CONTENT MARKETING

Diploma in Digital Marketing

Topic 1 Uses of Content Marketing

Lecture 1
Learning Outcomes
Upon completion of this lecture, learners will be able to:
1.1 Explain the relationship between branding and
content marketing
1.2 Describe the differences between original and
curated content
Definition of Content Marketing

• “A strategic marketing technique of creating and

distributing valuable, relevant, and consistent
content to attract and acquire a clearly defined
audience – with the objective of driving profitable
customer action by changing or enhancing
consumer behaviour (Pulizzi, 2015)”.
The Content Marketing Institute (CMI)
in other words,

• Content marketing is the provision of content that :

• is valuable and relevant,
• designed to attract a clearly defined audience,
• and posted on company’s own or other unpaid platform.
Content Marketing vs Native Advertising

There are some differences in the

content on brands’ owned media
(content marketing) and content
that is paid communication in
third-party media (native
advertising).
Content Marketing vs Native Advertising
(cont.)
• With content marketing, the social media stories
are found on company’s owned media
properties.
• With native advertising, companies will pay
vendors to distribute their stories across channels
they own and manage’ (Shiao, 2019).
 In reality,
• However, even if we tried to distinguish content
marketing from paid advertising (including native
advertising), sometimes payments are involved within
content marketing.

Paid Own
 Content Marketing vs Native Advertising
(cont.)
• In some cases, it is necessary to pay to promote the
content as part of the content marketing strategy.
• If a companies do not have an audience that is
subscribed to receive the content, they should look into
paid media as a way to reach a targeted audience.
 Content Marketing vs Native Advertising
(cont.)
• Therefore, payment can occur within a content
marketing strategy, making the differences between
paid advertising and content marketing less obvious.
Conclusion

• The main effort for digital marketer is [to associate

content marketing with owned media and native with
paid media].
• Content marketing is an ongoing process that is best
integrated into an overall marketing strategy.
Native Advertising & Content Marketing

• Currently, content marketing is widely used to

cover both brands’ own and paid
communications, with definitions offered that
are indistinguishable for other terms such
as native advertising.
Definition of Native Advertising
• Native advertising is a concept encompassing
both an aspiration as well as a suite of ad
products.
• It is clear that most advertisers and publishers
aspire to deliver paid ads that are:
 so cohesive with the page content,
 assimilated into the design, and
 consistent with the platform behaviour
 that the viewer feels the ads belong there.
 d
eA
tiv
Na
Native Advertising Examples:
5 of the Best (and Worst)
• https://www.wordstream.com/
blog/ws/2014/07/07/native-
advertising-examples

The key point is the viewer

recognition and
acknowledgement of the ad
status of native ‘feels the ads
belong there’.
 Definition of Native Advertising
(Cont.)
“a form of paid media where the ad experience
follows the natural form and function of the user
experience in which it is placed”

• Natural form = Native ads match the visual design of the

experience they live within, and look and feel like natural
content.
• Function = Native ads must behave consistently with the
native user experience, and function just like natural content.
Curated Content

• Content curation involves taking content from

other sources and posting them on company’s
website or across social media.
Examples of curated content

• 5 Ways to Use Content Curation for Marketing and

Tools to Do It

• https://www.forbes.com/sites/work-in-progress/2012/07/05/5-ways-to-use-
content-curation-for-marketing-and-tools-to-do-it/?sh=1814d59d3e57
How to Curate Content Like A Pro:
8 Lessons [Examples]

https://contentmarketinginstitute.com/2018/01/curate-content-pro-lessons/
Tutorial 1

• Discuss the differences between

• Native advertising
• Curated content
• Content marketing
• Do you think it is necessary to pay for content
marketing ? Why?
https://blog.scoop.it/2017/05/15/5-content-curation-examples-so-good-
theyll-make-you-jealous/
 Tutorial 1
• How many of these
platforms do you
know?
• What are their
functions?

www.curata.com
Tutorial 1

Can Ai produce better content than human?

https://www.youtube.com/watch?v=-iKG5nJLgwg&t=5s

https://www.forbes.com/sites/bernardmarr/2019/03/29/artificial-intelligence-can-now-write-
amazing-content-what-does-that-mean-for-humans/?sh=3537cc7450ab

https://blog.richardvanhooijdonk.com/en/is-ai-simply-better-at-everything-even-creating-and-
delivering-news/
End

Thank you