content marketing. topic 1: introduction to content marketing · 2018-01-17 · examples. content...
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Content Marketing.
Topic 1: Introduction to content marketing
Dr. Vera [email protected]
verapetrovna.com
Facebook.com Group - “Content Marketing | verapetrovna.com”
Examples. Content Marketing
1. Adidas Group’s Blog offers “Personal insights into our business in sports.”
2. Adidas’ GamePlanA provides stories for “creators, tackling work life with an athlete’s heart”
3. Adobe4. Air B’n’B: The revolutionary accommodation solution provider
have been lighting the way when it comes to content.And more https://marketinginsidergroup.com/content-marketing/best-content-marketing-
examples/
© Dr. Vera Butkouskaya | verapetrovna.com
Content vs. Traditional Marketing
© Dr. Vera Butkouskaya | verapetrovna.com
Content vs. Traditional Marketinghttp://www.internetsecretsmadeeasy.com/wp-
content/uploads/2016/03/content-marketing.png
History
◎ History - Infographics◎ http://contentmarketinginstitute.com/2016/07/history-content-marketing/
◎ https://blog.hubspot.com/marketing/history-of-content-marketing
◎ https://www.smartinsights.com/content-management/content-marketing-planning/history-content-marketing-infographic/
Content
Content is
something that is to be expressed through some medium, as speech, writing, or any of various arts.
© Dr. Vera Butkouskaya | verapetrovna.com
Branded Content
Branded content (also known as branded entertainment)
◎ is a form of advertising ◎that uses the generating of content ◎as a way to promote the particular brand◎which funds the content's production.
© Dr. Vera Butkouskaya | verapetrovna.com
Branded Content vs Content Marketing
• BRANDED CONTENT: Brand or product promotion
• “It’s advertising.”
• CONTENT MARKETING: Providing value to the reader
• Examples https://www.linkedin.com/pulse/know-difference-jody-
sigmund/
© Dr. Vera Butkouskaya | verapetrovna.com
Marketing Brochures
The term "marketing brochure"
◎ is a form of advertising ◎Which refers to a small document, or
pamphlet, ◎which describes and promotes various
products or services ◎to be marketed.
© Dr. Vera Butkouskaya | verapetrovna.com
Native ad
Native advertising is
◎a form of paid media ◎where the ad experience follows ◎the natural form and function of the user
experience in which it is placed.
Examples https://www.copyblogger.com/examples-of-native-ads/
https://adespresso.com/blog/19-amazing-native-advertising-ad-examples/
© Dr. Vera Butkouskaya | verapetrovna.com
http://pkamarcom.com/wp-content/uploads/2015/08/NativeAd-vs-ContentMarketing.png
pkamarcom.com/wp-content/uploads/2015/08/NativeAd-vs-ContentMarketing.png
© Dr. Vera Butkouskaya | verapetrovna.com
Is Content Marketing Advertising?
◎ Advertising means occasionally interrupting the content your audience actually wants, in order to sell them a product or introduce your brand.
◎ Many of us opt-out of unwanted advertising. ◎ Advertising is not something we typically want to
read and share.◎ Advertising is how publishers monetize their
traffic.
◎ Content marketing is NOT advertisement.
© Dr. Vera Butkouskaya | verapetrovna.com
“viral video”
“viral video” is
◎ a video that becomes popular ◎ through a viral process of Internet sharing, ◎ typically through video sharing websites, social media
and email.
2007 - 1 million views
2011 - 5 million in 3-5 days….
Examples https://blog.hubspot.com/marketing/viral-video-marketing
© Dr. Vera Butkouskaya | verapetrovna.com
Why viral video is not a content marketing?
Going viral isn’t an effective content strategy
◎you cannot plan for, ◎Not replicated for long-term success◎viral content has a very short shelf life.
© Dr. Vera Butkouskaya | verapetrovna.com
So. What is content marketing?
◎a piece of content?◎ marketing with content like brochures?◎ a native ad?◎ “viral video”?
NO
© Dr. Vera Butkouskaya | verapetrovna.com
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.
http://contentmarketinginstitute.com/what-is-content-marketing/
Content Marketing
◎Built trust by providing relevant content◎Long time oriented◎Sales are not result of one content piece◎Engagement◎ Independent from product value◎No pressure content
© Dr. Vera Butkouskaya | verapetrovna.com
Why Content Marketing
◎ Increased sales◎Cost savings◎Better customers who have
more loyalty
© Dr. Vera Butkouskaya | verapetrovna.com
Content Marketing StrategiesIntroduction
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“Useful content should be at the
core of your marketing
© Dr. Vera Butkouskaya | verapetrovna.com
Content Strategy
The process of planning for and managing content creation and distribution.
Content strategy is the core of content marketing.
© Dr. Vera Butkouskaya | verapetrovna.com
Quality content is part of all forms of marketing:
◎ Social media marketing: Content marketing strategy before social
media strategy.
◎ SEO: Search engines reward businesses that publish quality, consistent
content.
◎ PR: Successful PR strategies address issues readers care about, not their
business.
◎ PPC: For PPC to work, you need great content behind it.
◎ Inbound marketing: Content is key to driving inbound traffic and leads.
○ Inbound Marketing Funnel Infographics https://www.smartinsights.com/wp-content/uploads/2012/02/inbound-marketing-funnel.jpg
◎ Content strategy: Content strategy is part of most content marketing
strategies.https://blog.hubspot.com/marketing/content-marketing-plan
http://contentmarketinginstitute.com/wp-content/uploads/2011/11/content-marketing-infographic-600x465.jpg
© Dr. Vera Butkouskaya | verapetrovna.com
Content Marketing Strategy
◎What is strategy?○ Long-term perspective.
◎Why companies need Content Marketing Strategy?○ Plan○ Develop○ Implement○ Control ○ Improve
© Dr. Vera Butkouskaya | verapetrovna.com
Content Marketing Strategy
Content marketing plan
◎ Part 1 - Market Research. ○ Environment analysis (micro and macro)
◎ Target audience analysis○ Buying persona http://makemypersona.com/
◎ Content audit○ What have been done and what will need to be done?
◎ Part 2 - Marketing Plan Development○ Mission and Vision, Goal.
◎ Content curation○ Search, Curate, Share
◎ Part 3 - Measurement and improvementhttps://blog.hubspot.com/marketing/content-marketing-planhttp://contentmarketinginstitute.com/developing-a-strategy/
Content Marketing StrategyContent Curation. How to choose topics?
wordstat...
◎ For who?◎ Which problem will solve?◎ How it will be unique?◎ The formats you'll focus on?◎ The channels where it will be published?◎ How you will schedule and manage creation and
publication? ○ Determine a content management system - for
example, using HubSpot software.○ Branded content “on domain” (the same as your
company url) or “off domain” (different one).© Dr. Vera Butkouskaya | verapetrovna.com
Content Marketing Strategy
HOW TO BECOME A GREAT CONTENT MARKETING EXAMPLE FOR OTHERS?
◎ Publish content ○ your audiences want○ on regular basis○ from named authors○ cover a unique topics of your expertise
◎ Building subscribers◎ Measure Content Marketing ROI
© Dr. Vera Butkouskaya | verapetrovna.com
Content Typologyhttps://www.ama.org/publications/MarketingNews/Pages/25-content-marketing-
terms.aspxhttps://blog.hubspot.com/marketing/abcs-of-content-marketing-list
© Dr. Vera Butkouskaya | verapetrovna.com
Content Types
four key types of content:
◎content to entertain◎content to educate◎content to persuade◎content to convert
© Dr. Vera Butkouskaya | verapetrovna.com
Source Image
https://www.smartinsights.com/wp-
content/uploads/2012/05/content-matrix-
600x467.jpg
4 Types of Content Every Site Needs
Image url
https://www.distilled.net/uploads/the-
content-matrix.png
A/B Testing
A metrics-based evaluation, usually used to compare
multiple versions of a web page or piece of content.
A number of variables may be tested, including the headline, content format, layout or even the emojis in the subject line.
Above the Fold
Originates from print, and describes content that was physically “above the fold” of a newspaper.
Today, it refers to the top parts of a site that are most likely to catch a user’s eye.
Content that can be seen without scrolling down the page.
Affiliate Marketing
A revenue model in which site A’s owners place ads on their site redirecting users to site B.
Site A makes money when users click on the links and/or purchase the products. T
his is a common method of income generation for digital influencers
© Dr. Vera Butkouskaya | verapetrovna.com
Aggregated (or Curated) Content
Selected content that has been sourced from other channels and put into a single site or news stream.
Aggregated content is best achieved through manual curation, and authors must clearly disclose the original source of the content.
© Dr. Vera Butkouskaya | verapetrovna.com
Black Hat
The opposite of “white hat,” this refers to individuals or firms that uses spammy or unethical techniques to try to “game” the system.
Using techniques that aren’t best practice can lead to diminished search returns, penalties from search engines or even blacklisting.
© Dr. Vera Butkouskaya | verapetrovna.com
© Dr. Vera Butkouskaya | verapetrovna.com
Brand Evangelist
Individuals who have a strong positive feeling about a brand.
© Dr. Vera Butkouskaya | verapetrovna.com
White Paper
A whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution. Advanced problem-solving guides
Can be used to educate audience about a particular issue or explain and promote a particular methodology.
Typically, require at least an email address for download (usually they require information more than that), making them great for capturing leads. https://blog.hubspot.com/marketing/what-is-whitepaper-faqs
© Dr. Vera Butkouskaya | verapetrovna.com
COPE
An acronym for “Create Once, Publish Everywhere,” the cornerstone of content marketing.
This can also sometimes be called “atomization.”
For example, one might take an e-book
and break it down into a white paper, several blog posts, an infographic and a video,
publishing each to different users along the content funnel and on different channels.
© Dr. Vera Butkouskaya | verapetrovna.com
Click Bait
Catchy, often viral content that is used to capture clicks, but often has little to no journalistic value.
Frequently, users who click in
are disappointed
by “this one surprising trick” or what you’ll “never believe” happened.
© Dr. Vera Butkouskaya | verapetrovna.com
Contextual Advertising
A technique used in which advertising on a given page is “in context with” other content on that page.
© Dr. Vera Butkouskaya | verapetrovna.com
Data Mining
Analyzing a database for purposes of extracting data about a user or users that can inform behavior.
Once you understand your user base,
you can use this data to create better marketing campaigns,
to target specific users and behaviors and more.
© Dr. Vera Butkouskaya | verapetrovna.com
Dynamic Content
Content that is unique to the user or group of users visiting a website.
Users who visit a site regularly may see content
tailored to their local area,
shopping history
or declared interests. © Dr. Vera Butkouskaya | verapetrovna.com
Earned Media
Publicity gained without paid advertising.
This can be content from
great posts on social media,
content from journalists or editors and more.
This is a core goal of content marketing—to attract qualified users via content rather than paid media.
© Dr. Vera Butkouskaya | verapetrovna.com
© Dr. Vera Butkouskaya | verapetrovna.com
© Dr. Vera Butkouskaya | verapetrovna.com
Heat Map
A useful tool that can show how users interact with a page, either by showing where their eyes or their mouse travels around a website.
By understanding how users engage with your website—do they like your homepage,
are they ignoring your navigation—you can create better-targeted content and
placement to help optimize experiences.© Dr. Vera Butkouskaya | verapetrovna.com
Influencer
A high-profile individual or brands in a certain space.
Coverage by Influencers is often trusted more than regular advertisements, and can lead to higher-than-normal rates of return.
© Dr. Vera Butkouskaya | verapetrovna.com
Lead Scoring
A marketing principle, often used in marketing automation, to assess and rank new leads and determine the likelihood that they will buy a product or service.
The higher and more qualified the lead, the more likely they are to buy a product or service.
Often, lead scoring combines actions completed online, such as reading a certain number of articles and blog posts on a website.
© Dr. Vera Butkouskaya | verapetrovna.com
© Dr. Vera Butkouskaya | verapetrovna.com
Marketing Automation
Tools and software that automate many marketing tasks for execution and measurement.
tools to directly measure the effectiveness of content marketing campaigns, rather than simply going on “gut feel” or soft metrics like impressions.
© Dr. Vera Butkouskaya | verapetrovna.com
Need Profiling
A gathering of customer requirements, often used by marketers who want to understand what a client hopes to gain from a project or campaign.
● content that speaks more directly to audience.
● lower costs in both labor and time, ● improve the user’s experience with
the brand.
© Dr. Vera Butkouskaya | verapetrovna.com
Newsjacking
Creating content that relates your brand and current events to drive traffic to your website or blog. http://contentmarketinginstitute.com/2014/01/brand-marketing-newsjacking-next-level/
● Timely, relevant content not only addresses your audience’s needs, but also creates a reason for people to visit your brand now
● Search engines also value fresh, relevant content
Full image http://contentmarketinginstitute.com/wp-content/uploads/2014/01/charmin-oscar-nominee-
tweet.jpg© Dr. Vera Butkouskaya | verapetrovna.com
Omnichannel
A rising marketing technique that puts the user in the center of many ongoing and separate yet related marketing efforts.
● a store-goer may receive a text message alert when they are near a store,
● receive a social media ad that they may still be interested in product X,
● receive added marketing via email or general post service
© Dr. Vera Butkouskaya | verapetrovna.com
Remarketing / Retargeting
An advertising strategy that allows targeted advertisements to “follow” a user and display on other online outlets after a user has visited your website.
● can encourage a user to make a
purchase
● or complete an action
● helping your company remain top of
mind
© Dr. Vera Butkouskaya | verapetrovna.com
User-Generated Content (UGC)
Content contributed from individuals not paid or affiliated with a brand.
• thought of as less biased than that created by brands, • help brands understand the real truthabout how people use their products and services• an economical way to build brand
buzz. © Dr. Vera Butkouskaya | verapetrovna.com
Taxonomy
The grouping and classification of content into a hierarchy.
Organizing content online is a key benefit for both search enginesand users who want the bestmost relevant information presented easily and effectivelyin a simple, single location.
© Dr. Vera Butkouskaya | verapetrovna.com
Schema
A shared data markup language that makes content more accessible to search engines.
When Schema is used properly, content can appear directly on top of
normal search results, such as showing directions, a definition, movie
times or a recipe, thus presenting users exactly the content they are
looking for, when they need it most. (For more information, see
Schema.org.)
https://searchengineland.com/schema-markup-structured-data-seo-
opportunities-site-type-231077
© Dr. Vera Butkouskaya | verapetrovna.com