Content Marketing Flashcards
What is Content Marketing?
A powerful tool that allows you to bring your customers along the journey of what it is that you do and hopefully, convert them.
What are the benefits of Content Marketing?
Grow - grow a community and audience around what it is you trying to sell
Recruit - Recruit people to believe in what you trying to achieve
Increase - improve SEO
Generate - lead generation
Enhance - understanding of your business, your proposition ion the market and affinity with potential customers
What are the qualities of highly effective content?
- Relevant
- Personalised (content that serves a personal purpose and speaks to your audience at that moment in time)
- Educational
- Addresses needs and interests (What problems your content can help solve)
- CTA’s - lets them understand what you trying to sell and starts them on the buyers journey
Demonstrates solution (you have a USP)
What are the 2 content groups?
Topical and Evergreen
What are the 3 steps to creating topical content?
1 - Choose general themes or events relevant to your audience
2 - consider what you are trying to achieve
3 - adequate resources
What are 4 benefits of Evergreen content?
- Is relevant and valuable over a long period of time
- Can drive more traffic and leads over the lifespan
- Can be repurposed into different formats
- Yield greater ROI
How do you create evergreen content?
- Choose timeless topic
- Promote on Social media
- Repurpose at a later date
What are the 5 stages of the buyers journey?
Awareness Interest Consideration Conversion Retention
What content aligns to Awareness stage?
Exciting imagery, short form video, Social ads and gifs, adverts, templates and banner ads
What content aligns to Interest phase?
Blogs Long form video white papers podcasts ebooks infographics
What content aligns to Consideration phase?
Carousels Case Studies Webinars FAQ Testimonials Newsletters Facebook Messenger Social Display Advertsising
What content aligns to Conversion phase?
Retargeting Imagery Carousels Social Dispaly Canvas Cards
What content aligns to Retention phase?
Remind people why they bought using Imagery Rewards Reviews Discounts
What is Community management in context of Content Marketing?
Stage that comes after content is published
How can Community Management help you?
- Manage customer, product or service issues
- Gain valuable insight and feedback
- Turn customers into loyal fans
- Network with others
- Drive repeat sales
What is a content marketing strategy?
An ever evolving plan that detrmines the type of content you pushing out and how they aligned to your business goals, who content is for and what formats you will use
What are the 6 phases of a content marketing strategy?
- Research
- Plan
- Create and Curate
- Publish
- Measure
- Strategise
In reserach phase of content marketing, you are looking at intended audience and finding out as much about them as possible, where they live, what they react to. What activities are used to gain these insights?
Social listening
Competitor audits
Audience segmentation
platform research
What do you do in planning phase of a Content marketing strategy?
Align your busines objectives and targets with your content needs and what resources will be reuired
What are the three benefits of Social listening?
1 Identify opportunities
2 Spot potential risks
3 Understand brand position
Why is Content Marketing competitor analysis important?
A beneficial way to understand what audiences are interacting with
What are benefits of Competitor analysis?
- Spot content gaps (Gaps your competitors aren’t filling)
- Identify innovations
- Define content
Avoid content clashes
When compiling competitor analysis, what are the key things to look for?
- What platforms they using
- What feedback they’re getting
- Has it helped boost SEO rankings
How do you assess performance and spot opportunities with your content marketing efforts?
Conduct Audits by:
- Review content performance
- Set rolling objectives
- Implement key learnings
- Improve & optimise
How should you conduct a content audit?
- KPI and objectives review
- Benchmarks
- Current audience segments
- Content inventory, forms and types
- Website performance and UX
- Social platform review
- Language or tone evolvement
- Social listening
It is recommended to conduct monthly content reports to keep track of your content marketing efforts. What are some details to include in your reports?
- Key metrics
- Most successful content
- Least successful content
- Learnings
- Aligning business activities
Content Goals
What are the 5 Content Marketing Goals
Awareness - visibility of your brand
Engagement - Positive & negative likes, comments, shares etc
Affinity - Allow you to determine if an engagement can be grouped as positive or negative
Conversion - tracking of sales and goals
Advocacy - assess whether your audience are amplifying your cause and become brand avocates
What are the three main purposes of Buyer personas in Content Marketing?
- Targeting
Create relevancy in your content and to the right audience - Format
How audience os consuming content - Discovery
discover channels audience are inhabiting
What do you need to consider when developing buyer personas?
Objectives Location Job Details Platforms Devices Purchase behaviours Interests
What 3 areas of research should you conduct before doing content topics?
- Keyword establishment
How they finding you and what search terms are they using - Search trends
Aligning the timing of your content to identify peaks and troughs - Audience insights
Survey audiences to find out what you can learn from them
What are 5 elements of a good content calendar?
Copy Creative Theme Date and Time Platform
Name the 10 content types?
- Whitepapers
- Infographics
- Ebooks
- Blogs
- Interactive content
- Video
- Articles
- Webinars
- Podcasts
- Templates & checklists
What is content curation?
Utilise 3rd party content relevant to your business or industry that helps grow thought leadership and credibility in the field.
What are the characteristics of content curation?
Addition of commentary
Lower resource investment
Limited ownership
Community input
What are characteristics of content creation?
Original content
Higher resource investment
100% ownership
Credibility
What are 4 benefits of curated content?
- Makes you appear less promotional
- more likeable
- Generates goodwill
- positions you as an industry leader
Whats are the 5 types of curated content?
- Aggregation (Brings multiple topics into one article)
- Distillation (Simoplfying a topic or concept)
- Elevation (form a hypothesis or theory)
- Mashups something new created like the idea
- Chronology (mapped into a timeline)
How do you define your brand personality?
How you speak to customers, tone of voice and imagery & style
Why is it important to have a brand personality?
Point of difference with the competition
Unique vantage point
Resonance with consumer
Brand personality can be themed into 3 overall categories. Name them?
1. Functional What your service offering is 2. Emotional What makes you relatable 3. Essential Call to action piece. Location price etc
What are 4 benefits of content personalisation?
Targeted and relevant
Higher conversions
Increased brand infinity
Drives efficiency
What is content seeding?
What you do with your content and how you get it to your audience is content seeding
What are the benefits of content seeding?
Reach, Relevancy, Increase web and seo, Build credibility. generate leads and Improvebrand mentions and SEO
Name owned channels for content seeding?
Facebook Twitter Instagram YouTube Snapchat Pinterest Blog Website
Name collaborative platforms for content seeding?
Reddit Pinterest Forums Tagging Linking
Name paid space channels for content seeding?
3rd party social channels Online news sites Influencer channels Blogs Vogs Journalists
What are some challenges to consider when content seeding?
Reach- being cost effective and relevant Relevancy Transparency - label paid promos as such Content - high quality content Measurement - roi Budget and resource Tight collaboration with teams
What is content promotion?
Strategy to get to much wider audience
Name the 5 content promo methods
Influencer marketing Guest blogging Tagging Affiliate marketing Media partnerships
What is content repurposing?
Reuse content in different formats and still make it fit for purpose but don’t tire out audience
