Content Marketing_Workbook_v2.0 PT1.pdf

Professional as a business owner will have different

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professional, as a business owner will have different needs and wants for their company, than they would in their personal life. B2C marketing can generally be more fun, energetic and informal. Therefore, the content marketing strategies for Xero and Red Balloon will differ significantly – as they will likely be targeting different demographics and aiming to convey messages which are unique from one another. Both Xero and Red Balloon are established businesses, so their business objectives will already be agreed upon and documented. For a company where the business objectives do not exist, are only part completed, or have not been updated in several years, the senior management team should define them with input from stakeholders, including the marketing team. Completing this process together helps to align all teams and employees behind a common purpose. At a minimum, the following business objectives must be clearly defined: 1. What is the organisation’s vision? Xero have a vision to see “millions small businesses thrive through better tools, information and connections” . They aim to “push innovation forward, turning Xero into the online business platform for the world” . 2. What is the organisation’s mission statement? This will summarise an organisation’s aims and values. Red Balloon state on their website: “we live for moments. We discover and deliver the best personalised experiences and gifts that inspire people to give, share and live. We believe moments that start with Red Balloon, stay with you forever” . Xero give their mission statement as: “Our mission is to rewire the global economy, connecting millions of businesses to their banks, advisors and each other” . 3. How should the brand be perceived? Some examples include: Healthy, clean and environmentally friendly Fun, young and energetic Sophisticated and premium Classic and professional Both Xero and Red Balloon are perceived as fun – however Xero predominantly position themselves as thought leaders, whilst Red Balloon have more of a young and energetic feel to their branding and marketing activity. 4. What are the core values of the business? Xero’s core values reflect the vision of their organisation. They aim to provide beautiful software, which changes the game for small business. Their focus is on remaining at the forefront of technology to help businesses get paid faster. Red Balloon state their values as “1. Say it, do it. 2. All for one and one for all. 3. Push for greatness”. 5. How does the organisation want to differentiate itself from competitors? Some examples include:
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67 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 Market leading customer service Faster response times 24/7 support Higher quality products Convenience Longer product warranty Simple purchase experience Price guarantees They focus on market-leading technology that is simple to use and aim to
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