Online marketing lecture 8 Flashcards
Owned
Anything that is owned by the company
Paid
Paid third party to present content to the audience
Earned
Spread by someone else through sharing
Content marketing
A technique of creating and distributing relevant and valuable content to attract.
Strategic building blocks
Translate your brand essence
Match your brand personality with your audience
Match your content to the media channel
Online content
Information overload makes good content even more important.
Know your audience is key
Easy to read, well written, well structured
Short copy
Long copy
SEO copywriting
Page title Page URL Meta description Meta keywords Links
Sales funnel
Impression, clicks, leads, sales
Online digital marketing campaign 4 pillars
Define and establish
Convey and promote
Connect and convert
Measure and refine
Define and establish
Define target goals (should be well thought out)
Related to overall marketing strategy
Convey and promote
Leverage digital content
Using organic search, paid search, social channels
Choose channels and think of content
Connect and convert
Connect and convert across all channels
Conversion of leads into customers
Measure and refine
Constantly evaluate
Evaluate each channel separately
Measure outcomes
Trial and error
Writing a campaign plan
Specify campaign Pick channels what are the plans expected results of the overall campaign Implementation and execution Specific as possible
5ws and 2hs
Who What Where Why When How How much
