SMM Ch 7

creation, dissemination, measurement

3 major components of content marketing: 1. the _________ of the content based upon target audiences and personas 2. the ____________ of the content through appropriate channels to achieve marketing objectives 3. the ____________ of the success of the content through the analysis of results

publishable, findable, social, viral, syndicatable, linkable

6 pillars of blogging

strategy, format, content type, platform, metrics, goals, sharing triggers, checklist

8 elements of content marketing

publishing

______________ content can achieve a wide variety of marketing goals and objectives

blog

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

streaming video

a live video broadcast shared over the internet

audio, computer, offline, listening

a podcast may contain only _______ or audio video (vodcasts); they can be: 1. played directly off the website on a __________ 2. downloaded to a computer and listened to _________ 3. downloaded to portable MP3 players for _________ online

large, training, questions, messages, qualification

advantages of webinars: webinars may gather a ________ audience (500+) without the need to travel ideal for __________ sessions or information sharing the audience can ask ________ and get immediate answers email addresses provided by webinar participants can later be used to send targeted _________ prior to webinar registration, lead ____________ messages can be asked

reinforce

all content should _________ the brand over multiple contact channels

minimal

anyone can be a publisher at a __________ cost

live, comment, online, piracy

apps (periscope, meerkat) have allowed easy sharing of video streams best suited to ____, interactive content viewers can _________ on the video and what is happening in the moment streaming is best done when shared _______ and when other forms of social media are also used to interact legal issues include possible video ________, but the benefits for marketers are clear

titles, frequently, focused, comments, podcast, engage, negativity, content, promote, content, metrics

best practices for blogging, podcasting, video sharing, and webinars: 1. use catchy ________ 2. update ____________ 3. keep content ________ 4. invite __________ 5. promote the blog, streaming video, ________, or webinar 6. ________ with others 7. avoid _________ 8. stand by the _________ 9. cross __________ 10. archive the _______ 11. use _________

theme

best to stay with a common _________ connecting the series of podcasts

customers, twice

blogging advantages: 1. communicating with potential _________ 2. word of mouth marketing may be more than ______ as effective as traditional marketing

linkable

blogs can link to each other

viral

blogs can often spread information faster than a news service

platform

can be over paid, earned, or owned media

format, presentation, Q&A, co-hosted

choose a __________ for a podcast __________: record a live monologue or give a simple talk on the subject _______: a question and answer session can be set up with one or more people to give the listener more information _________: when co-hosted a podcast becomes an on-demand talk radio show

format

content can be deployed across many channels

online, no

content clutter: there is a proliferation of content ___________ some blogs have many readers, while some blogs have almost ___ readers

checklist

content is optimized for search, to support the firm's goals, and other factors

goals

content should support the business and brand strategy

objectives, positioning

content strategy is based on the overall _______ and brand _________

social

conversations about mutual interests can occur on blogs

specific, niche, scale, interests

creating a content strategy: overcome the fear of being too _______ be as _____ and specific as possible the future lies in serving niche markets on a large _____ consider specialized ________

honesty, credibility, listening, stories

creating a reputation through blogging: _________ and open communication can lead to increased _________ let bloggers know someone is _____________ and engaged share _______ and information on the business and to develop a likeable public personality

no, directories, engines, manually

delivering podcasts to consumers: podcasts can be shared at ___ cost __________ for listing podcasts, including Podcast Alley, and iPodder.org separate search ________ for finding podcasts to assist search engines in finding podcasts, fill in the AD3 tag __________

company strategy, brand story, content, communication channels, measurement and feedback

developing the company strategy and brand story through content marketing components:

content type

different types of content work well for different businesses

fits

do not attempt to create a one size ______ all content

ID3

file data tagging format that is recognized by most media-playing software

interests

focus on the ___________ of your target audience

publishable

it is cheap and easy for anyone to set up a blog

story

it is important to develop a powerful ______ that can be told across channels

strategy

key in developing strong content

tone

learn about the _____ of the online community

tangible, personal, professional, 50, strategy

linking a blog to marketing objectives: create __________ returns for the blog's creators many are __________ and function like an online journal many ___________ or corporate blogs do not accomplish their objectives, or don't know what those objectives should be over _____% of blogs are abandoned within 90 days the single biggest risk in business blogging is setting the wrong __________

sharing triggers

marketers use emotional and other triggers to create responses in the audience

podcasts

media files distributed via subscription on the internet

findable

people can find blogs with search engines

commitment

podcasting requires a strong __________ to creating content tailored to marketing goals

revenue, sponsors, fee, monetizing

podcasts can bring in independent _________: recruit paid _________ to advertise the product offer ___ based content (requires superior content) don't begin with __________; may be difficult to get subscribers

moderator, talking, brevity, overediting, music

producing podcasts: choose an articulate _________: recorded audio often amplifies people's speaking quirks create _________ points, not scripts _________ avoid __________ include ________

traffic, email

promoting a blog: drive _______ to the blog site and keep them coming back request an ________ sign up; create a list of readers who receive content on a regular basis

blogs

relevant comments are likely to be dispersed through a huge number of _______

reaction, rerecord

risks and dangers of webinar: no way to gauge audience _________; no feedback no chance to ___________ if speaker is stumped or misspeaks

compelling, relevant, improving

setting up a blog: the difficult parts of blogging are creating a ___________, ________ subject for the blog, writing effectively, and _________ content over time

current

stay ________ on important blogs in the industry and view reader comments

strategy

success requires a clear and meaningful content _________

preparing

time spent _________ will be very well spent

instructional, informative, entertainment

types of content

metrics

understand who, when, the reach, and other useful information

syndicatable

viewers can easily subscribe to a blog

medium, resources, less, learning, interactive, opinion, entertainment

webinars or podcasts? may emphasize one _________ more than the other the choice may reflect available technology and ____________ podcasts are ____ expensive webinars valuable for ________ or collaboration podcasts less __________ but have continuing accessibility because downloaded - a natural fit for _________, information, and _________

conference, live, B2B, visual

webinars resemble a _________ or a seminar: conducted _____ over the web, interactive webinars are typically ______ marketing activities webinars sometimes contain a ________ aspect: a slideshow presentation or live stream video; the material may also be streamed

anyone

who can be a publisher?