Ch. 7

Content marketing as a strategy has three major components:

1. The creation of the content based upon target audiences and personas 2. The dissemination of the content through appropriate channels to achieve marketing objectives 3. The measurement of the success of the content through the analysis of results

Checklist

Before deploying, use a checklist ensuring that content is optimized for search, to support the firm's goals, and other factors

Format

a single piece of content can be deployed across many types. Email works well for entrepreneurs and small businesses, white papers for B2B, and so on.

Metrics

metrics help the marketer understand who is reading the content, when, the reach of the content, and other useful information.

Strategy

strategy is key to any social media or content marketing effort. Strategy must be the key in developing strong content.

Platform

Content distribution platforms can be overpaid, earned, or owned media, that is, over the company's website, over a social network, or through an advertising platform.

Goals

Content should support the business and brand strategy. If you want more people to view your content, that objective is brand awareness. An engagement objective involves having people interact with content on the web and create their own content around a brand

Content type

Different types of content work well for different businesses. Quizzes work well for B2C and testimonials for B2B

Sharing Triggers

What marketers do to encourage sharing; marketers use emotional and other triggers to create responses in the audience (although consumers do not like it if they believe they are obviously being manipulated). Funny and disgusting work as triggers for sharing videos