Content Marketing Flashcards
What is Content Marketing?
Content marketing is an opportunity for organizations to create the type of content that people want.
It can be seen as a strategic way to create content with the aim of building brands and educating customers to the benefits of your products and services.
Drives valuable search traffic and email and social media engagement to increase the number of valuable actions taken by your target audience.
It begins a relationship, a familiarity and trust of your brand
What are the benefits of Content Marketing?
-Grow awareness of your brand
-Recruit Advocates of your brand
-Increase and improve search engine rankings or SEO
-Generates new business lead, nurture sales prospects, and converts customers
- Enhances understanding of your business proposition.
Why is Content Intent important to think about?
Always make sure your content has a clear intention on what you are aiming for it to achieve. Content that lacks intention will be easily spotted by customers!
What are the qualities of highly effective content?
Content that is:
Relevant
Personalized - speaks to your audience
Valuable - useful, educational or entertaining
Addresses Needs
Include a call to action
Presents Solutions
What kind of content would you share with someone in the Awareness phase of the buyer’s journey?
exciting pieces of imagery, shot-form video, social ads, gifs, advertorials, templates, and banner ads.
In this phase, you don’t want to take up too much of your potential customer’s time.
What kind of content would you share with someone in the Interest phase of the buyer’s journey?
Blogs, long-form videos, white papers, podcasts, e-books, and infographics.
You can stretch out the intent or the content attentions pan to slightly longer formed piece of content because your potential customers are doing a little more digging around what you do, and what you can offer.
What kind of content would you share with someone in the Consideration phase of the buyer’s journey?
Carousels, case studies, webinars, FAQs, testimonials, newsletters, facebook messenger, and social display advertising.
Look to engage with your customers in a proactive manner by being overtly helpful and using mechanics like community management and social media engagement
What kind of content would you share with someone in the Conversion phase of the buyer’s journey?
Use formats like retargeting, imagery, carousels, social display, canvas, and cards.
This is a great opportunity to retarget the people who’ve been through the awareness and interest phase. Generate content that pops back up in their newsfeed to remind them of you.
What kind of content would you share with someone in the Retention phase of the buyer’s journey?
Click To Buy formats, and other exclusive offers like rewards, reviews, value additions, and discounts.
This is an opportunity to create content that reminds consumers of why they first engaged with you.
Topical Content
Newsworthy, time-sensitive content that is linked to a topic and is best suited to a particular moment in time.
Relevant to whats happening in the world right now
Examples of topical content
Tweets and Social Media posts
Memes, Videos, and images
Short written pieces
Evergreen Content
content that can be used at various sages of the buyer’s journey
Longer lifespan, high value, “timeless” content
Can be repurposed into different formats to maximize time and efforts
Examples of evergreen content
“How-To” Articles
Video tutorials
Beginner’s Guides
FAQs
Case Studies
List Articles
Checklists
Content Marketing Strategy
An ever-evolving plan that outlines your content marketing goals and target audience.
-Determines content needs of your target audience
-Defines their journey, content formats, and content styling
-Aligns to business objectives
- Should always be tweaked and modified
- Set out the objectives and scope of your project
Content Strategy vs. Creative Strategy
Content Stragy aims to communicate your brand or campaign messaging accross different ceative assets ane channels,
Creative Strategy set out to communicate your messaging and tone to be applied to all creative assets and content pieces such as:
Website creative
email templates
promotional videos,
banner ads for digital display and social media
offline creative pieces likeTV, radio, and print
What are Content Marketing Goals?
content that is aligned to your overall business goals will ultimately help drive your commercial message.
Key goals are: Awareness, Consideration, Conversion, Affinity, and Advocacy.w
Define the Awareness Content Marketing Goal
Focuses on content like social media posts, banner ads, videos, and images that let people kow abut yur brand, promotions, and products/services
How is Awareness content measured?
Impressions, number of people reached, and number of searches for your brand online.
Define the Consideration Content Marketing Goal
Content such as blogs, demonstration videos or specifications that outline products benefits and features.
This helps your audience make up their mind and choose your product
How is Consideration content measured?
Number and quality of comments, shares, link, and replies – anything that elicits a response form your target audience.
Define the Conversion Content Marketing Goal
Focuses on content like digital advertising, lead magnets, and purchase landing pages that drive users towards ecommerce or lead generation areas of your website or business.
What content will convince your audience to take action?
How is Conversion content measured?
Tracking the number of sales or leads that you receive via your conversion content
Define the Affinity Content Marketing Goal
Includes all content types, associated with brand building and driving positive affinity and connections to attract new customers or retain existing customers
How is affinity content measured?
Ranking social media engagements through reactions, comments, and feedback signals in terms of positive or negative sentiment toward your organization
