Content Marketing

WEEK 2 – Learn & Implement Digital Academy

It’s how you tell the stories

Elements of storytelling

• Central question you are answering for the user – the message you’re trying to convey

• The headline

• The first sentence/ The opening scene

• Chapters or episodes

• Heroes and villains/ Protagonist and antagonist

• Evidence to support

• A real life story of case study

• Images and vision

• Tone.

The message or central theme

The message or central theme

The message or central theme

The message or central theme

Grabbing their attention

A great Headline plus

•In a news article you have the first paragraph

•In a video you have the first 9 seconds

•In a book you have the chapters titles & the first page

•On a website, you have just an impression & sub-titles

•For an image or infographic, you have only a glance

•For a podcast, you have the tone of voice and opening sentence

•In a game you have the first 20 seconds

The narrative

In every story you need

•A Narrative or plot – “the moral of the story”

•A tone or narrator – the style of your language

•A sequence of events that shows cause & effect

•Chapters or episodes – make it easy for the user to consume the content

•Conflict/ challenge

•Solution/ resolution/ a way forward

•A call to action – something for the reader to do

Characters

• Characters that tell the story

• Characters that represent your supporter audience

• Characters to relate to – archetypes, heroes, villains

Show, don’t tell

• Real life stories & case studies to connect with people

• Evidence to convince people WHY they should care

• Vision, images, video – emotional collateral.

Dove Beauty

1. Real Beauty http://youtu.be/iYhCn0jf46U2. Beauty Sketches http://youtu.be/litXW91UauE3. Selfies http://youtu.be/_3agBWqGfRo

Guardian 3 Little Pigs

http://youtu.be/vDGrfhJH1P4

Air New Zealand Safety Videos

1. Hobbit http://youtu.be/cBlRbrB_Gnc2. Bear Grylls http://youtu.be/xJheoLUtX_Q3. Betty White http://youtu.be/O-5gjkh4r3g 4. Paradise http://youtu.be/SQDip9V49U0

Old Spice

1. The original http://youtu.be/owGykVbfgUE2. Response to Fans http://www.youtube.com/watch?v=nFDqvKtPgZo&list=PL484F058C3EAF7FA6

Toyota Life after Santa

Solo “Game On” Good Luck Undies

http://www.youtube.com/results?search_query=solo%20lucky%20undies&sm=3

Anchorman 2

1. Election http://youtu.be/Uu7A7l6svAo2. AFL Grand Final http://youtu.be/Q9cr__EOPek 3. MTV Music Awards http://youtu.be/gDmcbyBS5ko

Exercise

What are the top stories your organisation tells?

Outline the story elements

What is Content Marketing?

What is Content Marketing?

Content marketing is a marketing tactic of creating and distributing content that is relevant and valuable to a specific target audience.

This content, or engagement objects as I like to call them, aim to attract, acquire, and engage

a clearly defined and

understood audience – with the

objective of driving profitable

customer action.

http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/content-marketing-is-an-essential-part-of-a-successful-digital-marketing-strategy/

Google’s Doodle

Visual representations

Pull out quotes & statistics

Infographics

Images (& entertainment)

Graphs & charts

Emotional/ controversial images

Cartoons and satires

Wizards, quiz, polls

Illustrations

Video & viral sharing

Maps & drop pins

Calls to action

Practical tools & templates

Games

Link magnets

And of course

• Articles

• Webpages

• Blogs

It’s TEXT

Content Marketing Strategies

Content Marketing Strategies

1. Reading new audiences • Engagement • Branding + awareness• Relationship building• Nurturing (preparing for conversion/ acquisition)

2. Retention & relevance• Relationship management• Loyalty and repeat visitation/ purchase• Cross-sell and upsell.

Keep it simple

Who are you creating content for?

• Who is the audience(s)?

• What do they care about? Why are they connected to your organisation?

• What are they trying to do when they visit your business online?

• What is their story?

• How is your message or story relevant to their lives?

Content planning

Exercise

Start planning a skeleton content plan for 3 months (July to September 2014)

Nurturing prospects into customers

Using content to convert

• Content marketing is not a direct response channel, its about influencing opinions and behaviour through information

• We use content marketing because its more subtle

• We use content because it can get us access to audiences and partners whom we may not be able to reach in any other way

• Its important to place soft call to actions within the content, but it should be secondary of the integrity of the content itself which is about telling a story and adding value to the viewer/ reader/ participant.

Push & pull strategies

Internet = infinite distribution network

Integrating online with offline strategies

Tell me what you know about Content MarketingWhat are the elements of a good story?

What content strategies are there?

What are you going to start with?

Reading

• http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/content-marketing-is-an-essential-part-of-a-successful-digital-marketing-strategy/

• http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/copywriting-for-websites-and-seo/

• http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/invest-in-a-long-term-content-marketing-strategy-let-me-tell-you-why/

• http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/content-is-king-as-every-good-digital-person-knows/

• http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/good-business-blogging-practice-the-benefits-are-bountiful/

• http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/a-rant-about-the-value-of-content-marketing/

• http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/digital-content-is-the-new-advertising-guardian-3-little-pigs-web-video/

• http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/branded-content-is-important-for-spreading-your-message/

• http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/the-art-of-storytelling-in-marketing/

Have a fabulous week & post your favourite content campaigns to Facebook