MARK 4450 - Exam 2

Macro influencer

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

Micro influencer

- 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

Mega (celebrity) influencer

- 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 brands they love - Most likely barter for free product - Close relationship with their followers and highest engagement rate

Idea behind Content Marketing

- Are you more likely to buy a fire pit if I tell you to go buy a HD firepit or if I show you a video about how to build a fire pit & the benefits of buying one (aka content) - Are you more likely to buy a meal from WholeFoods if I tell you to, or if I show you how to make a meal from WholeFoods, how easy it is to make & how good it might taste

Content Team - 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 for good content, - Be able to manage an editorial calendar and contribute to content strategy.

Social Media Marketing

- Content is built to fit the context of the chosen social platform (ex. 140 Characters for Twitter, Contest, Quizzes & Games for Facebook) - Brands model their behavior after that of the individuals using the social network - Typically, the social networks are used to drive traffic back to the brand's site - not as containers of the content itself.

1. Who is core audience target 2. What will be delivered 3. WIFM: outcome for the audience

A business' mission/purpose must communicate (3 things)

Big Idea

A marketing campaign is stalled until you develop your _________

Personas - this is why Audience comes before Big Idea

Build Content with ________ in mind

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

Business Goals of Content Marketing

1. Plan 2. Audience 3. Story 4. Channels 5. Process 6. Conversations 7. Measurement

CMI Content Marketing Framework (7 steps in order)

Goal ; Channels (b/c channels can change but goal should stay the same)

You should focus on __________ & anchor your content & strategy to that instead of on the ____________

10%

_____% of your total customer base are likely 'advocates'.

Big Ideas

_________ can often be a tagline or a theme of a campaign

HOW & WHY they consume content

Knowing who your buyers are is great but understanding _______________ they consume content will help you truly and effectively engage them from an unknown prospect to an evangelist for your brand.

- don't heavily invest in email marketing - don't pursue traditional ads

Listen to your audience - if your audience/persona doesn't heavily engage with emails, then .... - If audience responds well to word-of-mouth but not traditional advertising, then ...

TRUE - Ex. Lowes - Use YouTube channel to drive traffic in the store with our DIY Series - Ex. First Data - Use LinkedIn to drive traffic to our White Papers/Research on our website

T or F: You can have diff. Objectives for diff. Platforms

TRUE

T or F: social media advertising directly influences users' urges to buy impulsively thanks to personalization in marketing messages

Content Marketing strategy

____________ strategy ALWAYS comes before Social Media Marketing strategy

Big Idea (storytelling)

_______________ is the Heart of the Story

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.

Editorial calendar

a visual way to organize all the multi-platform content

Content Creation

created content from scratch

Shared media

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

Paid media

includes platforms that you pay for or pay to send your messages out to the masses like Search, Banners, and Sponsored Post.

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. - Tend to be Nano influencers w/ highly targeted followers & high engagement rates

Microsecond Buyers

people who make unplanned decisions in the heat of the moment to purchase a product or service (aka impulse buy)

Content Strategy

planning for the creation, delivery, & governance of useful, useable content

Earned media

publicity you ''earn'' from the public or the press like word-of-mouth marketing, or when people are talking about you, or when something about your brand has gone viral.

Utility — Take a hard look at your content and see if what you are producing is actually useful for your customers. Is it making their lives better or jobs easier in some way?

The Key to Compelling Content is ...

Gap analysis

The difference between the content you have and the content your audience needs

80 / 20 rule

The essence of the strategy is the belief that if we deliver consistent, ongoing, valuable information to buyers, they ultimately will reward us with their business and loyalty

Social proof

the idea that people copy the actions of others in an attempt to emulate behavior in certain situations (Ex. when people shop, they look for reviews, recommendations and ways that others have used a product before making a decision)

Content Curation

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

Content Marketing

the 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 (CTA).

User Advocate

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

Cheerleader

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

high degree of trust ; social proof

These "influencers" have built a ____________ with their followers thus their recommendations serve as a form of _____________ to the brands potential customers.

Owned media

These are 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.

Content producers

These are the designers who make the content beautiful (can transfer the wireframe/base idea into the end product)

Content creators

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

Chief Listening Officer (CLO)

This person is the "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.

Chief Content Officer (CCO) / VP of marketing

This person is the "chief storyteller" in your organization, with the vision.

Managing Editor

This person is the "day-to-day storyteller" who is responsible for managing the daily details and schedules. Oftentimes, he works with others to create the content.

1. Nano 2. Micro 3. Macro 4. Mega (Celebrity)

Types of Influencers (4)

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

Identify content presentation methods (many ex.)

WHY must come before WHAT

In content marketing, it is integral to Understand Your Purpose b/c the ____ must come before the ______

Content Marketing

- The context of the website permits much longer forms of content (ex. Blog posts, Videos, Infographics, eBooks) - Brands model their behavior after that of media publishers

Situational Analysis (of Channel/Platform selection)

- What platforms do we already have in place (Do not create new platforms to maintain for every piece of content or campaign you create.)? - Is our audience on those platforms? - Where else might we want to be? - What must change (add a blog, revisit our web strategy)? - What must stop (divert resources from Facebook to somewhere else)?

Promotional Content

- content that is focused on conversion & shorter in duration - The "20" in the 80/20 rule - Useful for getting an audience into the BOTTOM of the purchase funnel (Bofu)

Evergreen Content

-content that is continually relevant and not dated (meaningful 24/7/365) - more "informational" in nature - The "80" in the 80/20 rule - Useful for getting an audience into the TOP of purchase funnel (ToFu)

Word of Mouth Marketing (WOMM)

2 people who are sharing a story with each other - face to face (71%) or online (29%).

80% content (what consumers what to hear), 20% selling/advertising

80 / 20 rule

Duplication

Curation or Duplication? - Copy/paste = repeat - Deprives original content owner from traffic - Unethical to content creators - Infringes copyright - Adds no value to readers - Penalized by Google

Interdependent - Owned media won't get any traction unless you can leverage other distribution channels that you do not own. - Paid media won't deliver without a first owned media impulse. - Shared and earned media won't work if you don't have anything (owned media) to share to begin with.

All four campaign mixes aren't only interconnected; they are _______________.

Use as many micro-influencers as you can afford before using a celebrity (would rather than 50 posts from a Nano over 1 post from a Celebrity) ... b/c we're in it for the long haul

Best practice for approach to using influencers

Listen to your audience

Best way to identify a brand advocate/ambassador ...

#MorningWin - Campaign focused around celebrating people's morning wins/achievements (communicated to customer that Belvita was the brand to help you have the energy to achieve whatever you want to accomplish in the morning)

Big Idea Ex. - Belvita

FIFA "Celebration" campaign - Tasked with creating a Coca-Cola marketing campaign to run a commercial for the FIFA World Cup - Recognized that "Celebration" has become a huge part of the game of soccer so this could be the Big Idea to tie the World Cup & Coca Cola together - Commercial was centered around how celebration has become an incredibly important part of soccer & Coca-Cola can help you celebrate as well (made this explicit by having the first player to celebrate excessively - Cameroon player who danced w/ corner flag - drink a Coke which tied it all together)

Big Idea Ex. - Coca Cola

You Are Not You When You Are Hungry - When you're hungry, its hard to concentrate and focus on what matters to be your best self. Snickers is the perfect way to get back to feeling like yourself

Big Idea Ex. - Snickers

WOMM is primarily in person while Influencer marketing is online

Big diff between Influencer marketing and WOMM is ...

Long-term ambassador program

Biggest pay off of using Influencers ...

1. Like to try new things because they are new 2. Like to share stories with their friends 3. Intrinsically motivated

Brand Advocates Traits (3)

Brand ambassadors

Brand advocates aka ...

Curation

Curation or Duplication? - Link to = quote - Drives traffic to original content owners - Beneficial to content creators - Fair Use legal doctrine - Adds value to readers - Valued by Google

1. Paid media 2. Earned media 3. Owned media 4. Shared media

Campaign Mix (4 types)

More memorable ; less positive reactions

Celebrity influencer ads are more ________ but less ___________ reactions

1. ToFu 2. MoFu 3. BoFu

Communication Objectives (3 types)

1. Presence: create a website (always the first step in digital marketing for a company) 2. Publish: create a blog 3. Promote: engage in email marketing 4. Engage: engage in social media 5. Integrate: start marketing automation (using some piece of software to automate the previous 4 steps - allows for you to scale & for the processes to "work while you sleep")

Content/Digital Marketing Evolution (5)

Content Curation

Content Creation or Curation? Pros - EFFICIENT - CAN BE DELEGATED Cons - LOTS OF COMPETITORS - TOPICS OFTEN OVERLAP - LIMITED PERSONALIZATION - NO BACK-END PRODUCTS

Content Creation

Content Creation or Curation? Pros - CHALLENGE - IMPROVES WRITING - THOUGHT LEADERSHIP - MORE PERSONALITY - BOOKS, INFO PRODUCTS Cons -MORE TIME -DEADLINES - RELEARN HABITS

Repair Clinic - Entire mission: Uses SEO to drive to YouTube to then go to their site to buy their products REI - Uses infographics and photos on its Pinterest page (giving them content w/ hopes of driving them to buy their product indirectly) - Uses a "Drive to" content strategy to connect people from their Pinterest Infographic to their blog that has more in depth information American Express - Have blogs/articles to help small businesses w/ tips on how to succeed financially - hope is that then those small businesses after they've consumed helpful content, they will buy the business Amex credit card

Content Marketing - examples

- 1904: Jell-O launched their first recipe book (could've sold Jell-O directly but instead gave consumers content to consume w/ hope that it would lead to buying the product) - 1930s: Proctor & Gamble began Radio Soap Operas - 1982: Hasbro partnered w/ Marvel Comics to create GI Joe comic books (collaboration b/w companies to increase audiences for both companies)

Content Marketing is NOT New (3 examples)

VALUE - ex. Customers don't want a vacuum with a longer cord or increased horsepower. ... They want a cleaner house faster and with less effort. (aka VALUE you're bringing to the consumer)

Content Marketing is about delivering __________ to the consumer

1. Define the purpose of your content 2. Identify content presentation methods

Content Strategy - 2 parts

Content Strategy defines the Platform you select (not the other way around) - ex. Don't just use TikTok bc its popular, use the platform that is best catered do your content strategy & audience

Content Strategy defines the __________ you select (not the other way around)

Quality ; NOT Quantity

Content marketing is all about __________ not _________

To inform (conceptual knowledge) To teach (how to) To inspire To entertain To persuade To start a conversation To spark a controversy To express an opinion To share industry knowledge or resources

Define the purpose of your content (many ex.)

Analyzer

Different from The Cynic, This personality type believes in data, statistics and demonstrated facts. She'll consistently bring you back to your strategy by looking at proof that you're doing the right thing.

Strategy FIRST, then Creative

Does Strategy or Creative come first?

1) Authentic 2) Interesting 3) Relevant

For WOMM to be successful, a brand/service must be (3 things)

Outcome ; it isn't a social strategy - "What makes my brand so interesting that people will want to talk about it and share it with their friends?" Notice the question isn't "What can I talk about that will get shared?"

Going viral is the ______, NOT a ________

Cynic

He's the one in the meeting who rolls his eyes, always asks questions, presses the point. He's incredibly useful, though, because you'd make mistakes without him. You'd start living in the clouds, instead of tackling the weeds.

1. Consider your Marketing Strategy 2. Consider your Communication Objectives

How & When to Use Influencers/Brand Advocates (2 considerations)

1. Product launch 2. Product extension 3. Subscription 4. New Audience

Marketing Strategy (4 types)

Ex. Inc - Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. Ex. Home Made Simple - Whether it's a delicious recipe, an inspiring décor idea or a refreshing approach to organizing, we strive to help you [Moms] create a home that's truly your own. Everything we do here is designed to empower and inspire you to make your home even better, and most importantly, a place you love to be.

Mission/Purpose - ex. (has all 3 parts)

Was 10, now is 70

Over time, influencer marketing was the "____" in the 70/20/10 rule ...but now influencer marketing is the "____"

1. User Advocate 2. Cheerleader 3. Cynic 4. Risk-Taker 5. Analyzer

Personality Types in Teams (5)

Risk Taker

She believes more is more, and isn't always thinking about the consequences of major decisions. The value of this personality type is that she pushes the team forward. She lets you see what is possible and is not afraid of making mistakes.

Content Marketing

Social Media marketing OR Content marketing? - 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

Social Media Marketing

Social Media marketing OR Content marketing? - Used for top of funnel activity - Generating activity and discussion around a brand - Used for customer retention and/or satisfaction

TRUE

T or F: Content strategy starts with the 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. (is scalable & can be modified to fit any budget)

TRUE

T or F: Ideally to get the Best Results, Combine all Campaign Mix types

TRUE

T or F: Ideally you want a mixture of both Creation & Curation...

TRUE

T or F: Smart, growing businesses leverage content marketing throughout all marketing initiatives — even (gasp) traditional marketing and advertising.

TRUE

T or F: Social media companies are investing heavily to make their platforms easier for creators to use so that more content can exist on their platform

FALSE

T or F: The content should be more focused on the company and how great the products/services are vs. content about the customers' pain points.

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.

NOT

While most online content marketing is ________ intended to drive immediate purchase activity, marketers can sometimes tap into the impulse-buying consumer with the right emotional appeal and call to action.