Chapter 10 Flashcards
What is the Top-down Marketing Funnel?
- Awareness.
- Consideration.
- Conversion.
- Loyalty.
- Advocacy.
What is the flywheel model?
Attract > engage > delight
With customers in the middle
what is one myth about creative content?
Creative content is only for advertising
Content marketing
Promoting content to audiences
Content creation
Original material
Content curation
Search for relevant material from others (user generated content)
Content amplification
Distributing content to audience feeds and accounts is just as important as being creative
Content ideation
It starts with a great idea
Content strategizing
How and why do we create material
Content execution
How and where will we distribute the material
What are three elements that must align when executing content?
- Timing.
- Tone.
- Treatment.
What are two of some of the best practices for creating a message strategy?
- Be direct.
- Make meaningful connections.
Short form content
Content, we usually present on social media
Ex. Twitter update and Facebook announcement.
Long form content
Expands messages in greater detail
Ex. e-books.
Slow form content.
Content that takes a long time to create but has a long shelf life
Ex. Vlogs and podcast episodes
What are two traditional forms of written content?
Press releases, and interview
What are two visual elements created in public relations?
Media kits and tutorials
What is the pillar approach?
Creating pieces of content that are shared and then repurposed for other platforms
What are two practices for creating content?
Feedback and edit
