6 - Content Marketing

CONTENT MARKETING
Digital and Social Media Marketing

Welcome to the
World
of Google
Because 73% of the world’s internet market is covered by Google
§ 85% of all traffic on the internet is referred (to) by search engines

§ 71% of internet users arrive at a website for the first time after a search
§ Over 80% of search traffic is directed to a designation by organic search results
https://www.hubspot.com/marketing-statistics
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We Are Living in a
Multi-Screen
World
“Research from Google has significant implications for marketers in general and for any company in high tech
or media that's trying to reach an online audience.
Forget the concept of people looking at a tablet or a laptop or a smartphone. We have become a multiscreen
society in which consumers cross among platforms, or use different ones at the same time, and expect the
virtual world to keep up with them.” (inc.com)
Marketers will have to
v Understand their target audience’s usage

v Consider audience experience
v Plan marketing activities
v Understand analytics
for different devices.

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What
Google
Has to Say
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SMART Objective
What is S.M.A.R.T. Objectives
The establishment of all objectives should be created using the Specific, Measurable
w/Measurement, Achievable, Relevant, Time-Oriented (S.M.A.R.T.) philosophy. What do we
mean by a S.M.A.R.T. objective? S.M.A.R.T. is an abbreviation that is used to guide the
development of measurable goals.
https://hr.wayne.edu/leads/phase1/smart-objectives#:~:text=S.M.A.R.T.-
,Objectives,%2C%20Time%2DOriented%20(S.M.A.R.T.)&text=is%20an%20acronym%20that%20is,the%20development%20of%20measurable%20goals.
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SMART Objective
SPECIFIC
Specific answers the questions "what is to be done?" "How will you know it is done?" and
describes the results (end product) of the work to be done.
The description is written in such a way that anyone reading the objective will most likely
interpret it the same way. To ensure that an objective is specific is to make sure that the way it
is described is observable. Observable means that somebody can see or hear (physically
observe) someone doing something.
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SMART Objective
Measurable w/ Measurement
Measurable w/Measurement answers the question "how will you know it meets expectations?"
and defines the objective using assessable terms (quantity, quality, frequency, costs, deadlines,
etc.).
It refers to the extent to which something can be evaluated against some standard. An
objective with a quantity measurement uses terms of amount, percentages, etc. A frequency
measurement could be daily, weekly, 1 in 3. An objective with a quality measurement would
describe a requirement in terms of accuracy, format, within university guidelines.
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SMART Objective
Achievable
Achievable answers the questions "can the person do it?"
"Can the measurable objective be achieved by the person?“
"Does he/she have the experience, knowledge or capability of fulfilling the expectation?“
It also answers the question "Can it be done giving the time frame, opportunity and
resources?" These items should be included in the SMART objective if they will be a factor in
the achievement.
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SMART Objective
Relevant
Relevant answers to the questions, "should it be done?", "why?" and "what will be the impact?"
Is the objective aligned with the S/C/D's implementation plan and the university's strategic
plan?
Time Oriented
Time-oriented answers the question, "when will it be done?" It refers to the fact that an
objective has endpoints and checkpoints built into it. Sometimes a task may only have an
endpoint or due date. Sometimes that endpoint or due date is the actual end of the task, or
sometimes the endpoint of one task is the start point of another. Sometimes a task has several
milestones or checkpoints to help you or others assess how well something is going before it is
finished so that corrections or modifications can be made as needed to make sure the end
result meets expectations. Other times, an employee's style is such that the due dates or
milestones are there to create a sense of urgency that helps them to get something finished.
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Today’s Empowered Customer
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Plan
Content
First Because It Is the King
And be a good editor
Image yourself as an editor in the information age. It is important to

know your audience and what connects them with your brand. Content marketing differs from advertising in
two fundamental ways: Content is a pull, rather than a push, strategy. Content marketing can indeed
significantly reduce the media spend associated with advertising. It also deals with thought leadership and
reputation. When done right, content marketing will not only attract prospects, but also more them through a
marketing funnel and ultimately, turn up more sales / advocators and shareholders.
v Perfect content marketing is about sending the right messages to your prospects at the right point of the
marketing funnel
v Pulling instead of Pushing !
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Help people to
Discover
Note: ZMOT refers to the moment in the buying process when the
consumer researches a product prior to purchase
and enhance brand considerations
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“ADS WITHOUT CONTENT IS LIKE HOLDING THE DOOR OPEN –
TO AN EMPTY ROOM.”
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AND CONTENT WITHOUT PROMOTION IS LIKE A
SPORTS CAR IN A GARAGE!
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Content Marketing
■ Content marketers focus on creating content and making social media a successful
delivery mechanism
■ Many organizations have overlapping roles between social marketing and content
marketing
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But what exactly is Content?
“ Content marketing is a strategic

marketing approach focused on
creating and distributing valuable,
relevant, and consistent content to
attract and retain a clearly defined
audience — and, ultimately, to
drive profitable customer action.”
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How to Create Thoughtful Content
■ Thought-leadership content is designed to solve buyer problems or answer

questions, and to show that you and your organization are smart and worth doing
business with.
■ Avoid writing “sales-pitch” about your company and your products.
■ Define your organizational goals first: For example, Drive revenue? Get people to
donate money? Generate leads?
■ Based on your goals, decide whether you want to provide content for free with or
without registration.
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How to Create Thoughtful Content
■ Think like a publisher by understanding your audience

■ Write for your audience
■ Leverage leaders outside your organization
■ Choose a great title that grabs attention
■ Promote the effort like crazy
■ To drive viral marketing effects, alert appropriate reporters, bloggers, and analysts
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How to Plan an Effective
Content Development Strategy
1. Define your goals
This is the brainstorming and research phase of the process.
■ What do your buyer personas and internal research tell you your audience wants
and needs?
■ What are your competitors doing that you can emulate and improve on?
■ Look at what industry leaders are doing. Are they making better use of social media,
offering workshops or seminars?
Create a list of ideas you can start implementing today.
https://www.zerys.com/solutions/zerys-for-agencies/content-agency-blog/5-simple-steps-to-a-better-content-development-process
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2. Consistency matters
Hands down, there’s no better way to get your content development process running
smoothly than with an editorial calendar. An editorial calendar increases efficiency by
helping you:
■ Capture ideas
■ Set an optimal publication schedule
■ Track goals
■ Coordinate release of content across multiple platforms
■ Discover which content is ripe for re-purposing
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3. Be proactive
Get ahead of the content development game by planning an entire month of content
about two weeks before it’s meant to post.
Decide on topic themes, outline blog posts, schedule social media messages, shoot
videos, write emails, and develop gated content. Make sure the entire team are on the
same page before you start creating content.
That way, there’s less chance of campaigns getting disrupted close to deadline.
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4. Set up an approval process
The three key roles in content approval are the reviewer, approver, and publisher. You
can speed up the journey to publishing by:
■ Designating a single person for each role
■ Setting clear guidelines on how to review and give feedback
■ Setting realistic deadlines for each phase. Instead of asking “when do you think you
can get this back to me?” establish fixed time-frames that everyone knows they
must adhere to
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5. Stay on message
All the content you develop should be based on primary and secondary messages that
you consistently write to. It needs to reflect an understanding of who the target
customer is, how they make decisions, and what their emotional trigger points are. It
can be a tough job to keep all your content marketing on point, but a clear, consistent
message wins people over. When everyone understands the core message, it makes it
easier to:
■ Work with various talent to create quality content
■ Address multiple audiences
■ Create content that works across a variety of media, including social, digital, video,
print, and more
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Conclusion
A content development process is about much more than creating content.
It’s part of a strategic process that includes using eBooks, white papers, checklists,
case studies, infographics, blogs, email campaigns, videos, social media, and more to
deliver the best value to your targeted audience.
Without a well-developed content process, you risk losing track of your goals and
objectives. Once you have one in place, you’ll soon see the growth and ROI you’ve
dreamed of.
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Content Mapping
What is Content Mapping?
Content mapping outlines how each piece of your content strategically relates to and
supports the customer journey. It helps you connect every piece of content to a stage of
the customer journey and visualize opportunities to better meet the needs of your
audience.
Why do we need Content Mapping?
Creating a content map helps you understand:
■ Where in the purchase funnel your content engages customers
■ How your content helps customers get what they need at each stage
■ How you can guide customers through the customer journey more effectively
https://blog.alexa.com/content-mapping/
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Content Mapping
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Content Mapping
The Benefits of Content Mapping
1. It helps you understand your customer. When you define the path customers take on their way to
doing business with you, you can better understand their goals, needs, and questions. This insight
can help you implement more effective marketing strategies, and may even help you improve your
products or services for your target market.
2. It gives you an overview of all the content you have. Content mapping helps you audit and catalog
your existing content. Having one central content library helps you avoid creating redundant
content and highlights opportunities to reuse or repurpose content you already have.
3. It helps you get the most out of your content. More content isn’t always better. If you’re only
focused on the amount of content you create, it’s likely the quality and relevance of your content
will suffer. A content map makes sure that every piece of content is created with a purpose and is
fully optimized to serve that purpose.
4. It helps you guide customers through the purchase funnel. Most importantly, content mapping is a
guide for reaching your audience in the right place, at the right time. It helps you create an
effective content plan made up of resources that will engprospects and nurture them until they’re
ready to become paying customers.
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Content Mapping
Content Mapping Steps: How to Create a Strategic Content Map
Follow these six steps and content mapping best practices to incorporate this tool into your
content strategy.
1. Buyer Persona: Create a buyer persona to understand your audience
2. Customer Journey: Document the journey your customer takes on the way to doing
business with you
3. Content Analysis: Understand what content works best in each phase of the customer
journey
4. Content Audit: Create a catalog of the content you have
5. Existing Content Map: Map existing content to relevant phases of the customer journey
6. New Content Map: Create targeted content for gaps in your content map
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Content Mapping
1. Create a buyer persona to understand your audience
Personas and content mapping go hand in hand. You can’t create a useful and accurate content map without developing an
in-depth buyer persona first.
A buyer persona is a detailed description of your ideal audience. It helps you get to know your customer and understand what
they know, want, and need.
A buyer persona typically outlines the following characteristics of your ideal buyer:
■ Demographics: Age, gender, income, location, family situation, income, education, etc.
■ Professional Role: Industry, job title, company size
■ Values and Goals: Psychographics, characteristics of their personality, what they believe strongly in, professional and
personal goals, values, lifestyle details
■ Challenges: Pain points, fears, issues at work or home
■ Sources and Influences: Favorite blogs, books, thought leaders, conferences
■ Buying Habits: Objections to buying, where they buy, how long it takes them to buy, who makes the buying decisions
A buyer persona compiles these traits to create a representation of your ideal buyer. This exercise helps you to visualize your
ideal buyer and the process they go through on their way to becoming your customer.
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Content Mapping
2. Document the journey your customer takes on their way to doing business with you
Once you have a clear picture of who your ideal customer is, the content mapping process will be
easier. You can use what you know about your ideal buyer to create a customer journey map that
illustrates the path that person takes on their way to doing business with you.
A customer journey map outlines your brand’s unique purchase funnel and how your ideal customer
moves through it. It outlines five stages of the marketing funnel:
■ Awareness
■ Engagement
■ Evaluation
■ Purchase
■ Post-purchase
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Content Mapping
Customer journey mapping also outlines what the customer experiences at each stage of the
marketing funnel. It may document the following details for each phase:
■ Customer Actions: What the customer is doing (performing a Google search, visiting a
website, visiting a store, etc.)
■ Customer Questions and Thoughts: What the customer is thinking about (price,
competitors, the offering’s ability to solve problems, etc.)
■ Branded Touch Points: The branded customer platforms or interactions the customer
experiences (visiting your website, visiting a physical store location, speaking with
customer services reps, etc.)
■ Brand Opportunities: What your brand can offer to customers to help and support them
based on their actions, questions, thoughts, and the touch points they experience in that
phase of the marketing funnel
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Content Mapping
When the customer journey is

laid out, it’s more clear what
content you should create to
attract, nurture, and guide
customers during their journey.
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Content Mapping
3. Content Analysis: Understand what content works best in each phase of the customer journey
Before you create any new content, you should know what type of content works best at each phase. Familiarize yourself with
the different types of content and how they work in each phase of the purchase funnel.
Awareness content or top-of-funnel content attracts new audiences to your brand and helps prospects find answers to the
questions they ask when they realize they have a need. Awareness content typically includes:
■ Blog posts
■ Infographics
■ Videos
■ Buying guides
■ Checklists
■ Social media posts
■ Interactive content
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Content Mapping
TYPE 1: Engagement content keeps audiences interested in your brand so that when
they are ready to buy, they choose your company. Engagement content typically
includes:
■ Email newsletters
■ Blog posts
■ Infographics
■ Videos
■ Interactive content
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Content Mapping
TYPE 2: Evaluation content or middle-of-funnel marketing content helps inform customers as

they decide if your brand, products, and services are a fit for what they need. Evaluation
content typically includes:
■ Landing pages
■ Marketing case studies
■ Product and service lists
■ Data sheets
■ Reviews and testimonials
■ Webinars
■ E-books and white papers
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Content Mapping
TYPE 3: Purchase content or bottom-of-funnel content is what customers interact with

when they are ready to buy. This content targets buyer keywords and helps customers
feel confident in making their purchase. Purchase content typically includes:
■ Sales and landing pages
■ Free trial sign-up pages
■ Reviews
■ Live demos
■ Free consultations
■ FAQs
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Content Mapping
TYPE 4: Post-purchase content supports customers after their purchase and also re-engages and remarkets to them to bring
them back into the purchase funnel. Post-purchase content supports customer lifecycle marketing and typically includes:
■ User guides
■ Customer portals
■ Email newsletters
■ Coupons
■ Surveys
When you know what type of content works best in each phase of the customer journey, you can put existing content in the
right place on your content map. You can also uncover gaps and opportunities where new targeted content can be created.
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Content Mapping
4. Create a catalog of the content you have

Before you start content mapping, there is one more step to take. You need to know all of the content you already have. Knowing
what you have will prevent you from creating duplicate or redundant content assets.
Perform a content audit and create a catalog of all the content you have. List each piece of content and relevant details such as:
■ Title
■ URL
■ Category (the theme or topic related to the content)
■ Type of content
■ Publish date
■ Conversion (the next step the audience should take after viewing the content)
■ Quality of content
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Content Mapping
5. Map existing content to relevant phases of the customer journey.
Now, you can start filling in your content map. Go through your existing
content catalog and assign each piece of content to a phase of the
customer journey.
To decide where the content fits on your map, consider:
■ The type of content. As outlined earlier, certain types of content work
better in certain phases of the customer journey. Look at the type of
content and decide where it best aligns with the phases of your
content map.
■ The content’s conversion point. As you consider where the content
belongs in the map, also look at what the content tells the audience
to do next. Make sure the call to action at the end of the content
guides the customer to the next phase of the buyer’s journey.
■ The quality of the content. Not all of your existing content may belong
in your content map. If you find that the quality of an existing piece of
content is low, don’t use it in your content mapping just yet. Leave it
out and make a note that it could be revised or repurposed later.
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Content Mapping
6. Create targeted content for gaps in your content map.

At this point, you have a content map that matches existing content to various point in
your customer’s journey. Next, look at your content map to find gaps you can fill.
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Viral Marketing
■ Could help making social media marketing more successful.
■ Make use of the concept “Word-of-Mouth” (WOM)
Advantages Disadvantages
• Reach many audiences • High risk
• Cost effective if the • No or low return if the “seed”
campaign is planned well does not spread
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Ways to Get Viral
■ Good, short and informative content
■ Capitalize on current trends (e.g., search)
■ Write a viral title (and description)
– Keyword research tools
– Tags and catchy thumbnails
■ Market it - Share on social media sites
– Uploading video is more effective than sharing with a URL link
■ Engage bloggers, Key Opinion Leaders (KOLs)
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Examples of Successful Viral Marketing Campaigns
1. Samsung – Waiting Sucks https://www.youtube.com/watch?v=q4m9dhQgE_0

2. Deliveroo – https://www.facebook.com/watch/?v=509144116386612
3. CLEAR Shampoo – https://www.facebook.com/watch/?v=566208844241313
4. Prudential – https://www.facebook.com/watch/?v=689873124885316
Content
is King
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Creative Shop
Guidance
Shops
CONTENT CREATIVITY GOLDEN RULES
WHAT WE KNOW WORKS
STATIC + VIDEO HIGHLIGHT SHOWCASE MAKE IT DESIGN FOR PROVOKE & FRAME YOUR
WORK BETTER THE BRAND THE PRODUCT OR SHORT NO SOUND GRAB ATTENTION CONTENT
TOGETHER EARLY SERVICE
Mixed format Feature brand in Showcasing the Attention spans People need to Use visual impact Create content in
(static plus video) the first 10 sec & product or service are short. Make understand the to grab attention. the right format for
campaigns ideally keep on being advertised your content bite creative without Ask questions, the best
have a positive creative whole for most of the size! Target 60 sec sound showing experience
impact time video Max promotions, and Post = SQUARE
keeping the text Story = VERTICAL
copy under 280
characters
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CREATIVE CONTENT
Highlights The Brand Early
Short & Catchy
Visually Shows Product
Works Without Sound
Right Format
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01 Hero Images
Hero Image
Do Don't
Quality
Do
Use high quality images that a re
not pixelated
Don't
Rely on low res images that
pixelate, or are not the correct 4:3
a s pe ct ratio
Try
Different approaches in creating
the Hero Image if a single asset
doesn’t exist (e.g. stitching together
more than one image into the
correct ratio)
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Hero Image
Do Don't
Composition
Do
Utilize the full frame of the image
Don't
Use images that force poor cropping
Try
S ta g e a selection of products within a
lifestyle environment, or in-situation
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Hero Image
Do Don't
Mobile
Do
Think abo ut mobile first, review the
image on a mobile devic e
Don't
Overcrowd or over-complicate your
Hero Image
Try
Graphic a ppro a ch that use s type or
brand elements in a visual
composition
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Hero Image
Do Don't
Represent
your Brand
Do
Ge t creative in how you are
representing your Collection
Don't
Use generic sto ck images that a re
intended for business presentations
Try
Clean, simple images that tell
instantly the story of your Collection
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02 P r o d u c t Images
Product Image
Focus
Do
S ho wc a s e a single product with
minimal clutter
Don't
Rely on complex, cluttered imagery
Try
Experimenting with a single product
in lifestyle imagery, detail shots, a nd
different angles.
Do Don't
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Product Image
Consist ency
Do
Use the same visual treatments
a c ross the all images in the cata log
to b e consistent
Don't
S tray from a n established l o o k- and-
feel within a Collection
Try
Te st the use of visual identity within
the image such a s logo on product,
color bac kground or simple props
Do Don't
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Please browse through your
Social Media Platforms, identify
and analysis toward a Visuals /
Ad by using the Golden Rules.
Share with the class what is
good and bad and your
recommendations
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How To Plan An Effective Content Marketing Strategy
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6 - Content Marketing

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6 - Content Marketing

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CONTENT MARKETING

Digital and Social Media Marketing

Because 73% of the world’s internet market is covered by Google

§ 85% of all traffic on the internet is referred (to) by search engines

v Understand their target audience’s usage

for different devices.

What is S.M.A.R.T. Objectives

Achievable answers the questions "can the person do it?"

"Can the measurable objective be achieved by the person?“

Image yourself as an editor in the information age. It is important to

v Pulling instead of Pushing !

“ Content marketing is a strategic

■ Thought-leadership content is designed to solve buyer problems or answer

■ Think like a publisher by understanding your audience

When the customer journey is

TYPE 2: Evaluation content or middle-of-funnel marketing content helps inform customers as

TYPE 3: Purchase content or bottom-of-funnel content is what customers interact with

4. Create a catalog of the content you have

6. Create targeted content for gaps in your content map.

1. Samsung – Waiting Sucks https://www.youtube.com/watch?v=q4m9dhQgE_0

Highlights The Brand Early

Short & Catchy

Visually Shows Product

Works Without Sound

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