digital strategy - lecture six

6

marketing aims to sell a product, content marketing is selling the idea of product AgencyInc, 2017

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before embarking on content let’s consider online journeys…

..so, why bother with content marketing?

...lead generation/lead nurturing

...increase sales

...increase awareness

...increase retention

...support brand evangelists

good content marketing is…

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markets are conversations

What’s good content?

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...we need to plan

Bosomworth, 2017

...hub and spoke model

twitter

...good interaction and sharing of fan content/tweets

...pinned tweet is of benefit

... Great for generating leads to web content/hub

...build a community

facebook

...links (preview) in content to drive traffic to ‘hub’

...minimal written content, more visual content

...more conversations

...develop a brand authentic voice

instagram

... portray a visually stylish brand

...stories that last 24hours, drive immediacy

...high engagement rate – 4.2%

YouTube

...what videos do your audience watch?

...Hero, Hub, Hygiene

...more conversations

...shareable, interactive, authentic

…following the 70:20:10 rule

...visual and auditory

...at every digtial interaction

...transparent and honest

...core to marketing

...across paid, owned and earned

the future of content is…

…print?

the future of content is…