Content Marketing. Topic 1: Introduction to content marketing · 2018-01-17 · Examples. Content...

Content Marketing.

Topic 1: Introduction to content marketing

Dr. Vera [email protected]

verapetrovna.com

Facebook.com Group - “Content Marketing | verapetrovna.com”

mailto:[email protected]

http://verapetrovna.com

https://www.facebook.com/groups/179792445942272/

Examples. Content Marketing

1. Adidas Group’s Blog offers “Personal insights into our business in sports.”

2. Adidas’ GamePlanA provides stories for “creators, tackling work life with an athlete’s heart”

3. Adobe4. Air B’n’B: The revolutionary accommodation solution provider

have been lighting the way when it comes to content.And more https://marketinginsidergroup.com/content-marketing/best-content-marketing-

examples/

© Dr. Vera Butkouskaya | verapetrovna.com

https://blog.adidas-group.com/

https://www.gameplan-a.com/

https://www.cmo.com/

https://www.airbnb.com/new/

https://marketinginsidergroup.com/content-marketing/best-content-marketing-examples/

Content vs. Traditional Marketing


Content vs. Traditional Marketinghttp://www.internetsecretsmadeeasy.com/wp-

content/uploads/2016/03/content-marketing.png

http://www.internetsecretsmadeeasy.com/wp-content/uploads/2016/03/content-marketing.png

History

◎ History - Infographics◎ http://contentmarketinginstitute.com/2016/07/history-content-marketing/

◎ https://blog.hubspot.com/marketing/history-of-content-marketing

◎ https://www.smartinsights.com/content-management/content-marketing-planning/history-content-marketing-infographic/

http://contentmarketinginstitute.com/2016/07/history-content-marketing/

https://blog.hubspot.com/marketing/history-of-content-marketing

https://www.smartinsights.com/content-management/content-marketing-planning/history-content-marketing-infographic/

Content

Content is

something that is to be expressed through some medium, as speech, writing, or any of various arts.


Branded Content

Branded content (also known as branded entertainment)

◎ is a form of advertising ◎that uses the generating of content ◎as a way to promote the particular brand◎which funds the content's production.


Branded Content vs Content Marketing

• BRANDED CONTENT: Brand or product promotion

• “It’s advertising.”

• CONTENT MARKETING: Providing value to the reader

• Examples https://www.linkedin.com/pulse/know-difference-jody-

sigmund/


https://www.linkedin.com/pulse/know-difference-jody-sigmund/

Marketing Brochures

The term "marketing brochure"

◎ is a form of advertising ◎Which refers to a small document, or

pamphlet, ◎which describes and promotes various

products or services ◎to be marketed.


Native ad

Native advertising is

◎a form of paid media ◎where the ad experience follows ◎the natural form and function of the user

experience in which it is placed.

Examples https://www.copyblogger.com/examples-of-native-ads/

https://adespresso.com/blog/19-amazing-native-advertising-ad-examples/


https://www.copyblogger.com/examples-of-native-ads/

https://adespresso.com/blog/19-amazing-native-advertising-ad-examples/

http://pkamarcom.com/wp-content/uploads/2015/08/NativeAd-vs-ContentMarketing.png


pkamarcom.com/wp-content/uploads/2015/08/NativeAd-vs-ContentMarketing.png


Is Content Marketing Advertising?

◎ Advertising means occasionally interrupting the content your audience actually wants, in order to sell them a product or introduce your brand.

◎ Many of us opt-out of unwanted advertising. ◎ Advertising is not something we typically want to

read and share.◎ Advertising is how publishers monetize their

traffic.

◎ Content marketing is NOT advertisement.


“viral video”

“viral video” is

◎ a video that becomes popular ◎ through a viral process of Internet sharing, ◎ typically through video sharing websites, social media

and email.

2007 - 1 million views

2011 - 5 million in 3-5 days….

Examples https://blog.hubspot.com/marketing/viral-video-marketing


https://blog.hubspot.com/marketing/viral-video-marketing

Why viral video is not a content marketing?

Going viral isn’t an effective content strategy

◎you cannot plan for, ◎Not replicated for long-term success◎viral content has a very short shelf life.


So. What is content marketing?

◎a piece of content?◎ marketing with content like brochures?◎ a native ad?◎ “viral video”?

NO


Content Marketing

Content marketing is

a strategic marketing approach

focused on creating and distributing

valuable, relevant, and consistent content

to attract and retain

a clearly defined audience — and, ultimately,

to drive profitable customer action.

http://contentmarketinginstitute.com/what-is-content-marketing/

http://contentmarketinginstitute.com/what-is-content-marketing/

Content Marketing

◎Built trust by providing relevant content◎Long time oriented◎Sales are not result of one content piece◎Engagement◎ Independent from product value◎No pressure content


Why Content Marketing

◎ Increased sales◎Cost savings◎Better customers who have

more loyalty


Content Marketing StrategiesIntroduction


“Useful content should be at the

core of your marketing


Content Strategy

The process of planning for and managing content creation and distribution.

Content strategy is the core of content marketing.


Quality content is part of all forms of marketing:

◎ Social media marketing: Content marketing strategy before social

media strategy.

◎ SEO: Search engines reward businesses that publish quality, consistent

content.

◎ PR: Successful PR strategies address issues readers care about, not their

business.

◎ PPC: For PPC to work, you need great content behind it.

◎ Inbound marketing: Content is key to driving inbound traffic and leads.

○ Inbound Marketing Funnel Infographics https://www.smartinsights.com/wp-content/uploads/2012/02/inbound-marketing-funnel.jpg

◎ Content strategy: Content strategy is part of most content marketing

strategies.https://blog.hubspot.com/marketing/content-marketing-plan

https://www.smartinsights.com/wp-content/uploads/2012/02/inbound-marketing-funnel.jpg

https://blog.hubspot.com/marketing/content-marketing-plan

http://contentmarketinginstitute.com/wp-content/uploads/2011/11/content-marketing-infographic-600x465.jpg


http://contentmarketinginstitute.com/wp-content/uploads/2011/11/content-marketing-infographic-600x465.jpg

Content Marketing Strategy

◎What is strategy?○ Long-term perspective.

◎Why companies need Content Marketing Strategy?○ Plan○ Develop○ Implement○ Control ○ Improve



Content marketing plan

◎ Part 1 - Market Research. ○ Environment analysis (micro and macro)

◎ Target audience analysis○ Buying persona http://makemypersona.com/

◎ Content audit○ What have been done and what will need to be done?

◎ Part 2 - Marketing Plan Development○ Mission and Vision, Goal.

◎ Content curation○ Search, Curate, Share

◎ Part 3 - Measurement and improvementhttps://blog.hubspot.com/marketing/content-marketing-planhttp://contentmarketinginstitute.com/developing-a-strategy/

http://makemypersona.com/

https://blog.hubspot.com/marketing/content-marketing-plan

http://contentmarketinginstitute.com/developing-a-strategy/

Content Marketing StrategyContent Curation. How to choose topics?

wordstat...

◎ For who?◎ Which problem will solve?◎ How it will be unique?◎ The formats you'll focus on?◎ The channels where it will be published?◎ How you will schedule and manage creation and

publication? ○ Determine a content management system - for

example, using HubSpot software.○ Branded content “on domain” (the same as your

company url) or “off domain” (different one).© Dr. Vera Butkouskaya | verapetrovna.com

https://www.hubspot.com/products/blog?_ga=2.21779709.715784423.1515327277-1003916261.1513089741


HOW TO BECOME A GREAT CONTENT MARKETING EXAMPLE FOR OTHERS?

◎ Publish content ○ your audiences want○ on regular basis○ from named authors○ cover a unique topics of your expertise

◎ Building subscribers◎ Measure Content Marketing ROI


Content Typologyhttps://www.ama.org/publications/MarketingNews/Pages/25-content-marketing-

terms.aspxhttps://blog.hubspot.com/marketing/abcs-of-content-marketing-list


https://www.ama.org/publications/MarketingNews/Pages/25-content-marketing-terms.aspx

https://blog.hubspot.com/marketing/abcs-of-content-marketing-list

Content Types

four key types of content:

◎content to entertain◎content to educate◎content to persuade◎content to convert


Source Image

https://www.smartinsights.com/wp-

content/uploads/2012/05/content-matrix-

600x467.jpg

4 Types of Content Every Site Needs

Image url

https://www.distilled.net/uploads/the-

content-matrix.png

https://www.smartinsights.com/wp-content/uploads/2012/05/content-matrix-600x467.jpg

https://www.distilled.net/blog/the-content-matrix/

https://www.distilled.net/uploads/the-content-matrix.png

A/B Testing

A metrics-based evaluation, usually used to compare

multiple versions of a web page or piece of content.

A number of variables may be tested, including the headline, content format, layout or even the emojis in the subject line.

Above the Fold

Originates from print, and describes content that was physically “above the fold” of a newspaper.

Today, it refers to the top parts of a site that are most likely to catch a user’s eye.

Content that can be seen without scrolling down the page.

Affiliate Marketing

A revenue model in which site A’s owners place ads on their site redirecting users to site B.

Site A makes money when users click on the links and/or purchase the products. T

his is a common method of income generation for digital influencers


Aggregated (or Curated) Content

Selected content that has been sourced from other channels and put into a single site or news stream.

Aggregated content is best achieved through manual curation, and authors must clearly disclose the original source of the content.


Black Hat

The opposite of “white hat,” this refers to individuals or firms that uses spammy or unethical techniques to try to “game” the system.

Using techniques that aren’t best practice can lead to diminished search returns, penalties from search engines or even blacklisting.


Brand Evangelist

Individuals who have a strong positive feeling about a brand.


White Paper

A whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution. Advanced problem-solving guides

Can be used to educate audience about a particular issue or explain and promote a particular methodology.

Typically, require at least an email address for download (usually they require information more than that), making them great for capturing leads. https://blog.hubspot.com/marketing/what-is-whitepaper-faqs


COPE

An acronym for “Create Once, Publish Everywhere,” the cornerstone of content marketing.

This can also sometimes be called “atomization.”

For example, one might take an e-book

and break it down into a white paper, several blog posts, an infographic and a video,

publishing each to different users along the content funnel and on different channels.


Click Bait

Catchy, often viral content that is used to capture clicks, but often has little to no journalistic value.

Frequently, users who click in

are disappointed

by “this one surprising trick” or what you’ll “never believe” happened.


Contextual Advertising

A technique used in which advertising on a given page is “in context with” other content on that page.


Data Mining

Analyzing a database for purposes of extracting data about a user or users that can inform behavior.

Once you understand your user base,

you can use this data to create better marketing campaigns,

to target specific users and behaviors and more.


Dynamic Content

Content that is unique to the user or group of users visiting a website.

Users who visit a site regularly may see content

tailored to their local area,

shopping history

or declared interests. © Dr. Vera Butkouskaya | verapetrovna.com

Earned Media

Publicity gained without paid advertising.

This can be content from

great posts on social media,

content from journalists or editors and more.

This is a core goal of content marketing—to attract qualified users via content rather than paid media.


Heat Map

A useful tool that can show how users interact with a page, either by showing where their eyes or their mouse travels around a website.

By understanding how users engage with your website—do they like your homepage,

are they ignoring your navigation—you can create better-targeted content and

placement to help optimize experiences.© Dr. Vera Butkouskaya | verapetrovna.com

Influencer

A high-profile individual or brands in a certain space.

Coverage by Influencers is often trusted more than regular advertisements, and can lead to higher-than-normal rates of return.


Lead Scoring

A marketing principle, often used in marketing automation, to assess and rank new leads and determine the likelihood that they will buy a product or service.

The higher and more qualified the lead, the more likely they are to buy a product or service.

Often, lead scoring combines actions completed online, such as reading a certain number of articles and blog posts on a website.


Marketing Automation

Tools and software that automate many marketing tasks for execution and measurement.

tools to directly measure the effectiveness of content marketing campaigns, rather than simply going on “gut feel” or soft metrics like impressions.


Need Profiling

A gathering of customer requirements, often used by marketers who want to understand what a client hopes to gain from a project or campaign.

● content that speaks more directly to audience.

● lower costs in both labor and time, ● improve the user’s experience with

the brand.


Newsjacking

Creating content that relates your brand and current events to drive traffic to your website or blog. http://contentmarketinginstitute.com/2014/01/brand-marketing-newsjacking-next-level/

● Timely, relevant content not only addresses your audience’s needs, but also creates a reason for people to visit your brand now

● Search engines also value fresh, relevant content

Full image http://contentmarketinginstitute.com/wp-content/uploads/2014/01/charmin-oscar-nominee-

tweet.jpg© Dr. Vera Butkouskaya | verapetrovna.com

http://contentmarketinginstitute.com/2014/01/brand-marketing-newsjacking-next-level/

http://contentmarketinginstitute.com/wp-content/uploads/2014/01/charmin-oscar-nominee-tweet.jpg

Omnichannel

A rising marketing technique that puts the user in the center of many ongoing and separate yet related marketing efforts.

● a store-goer may receive a text message alert when they are near a store,

● receive a social media ad that they may still be interested in product X,

● receive added marketing via email or general post service


Remarketing / Retargeting

An advertising strategy that allows targeted advertisements to “follow” a user and display on other online outlets after a user has visited your website.

● can encourage a user to make a

purchase

● or complete an action

● helping your company remain top of

mind


User-Generated Content (UGC)

Content contributed from individuals not paid or affiliated with a brand.

• thought of as less biased than that created by brands, • help brands understand the real truthabout how people use their products and services• an economical way to build brand

buzz. © Dr. Vera Butkouskaya | verapetrovna.com

Taxonomy

The grouping and classification of content into a hierarchy.

Organizing content online is a key benefit for both search enginesand users who want the bestmost relevant information presented easily and effectivelyin a simple, single location.


Schema

A shared data markup language that makes content more accessible to search engines.

When Schema is used properly, content can appear directly on top of

normal search results, such as showing directions, a definition, movie

times or a recipe, thus presenting users exactly the content they are

looking for, when they need it most. (For more information, see

Schema.org.)

https://searchengineland.com/schema-markup-structured-data-seo-

opportunities-site-type-231077


https://schema.org/

https://searchengineland.com/schema-markup-structured-data-seo-opportunities-site-type-231077

Content Marketing. Topic 1: Introduction to content marketing · 2018-01-17 · Examples. Content...

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