4-Content-Marketing-Strategy_Quirk-Textbook-5

4-Content-Marketing-Strategy_Quirk-Textbook-5 - 04 Content...

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What’s inside: This chapter look at brands as publishers who need to understand those for whom they are producing content. Content marketing strategy is explained and situated within the greater marketing mix. Organisational and conceptual requirements are considered in line with your overall marketing strategy. 04 Content Marketing Strategy
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70 71 Substance Workflow Structure Content Components People Components Governance Core Strategy 4.3 Defining Content marketing Content marketing is an umbrella term, one which focuses on matching content (information or entertainment) to your customer needs at whichever stage they are in the buying cycle or customer journey. Unlike TV, where the advertiser pushes messages to a captive audience, the focus is on engaging content, which means that marketers must think like publishers (attracting an audience) rather than seeing themselves as advertisers (buying an audience) of a product. The Internet has, in many respects, cut out the middle man. Consumers and brands can now connect directly through a number of easily accessible online platforms. The Content Marketing Institute offers the following definition: Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action (Content Marketing Institute, 2013) . This definition applies to all the spaces in which you share content – your website, campaigns and competitions, a company blog or the social media space – as well as the way in which that information is shared. Kristina Halvorson suggests the model illustrated below for approaching the different areas of content marketing strategy. Figure 1. A model explaining Content Strategy. (Source: With permission, Kristina Halvorson, 2010) Content Marketing Strategy Defining Content marketing © 2010 Brain Traffic 4.1 Introduction While the phrase ‘content is king’ has been referenced for some time, it is only in the recent few years that Content Marketing Strategy has been solidified into a discipline of its own. Defining content marketing strategy can be tricky, however, with some practitioners focusing more on the role it plays in information architecture and others believing that it should be considered on a campaign by campaign basis. This chapter looks at content marketing strategy from a holistic perspective, as a process that includes an understanding of all the content your brand is creating, those for whom it is intended, and to what purpose. There is a need to understand the brand and consumer context and match these to the best route to customer (in terms of tactics). Ultimately this supports the design of communication that impacts people enough to make them want to share the content on.
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