Content Marketing IS3150 AY 23/24 PDF

Content Marketing IS3150 AY 23/24 Sem 1 Professor (Adj) Lai Kok Fung Learning Outcome THE WHAT, WHY AND HOW APPLY CONTENT MARKETING OF CONTENT MARKETING IN YOUR PROJECT 2 3 What is a marketing technique of creating and dis...

Content Marketing IS3150 AY 23/24 Sem 1 Professor (Adj) Lai Kok Fung Learning Outcome THE WHAT, WHY AND HOW APPLY CONTENT MARKETING OF CONTENT MARKETING IN YOUR PROJECT 2 3 What is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and Content engage a clearly defined and understood target audience – with the objective of driving profitable Marketing customer action. 4 Example: Missouri https://www.youtube.com/user/MissouriQuiltCo Star Quilt Company  fish auction Ad Comparison fish cooking class Content Marketing Content Marketing vs Ads Content Marketing is indirect Long term & systematic content delivery Create positive brand image in target audience Call-to-Action at the right time Done right, content marketing should lower customer acquisition cost in the long run. Why Content Marketing 1. Consumers shutting off “interruption” based advertising 2. Create high quality content to improve SEO 3. Become the basis of editorial calendar for social media 4. Provide an anchor for livestreaming and events involving customer interactions The Pioneer: The Furrow Agricultural, construction & forestry machinery 14 Languages 1895 Farmers & Experts Stories surrounding farming and farmers EU27, CEE, MENA 9 Michelin The first Michelin Guide was compiled in 1900 to create demand for automobiles, and therefore, the tires they manufactured. It evolved into the Michelin star rating system for eateries. 10 Example: House of Brompton 12 Editorial Calendar An editorial calendar is a visual workflow that helps a team of content creators schedule their work on a daily, weekly, or monthly basis. Editorial calendars can help you track content types, promotional channels, authors, and most importantly, publish dates. 13 Key Marketing Message & Content Marketing Contents can be created from supporting points Contents can also form the basis of advertising copies 14  Example: Missouri Star Quilt Company Creating contents fom Subject: Quilting Tutorial (main category of the content) subject/topics Topics: Different quilting patterns (specific areas of the subject) combination More contents can be created by varying topics from the same subject  Customer Testimonials 16 Case Studies More widely used in B2B 17 Customers want to get from point A to point B Help them get there 18 Key Marketing Message Situation Complication Question Answer *MECE = Mutually Exclusive & Collectively Exhaustive 19 P3: Content Marketing 20  What is the customer’s challenge? Customer Journey How do you help him/her to get there? What is the role of your product/service in the customer’s journey? 21