Content Marketing_Workbook_v2.0 PT2.pdf

Think take some time to think about the information

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Think Take some time to think about the information and record your own ideas Talk Talk to your peers, colleagues – swap ideas. Reading Selected extra reading requirements. Sydney Ferries You Tube Youtube Selected Youtube requirements.
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139 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 CHAPTER 4 4.1 Introduction to Content Creation “Mediocre content will hurt your brand more than doing nothing at all” – Joe Pulizzi, Content Marketing Institute Great content is the foundation on which organisations build their entire content marketing strategy. Understanding this and effectively creating great content, however, are two different things. As we discussed in Chapter 2, content marketing follows a set process, beginning with formulating a strategy, and the creating and distributing content according to that strategy. Creating basic content with smartphones and web tools is not difficult. The real challenge is creating high quality content that adds value to your brand, drives audience engagement on social media, and compels your target audience to share the content with their networks. This chapter, Content Creation, is designed to help you turn your Content Marketing Strategy into reality. Following a simple 8-step process, you will learn how to consistently produce content that engages people through any medium or across any social media network. You’ll learn how to take your content strategies and turn them into tangible pieces of compelling content. Using these steps, your content will cut through the noise and deliver a message worth hearing. The Eight Steps of Creating Great Content Step 1: Establish your brand identity Step 2: Develop a content brief Step 3: Source and hire resources Step 4: Manage the project Step 5: Create high quality content Step 6: Optimise the content for SEO Step 7: Review and approve the content Step 8: Publish the content online Each of these steps will be covered in Chapter 4.
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140 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 Activity 4.1 Compelling content Think about the most engaging piece of content you have recently read/watched/ listened to on social media. What was the content about? What made the content so compelling?
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141 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 4.2 Establishing Your Brand Identity “In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.” – Howard Schultz, Chairman and CEO of Starbucks Every brand has a ‘personality’ – the positive and unique feelings an organisation wants customers to associate with its products and services. It is how the brand wants to be perceived in the market, both internally and externally, reflecting the organisation’s values and overall business objectives. In this section, you will
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