materials prepared,

- Audience Engagement: tailor your content to suit the diverse

Source : SmartInsights.com (with permission)

- Amplify your efforts and help to reach a wider audience without

- Maximize efficiency: utilize existing content saves time and

- Expanding audience reach: diverse content formats cater to

- Sustaining consistency: regularly repurposing content aids in

- Choose your content: select a piece of content as the base

- Identify new formats: consider various content formats like

- Adapt and repurpose: tailor the original content to suit the

- Blog post to video: convert key points of a blog post into

- Webinar to Blog Post: repurpose the core insights from a

- Social Media to E-book: aggregate a series of thematic

1. Review current use of content within a company through plotting

2. Repeat this review for one competitor (direct or indirect), again

3. Content Optimization: choose one high-ranking long-form article,

4. Content Repurposing: choose one high-ranking long-form article,

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