How will this content marketing strategy differentiate client from competitors

Content Marketing

What is content marketing?

The content marketing assignment

What is content marketing?

What is content marketing?

Content marking provides real, useable information to consumers in order to establish, build, and maintain relationships. Information can be human interest oriented (signature stories) or “fascinating facts” or “how to do something.” Unlike native advertising, content marketing happens on-site–the consumer goes to the place of business and finds information there. In content marking businesses offer for free information that used to be considered proprietary or insider-knowledge. They share, and in doing so, build customer loyalty that results in both direct sales and indirect advertising.

What is content marketing?

What is content marketing?

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So what is content marketing?

Examples?

Definitions?

Uses?

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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Six Qualities of Content Marketing

  • 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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Content Marketing Assignment

Pitch

Signature Story

Informational/Entertaining Branding

Presentation

**Syllabus changes**

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The Scenario

  • You are a freelance marketing specialist who has been hired by a small business or organization to create a content marketing campaign for them.
  • You will pitch a new (or improved) content marketing strategy and write to example pieces for this business and then present your strategy and your examples.

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The Pitch

  • Reasoning, stats, audience analysis
  • Organization’s local economic and/or social influence
  • Intent (“flavor”) or relationship vis-a-vis market
  • 2-3 ideas for long story piece
  • 2-3 ideas for shorter, information-driven content
  • Design concept
  • Schedule of completion including steps you will need to take and when
  • Due November 5

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?

*

Long Content Marketing Piece

  • Signature story
  • 500 words
  • Images and/or media
  • Should be an interview, profile, or other human-interest driven story
  • Due November 14

Short Content Marketing Piece

  • Informational/Entertaining Branding
  • 250 words
  • Images and/or media
  • Information or knowledge driven
  • teaching about something or how to do something
  • Entertainment oriented
  • Interesting or fun historical facts

Campaign Presentation

  • Portfolio of three pieces
  • Five minutes presentation
  • Three slides
  • Introduce organization
  • Who, what, local impact, SWOT analysis
  • Justify content marketing as a strategy
  • Not defining content marketing—explaining why it should be used in this instance
  • Explain content marketing plan
  • Due December 3

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Signature Story

Definition

Example

Why we use stories

Definition

A signature story is an intriguing, authentic, involving narrative with a strategic message that clarifies or enhances the brand, the customer relationship, the organization, or the business strategy. It is a strategic asset that enables growth, provides inspiration, and guides the brand over time.

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

*

Example

Informational/Entertainment Branding

Examples

Definitions

Informational/Entertainment Branding

  • Another kind of story, not a signature story
  • This is content designed to educate, engage, amuse, entertain, enlighten, etc.
  • Not specifically or directly related to your brand/product/organization but on a related subject
  • You’ll select one of the two options for your own piece

Informational or Knowledge Driven

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.

*

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

*

*

*

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.

 

*

  • 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

*

**Syllabus changes**

*

*

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?

*

*

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

*

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.

*

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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