topic 4

Question 1

What is content marketing

Answer 1

creation of valuable compelling and relevant content
for a targeted audience
to maintain or create some kind of action
paid or organic

Question 2

objectives of content marketing

Answer 2

thought leadership
maintain relationships with existing customers
attracting new customers and grow business
smart content that works

Question 3

who produces content

Answer 3

in company content manager
external: a content agency

Question 4

a 5 step approach in content strategy

Answer 4

1 message and big content
2 editorial content plan
3 create smart content
4 manage conversations
5 measure success

Question 5

1 message and big content

Answer 5

sweet spot content
HHH model
big topics and subtopics

Question 6

editorial content plan

Answer 6

a planning tool so it is clear for each content piece

Question 7

3 create smart content

Answer 7

adapt content to the phase in the funnel
Algorithms
storytelling
user generated content
consistent tone of voic and tone of view
get inspiration from the news or trending topics
COPE (create once, publish everywhere)

Question 8

manage conversations

Answer 8

who
outsourcing or in company
community managers
how
start with social listening
draw up a conversation flow, train people and provide a crisis plan
conversation guidelines
talk to people in their mother tongue
respond to all reactions
try to neutralise negative reactions
delete spam

Question 9

measure success

Answer 9

the moment your content strategy is up and running, you can measure its, through a set of objectives and relevant KPI’s