Lecture-10. Content marketing

What is content marketing ?

“ Content marketing is content create and marketing it​ processes cover recipient wide concept ”

Content forms :

Text

Infographics

Pictures

Videos

and others .

Content marketing itself inside takes :�

1. Purposeful your audience determine
2. Suitable content type choose
3. Suitable design and styling process don't forget
4. Blog and website through online existence create
5. Key words , title tags , titles and others search system algorithms for optimization don't forget
6. Additional information to take or continuous discussion for opportunity create
7. Content regular update​

​

​

History of content marketing�

"A" "father" of content marketing.

The Furrow magazine by John Deere, est. in 1895.

Still going strong - now online, too, of course.

History of

Content marketing principles�

1. Online marketing like offline marketing do it .
2. Literally advertising (WOM) online the most strong tool .
3. Reliability create and your authenticity prove .
4. Online your existence diverse do ;
5. More attention attraction to do about think .

​

Content Marketing: The Basics

How does it work and who is it aimed at?

• turns information users into customers .
• In essence, content marketing identifies the target audience's problem, shows them ways to solve it, and naturally leads them from knowing the feasibility of purchasing to choosing a particular product.
• Content marketing portal 2 categories of users is directed to :

Wide targeted audience – separate product ( network ) directions according to l;

Potential customers – commercial representatives (TV) and business customers .

What is content marketing? �(what is the benefit for business)?

Where to start?

• Content marketing is a natural evolutionary form of content-based online advertising.
• By offering high-quality, accessible, and accurate information to the right people in a timely manner, you can gain the trust of potential customers when they purchase a product or service.
• In fact, content is the key factor in attracting an audience to a portal.

Content goals

• To demonstrate the author's position, his authority in a particular field, and to ensure the further commercial interests of the target audience.
• Engage the consumer, make him feel like he is in control of the situation and dictates his own rules.
• To raise awareness of the issue and motivate people to take action.
• Distributing content along the chain to other representatives of the target audience through digital (primarily social) channels (viral distribution), strengthening relationships with the target audience.
• Leads generation to

​

• The concept of " lead " various interpretation is done . To some according to , lid — this the company product or to the service interested user's contact information . Others and " lead" — potential customers themselves that Both​​ in case also lid — this still done not increased , but potential This is a deal . This is a marketer . for to the product high interest stated the user real to the buyer convert is a possibility .
• To the site visit ordered user's to the lid rotation conditions of each various in the company It will be . goal and to tasks related . Some for this is the customer's telephone bell , others for and — tariffs to the page visit is to order .

​

Content functions

1. Providing information ;
2. Education ;
3. Share experiences ;
4. Problem identification ;
5. Create a logical chain from problem to solution ;
6. Providing choice .

Content structure

• Text ;
• Pictures (illustrations ) ;
• Associative signs ;
• Infographics (text combined with images ) ;
• Animations (gifs ) ;
• Video ;
• Links (text or images ) .

Principles of creating expert content

• Narrow specialization ;
• Practical application experience ;
• Critical approach ;
• Supplier participation ;
• Constant communication with the target audience, not only answers, but also questions ;
• Customer experience ;
• Testing new products ;
• Examples of leaders and foreign companies .

​

​

​

Organizational skills

Client tasks

Expertise area

Content sources

• The content is created by a journalist who has studied the target audience's environment, current issues, and most importantly, found a solution(s) to existing problems.
• The journalist uses:
• Internet sources (desk research)
• Consultations with experts, sellers, consumers
• Interviews with executives of manufacturers and distributors
• Using the journalist's raw material, the editor prepares the article for publication according to established rules and an approved format.
• Photographer/videographer provides visual materials
• Editor performs final inspection and correction

Types of content

• Articles (reviews, analyses, comparisons, etc.), including blogs
• E-books (e-books)
• Infographics
• Letters (email)
• Large clear guides
• Podcasts (series)
• References
• Presentations
• Videos
• Webinars
• Case studies
• Cheat sheets
• Templates
• Comments, explanations , questions .

Buying cycle for content planning

Acquisition - Task - Content Cycle

• Target audience representative status
• Attracting a representative of the target audience
• The role of a content marketer
• Content type

Distribution channels

1. Personal website (industry blog, news, forum)
2. Email notifications
3. Blogs as the basis of WEB 2.0 (original from scratch; available, thematic, reliable)
4. Sites with similar topics
5. Forums
6. Social networks
7. Slideshare
8. Video services (Youtube, Vimeo)
9. News portals

Content marketing efficiency measurement

The following indicators through result is evaluated :

• To the site visits number
• Read articles and time indicator
• Conversion level ( leads )
• Social on the networks likes , reposts and comments
• Customers thoughts and comments

​

Mistakes made in the content marketing process

• The audience wrong determination
• Very general or are you interested content
• Only advertisement in character materials
• Unorganized publications
• Analytics take not going

​

Creating a content strategy

1. Complete your profile
2. Encourage people to follow you
3. Post quality content

​

Creating a content strategy

1. Place an effective call to action
2. Post regularly and frequently.
3. Add visual content
4. Create valuable content for fans

Creating a content strategy

1. Invest some time
2. Keep everything simple.
3. Link your Pinterest page to your physical location

Creating a content strategy

1. Keep it short and catchy
2. Use hashtags
3. Use @mentions
4. Provide statistics and quotes whenever possible.
5. Participate in Twitter conversations

Success stories

6. IBM: Futuristic Marketing

Success stories

7. Red Bull: Adventure awaits

Conclusion

• Content marketing — modern business inseparable part is a brand and consumer between reliable attitude installs . Correct working issued content​ strategy not only the audience attraction does , maybe them real to the customer turns and the company far term to develop service does .