marketing chp 2 robinson

step 9 Publish

-before publishing, always check the final output to ensure that it correctly transferred from final draft to final product version.

virtual communities exist across the internet and can be found on

-company websites -websites for social media -social news -discussions and Q&A sites

step 4 organize

-create a simple outline with groups and subgroups to represent different themes or strands of information.

step 5 Design the look and feel

-different audiences may have varying expectations for document presentation and formatting.

promoting a blog

-drive traffic to the blog site and keep them coming back -request an email sign-up; create a list of readers who receive content on a regular basis

step 7 Illustrate

-good articles, white papers, and e-books contain a visual as well as a textual element to keep readers engaged.

SMM with images

-has more engagement than a post without an image -tween and facebook -people more likely to remeber a message with a visual image

An effective white paper will:

-have at least six pages of text -provide useful information about a business/technical issue -contain sources, facts & figures - be for the reader to review before making a purchase

a well-executed e-book has:

-lots of white space -interesting graphics/images -copy typically written in a lighter style than white papers

step 1 assess needs

-necessary to have a clear vison of the goals one is attempting to achieve. -after considering the goals, define the audience that the content is being written for.

risk and danger of webinar

-no way to gauge audience reaction; no feedback. -no chance to rerecord if speaker is stumped or misspeaks

article directory characteristics:

-organized by categories -typically 400-500 words -has a highly descriptive title

Delivering podcasts to consumers

-podcasts can be shared at no costs. -Directories for listng podcasts, including podcast alley and iPodder.org -separate search engines for

step 8 review, revise, and approve

-should be evaluated by experts in the field or ideally by some of the people interviewed during step 3.

creating a content strategy should be...?

-specific as possible - able to serve niche markets on a large scale

Reaching large audiences

-study after study has shown that young consumers, generally those aged 18-34, watch more video than older age groups. More people choose to consumer their information visually, and online videos marketing taps into this glowing trend.

step 3 acquire action

-the relevant knowledge can be gained from reading and research or through interviews with authorities in the field. - interviews are especially valuable for unearthing info that may not yet be widely known.

content clutter

-there is a proliferation of content online -some blogs have many readers, while many blogs have almost no readers, while many blogs have almost no readers

Engaging viewers

-video is a popular medium because it creates stronger connection w. communication -perfect for storytelling - communication studies estimate that 50-80% of meaning is conveyed through body language

webinar vs. podcast

-webinars valuable for learning or collaboration -podcasts less interactive but have continuing accessibility b/c downloaded. -a natural fit for opinion, info, entertainment -less epensive

What classifies a good white paper?

-written for a business audience -defines a problem -offers a solution -does NOT pitch a particular product or company

3 major components of content marketing

1) Creation 2) Dissemination 3) Measurement

best practices in crafting articles, white papers, and e-books

1) asses needs 2) plan 3) acquire info 4) organize 5) design the look and feel 6) write 7) illustrate 8) review, revise, and approve 9) publish

blogging advantages

1) communicating with (potential) customers 2) word-of-mouth marketing *may be more than twice as effective as traditional marketing

Best practices for video marketing

1) match the production techniques to the intent of the video 2) design and produce videos for mobile, first and always 3) design and produce videos

blogging six pillars

1) publishable 2) findable 3) social 4) viral 5) syndicatable 6) linkable

elements of content marketing

1) strategy 2) format 3) content type 4) platform 5) metrics 6) goals 7) sharing triggers 8) checklist

Best practices for using images and photos

1) use images that express our brand's personality and develop your brand archetype 2) know the basics of design principles 3) use the best image quality 4) establish objectives and select appropriate metrics to measure

podcasting content

1. Instructional 2. informative 3. entertainment

Facebook suggests that less than what percent of the content be text based on its research of ad performance?

20%

How to create appealing video content

Authentic Entertaining Intimate Offbeat Unusual

Good content is enough to reach the top of social news sites

FALSE

One size fits all content is good

FALSE

Without _____ it is unlikely a marketer will achieve goals from social news

Genuine participartion

podcasting formats

Presentation Q&A Co-hosted

____ content can achieve a wide variety of marketing goals and obectives

Publishing

The power of article marketing comes from the many easy ______ that exist to share online articles.

Syndication services

Only the copyright holder can then reproduce, display, and create derivative works. Copyright law can be interpreted relatively strictly

TRUE

Draw attention and develop a firm s reputation for _________, then use that expertise to generate sales

Thought leadership

-videos encourage shares, which is an excellent way to get the marketing message out.

True

The bottom line is that images and videos encourage consumers to share and interact with posts

True

The market for self-produced e-books for promotional purposes is growing? True/false

True

Use of online white papers for marketing will continue to grow in popularity? True or False

True

_____ has shown to increase blog engagement

Video

what is a blog

a collection of the blogger's personal thoughts an ideas around a particular topic

social commerce

a subset of e-commerce that incorporates selling within social networks

White Paper

a technical document that describes how a product solves a particular problem.

virtual community

an aggregation of individuals or business partners who interact around a shared interest, where the interaction is a least partially supported and/r mediated by technology and guided by protocols or norms

What is thought leadership?

applies to a person who is recognized among peers for innovative ideas and who demonstrates the confidence to promote these ideas

The power of article marketing comes from the many easy _____ that exist to share online articles

article

how are discussion boards organized?

by interest and in chronological hierarchy

brand community

can be member-initiated by the brand's admirers, but the organization can officially sponsor it.

producing podcasts

choose an articulate moderator ( recorded audio brings out speaking quarks) create talking points; not scripts. be brief, but determine the conent first and the length second avoid overediting include music

marketing requires a strong ____ to creating content tailored to marketing goals

commitment

Developing the company strategy and brand story through content marketing

company strategy --> brand story --> content --> communication channels --> measurement and feedback

A ____ is bital for engagmenet and can be boosted by powerful images and videos

compelling story

which individual can legally reproduce original artwork

copyright holder

step 6 write

create a catchy title page -fill in the content that was outlined earlier using details gathered through research

when producting a podcasts, it is best to:

create talking points, not scripts

social media marketers must...?

cut through the clutter

social media markers need to look at ___ such as ____ and ____

demographics age and gender

one of the earliest types of social media

discussion board

A PDF document that identifies a market problem an supplies an answer

e-book

another name for content calendar

editorial calendar

Three main dvantages of marketing with on line videos?

engaging viewers, reaching large audiences, and showcasing products

Sharing occurs in several stages:

first: the primary sharing occurs when the video creators posts it online. secondary: sharing happens as a insiders or friends of the creator share the video tertiary: sharing occurs wen online viewers begin sharing the video of their own accord * to be widely disseminated, an online video must pass through all three stages.

social bookmarking

having a specific web page to a social bookmarking platform so you can revest it later

The content calendar

helps the marketer keep track of campaigns and how content is being purposed.

______ is a way brands can promote their products through endorsements or recommendations from influencers and content creators on the ineternet.

influencer marketing

_____ is an creating buyer personas will help focus resources and time on the audiences most-used platforms.

knowing who the target market is

personal branding in virtual communities

lesson 1) engage in professional discussions related to your career interests. lesson 2) be careful of participating in discussions on controversial topics lesson 3) your username will be associated with your post or bookmark, and you cant control the comments of others. lesson 4) search before posting lesson 5) properly attribute the source of any content that you pin to you Pinterest or another bookmarking account lesson 6) follow the rules of the virtual community or group lesson 7) do not feed the trolls..

No follow links

links tagged in the code to tell search engine crawlers not to follow this link to the URL for indexing purposes to pass link popularity to the URL for SEO purposes, keeps right

Anyone can become a publisher at _____; all users can create and interact with the content they see

minimal cost

webinars

online seminars that resemble conference or seminars

what is the most significant source of revenue for social media

paid advertising

podcasts revenue types

paid sponsors or fee-based

regarding using photo's and other images i=to increase engagement, which of these is false

people are 30% more likely to remember a message if it has visual image

When the post for a brand, influencers have a legal requirement to disclose all of the following except...?

personal feelings

step 2 plan

plan how the content will be constructed

1st step in publishing & distributing an article

produce content that the target audience will be interested in reading.

Digital content marketing concept:

provide right content when customer is looking vs. the objective is product comparison or post-purchase support.

the basics of design principles for using images and photos include all but which of these?

static images

Best practices for social media marketers when buulding virtual communities

ste p1) identify the key employees and departments step 2) research your target marktet step 3) define the purpose of the community steo 4) decide where to host the community step 5) create rules and community norms step 6) launch your community step 7) evaluate and improve

Success requires a clear and meaningful content ______

strategy

setting up a blog

the difficult parts of blogging are creating a compelling, relevant subject for the blog, writing effectively, and improving content over time.

hero's journey

the mythic quest in pursuit of some destination or goal whose attainment will lend greater meaning to life. The hero is the consumer

The most critical factor of an article' success or failure is

the title on the social news sights

Common way most buyers do research?

through info obtained independently( competitor's sites, review sites, trade publications, and networking sites)

the fact that everhyone is a publisher means:

users can create and interact with the content they see

Article directory

website; users submit original articles for approval and syndication.

social news sites

websites that allow users to decide which content is promoted on a given website by voting that content up or down (reddit or Buzzfeed)