Chapter 9: Content Marketing

Question 1

Objectives of Content Marketing

Answer 1

• Thought Leadership
• Maintaining relationships with existing customers
• Attracting new customers and grow business
• Smart content that “works” = pushes target audience through inbound marketing funnel

Question 2

Sweet Spot Content

Answer 2

Content that matches customers interests and needs whilst adding unique brand expertise and value

Question 3

HHH Model

Answer 3

• Hero
• Hub
• Hygiene

Question 4

HHH Model: Hero

Answer 4

“Go Big” content campaigns

Question 5

HHH Model: Hub

Answer 5

Regular engaging content

Question 6

HHH Model: Hygiene

Answer 6

Content people search for

Question 7

Hero Content Objective

Answer 7

• Awareness for a big product launch, opening store, important seasonalities
• Branding campaigns

Question 8

Hub Content Objective

Answer 8

• Increase engagement and interactions with prime prospects and existing clients (= your community) in this way you build up a community feeling
• Relevant for consideration, loyalty & ambassadorship

Question 9

Hygiene Content Objective

Answer 9

• Informational content that helps your audience with relevant questions and needs (= nurture)
• Thought leadership
• helpful content for the community, maybe they will even share, comment, promote your content to their followers

Question 10

What type of content is usually related to big topics?

Answer 10

• Sweet spot content

Question 11

What type of content is usually related to sub topics?

Answer 11

• Hygiene Content
• Hub Content

Question 12

What type of content is used for ongoing content?

Answer 12

• Hygiene Content
• Hub Content

Question 13

What type of content is used for campaigns?

Answer 13

Hero Content

Question 14

COPE Strategy

Answer 14

Create Once, Publish Everywhere