Mark 4450 Exam 2 Cuppari

Content team: Chief Listening officer

"air-traffic control" for your social media and other content channels. they are there to listen to the groups of customers, prospects, influencers, and competitors

Content team: Chief content officer/vp of marketing:

"chief storyteller" in your organization, with the vision

Content team: managing editor

"day-to-day storyteller" responsible for managing the daily details and schedules. oftentimes, he works with others to create the content

know your audience

*understanding how and why they consume content* will help you truly and effectively engage them from an unknown prospect to an evangelist for your brand.

Campaign mix

- Paid Media - Earned digital media - Owned Media -Shared media

Promotional Content

- Short in duration (remember 80/20 rule) - Focused on conversion - Coupons, Discounts - Toyota-thon, Black Friday - Starbucks PSL - Typically BOFU

Brand Advocates

-10% of your customer base -3x more likely to share brand info with strangers -nano influencers with highly targeted followers -"brand ambassador" -92% of online consumers trust recommendations from their social circles

Macro influencers

-100k-1M followers -internet-made celebrities, social stars, podcasters -pay to play - $10k to $50k per post -higher the audience the lower the engagement rate

Micro Influencers

-10k-100k followers -specialize in a particular niche but maintain high engagement rates -audience size is large enough for brands to consider specialized sponsorships, but you'll likely need to pay $ vs provide product

Examples of old content marketing

-1930's Proctor and gamble began radio soap operas -1982 Hasbro/Marvel Gi Joe comic

Mega

-1M+ followers -easy to find, but hard to afford them ($100k-250k+ per post) -great for brand awareness or new product launch campaigns to reach as many consumers as possible

Nano influencer

-1k-10k followers -advocates of the brand they love -most likely barter for free product -close relationship with their followers and highest engagement rates

Marketer's Approach to Influencers

-Best Practices: use as many micro-influencers as you can afford, Consider a small network of celebrities, clear messaging and dedicated posts -BIGGEST PAY OFF = LONG TERM AMBASSADOR PROGRAM

Business Goals of Content Marketing

-Brand Awareness or Reinforcement -Lead Conversion and Nurturing -Customer Conversion -Customer Service -Customer Loyalty/Retention -Customer Upsell -Passionate Subscribers

Using influencers to source content

-Invest in high quality influencers -Gain usage rights -Ask for additional content

Mission must communicate

-WHO is core audience target -WHAT will be delivered -WIFM: outcome for the audience

Value of Content marketing

-all about empathy -ask yourself, "is this content more about customers' pain points or more about the company and how great the products or services are

Essential Skills

-be able to write and speak in a way that makes people feel welcomed and informed -having the desire to create and share in your blood, means you will do well -be well-versed in what makes good content -be able to manage an editorial calendar and contribute to content strategy

risk-taker

-believes more is more, isn't always thinking about the consequences of major decisions -pushes the team forward -lets you see what is possible and is not afraid of making mistakes

Content marketing is better when

-brands model their behavior after that of media publishers -more about demand generation -quality content brings prospects to a brand's site where a relationship can begin to develop

Duplication

-copy/paste = repeat -DEPRIVES original content owner from traffic -UNETHICAL to content creators -Infringes COPYRIGHT -Adds NO VALUE to readers -penalized by google

Adding "Authentic" Content Marketing to the Marketing Mix

-focus on producing high-quality (not high quantity) content -start small and be focused -you can always add more platforms and content types over time

Offbeat Media Group

-founded in 2018 in Atlanta by Shep Ogden, Terry Grad -40 under 40 and Bulldog 100

Best Influencers for your brand

-generally a fan of your products -create content that is already on brand -micro-influencers already expert in your category -within your target audience demographics -may have worked with competing brands

Tools to help find influencers

-google -IG search -Third party tools -industry related hashtags -influencers that reach out -agencies

Storytelling

-heart of the story -pillars of content focus on the big idea. NOT a selling tool, it is foundation for all future content development

Curation

-link to = quote -DRIVES traffic to original content owners -BENEFICIAL to content creators -FAIR USE legal doctrine -Adds VALUE to readers -Valued by Google

Word of Mouth Marketing

-two people who are sharing a story with each other - face to face (71%) or online (29%) -19% of consumers choose brands SOLELY due to recommendations -success requires a brand/service to be 1) authentic 2) interesting and 3) relevant

Content planning fundamentals

-understanding your purpose -building the business case -managing the process

Communication Objectives by Platform

-use linkedin to drive traffic to our white papers/research on our website -use youtube channel to drive traffic in the store with our DIY series

Social media marketing is better when

-used for top of funnel activity -generating activity and discussion around a brand -used for customer retention and/or satisfaction

Personality types in teams

-user advocate -cheerleader -cynic -risk taker -analyst

Modern day content marketing: REI

-uses infographics and photos on its pinterest page -10m views per month and 173k followers -uses a "drive to" content strategy to connect people from their Pinterest Infographic to their blog that has more in depth info

Modern Day content marketing: Repair clinic

-uses video to reach DIY crowd -Youtube channel has hundreds of videos -offers level of difficulty, tools needed, and savings realized by not calling repairman -Uses SEO to drive to Youtube

Situational Analysis

-what platforms do we ALREADY HAVE in place? -what MUST CHANGE -What MUST STOP?

Content strategy goals

-you can have several goals -complexity is in the layers -each goal has its own products and tactics, and each tactic may need its own strategy

The WHY must come before the WHAT

-you must have clear marketing objectives -it's not what you sell, it's what you stand for -to work, mission statement has to be all about the pain points of your readers or it won't work

Brand Advocates 3 common Traits

1)like to try new things because they're new 2) like to share stories with their friends 3) intrinsically motivated

Influencer-Based Marketing: Rule 1

Popularity does not equal influence

Celebrities or Micro-Niche?

When respondents saw celebrity influencers, the memory encoding was 74% higher than it was during their general browsing state. However, their approach was down 54% compared with their reactions to general ad content, indicating that celebrity influencer ads were memorable for negative reasons.

Priming effect

When respondents viewed branded influencer content prior to seeing a non-influencer ad for the same company, their reaction was often more positive ("approach") compared with those who had not seen an influencer ad beforehand

Snickers Big Idea

You're not you when you're hungry

Influencer Marketing

a type of social media marketing that use opinion leaders and topic experts with a social following, using product placement and endorsements, to promote a brand to a larger market

Owned Media

you own it. Digital media channels and platforms that you control and can build them how you see fit. Share photos, interesting tidbits, coupons - you have the ultimate say in what happens on these platforms

Evergreen Content

•More "informational" in nature •Content should be meaningful 24/7/365 •This should be the "80" in the 80/20 rule •Only repurpose content that is evergreen in nature, aka content that continues to be valuable and relevant over the months (or ideally years). •Typically TOFU

Ways to Reward influencers

CASH, commissions, free product, influencer branded product line, events and experiences, influencer exclusive discounts, exposure and work experience, gifts and bonus prizes

How and When to use influencers/advocates

Consider your marketing strategy: - Product launch - Extension - Subscription - New audience AND Consider your communication objectives: - TOFU - MOFU - BOFU

Essence of Content marketing

belief that if we deliver consistent, ongoing, valuable, information to buyers, they ultimately will reward us with their business and loyalty

Content marketing

context of the website permits much longer forms of content: blog posts, videos, infographics, eBooks -brands model their behavior after that of media publishers

What is content marketing?

delivering information that makes your buyer more intelligent instead of pitching your products or services

Content team: Content producers

designers who make the content beautiful

Analyzer

different from the cynic, analyzer believes in data, statistics and demonstrated facts. Consistently brings you back to your strategy by looking at proof that you're doing the right thing

Effective content marketing

employs different forms of content to create value for the consumer and considers touchpoints before, during, and after purchase

Editorial calendar: Cadence

frequency of posts ex) 3x per day

Influencers

have built a high degree of trust with their followers thus their recommendations serve as a form of social proof to the brands potential customers

Social Proof (1984 Cialdini)

idea that people copy the actions of others in an attempt to emulate behavior in certain situations

Shared Media

includes partnerships or influencer engagement where content is shared under a sponsored agreement, and both parties receive value from the exposure

Influencer-based Marketing: Rule 4

influencers drive action

Free Product

let them try it but you're going to have to pay too

Word of mouth marketing

marketing that takes place among customers through discussions with one another/ when people are talking about you or your brand has gone viral

Impulse Buying

most online content marketing is not intended to drive immediate purchase activity, marketers can sometimes tap into the impusle-buying consumer with the right emotional appeal and call to action

Long-term relationships

most valuable thing you can offer

Types of Influencers

nano, micro, macro, mega

Exposure

offer to feature them on your branded channels

Cynic

one in the meeting rolling his eyes, always asks questions, presses the point. useful because you'd make mistakes without the cynic

Brand Advocacy

people who already buy and love your brand will continue to support your company and promote your services or products to new customers organically

Microsecond Buyers

people who make unplanned decisions in the heat of the moment to purchase a product or service

user advocate

person who circles the conversation back to the unique needs of each user

cheerleader

person who provides encouragement, even in the face of what seems like an insurmountable problem or even failure

Content Strategy

planning for the creation, delivery, and governance of useful, usable content

Paid Media

platforms that you pay for or pay to send messages out to the masses like Search, Banner, and Sponsored Posts

Developing your big idea

project is stalled at this point until you get an idea, don't delay

Earned Digital Media

publicity you earn from the public or the press or the press like word-of-mouth marketing

Content strategy activities are

scalable and can be modified to fit any budget -you dont need a large formal content strategy

Curators

services or people that implement content curation

Content strategy starts

starts with big picture and then drills down to a granular level that can be implemented and measured. it encompasses everything that impacts content, including workflow and governance

Definition of Content Marketing

strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience - with the objective of driving profitable customer action

Mofu (Middle of Funnel)

Consideration stage: targeted audience, buyer persona, may already be a lead

Channel and Platform Selection

Content Strategy defines the Platform Selection - not the other way around.

Social Media Marketing

Content is built to fit the context of the chosen social platform: 140 characters for Twitter/contest, quizzes, and games for facebook -brands model their behavior after that of the individuals using the social network -typically, social networks are used to drive traffic back to the brand's site - not as containers of the content itself

BOFU (Bottom of the Funnel)

Decision stage: Narrow audience, ready to buy

Editorial calendar: Examples

Sample Posts

Impulse buying study

Science direct study found that social media advertising directly influences users' urges to buy impulsively thanks to personalization in marketing messages

Key to Compelling Content

The difference between the content you have and the content your audience needs is your gap analysis **Utility is key Useful, useable content

setting content strategy before social strategy

The purpose of content strategy is to facilitate the consistent delivery of interesting stories. The end result is that you will attract and retain the attention of the targeted audience that you want to reach. -It is possible to achieve business objectives through content strategy without social media marketing. However, social media marketing can help distribute content much faster and reach more people than the website alone.

Influencer-based Marketing: Rule 2

To be influential, a person has to be actively writing on topics that matters to your audience

Build Content with Personas in Mind

WHO is the persona? What traits characterize her? WHAT roles does she play? What does her typical day look like? WHERE is there a gap in her needs/wants (beyond our products/services)? WHEN does she need to close this gap (i.e., where is she in the purchase funnel)? WHY would she care about us, as a company (aside from our product)?

Content Curation

the process of collecting, organizing and displaying information relevant to a particular topic or area of interest

Content Team: Content creators

these are the sources you mine for content as well as the writers who bring the stories to life

Influencer-based Marketing: Rule 3

to be influential, a person has to have authority

Editorial Calendar

visual way to organize all the multi-platform content

Editorial Calendar: Call to action

what do you want them to do ex) click through to the blog

Evolution of Digital Marketing

1. Presence (website) 2. Publish (blog) 3. Promote (email marketing) 4. Engage (social media) 5. Integrate (marketing automation)

Identify content presentation methods

Articles or blog posts Infographics Videos Cartoon drawings Animations Tutorials Podcasts Presentations

Fresh Content Pros/Cons

Pros: Challenge, improves writing, thought leadership, more personality, books/info products Cons: more time, deadlines, relearn habits

Content creation Pros/cons

Pros: efficient, can be delegated Cons: lots of competitors, topics often overlap, limited personalization, no back-end products

Connecting and negotiating

Reach Out: like follow and comment on their stuff Make Proposal: explain why you want to work with them, outline campaign objectives, clearly describe what you want them to do

"Going viral" is the outcome, not a social strategy

at heart of social media is desire that every consumer has to talk about something interesting, compelling and relevant and to share that information with friends

Tofu (Top of the funnel)

awareness stage: widest audience, most general, least ready to convert

Brand Evangelists

after purchase: previous customer, a former relationship with the brand, may convert to a loyal purchaser