module5content

1)

Whatiscontentmarketing?Whatshouldcontentmarketingdoinordertobesuccessful?

Contentmarketingisamarketingtechniqueofcreatinganddistributingrelevantandvaluablecontent
toattract,acquireandengageaclearlydefinedandunderstoodaudiencehavingdeepinsightsintoan
organizationscustomersunderstandingcustomersandwithobjectiveofdrivingprofitablecustomer
action.1)Createanddistributetheirowncontentleveraginghistory,heritageandpersonality
1)helpingnothypingcommunicationthatisusefulandprovidetipstohelppeopleratherthansell
something,usingpullstrategynotinterruptive,nothardsellapproach,2)storytellingbrandshould
resonatewithitsaudience.3)Relationshipbuilding,4)invitationtoengage
2)

Whyiscontentmarketingimportant?Discuss.

Ithasbecomeoneofthemosteffectivewaysforbrandstoconnectandbuildcredibilitywiththeir
customers.Providingwithvaluablecontentisagreatwaytoestablisharelationshipwiththemand
setyourbrandupasanexpertresourcetolooktowhentheyhavequestions.Itallowsyouto
communicatewithyourclientswithoutalwaystryingtosellsomethingtothem.
Itisclearthatthepopularityofthetermcontentmarketinghasrisensteeply,Itissomethingthat
actuallyworksforthebusinessesinadigitalera.Becauseofthisincrease,manylargecompanies,
includinggiantssuchasRedBullandIKEA,haveplacedtheirbetsonmarketingwithcontent.
Contentmarketinghelpsinbrandawareness,engagement,loyalty,acquisition,leadgeneration,
websitetrafficandsales.CocaColaturnedtheirwebsiteintoadigitalmagazine,CocaColaJourney.
Themagazinefocusesprimarilyonpublishingcaptivatingstoriesaroundsubjectslikesustainability,
innovation,history,music,andmore.Inspiredbyanaudiencefocusedstrategy,Journeys1.1million
visitorsamonthhelpdirectthecontentofthepublication.

3)

Brandedcontentcanbedistributed.Becomprehensiveforexampleonlineevents,e
magazines,socialmedia,mobileappsetc.
Brochures,newsletters,infomercials,socialmedia,websites,videosites,digitaldevices,
Appsandonlineevents.CocaCola:Usesnumberofdigitalplatformstodistributeits
contentitsnewwebsite/digitalmagazinecalledCocaColajourneyconsumermagazine
thanabusinessportal.,ItusesSocialmedialikeInstagram,CocaColaapp:CocaCcola
Freestyleissettomaketheconsumerexperienceevenmorepersonal.CreateYourOwn
MixCocaColaFreestyleappallowsuserstochoosefrom100+drinkoptionstocreatea
custommixoftheirownandthen,connecttheirsmartphonestodispensersatparticipating
outletsandpouritonthespot.,
Events:tobringcustomerengagementandinteractionwitheventslikeCocaColadance
booth,CocaColafamilywalk,shareacokeswappedlogowithmostpopularnameinthat
country,soyoucouldShareaCokewiththepeoplewhomattermost.
2.72millionOntwitterfollowers616,595lindenfollowers435,881,209YouTubeviews

Module6Owned

1)

Defineownedmedia.Forabrandofyourchoice,provideexamplesofatleast7typesof
digitalassetstheyusetocommunicatewithaudiences.

Ownedmediareferstoamediachannelthatittotallyorpartially(Facebookfanpage,twitteretc)
controlledbythecompanyitself,thesechannelscanbedigitalornondigital.Buildforlongterm
relationshipswithexistingpotentialcustomersandearnmedia.CocaColaisusingsocialmedialike
facebook,twitterandotherslikeLinkedInasitsownedmediachannels,Itsalsousingitsonline
website/digitalmagazine,Companyhasablogusedforsharinginformation,reviewsmorelikemini
websites,locationbasedmarketingwithitsvendingmachines,usesonlinepromoandcouponcodes,
CocaColahasitsownbrandedapplicationformobiles,Thebrandhasitsownonlineseriesofdigital
gamescalledtheAhheffectcateringprimarilytomobileuserstocommunicatewithaudiences,
2)

Thereare7considerationswheninvestinginownedmediaassets.Inrelationtoonebrand
ofyourchoice,discusstheirtop3prioritychannels.
Considerations:Whataretheprioritychannels2)doeseachchannelhasdifferentgoals3)
willeachchannelusedifferentmetrics,4)howwillcontentbegeneratedforeachchannel,
5)howwilleachchannelwillbeleveragedforownedmedia,6)canownedmediareduce
investmentinpaidmedia7)doeseachchannelresonatewithaparticularproductor
audience.Nikeusesits1)website,2)Socialmediamarketingand3)Blogsasitstop3
prioritychannels.A)BeingasportsbrandNikeisanaturalfitforthesocialmedia
marketing,Websiteactsasanelectronicbrochure,entertainandbuildcommunitiesto
strengthenedthebrandthroughvisual,audioandimagesfurtherenhancingbrandimage
withalltheimportantandrequiredinformationprovided,websitelinksthecontenttoother
onlinechannelscreatingacohesivebrandmessage.Nikehasbeenverysuccessfulusingits
blogtoengage,share,createandunderstandingcustomersmakingitoneofitspriority
channels.
B)eachchannelhasdifferenttargetedaudience,likesocialmediaistargetssportsfocused
audiencewithmotivatingandinspirationalcontentmarketing,2)Websitesarefocusedon
audiencelookingforproductrelevantinformation.3)Blogsaretargetingrunnersand
trainers.c)Nikehasbeenabletoleverageasignificantlythroughitssocialmedia
marketingandhasoutturneditssocialmediacompetitionwithmostfollowersand
engagementinindustry.Websitehasstrengthenedthebrandfurtherandhasrecorded
increasingnumberofvisitorsandsales,Nikehascreatedaniconicbrandandparticipation
brandingthroughitsblogandbeenabletocapitalizethroughitsearnedmedia.
Q)brandedapplication?benefitsofbrandedapps?A)Softwaredownloadabletoamobile
devicewhichprominentlydisplaysabrandidentity,oftenviathenameoftheappandthe
appearanceofabrandlogooriconthroughouttheuserexperience.Theyareautilityin
theirownright;somethingusefulthatearnstheattentionofconsumersandnotjustanother
channelthroughwhichtocommunicatethecurrentbrandmessageorproductpromotion.
B)BenefitsincludesbutnotlimitedtoDeepensbrand/customerinteractions2)Createsnew
avenuesforbrandaffiliation3)Positionsthebrandinemergingmarkets,4)Through
customerinteractions,enablesthebrandtolearnandgrowdynamically.5)standoutofthe
competitionthoughbrandpersonalization,6)increasescustomerengagement
7)personalized,8)Pullcommunication9)controlovertheinformationtheyreceive10)long
termcommunicationopportunity.

Module7EarnedMedia
Q)brandengagementprovideatleast3examplesofthedigitalengagementplatforms
whereaudienceengage?
Amarketingstrategythatdirectlyengagesconsumersandinvitesandencourages
consumerstoparticipateintheevolutionofabrand.Engagementincurswheninternet
userscollaborateorconnectwithbrands,companiesoreachother.Nikeisaperfect
exampleofexperiential/engagementmarketing,platformsblogslikeNikeTalk,social
mediatwitter,facebook,Pintrest,Youtube.
Q)Participationbranding?In2011FostergrouppublishedaladderofparticipationWhichof
thesebestdescribeyou?Detailwhy?
Howabrandengagesandbehaveswithconsumersacrosschannelsandovertimetoearntheir
attentionandparticipationthroughmotivatingstoriesandexperiences.Itisthehighestlevelof
engagement.
1)Creatorsmakethesocialcontentconsumedbyothers.Theywriteblogsandotheratleastone
oftheactivitiesmonthly.2)Conversationalists:updatestatusonSNSpostsupdatesandkeeps
updatedatleastoneoftheactivitiesonweeklybasis.3)Critics:postratings,reviews,comments
onssomeoneselseblogcontributeononlineforums4)Collectors:UseRSSfeeds,votefor
websitesonline,Addtagstowebsitesandphotos.5)Joiners:Maintainsocialnetworks(f.b,
twitter),visitSNsites6)Spectators:readblogs,watchvideosfromotherusers,readonline
forums+reviews,tweets
IwoulddescribemyselfasaspectatorasIreadblogs,status;userpostswatchusergenerated
videosandreviewsbutnotreallykeenincommenting,likingorcreatingmyownsocialmedia
posts.
Q)Humanerabrand?SelectonehumanerabrandfromtheLippincottreport.Whythebrandyou
haveselectedhasbeenclassifiedasahumanerabrand?
A)Humanerabrands,brandsthatencourageparticipationatthehighestlevelasbeinghuman
brands,thesearebrandsthatforgeauthenticanddeepconnectionwithconsumers,andtheydontrely
onassetsornaturalmonopoliestogeneratereturns.Theyaremoreinclusiveandconsumerinsights
andtheywanttointeractanddeliveranexperience,Seektobuildtrustcollaboratively,forgingmore
authenticandvaluableconnectionsandrelationshipswithconsumers.
(1) Appleabilitytounderstandourunspokenneedsandconnectinsimpleandmeaningful
waystomakelifeenjoyable.(2)Applebeingthetopbrandsandclosesttoitscustomersis

abrandconsumerstrustwiththeireverydaypurchasesmadewithappleandbelieveinthe
authenticityandtrustworthinessofthebrand.(3)Anarmyof30,000enthusiasticretail
employeestrulyembodythatbrandshumanpersonalityandprovideindividual,
customizedserviceandeducationtocustomers

Module8
brandadvocate?example.Explainhowtheyengageaudiencestobecomeadvocates?
abrandadvocateissomeoneaperson,orcustomerwhotalksfavorablyaboutabrandorproduct,
andthenpassesonpositivewordofmouth(WOM)messagesaboutthebrandtootherpeople.Nike
hasalwaysbeeninvolvedinActiveengagement:connectsociallikeFacebook,1)Pinterest,mobile
andtraditionalchannelslikemobileretailer,magazines,2)Nikeemotionalengagementwithits
audiencesthroughadcampaignslikeriskeverythingisanotherstrongareaofengagementconverting
itsaudiencesintobrandadvocates.3)Nikealsoengageswithitsaudiencesthroughtwitterwithits
individualfeedsforitssubsidiarybrandswithfocusonrespondingtowhatcustomersqueriesand
providingusefulandpurposefulinformationratherthanpushingoutmarketingmessages.4)Nike
usesonlinecommunitieslikeNike+(plus)foreffectivecocreationandconsumerengagement
turningthemintobrandadvocates.

Q)socialmedialistening.Provideyourviews.Isitethicalthatbrandsengageinsocialmedia
listening?A)Socialmedialisteningreferstoasoftwarethatallowsacompanytolisten,learn,share
andengagewithcustomersacrossthesocialweb,forexamplefacebook,twitteretc.Itallowsthe
companytorespondtotargetaudiencecommentsandcriticismandmakestrategicchanges,snapshot
oftopinfluencersofyourbrandandsentiment.Itsbasicallydigitalmonitoringofcustomersusing
digitalplatformstoshare,expresstheirviewsaboutthecompanysproducts/services.Withrecent
developmentsandincreaseinthesocialmedialisteningtrenditisbecominganethicalissue,mostof
thecustomersdontfeelcomfortablewiththeirconversationsbeingmonitoredandistakenas
intrusiononprivacy.PersonallyIbelieveitisimportanttohaveproperdeepinsightsand
understandingofcustomersbuttherehastobeboundaryandlimitsaswithrecentincreaseespecially
onsocialmedialikeFacebookmessengerwhichcanevenaccessyourpersonalinformationfrom
yourphoneandlocation,itssomethingthatisnotethical