PBL Last Task Content Marketing

How to use content marketing to appeal to your customer?

 

LO1: What is content marketing?

  • Definitions
    • 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.

    • CM institute

    • Content Marketing= Content+ Distribution
    • Why good content matters:
      • VISIBILITY

        Good content can be spread across all social platforms.

        Help brand to create mass awareness

      • STRONGER BRAND LOVE

        Consumers mostly remember on content & brand that make them Wow & deliver true benefits for them on Social

         

    • ResizedImage600454-SC-CM-How-Using-CM
      Content marketing
  • Content Marketing Infographic Inforgraphic
  • Types of contents
    • Viral Videos (Visual Marketing)
    • Real-time content
    • Interactive content

Viral Videos :

  • Precise-based content: Extraordinary content

Volvo (US) promote stability and precision of truck. Look at Volvo! The sophisticated man, the catchy song create the epic TVC for its truck ever.

→ US style, not many words, short and implied.

 

  • Into-the-life content: Real, close to life, cozy, drive to emotional

E.g: Thai insurance → County of Buddhism , content closed to people, the love for everything, etc.

  • To-the-extreme-feeling content
    • E.g: “Dump way to die” campaign of Australia. 

-> Attract customers by a gentle approach but attractive, lovely with humorous content and extraordinary. This campaign won millions of awards through out the globe. The brand appeared in the end.

Advantages: – The way to tell a story

– Make use of the customer journey’s research: find all the possible touch-point where brand can interact with customers. 

Real-time content

Orea example: https://www.youtube.com/watch?v=A9UqFGKcNWg

Following trend content:

Excellent Kitkat: Kitkat real-time marketing Kit Kat scored a major real-time coup with a single tweet. This quip ended up as the most retweeted brand tweet of all time. That message, poking fun at Apple for the pliability of the iPhone 6+, did resonate widely, but it’s not all Kit Kat has managed in terms of real-time marketing.

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Examples of real time marketing

Screen Shot 2015-11-24 at 08.40.11

Advantages: More engaging with customers

Disadvantages: Risky and easy to make mistakes.

Interactive Content : Customisation or personalisation 

Advantages: Thanks to those campaign, customers will proactively share, engage with their friends and the brand will spread.

LO2: Content marketing strategy

STEP 1. IDENTIFY YOUR BUSINESS OBJECTIVES (STARTING FROM SCRATCH)Screen Shot 2015-11-24 at 09.05.51

STEP 2. COMPOSE YOUR CONTENT MARKETING MISSION

Screen Shot 2015-11-24 at 09.06.12

STEP 3. GENERATE SOME STARTER IDEAS THAT FULFILL YOUR MISSION

Launch your own Content Marketing Program

 

LO3: How to create effective content for your audience?

  • Customers relation
  • Customer engagement
  • Customer loyalty
  • Brand awareness

Screen Shot 2015-11-24 at 09.00.12

Define the Social Strategy

Select Content building model

Capitalize content trends

Develop execution

Keywords:

  • Customer engagement
  • Content creation
  • Content creators
  • Channels

 

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