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1. Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Chapter 8-9
Content Marketing
Part 3
Digital marketing:
implementation and practice
DIGITAL MARKETING
STRATEGY, IMPLEMENTATION AND PRACTICE
Seventh Edition

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Chapter 8 Campaign planning for
digital media
Main topics
•The characteristics of digital
media
•Goal setting
•Campaign insight
•Segmentation and targeting
•Offer, message development
and creative
•Budgeting
•Integrations
Case study: Facebook – a Titan of the digital age

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Content Marketing Definition
- The creation and distribution of valuable content to build
and engage an audience for your brand (Digital Marketer)
- Content Marketing is our gateway to building lasting
relationships with our audience

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The Importance of Content Marketing
- Build trust and authority
- Educate and assist customers
+ products, benefits, how to solve their problems
+ guide: answer questions
- Drive organic traffic, boost brand visibility
+ Target specific kw related to your industry/product
+ Valuable content that answers audience’s
questions
+ Increase website ranking
- Support the customer journey

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Where Can We Use Content?
- Blog
- Email
- Social Posts
- Product Pages
- Sales Pages
- Promotions
- YT Videos
- Website
- Print

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Content Marketing Strategy
-Goal Setting
-Ideation
-Creation
-Optimization
-Syndication
-Amplification
-Measurement

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Goal Setting

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Goal Setting
-Brand Awareness
-Engagement
-Lead Generation
-Conversion
-SEO

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Ideation
- Define Customer Avatar: identify and outline the profile of
your ideal customer to tailor messaging
- Identify Paint Points: understand and articulate the
challenges your customer avatar faces
- Establish Brand Voice: Decide on the tone and personality
that your content will convey
- Clarify Brand Values: specify the core principles that your
brand stands for
- Brainstorm Content Ideas: generate a range of potential
content pieces that align with your brand and customer
needs.

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Define Customer Avatar
- Demographic Data
- Online Behavior
- Social Listening Insights
To understand
- Preferences
- Pain points
- The type of content they engage with most

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Content Ideation
• About the brand:
-What is most compelling about your business? Consider what
values you share with your potential customers.
-How does your business help and inspire more [XYZ] in the
world?
-How does your mission impact the lives of your customers?
• About the audience: Think about all the consumers interested
in your industry. If you provide the information they want, they’re
more likely to buy from you.

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Content Brainstorming Guide
-What are the top questions that they frequently ask you?
-What is it that people often come to you for help with because they know you’re good at it?
-What are your audience’s biggest struggles, frustrations, doubts and worries?
-What are their challenges in relation to what you’re offering?
-What are your audience’s biggest dreams and desires? What transformation - would they
love to experience?
-Why does your audience want these things? Why do these dreams matter to them? What
are the underlying desires behind them?
-What result or transformation do you help people achieve through your business?
-What kind of content could you share that would be super helpful?
-If you have an existing audience, what kind of content do they love seeing from you?
-Show what you stand for, what you believe in and why you're doing what you're doing

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Content Ideation
- Market insights: share your take on current trends, events,
and market dynamics based on kw research
- Engage with audience: address comments on blogs, and
social platforms to create responsive content
- Provide value: offer tips, advice, educational listicles that
benefit your audience
- Tutorial content: create how-to videos that educate and inform
- Personal Touch: tell brand ambassador stories and give
behind-the-scenes glimpses to connect with your audience.

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Content Pillars
- Calendar: special events, holidays, …
- Cornerstone content
- Connection

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Establish Brand Voice
-Understand your company’s core values and the
personality you want to convey to your audience
-Consistently use the language and tone that align with
this personality across all content and customer
interactions
-Solidify your brand’s identity and make it recognizable

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Content Marketing Strategy
-Goal Setting
-Ideation
-Creation
-Optimization
-Syndication
-Amplification
-Measurement

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Content Creation
- Idea Transformation: convert brainstormed ideas into
actual content that resonates with your audience
- Utilizing a Creative Team

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Content Formats
Review a company’s use of different formats of content
support marketing
Source: SmartInsights.com (with permission)

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Content Types
• Audio / visual content (video, livestreaming, webinars)
• Written digital content (articles, blogs or eBooks)
• Images (infographic, photos, GIFs)
• In-person content (events, presentations, workshops)
• Written print content (magazines, books, brochures)
• Audio-only digital content (podcasts, audiobooks)

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Content Creation

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Content Marketing Strategy
-Goal Setting
-Ideation
-Creation
-Optimization
-Syndication
-Amplification
-Measurement

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Multi-Platform Content Optimization
-Multi-platform strategy: don’t limit content like videos to a single
platform; optimize them for brand distribution
-Catering to diverse preferences: recognize that audiences
consume content differently and tailor your strategy accordingly
-Maximizing visibility: include various media formats to increase the
number of publishing platforms and audience reach
-Syndication essentials: prepare a comprehensive list of copy and
image assets for effective syndication
-Cohesive creative bank: aim to have a diverse and cohesive
collection of content ready for platforms like Facebook, Instagram,
IG stories, YouTube, email and blogs.

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Copy Assets Checklist
- The Article itself
- Title Tag (50-60 characters)
- Meta Description (170 characters max)
- Facebook Post
- Instagram Caption
- Instagram Story
- Email Copy with Two Subject Lines
- Pull Quotes for Social Graphics
- Video Transcription

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Image Asset Checklist
- Blog Post Images
- Instagram Posts
- Facebook Posts
- Email Images
- Video Thumbnail

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Content Marketing Strategy
-Goal Setting
-Ideation
-Creation
-Optimization
-Syndication
-Amplification
-Measurement

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Content Syndication - Distribution
-Publishing Phase: share your content with the world
-Scheduling for Impact: strategically publish or schedule your
content across desired platforms
-Ready- to-go Assets: with all necessary materials prepared,
your content is set for launch on various channels
-Audience Engagement: tailor your content to suit the diverse
preferences of your audience, ensuring maximum reach and
interaction.

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Content Syndication - Distribution
Source : SmartInsights.com (with permission)

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Content Marketing Strategy
-Goal Setting
-Ideation
-Creation
-Optimization
-Syndication
-Amplification
-Measurement

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Content Amplification
- Focus on Paid Advertising: boost your content reach
with paid advertising for increased engagement
- Dual Approach: utilize email marketing and social media
ads, particularly on platforms like Facebook and Instagram,
to expand your audience reach
- Growing Conversations: leverage these paid channels
to engage more fans and stimulate broader discussions
around content

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Repurposing Content
- Amplify your efforts and help to reach a wider audience without
constantly creating new content
- Maximize efficiency: utilize existing content saves time and
resources, allowing for a more efficient content strategy
- Expanding audience reach: diverse content formats cater to
different preferences, ensure a wider audience engagement
- Sustaining consistency: regularly repurposing content aids in
maintaining a steady online presence, avoiding content creation
burnout.

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Repurposing Content
- Choose your content: select a piece of content as the base
for repurposing
- Identify new formats: consider various content formats like
infographics, podcasts, social media posts to diversify its
presentation
- Adapt and repurpose: tailor the original content to suit the
new formats, like transforming a blog post into a podcast script
or Instagram quotes

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Repurposing Content
- Blog post to video: convert key points of a blog post into
an engaging video, supplementing with visuals
- Webinar to Blog Post: repurpose the core insights from a
webinar into an informative blog post
- Social Media to E-book: aggregate a series of thematic
social media posts into an e-book or comprehensive guide

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Activities
1.Review current use of content within a company through plotting
different content types on the content grid (slide 19)
2.Repeat this review for one competitor (direct or indirect), again
plotting on the grid.
3.Content Optimization: choose one high-ranking long-form article,
develop the collection of content elements as listed in slide 24-25
4.Content Repurposing: choose one high-ranking long-form article,
develop 7 other content elements for repurposing (use the provided
template in Teams)

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Content management process
A process of continuous improvement in online marketing,
which involves:
•Write
•Review
•Correct
•Publish
•Test
•Publish