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Chapter 7: What is Content Marketing?
Terms in this set (15)
Owned Social Media
When brands use their own social media channels to communicate with various audiences of customers and other potentially important stakeholders.
_____________ is at the heart of owned social media.
A form of non traditional marketing communications whereby a brand produces or designs content in various forms (ie; text, images, video, audio) and disseminates that content to targeted audiences and/or customers.
These days, most of what marketers refer to as "content marketing" takes place on ________________ media.
Branded Social Media Content
A single piece of content from a brand on social media is a post (or pin, or tweet, etc.)
Basic Examples of Content
Include a text component and an image component. Within the post there may also be a hashtag.
Commonly used by brands to link back to their campaign or specific product.
Marketers have five main reasons for focusing much of their content marketing efforts on social media:
1) High level of control over content design.
2) Low cost of content dissemination.
3) Increased opportunities for audience interactivity and engagement.
4) Increased opportunities for content to be virally shared.
5) Increased opportunities for real-time feedback.
SEE Chapter 7/Section 2.
Social media is a good potential place to push out content to customers and other brand fans, posting just ________________ is not necessarily the best approach.
The big downside of social media content marketing is that it is a _____________ place.
You cannot fully circumvent the issue of no one seeing your content, but you can try to minimize the risk by:
For example, some platforms, such as, Facebook will allow you to increase the reach of a post by paying.
Also, some free tools are available for different platforms that will enable you to find out when you audience is most active, to help you plan your content-dissemination timing accordingly. (ie; SimplyMeasured, Tweriod, and Iconosquare).
Another downside to social media content is that even if people see your posts, they might NOT pay attention to or be interested in them.
An approach used on some platforms that allow you to pay to increase the reach of a post.
Facebook allows this, however, Instagram does not.
The ___________ rule is assume no one cares about your post or photo or tweet unless you do something to make them care.
**First, you need to know your audience and the types of content that they are interested in.
Developing Effective Social Media
Overcome risks, such as, standing out in a crowded Facebook newsfeed or stream of tweets is difficult, and even when you are noticed, you are fighting a battle to get consumers attention.
TO GET NOTICED
1) create a plan for content that focuses on content design and dissemination. It needs to include:
b) objectives that are in line with your overall media marketing strategy.
c) constant updating and adjusting as yo use key performance numbers coming in.
SEVEN Rules for Branded Social Media Content:
1) Be relevant to the audience.
2) Be relevant to the brand.
3) Do not overtly sell or advertise.
4) Be useful and informative.
5) Be positive and upbeat, and keep communication fairly informal.
6) Do not ignore what the audience says.
7) Have variety in your content.
SEE Chapter 7/Section 4
THIS SET IS OFTEN IN FOLDERS WITH...
Chapter 8: Advertising on Social Media Platforms
Chapter 9: What Does "Being Viral" Mean?
Chapter 15: Imagine Dragons (CASE STUDY)
Chapter 16: Beyonce (CASE STUDY)
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