MKT 422 Lecture Notes - Lecture 5: Content Marketing, Content Strategy, Indefinite Lifespan

• School: University of Alabama
• Department: MKT
• Course: MKT 422
• Professor: Jim Brown

Document Summary

Introduction: content marketing: strategic approach to creating and distributing content. Chapt 5: content marketing: story that you tell, table 8. 1. Information = online channels: push/image = traditional media, content that improve quality of life, online = transparency and trust. Effective content marketing by a marketing agency: hubspot content strategy, 7 blogs, twitter and facebook multiple posts a day, 1 e-mail per day. Informative post, e-book, video, etc: creative marketing that costs nothing. What exactly is content marketing: content marketing, attract/retain a defined audience, drive profitable customer action, content must be, useful, resonate in audience life, motivate to take action, need content strategy: planning aspects of managing content throughout its lifecycle. Includes aligning content to business goals, analysis, modelling. Indefinite lifespan: ongoing permanent activity, campaigns are used as highlight. The content marketing strategy process: content strategy is broad, content marketing strategy is ongoing, user way of consumption is always changing, marketer must, create, refine, evaluate, further refine.