Ch 4 Flashcards
What are important factors/considerations for content?
- each piece is a stepping stone used ot advance customer jounry
- huge insatiable demand for content BUT easy to get lost in the clutter if not strategic
consider:
- what content
- for who
- for what purpose
How to perfect content?
1) Understand the marketing funnel = need variety of campaigns, not just one level
2) Understand the prospect’s intent = who talking to, what they need and want (use primary and secondary research! - esp talk to cust)
3) Provide a path forward (next steps) = keeo ppl moving + dont lose momentum (contentneed be relevant to stage theyre at)
4) Segment your marketing with content = re-segment/adjust once get feedback
5) Appear everywhere your customer expects = COPE: create once, post everywhere
6) Customize your content = no generic!
What are the parts of the marketing funnel for cust and for biz?
- biz: attract, customer: awareness
- biz: inform, cust: consideration (“what do?” think abt evoked set + either take action or dont)
- biz: convert, cust: conversion
MOMENT OF TRUTH in between: would they do it again? - biz: engage, cust: loyalty
What happens in each section of the funnel?
TOP
- sometimes biz get stuck here
- do: blog posts, social media, infographics, podcast, photos, microsite, newsletter
MIDDLE = convert! qualified lead or customer
- gated content (educational, etc)
***dont have friction!
BOTTOM = make ppl buy
- reviews, events, classes
What are main decisions toward executing good content marketing?
- Select buyer personas/avatars = fleshed out!! name, demo/psycho/webographics
- Create descriptions for content that can be created to reach that persona = where are they in funnel?
- Choose vehicle (form the content will take), & channel (where it will be published) (good to create explanation content that you can use to tell ppl about self rather than doing it personally everytime)
- Connect your content to your business goals = does content lead to CTA, getting ppl to open wallet? how add value?
What are the methods to distribute content to attract an audience?
a) Marketing through email = need to get ppl to click - use subject line with:
– punchy/relevant info
– scarcity “this offer ends in 24 hrs”
– explain value to them
b) Capturing leads through search marketing = valuable, organic, free content
c) Using social media to drive traffic to your website = how stand out, use brand personality, align with mission and values
d) Paying for traffic = probably need to at some point! do it right and highly effective
What are the 5 key factors in content marketing with story?
1) THE AUDIENCE: understand them!! and use that to guide the rest:
2) Story
3) Storyteller
4) Style
5) Strategy
What does content help?
- visibility
- drive traffic
- educate/connect
- inspire others to share
What are the parts of the “story” factor of content marketing? General parts of storybox selection?
- content types
- curated content
- paid, owned, shared, earned media
- user-generated content
parts:
A. The org (values, heritage, CSR, team, milestones)
B. Products and Services (designs, evolutions, customer stories, behind the scenes)
C. Knowledge and Expertise (research, surveys, resources, FAQs, forecasting)
What are some ideas for getting the brand story out there?
- brand journalism = document/editorial that shares story, educational and doesnt ask for anything
- brand activism = speak on certain issues (relevant ones! don’t talk on stuff that doesn’t pertain to org, don’t bandwagon)
What is the POSE model?
Paid: Adverts where money given to promote content
Owned: Website or other spaces under the organisation’s control and management
Shared: Spaces like social media where third-party companies control the user experience and content shown
Earned: User-generated content to praise organisations (reviews, videos)
What are the content types? Examples for each?
a) Evergreen content
- create at own leisure
- use over and over again
ex: “how to style winter coats” post can be used every year
b) Planned content: connect to schedule/specific events
ex: holidays, Olympics, Grammys
c) topical content: related to news/recent things
- cant plan for it
- oft things that org should address bc related to ind/values/etc.
ex: Patagonia speak out about new env news, but SHEIN should not
What are the types of storytellers? For each: What type of content? What part of POSE?
1) Brand and its agencies
– type: branded content, online PR, prod placement
– POSE: paid, owned
2) Celeb endorsers
– type: online PR, prod placement
– POSE: paid, shared, earned
3) inlfluencers + opinion leaders
– type: online PR, prod placement
– POSE: paid, shared,
4) customers and users
– type: user-generated content
– POSE: shared, earned
What things to ask/consider when choosing celebs/influencers? Examples? What is one important measurement to look at?
- does source have credibility? **affects tristwortjiness
–> ex: A&W guy! he looks like the target market :) - are they deemed to have expertise?
–> ex: dentists in ad for toothpaste - do they have relatabliity?
–> ex: Jennifer Anniston for Aveeno, feels like yeah BUT Kim K for Aveeno just no
meausrement: NOT followers, but instead engagement rate (likes/comments ratio to followers/views)
What are the types of influencers?
Full time or closer to it: Nano, micro, mid-tier, macro, mega
influencing is a hobby: artist, key opinion customers, citizen journalist
