How will this content marketing strategy differentiate client from competitors

Entertainment Oriented

This video is produced by Broadway Cares/Equity Fights for AIDS a charity sponsored by the Broadway union to raise money for AIDS—so not only is sharing this video a form of free content this is also from a charity concert. This is a form of entertainment most explicitly since it’s literally an artistic production but also is content provided for free at, sort of, the expense of this charity? But ultimately raising awareness of this charity.

For these last two I just picked videos on my YouTube feed—so you can also think about how these videos made it on to my radar as far as content the internet gods thought I would enjoy

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Content marketing’s key difference is being *relevant* and *valuable* as opposed to more traditional advertising that is focused on the product, CM is focused on what the brand can provide to the customer not in the form of service, but information, stories, content

So what are some examples of content marketing? This doesn’t have to be something you’ve seen already

Contenting 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

People are more drawn to content over traditional advertising—this is something we already saw when looking at native advertising—they don’t want to just be told something is good but want to attach a reason for it to be good, they want to be given information, details, a background, etc.

I didn’t include them here, but if you are interested, there are multiple studies that show consumers are much more like to purchase things from advertising who use content marketing as a strategy/tool—they are more engaged with the company as an entity and not just a mysterious background that produces things.

Content marketing doesn’t require a large advertising campaign or the deployment of massive resources because most of this content is produced digitally and then shared by the audience through social media platforms.

Customers are more loyal (and more willing to talk about) companies that use content marketing—the story and content of the company will stick with them even more than the actual products might.

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• Laser-like targeting of super niche category so the content is specifically tailored
• Help shape the story and terminology of the market—the way your story is told helps to shape the way people talk about the market/field
• Someone hired specifically to tell the brand’s/organization’s story
• Engaging employees in the story/content of the brand/organization
• Removing the sales pitch entirely—focus on actually creating content
• Bring in writers and researchers to be able to write and create well to engage people

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**Syllabus changes**

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You cannot pick some large multi-national organization–think something local either to Gainesville/UF or your hometown, something you know well. This can be your Greek organization, your off-campus job, your on-campus job, a local business you visit frequently, a local organization you volunteer at, etc.

Reasoning: why this organization would benefit from a CM campaign

Stats: any relevant statistics to your campaign—sales, inventory, whatever

Audience analysis: Who are they currently reaching, who do they want to reach, how is content marketing the best way to do this?

Economic/social influence: Is this organization/business a popular local place, a new start-up, a new branch of a larger organization, etc. What do they want their influence to look like at the end of this campaign?

Flavor: How will this content marketing strategy differentiate client from competitors?

Long & short story & design concept: the two pieces should be part of a strategic communication strategy and therefore should share common themes, intent, and design

Schedule of completion and steps: Do you need to interview someone? Do more research? Collect data, images, creat a video, etc?

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Not just any narrative can qualify as a signature story. The story must be intriguing so that it commands attention. It must be authentic, so that the audience doesn’t perceive it to be phony, contrived, or salesy. And a signature story must be involving, drawing the audience into the story and eliciting a cognitive, emotional, or behavioral response.

A compelling signature story will be an asset with enduring relevance and the capacity to inspire, enable growth, and provide long-term direction for the company. As they continue to be told, these stories gain authenticity, traction, and influence.

A signature story is a story, but a story with a purpose, intention, and strategy

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This video is produced by the Royal Ballet Company but isn’t specifically advertising a ballet, a ballerina, etc. It’s about ballet shoes and the process would be similar/identical across ballet companies—the purpose is not to sell us on going to the ballet but educate us about a part of ballet we might not know about, how shoes are made and used.

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This video is produced by Broadway Cares/Equity Fights for AIDS a charity sponsored by the Broadway union to raise money for AIDS—so not only is sharing this video a form of free content this is also from a charity concert. This is a form of entertainment most explicitly since it’s literally an artistic production but also is content provided for free at, sort of, the expense of this charity? But ultimately raising awareness of this charity.

For these last two I just picked videos on my YouTube feed—so you can also think about how these videos made it on to my radar as far as content the internet gods thought I would enjoy

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