digital marketing class: content marketing

Content Marketing

• It is content that is created and distributed by a company to engage customers

• It is persistent • It is (mostly) Public Relations, Owned Media • Its focus is mostly branding and long term engagement,

not direct selling • Paid media can be used to amplify content marketing • It is not new, but internet, social media and mobile

access have significantly increased its importance • Not all digital marketing is content marketing

Digital Marketing [email protected] University of Delaware

#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

Content Marketing

Designed to:• engage audiences: stimulate free marketing • build relationships, build trust • increase reach (existing customers first):

organic versus paid reach • stimulate action (shares, RTs, comments etc.)

which increases reach



Content Marketing

Designed to:• cultivate advocates• stimulate user generated content• deepen the brand connection and knowledge– Red Bull

• improve SEO (keywords and links)



Content Marketing

Aspects of a Content Marketing Plan: 1• Brands are Publishers • Business Objectives / Goals drive Strategy for

Content Marketing• What stories do you want to tell ?• Avoid random acts of content



Content Marketing

Aspects of a Content Marketing Plan: 2• Know your customers• Targeting new customers, and existing

customers• Consider all stages of the purchase funnel • Consider your SEO goals, core keywords and

long tail keywords. Build keyword list • Select vehicles



Content Marketing

Aspects of a Content Marketing Plan: 3• Listen: industry, brand, competitor brands– To understand brand perception (#askJPM)– To respond directly – To improve messaging – To change product / service– To source content (example: tweeting a new

review)



Content Marketing

Aspects of a Content Marketing Plan: 4• Content strategy, PLAN • Types of content, by theme • Types of content – planned

routine content versus campaign content – Real time, reactive content (Oreo cookie)

• Types of content, images versus text• Types of content, appropriate signal to noise ratio



Content Marketing

Aspects of a Content Marketing Plan: 5• Content curation strategy – Source additional content – Contribute and engage with others' content

• Content, use of hashtags – Twitter (limited characters) and Instagram – Own hashtags (#askXXX, #XXXbrand)– Hashtags of related conversations



Content Marketing

Aspects of a Content Marketing Plan: 6• Appropriate voice (humanize brand)• Timing (proactive content), of day, and day of week• Frequency of Content• Use of Incentives and contests? • Content approval process? • Nimbleness versus overly produced content• Write for

– Engagement (write for action, i.e. Share, RT, Like) – Amplification



Content Marketing

Aspects of a Content Marketing Plan: 7• Cross platform integration & OFFLINE• A consistent DIAlogue (include follower

strategy for Twitter, Instagram etc.)• What is the value you are providing, for your

target audience(s) ? • Review against goals, KPIs



Content Marketing

Aspects of a Content Marketing Plan: 8• Vehicle selection– Blogs– Discussion boards (reddit)– Email– Social Media



Content Marketing

Indirect Content Marketing• Industry-related channels• Not “owned”• Better for awareness• More “competitive”



Content Marketing

Business to Business: Goals• Generate leads • Impact consumer markets • Grow brand • Recruit employees • Education • Thought Leadership • Partner Engagement



Content Marketing

Business to Business: Vehicles• Blogs• Email • LinkedIn • Google+ • YouTube (demonstrations) • Pinterest / Instagram (Visual)• Twitter



Content Marketing

Crisis ManagementEx: NFL: domestic abuse and child abuse issues – lose control of the outer-circle ?Amplification works for great content & crisis!• Understand it • Get in front of it • Be transparent • Be responsive• Approval process important to consider



Content Marketing

Crisis ManagementAmplification works for great content & crisis!• Understand it • Get in front of it • Be transparent • Be responsive• Approval process important to consider

