Week 3 - Content Marketing

McGruer, D. (2019). Dynamic Digital Marketing.
Wiley Professional, Reference & Trade (Wiley

K&L)
Session 3
Content Marketing
Chapter 14
More to discussion rather than explaining
Learning Outcome
1. Exploring VAAR: Valuable, Authentic, Appropriate and Relevant

1. Iterative process
2. Strategy in content creation
1. Education
2. Awareness
3. Entertainment
4. Inspire
5. Tips/Life Hack/DiY
6. Interactive (react, conversation)
3. Brainstorming
4. Technics
2. Exploring SEM RUSH
3. Content pillar:
4. Template for research and presentation on wk 5
1. Grup Final Project Paper and Presentation
What is Content Marketing in digital marketing?
Content marketing is an ongoing process integrated into

marketing strategy, focusing on owning media through
creating and distributing valuable, authentic, appropriate,
relevant, and consistent content to attract, educate, and
engage your audience to ultimately generate profitable
customer action and loyalty without selling.
What is Content Marketing in digital marketing?
Content marketing costs 62% less than traditional marketing yet

generates three times the amount of leads.
Why invest in content marketing?

1. It's got a far better ROI than search marketing, such as Google PPC.
2. It gives a business the opportunity to appear in search for more terms.
3. It drives traffic to the company website and blog articles.
4. It not only attracts the target audience, but can also greatly assist in
nurturing them through to conversion.
5. It's a great way to get to re-engage with customers.
Emily Kate Pope
Senior Content Marketing Manger @Fundera + Teaching Assistant, General Assembly
Emily Kate Pope
The five stages of the customers' buying
journey
buyer’s journey funnel
the customers' buying journey
It is important that you have a clear customer avatar or user persona

in place so you can focus on building a solid content marketing
strategy which aligns to your customer’s journey; and your focus
should be to analyse and constantly evolve and improve to maximise
customer value and continue to scale and grow.
The customer’s life cycle
FIGURE 14.6 Seven stages of the customer lifecycle.
“to maximise customer value” please ensure you are getting the most
from your content that will get your audience's attention and help you
attract and persuade your audience upon the customer’s life cycle.
Content Marketing is Iterative process
Learning Outcome

4. Content Pillar:
1. Education
2. Awareness
3. Entertainment
4. Inspire
5. Brainstorming
6. Technics
2. Content pillar:
What Makes Good Content?
Strategic thinking: understanding “user needs”
Most brand professionals are skilled in raising high hopes and

expectations among consumers. Brands post desired psychological
destination signs in their marketing materials (freedom, happiness,
calm, positive relationships) without providing practical support on
how to get there. And consumers are increasingly cynical, skeptical
and frustrated.
true or false?
In other words, consumers are increasingly looking for brands to be

more ‘meaningful’ – genuinely to help them to lead more fulfilled
lives. Consumers are commercially rewarding brands
they consider meaningful.
How to be meaningful?
Empathetic to be meaningful...
How do you demonstrate empathy in the digital world?

Strategic thinking
Supports your
business Supports your
goals customers
Sweet Spot needs
for content 1. to solve a problem,
2. to get advice, or
3. to ask a question
1. Is your content original?

2. Is your content actionable?
valuable, authentic, appropriate, 3. Does your content answer a question?
relevant meaning? 4. Is your content properly sourced?
5. Is your content unique?
6. Is your content concise?
7. Is your content grammatically correct?
8. Is your content formatted correctly?
Source: https://www.v9digital.com/insights/what-is-good-content/
Emily Kate Pope
Select the form
of message
from these 4
content pillar
Review a company’s
use of different types of
content support
marketing
Source: SmartInsights.com (with permission)
Kill writers block and use some blog title idea generators.
Get some ideas now and jot them down:
Inbound now: https://www.inboundnow.com/apps/kill-writers-block/

Husbspot: https://www.hubspot.com/blog-topic-generator
Title Generator: https://www.title-generator.com/
How each subject see “user needs”? A comparative perspectives
Design Thinking Relationship IMC Digital marketing

Marketing
To resolve pain points The current or potential “I have no idea in my There are abundant
and obtain gain, but I customer looking for head for this option” users who have clear
don’t know if I can find more value added than please convince me… “problem” to be solved
that kind of innovation its price (value in “I don’t know my in digital platform. They
exist. exchange) into value in problem is?” instruct have defined exactly
use. me… what needs to be found.
Output: “the challenge” Output: Relationship Output: Campaign Output: …?
or “Customer Jobs to be goals! define output
done” and product
innovation
Decide on
what topic
Keywords of what?
1. Keywords of interest (to be 2. Keywords of intended

apply on FB, Pinterest, Twitter) meaning ( to be apply on
use for social media bahan Google Ads, and Search
setelah mid test. Engine, YouTube… )
• Their fascination/inducement • Their relevant and timely
about something because questions because these are
these attach to their values- questions our persona are
believe-norm. asking at the event right now.
Learning Outcome

4. Content Pillar:
1. Education
2. Awareness
3. Entertainment
4. Inspire
5. Brainstorming
6. Technics
SEO: ‘the process’
1. Research and analysis.

Search has always offered a window into what people need, want, and intend to do, so it is really
important to consider consumer search trends when researching keywords and phrases. You will
also need to benchmark how you compare to competitors in terms of site traffic, keywords, and
ranking.
2.Identifying keyword opportunities
Long-tail keywords or phrases are longer and more specific keyword phrases that consumers are
more likely to use when they're closer to a point-of-purchase or when they're using voice search.
Please take a look at consumer behaviour trends for Google Search.

For your industry, you will need to research:
1. What people are searching for.

2. How many people are searching for it.
3. In what format do they want that information?
Example of Identifying keyword opportunities:

https://www.thinkwithgoogle.com/intl/en-apac/country/indonesia/3-ind
onesian-brands-3-approaches-being-helpful-when-people-needed-it-
most
/
Useful SEO tools for research
Just start typing your primary keyword into the Google search box and see what variations
Google suggests and also check out Related Searches at the bottom of the page.
• Find out about website traffic, statistics, and analytics: https://www.alexa.com/siteinfo
• Check out Google Trends: https://trends.google.com
• Analyse what content performs best for any topic or competitor and find the key influencers to promote
your content: https://buzzsumo.com/
• Check out Internet Live Stats: http://www.internetlivestats.com/
Free keyword tools: Use the volume of searches to identify demand for content.
• Moz Keyword Explorer: https://moz.com/explorer
• Google Keyword Planner which is part of the Google Ads platform: https
://ads.google.com/home/tools/keyword-planner/
• Keyword Explorer: https://www.wordstream.com/keywords
• Keyword Niche Finder: https://www.wordstream.com/keyword-niche-finder
• Keyword Grouper: https://www.wordstream.com/keyword-grouper
• Free Negative Keyword Tool: https://www.wordstream.com/negative-keywords
• Popular Keywords: https://www.wordstream.com/popular-keywords
https://neilpatel.com/ubersuggest/
From last progress report:

Keywords checking tools
Learning Outcome

4. Content Pillar:
1. Education
2. Awareness
3. Entertainment
4. Inspire
5. Brainstorming
6. Technics
Create Content
that…
Strategy 1 (content that) : Entertain
Creating entertaining content to capture and maintain consumer attention

for prolonged periods of time is definitely a must when you consider that
the amount of video uploaded every minute on YouTube is over 300 hours!
As you can imagine, when viewers enjoy content, they view the integrated
brands more favourably.
Discussion:
There is a vast amount of content available to consumers and the internet
is flooded with new content each and every day. Given that the average
attention span is between 10 and 20 minutes, why do some businesses
find it difficult to get engagement online for short, quick consumption
content?
Strategy 1: Entertain
Nielsen discovered that brand recall was 86% for branded content, and only 65% for
regular ads.
Branded content: a form of entertaining storytelling that is relatable to the brand

although not promotional, such as podcasts, YouTube mini series, etc.
Branded content doesn't promote products or services; but, for instance, if a company
which made XYZ drink didn't market their drink but promoted recipes that could be made
with that drink – that would be branded content.
The content is created by the advertiser and consumers will recognise the brand
although the content wouldn't be an out and out product or service promotion.
– For instance, a well-known fizzy drink company adopted a strategy of putting names on
their bottles and cans and received a huge amount of mentions in social and news media.
– Content can include articles, videos, podcasts, and even live elements that bring relevant
value to the consumer.
Branded Content
Read your self

https
://www.singlegrain.com/content-marketing-3/7-examples-of-storytelling-content-you-can-u
se-in-your-marketing-campaigns
/
Video marketing strategy
Why does content not get engagement?

Generally, because there is no demand or
it is just plain boring and doesn't satisfy
the customer need.
1. Over 80% of marketers use video

marketing
2. The majority of video is watched on
social media using mobile devices and
53% of consumers engage with a
brand after viewing a video on social
media.
3. Video gets around 87% more
engagement than any other type of
content.
FIGURE 14.7 Current business use of video for marketing.
Final project
requirement?
Video marketing strategy
Your YouTube checklist for success
1. Try SEO Tools like TubeBuddy: https://www.tubebuddy.com/

2. Research channel and video keywords and when you upload video add video headlines and descriptions and add
video tags (these are simply more keywords that relate to your video).
3. Include a call to action and encourage engagement, asking them to subscribe to your channel and comment, like, and
share.
4. Include your social profiles and URL etc. in the description.
5. Make your video stand out from the crowd with an attention-grabbing thumbnail as this will be a key motivation to
watching it or not.
6. Transcribe your video as not everyone has the volume on!
7. Use the YouTube Editor if you need to make any amends like adding music (but remember this must be copyright
free).
8. Drive as much traffic as you can for the first week (back to YouTube).
9. Once you hit over 100 subscribers, you can customise your YouTube channel URL.
10. Another great way of getting subscribers as opposed to just video views (this can be done through YouTube
advertising) is to add ‘subscribe’ buttons to video using the Branding Watermark feature.
11. Create a YouTube content marketing mission statement to ensure your channel theme and subscriber benefit is clear
and add a channel trailer.
12. Add interactive calls to action (CTAs) to videos using YouTube cards or annotations.
Strategy 2: Inspire
By writing a blog, Blogging or writing articles, as long as they are well-researched and have good
volumes of demand, will result in more traffic because consumers want the content.
Your strategy
You need to dedicate time to:
1. creating and publish unique content to your blog each month;
2. sharing reputable and helpful content with your community on social networks;
3. engaging in conversations and discussions on social networks;
4. empowering and promoting others' content;
5. growing your network and community by connecting and following;
6. analysing and reflecting upon what's working and what can be improved upon.
It is feasible to spend only three hours a week on your system and realise success.
Reading blogs. As much as you will need to inspire your audience, you too will also need
inspiration. And to encourage your creative juices to flow and let your writing and content flourish,
you need to be engaging in content yourself.
• It is no good pushing content out without consuming content too. So, keep up to date with
what matters to you and your industry and read and interact with blogs.
Strategy 2: Inspire
Kill writers block and use some blog title idea generators.
Get some ideas now and jot them down:
• Inbound now: https://www.inboundnow.com/apps/kill-writers-block/
• Husbspot: https://www.hubspot.com/blog-topic-generator
• Title Generator: https://www.title-generator.com/
Types of content take form:

• blogs
• videos
• checklists
• infographics • interviews
• case studies • testimonials
• eBooks • social media posts
• white papers • gifs and memes.
Strategy 2: Inspire
Brand storytelling: telling your brand story to your prospective

customers through marketing messages. Essential elements that you
need to communicate through your brand story are telling your
audience who you are, what you specifically do, how you solve
problems, how you add value and care, how you engage and
contribute.
Brand Storytelling requires:
1. Your Vision: How will your content highlight your company's values and how will
it help you meet the organisation's goals?
2. Your Value: What value are you bringing to your industry and to your customer?
3. Your Tone of Voice: How do you want to be seen? Authoritative, friendly,
customer-centric, or something else?
FIGURE 14.10 Brand storyboard
creation template.
Draw rectangle boxes for each stage of the journey and start
to map out a rough ‘storyboard' of what content the customer
may need at each stage. Each rectangle will be a picture to
explain what is happening at each stage.
Try and express emotions, body language, activities, pace, or
paths; use captions to visualise your story.
TIPS:
• Remember to look at customer personas and (Maslow)

needs at each stage of the journey.
• Research frequently asked questions and when these
occur in the journey.
• What obstacles do you encounter and how could you
handle these in advance?
This process really helps visualise the steps a customer takes

in their journey from becoming aware to purchase.
You should start to get a really good picture of what types of

content you can create and this forms a great starting point for
your strategy.
(A good storyboarding tool is: StoryBoardThat – free and

premium accounts available: https://www.storyboardthat.com/
.)
Strategy 3: Educate
Consumers are in a very different mental state when they are

consuming content that they are learning something from. If you can
get someone into a state of learning through educational content then
they will watch your video much longer. This type of content is often
referred to added-value content. You are not trying to sell through
promotion but by building a relationship, this is called social selling.
Mental stimulation such as learning is part of keeping our brains

healthy, young, and active.
1. Our brains crave knowledge because we feel increased pleasure when we grasp a
new concept.
2. This means we will engage and consume more content when it is geared towards
education and we see it as learning.
Strategy 3: Educate
Getting brand awareness through content marketing can be achieved through the
promotion using brand journalism content across channels.
Brand journalism: showcase your success through case studies, white papers,
social media, and websites. This is your accolade marketing, such as your news
about what you have done and achieved and to constantly show the world you are
scaling and growing through storytelling.
Measure &
evaluate
Strategy 4: Build conversation
It is important for a brand or business to build strong emotional connections

with customers because this can lead to increased consumer loyalty and
the ability to charge premium prices.
So how do you start the conversation and what will help build emotional
connections?
It is just the same as in real life; so, when you are looking at doing this
online, ideally you should be looking to inspire relevant and engaging
conversations around your industry.
First you need to get to know your customers and fact-find to help you
position your content to spark these conversations.
Strategy 4: Build conversation
Here are a few pointers to help your 9. Use Q&A websites and respond whilst checking out
what questions people are asking.
customer get to know you and talk to you:
10. Look at the most searched keywords using Google
1. Introduce yourself. Search and Keyword Tools.
2. Ask questions. 11. Customer polls, quizzes, and surveys are a great
3. Let them see what you and your team look like. way of fact-finding and researching.
4. Include bio on your blog. 12. Use listening tools like social listening to see what
5. Make someone your figurehead or brand conversations are happening.
ambassador. 13. Use live chat and messenger tools.
14. Host live streams and ask viewers to post
6. Build a community, group, or forum.
questions.
7. Include your customers in celebrations of success
15. Use social media @mentions to start a
or anniversaries.
conversation.
8. Invite your customer to the conversation or spark a
16. Comment on posts to get conversations going.
debate.
17. Ask for feedback on content and ask about their
thoughts on shared content by posting your
comment when you share it to encourage
responses from your network.
Strategy 5: React
It is important for your consumer to take action when consuming your content, but also for you to
react to any interactions.
Notifications on social networks will keep you up to date with real-time interactions and social media
tools can also be used to monitor conversations.
The level of reaction will help you quantify whether your content is having an impact on your
business, and this is as important as any other tracking or reporting across channels. If your content
is not getting engagement, then you know there is a problem.
One of the most highly engaged types of content is when a social media post is about a genuine
success or achievement as people love to support and congratulate their peers. And if the reaction
is a lead, then you need to have processes in place to instantly respond and nurture the lead
through to a sale.
If you have good traction with a particular piece of content, then respond to that trend by re-focusing
future content. Another great way of re-purposing content is to reply to any questions in an article.
Strategy 5: React
Google Analytics is brilliant for tracking how many visitors land on your content – like
webpages, landing pages, or blog articles – but you need to see exactly what they are
doing when they get there. There are some very important questions that you need to
answer before changing any design or content related element on your pages.
• Are they clicking the back button?

• What is the most persuasive area on that page?
• What calls to action are working?
• Is there any content they are scrolling past and ignoring?
• Is your content positioned in the order a customer wants to consume it?
• Is your website easy to navigate and can the visitor locate content they are looking for to
create a positive customer experience?
• Where is my traffic coming from and what does that segment of my audience do on my site?
The answers to these questions will be invaluable in terms of actually enhancing

conversion and creating the optimal customer experience.
Strategy 5: React
Analyse what content appeals to your web visitors
Website conversion optimisation has never been easier. There is an amazing tool that you can use to help optimise
your website. The tool is Crazy Egg: www.crazyegg.com. Simply sign up for a free account (free for 30 days) then
install the tracking code and for a period of about a month collect a snapshot of what your users are doing.
This tracking will form the basis of any changes you need to make to your site to improve conversion and test
variations of the same page.
Crazy Egg gives you:

• Heatmap report: See the most and least clicked on elements of the page.
• Scrollmap report: See where interest is on the page to see where people stop scrolling to consume or scroll past
and ignore.
• Confetti click reports: See each and every click on your page by traffic source.
• Overlay report: See the numeric quantity of clicks on a clickable element.
• List report: Basically, a list of all page elements with interactions and activity for each page.
• User session recordings: Explore the customer journey for all visitor sessions. See exactly what users do when
they visit your website.
• A/B testing tool: Create tests by device type and make changes using the Crazy Egg editor. Set a goal so you
can see which variant is performing better.
Strategy 5: React
Final project
requirement?
Content that Entertain, Inspire, educate, build conversation, react
Considering hierarchy of Maslow
FIGURE 14.15 Example of a weekly digital planner.

Learning Outcome

4. Content Pillar:
1. Education
2. Awareness
3. Entertainment
4. Inspire
5. Brainstorming
6. Technics
Create Content
that…
Emily Kate Pope
Emily Kate Pope
Emily Kate Pope
Emily Kate Pope
Emily Kate Pope
Re-purpose
Read and share your thoughts.
Re-
purpo
se
Check chat
1. Create content https
://www.thinkwithgoogle.com/intl/en-apac/future-of-marketing/creati
vity/marketing-business-storytelling
/
2. Re-purpose https
://www.searchenginejournal.com/travel-content-repurposing/42181
0/?utm_source=csp-social-media&utm_medium=email&utm_camp
aign=csp-email-2021-10-07
Learning Outcome

4. Content Pillar:
1. Education
2. Awareness
3. Entertainment
4. Inspire
5. Brainstorming
6. Technics
Promote content
Content marketing techniques
1. Outbound marketing
Outbound marketing tends to be the most familiar type of marketing as it is the more traditional way
of pushing your business or brand out in front of larger, less-targeted audiences who are not
necessarily proactively seeking your particular product or service. It is often referred to as push
marketing as you outwardly push your brand, products, or services to consumers through
marketing in the hope of generating leads or customers.
Basically, it is a style of interruption marketing whereby you disrupt someone with a marketing
message to get their attention.
Outbound marketing tends to be more costly than inbound marketing and the ROI is much lower.
Examples of outbound marketing include:
email marketing
online advertising
outbound sales calls
TV and radio adverts
print adverts, flyers, and brochures
tradeshows and exhibitions.
2. Inbound marketing
Inbound marketing is what every business strives for because it is one of the best and most
cost-effective ways of attracting potential customers. It is about creating content that can be
easily found by customers who know what they want and are actively searching.
This is storytelling while they evaluate your brand versus your competition ultimately to
enhance conversion
An inbound marketing campaign is focused around a single message and goal whereby you
promote something valuable and relevant for your audience through your marketing
channels. This method uses tools, technologies, and processes that work together to
generate traffic to your website, nurtured into leads that you will ultimately convert into
profitable customers.
This tactic is often referred to as pull marketing, which is generally used when a customer
knows what they are looking for; and its purpose is to draw the customer to your business
over competitors.
a single message
Promote content work together
It is a storytelling
FIGURE 14.3 Inbound marketing channels.
Examples of inbound marketing tactics include: content marketing and social media
marketing; and intent-based search engine optimisation, such as blogging, events, webinars,
lead nurturing, and media coverage.
Learning Outcome

4. Content Pillar:
1. Education
2. Awareness
3. Entertainment
4. Inspire
5. Brainstorming
6. Technics
Template for research on wk-4 and presentation
on wk-5
1. Establish digital marketing goals (Reach, Act, Convert, Engage)

2. Determine your customer base (avatar or personas).
3. Understand customer pain points (guidance for keywords).
– From primary research
4. Craft a value proposition (sweet spot for content marketing).

– From primary research
5. List down your keywords:

1. Long tail and short tail keywords based on pain or gain of users.
2. Support with the traffic of the propose search term
6. Evaluate current social media effort, SEO, affiliate marketing, inbound marketing, and online
advertising from next page template as available as much.
6. Evaluate current SEO, email, affiliate marketing, inbound marketing, and online
advertising.
Learning Outcome

4. Content Pillar:
1. Education
2. Awareness
3. Entertainment
4. Inspire
5. Brainstorming
6. Technics
2. Submit nama domain
Grup Final Project Paper and Presentation
GUIDELINES
Your report should be no longer than 20 pages. Additionally, you can have an
appendix. Late reports will not be accepted. 10% will be deducted per day for late
papers and slides. Papers should be 1,15-spaced using 11-point sans-serif font and
1-inch margins, and submitted via Moodle.
Your presentation materials should also be submitted before the final project
presentation (date as per examination schedule).
Each group will develop digital marketing campaign as per assignment. You will
analyze, identify and exploring the digital campaign strategy, and also the content
digital.
Template Final Project Paper
TO BE TRANSLATE INTO
CHAPTERS-NEXT SLIDES
Write in paragraph.
1. Gain customer insights (using empathy map).
2. Define RACE Goals Framework – assess your reach, lead generation, sales
conversion, and engagement with existing customers.
3. Carry out a full digital marketing (SWOT) audit, including competitor research.
4. Evaluate and create a report containing your entire audit findings.
1. Present findings to team for strategy development.
5. Map out your entire digital marketing plan.
6. Collate the information for each element of your digital marketing plan.
1. Create KPIs for each tactic.
2. Identify metrics for each KPI.
Bab 1. The customer's buying journey report
Identify each stage! and suggest which stage where the problem
exist?
use empathy map
– Awareness: the consumer becomes aware of the brand through channels,
including advertising and word-of-mouth.
– Consideration: realising that they have a need that must be met, the consumer
actively considers whether or not to buy the product or service on offer.
– Purchase: the consumer makes the purchase.
– Retention: the customer uses the product, sometimes seeking guidance from
provider or a user community, and perhaps being contacted by the provider to
encourage brand loyalty.
– Advocacy: the customer spreads the word about the product – whether their
opinion is positive or negative.
Bab 2. Your creative Content campaign plan:
Begin with the OBJECTIVE (Reach, Act, Convert, Engage)

 Define each point with data from research (goals, audience, story,
process)
Bab 3. Explain the process
1. Explain how to achieve each customer lifecycle?
2. With these criteria of success:

Bab 3. Explain the process
From session 3
6. Marketing and link building
The term back link or link building refers to other

websites that have a link back to your website.
Google uses back links as a ranking signal, so

quality back links will definitely improve the
prominence of your website in search results.
Think of back linking as anywhere your content

exists outside your website that links back to it.
Final project
requirement?
Bab 4. Create a strategy to dominate search
engines report:
1 – The keyword tool to research the category and then come up with a
phrase.
2 – List the popularity of the related phrases in order or search volumes.
3 – Created blog/article headlines for each of these related phrases.
4 – The articles and link these together using hyperlinks so a reader can click
to the next relevant article on a related topic and so on.
Not only are you writing for demand, using SEO-friendly headlines, but Google Search will have
related articles show in search results, meaning you could end up having multiple listings and
more opportunity for driving traffic. This strengthens brand awareness, which we know is a
persuasive factor when choosing results in search. A user will almost certainly have a stronger
alliance to a brand they have seen or heard of before.
Search checklist
From session 11
SEARCH: CHECKLIST FINDINGS

Google Search Console – no errors/all pages indexed.
Website fully secure – SSL certificate/security software.
PCI compliance certification and vulnerability scanning.
Google My Business profile created or updated.
Keyword research plan and SEO tools for research.
SEO tools for onsite coding and implementation installed (Yoast).
Insights and trends researched for consumer trends.
Content marketing strategy and plan content for articles/blogs.
Website speed good and fast loading and performing well on mobile.
SEO monitoring tools to evaluate your search engine visibility, competitor research, and analysis.
Website tracking in place using Google Analytics or other analytics tool of choice.
Google Ad strategy and set up (if using paid advertising).
Google Search domination strategy for keywords you are not appearing in search results for.
SEO EXERCISE (Final project deliverable)
From session 3
• 1. Use Google Keyword Planner and/or Google Trend to come up

with a list of 10 keywords suitable for your business
• 2. What would be the appropriate page title for your home page?
• 3. Write a suitable meta description containing relevant keywords
for your project website.
• 4. Please check with https://
yoast.com/research/real-time-content-analysis/
Bab 5. Social media audit
1. Who – You/your business (brand), customer, influencer, competition.

2. Find out the desired content that resonate and relevant:
1. Find out the keywords of interest of the target audience
2. Find out the keywords of intended meaning of the target audience
3. Map out potential posting form based on the platform ability;

• Picture format or Audiovisual format
4.Define each points:

4. Explain with these criteria of success:

5. Create a simple table with these as your five headings. Record your findings
under each heading in the column.
WHO WHERE WHAT WHEN WHY Notes
You All Channels
LinkedIn
Facebook
Twitter Video Daily Event Sign-Up
Customer All Channels
LinkedIn
Facebook
Twitter
Influencer All Channels
LinkedIn
Facebook
Twitter
Competition All Channels
LinkedIn
Facebook
Twitter
What to check: Report/findings
Check out each social media platform and look at opportunities based on past
success stories for your industry.
Check out affiliate scheme tools by searching Google and evaluating options
available.
Identify alliance opportunities with: influencers such as customers, suppliers,
employees, brands, high-profile individuals and leaders in your business and
industry, organisations, institutions, and associations.
Bab 6. Measure the funnel
Create KPIs for each tactic that link back to objectives, and then use
monitoring dashboards to track progress and performance.
Reach – Building awareness using online Act – Encouraging interactions on your

marketing techniques which will drive website or social media to help you generate Convert – Re-targeting and nurturing leads to Engage – Increasing sales from existing
Measurement: visits to your site. leads. convert into profitable customers. customers.
what how you will react what analytics what analytics what analytics
analytics or why you are to the insights to or why you are how you will react to the or why you are how you will react to or why you are how you will react to
measureme measuring improve your measurement measuring insights to improve your measurement measuring the insights to improve measurement measuring the insights to improve
Tools: nt tools? these? results tools? these? results tools? these? your results tools? these? your results
Organic SEO or social
media
Paid advertising and PPC
Email marketing
Display retargeting
Programmatic advertising
Website testing
Video hosting
Content creation
Content curation
Website analytics
Customer service
Affiliate marketing
Add if any…
About Google analytics
From session 6
Final project
requirement?
Presentation wk-14 or wk-15
1. Your online Final Presentation will run approximately 15 minutes,

followed by a 10 minute Q&A.
2. Your recommendations will guide the structure of your
presentation, and your primary and secondary research will
support your analysis.
3. Group presentation should be a top-line summary of the key
points from your report.
4. Create slides with high visual impact. To this end, your group will
prepare two slide decks: an abridged version that you will present
in class and a full deck that includes relevant appendices of
supporting documentation.

Week 3 - Content Marketing

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Week 3 - Content Marketing

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McGruer, D. (2019). Dynamic Digital Marketing.

Wiley Professional, Reference & Trade (Wiley

1. Exploring VAAR: Valuable, Authentic, Appropriate and Relevant

Content marketing is an ongoing process integrated into

Content marketing costs 62% less than traditional marketing yet

Why invest in content marketing?

the customers' buying journey

It is important that you have a clear customer avatar or user persona

FIGURE 14.6 Seven stages of the customer lifecycle.

1. Exploring VAAR: Valuable, Authentic, Appropriate and Relevant

Most brand professionals are skilled in raising high hopes and

In other words, consumers are increasingly looking for brands to be

How do you demonstrate empathy in the digital world?

1. Is your content original?

Get some ideas now and jot them down:

Inbound now: https://www.inboundnow.com/apps/kill-writers-block/

How each subject see “user needs”? A comparative perspectives

Design Thinking Relationship IMC Digital marketing

1. Keywords of interest (to be 2. Keywords of intended

1. Exploring VAAR: Valuable, Authentic, Appropriate and Relevant

1. Research and analysis.

Please take a look at consumer behaviour trends for Google Search.

1. What people are searching for.

Example of Identifying keyword opportunities:

Useful SEO tools for research

From last progress report:

1. Exploring VAAR: Valuable, Authentic, Appropriate and Relevant

Creating entertaining content to capture and maintain consumer attention

Branded content: a form of entertaining storytelling that is relatable to the brand

Read your self

Why does content not get engagement?

1. Over 80% of marketers use video

Your YouTube checklist for success

1. Try SEO Tools like TubeBuddy: https://www.tubebuddy.com/

Types of content take form:

Brand storytelling: telling your brand story to your prospective

• Remember to look at customer personas and (Maslow)

This process really helps visualise the steps a customer takes

You should start to get a really good picture of what types of

(A good storyboarding tool is: StoryBoardThat – free and

Consumers are in a very different mental state when they are

Mental stimulation such as learning is part of keeping our brains

It is important for a brand or business to build strong emotional connections

• Are they clicking the back button?

The answers to these questions will be invaluable in terms of actually enhancing

Analyse what content appeals to your web visitors

Crazy Egg gives you:

FIGURE 14.15 Example of a weekly digital planner.

1. Exploring VAAR: Valuable, Authentic, Appropriate and Relevant

1. Exploring VAAR: Valuable, Authentic, Appropriate and Relevant

Promote content work together

1. Exploring VAAR: Valuable, Authentic, Appropriate and Relevant

1. Establish digital marketing goals (Reach, Act, Convert, Engage)

4. Craft a value proposition (sweet spot for content marketing).

5. List down your keywords:

1. Exploring VAAR: Valuable, Authentic, Appropriate and Relevant

Begin with the OBJECTIVE (Reach, Act, Convert, Engage)

2. With these criteria of success:

The term back link or link building refers to other

Google uses back links as a ranking signal, so

Think of back linking as anywhere your content

SEARCH: CHECKLIST FINDINGS

• 1. Use Google Keyword Planner and/or Google Trend to come up