Module 2 Flashcards
What is content marketing?
the creation, publishing and sharing of content with the aim to build a brand reputation, awareness and affinity. And hopefully conversion.
What are the benefits of content marketing? (6)
- Being able to grow your audience
- Being able to build a community and brand advocates
- Create a sense of influence or credibility about your area
- Increase position in search engines (SEO ranks)
- Lead generation
- Enhancing and understanding your own business
What is the aim of content marketing content?
to convince your audiences and convert them into customers.
What are the qualities of highly effective content for your content marketing mix?
- Is relevant for buyer and business
- Personalized: speaks to buyer, addresses their pain points, relevant for their outlook on life –> bond & thrust
- Educational
- Addresses buyer’s needs or interest
- Call-to-action
- Demonstrate your business is the solution
- Your USP
Why is adding a call-to-action important?
Giving people a clear call-to-action allows them to understand what it is that you’re actually selling and brings them on a journey through the conversion funnel.
What types of content are there according to the DMI?
Evergreen and topical content
What is topical content?
Newsworthy, time-sensitive content that is linked to a topic and is best suited to a particular moment in time. t’s
important to note that as topical content is tied to a moment in time, it has a shorter lifespan of relevancy.
What are the three steps for creating topical content?
1) choose general themes or events that are relevant for your audience.
2) consider what you’re trying to achieve with your topical content, and then sketch backwards to see it fits within your theme.
3) have adequate resources that can be rolled into action when needed, for example, writers, designers, and approvals you need to put in place.
What is evergreen content?
content that can be used at various stages of the buyer’s journey. The main part of your content marketing mix should be evergreen content.
What are the benefits over evergreen content?
- is relevant and valuable for a prolonged period of time
- can drive more traffic and generate more leads over its lifespan
- can be repurposed into different formats, maximizing creation time
What are the 3 steps over creating evergreen content?
- Choose timeless topic (rather than a trend)
- being able to share your evergreen content across a variety of social media
platforms. - repurposing your content at a later date maximizes the value of your content creation efforts.
What kind of intent for content can you create at each of these stages? Awareness, Interest, Consideration, Conversion, Retention?
Awareness: what is your proposition, purpose, USP
Interest: capture attention, something that gets them excited
Consideration: provide further information, give taste of your offer
Conversion: foster warm and personalized experience: lead nurturing, request feedback, community management
Retention: encourage repeat business by great customer service
The buyers touch points are also connetected to the type of content, how?
In the awareness phase the content is short and fast. The further their interest grows you can slowly extend the pieces. And then make it more engaging in the consideration phase. In the Conversion phase you want to smoothly pop up in their feeds or retarget bits. In the last phase focus on why they first engaged with you, for example user generated content
What are the benefits of Community Management? (4)
- manage customer, product, or service issues with your business, not letting any issues fester or swell out of control
- gaining valuable feedback, input and insights from customer
- make loyal customers brand advocates: interact, heroing their content
- build thrust and credibility to thrive repeat business
What is a content marketing strategy?
an ever-evolving plan that determines the types of content that you’re pushing out, how they’re aligned to your business goals, who the content is intended for, and what content formats you’ll use.
What are the 6 phases of a content marketing strategy cicle?
- Research: social listening, competitor audits, audience segmentation, and platform research.
- Planning: align business objectives, wider business targets, and KPI setting with content needs.
- Content creation and curation
- Publishing: platform selection, content promotion, and content outreach.
- Measurement: social listening, monthly content reports, and content audits.
- Renew strategy: insights and data give input for creating strategy
What is social listening?
is the method of tracking online conversation in relation to keywords, topics, or phrases to glean key insights from your target audience. Monitoring social platforms and digital channels: find out what they are saying about you or wider spectrum of business
What are the benefits of social listening? (3)
- Identification of opportunities
- Spot potential risk and threats
- Understanding what your brand and business position on different platforms really is
What are the benefits of competitors analysis when it comes to content marketing? (4)
- Spot (competitors) content gaps
- Gives inspiration and innovation for own platform usage
- Measure the impact their content is having in the segment
- avoid embarrassment by negating any clashes or any direct lift from what they might be doing
What does content audits involve?
assessing the performance and spotting opportunities within your own content marketing efforts. It enables you to implement key learnings based on the content that has been most successful, and the content that has fallen short of the mark. And will allow you to move forward with a much better content strategy for the following period.
What is part of the content audit?
- Audit content regularly
- Refer back to your annual goals and objectives and asses progress
- Review audience segments
- Review other digital platforms: referreals, styles and type of contents
- Assess individual platforms: how are they working for you
- Assess used tone
- Determine social listening
What should be included in monthly content marketing reports? (5)
- Key metrics: Based on your objectives, these could be audience, reach, engagement, views, clicks, and conversions.
- Most successful content: Again, success here is determined by your objectives
- Least successful content: Look at this as an opportunity to trim the fat and eliminate what’s not working from your content plan
- Learnings: How can next month’s content be better? Are you noticing any month-on-month trends worth highlighting?
- Aligning business activities: What else is happening in your business, and how can content marketing further support overarching business goals?
What are content goals?
- Awareness: visibility of your brand in the wider content ecosystem.
- Engagement: likes, shares, clicks etc.
- Affinity: whether an engagement that’s been given on your content has been largely grouped as positive or negative.
- Conversion: track a sale using customized links or Urgent Tracking Modules.
- Advocacy: key individuals who may be really amplifying your cause.
What is important when it comes to content marketing goals? (4)
- Consistency: in a message, but also business goals etc
- Timing: how it supports other assets of the business (other campaigns)
- Look at wider business input from other departments for inspiration
- Good website: integrate all social streams well and allign SEO goals.
