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PR Final part 5
Content covering sections 4C and 4D.
| Term | Definition |
|---|---|
| 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 drive profitable customer action |
| Content marketing means... | Positioning your organization as a supplier of info to customers and potential customers; this useful info is often entertaining and emotional; it frequently involves storytelling |
| Purpose of content marketing | Building trust-based relationships with target markets and increases loyalty to organizations through delivery of valued info |
| Audience for content marketing | Well-researched current and potential customers |
| Media for content marketing | Often, social media posts that link to landing pages in your organization's website. (those preferred by the target markets.) |
| In marketing, customer loyalty is huge | True; experts estimate that attracting a new customer costs five times as much as keeping a current one; reducing the number of customers by just 5% a year can increase annual profits by 25 to 100%. |
| Specific content-delivery media can include: | Magazines (paper and digital), VR presentations, videos (including livestreams), multimedia narratives, email newsletters, slideshows, digital games, social media posts and more |
| Content marketing content/messages can include: | Hacks and how-to instructions, recipes, compilations of consumer- generated content, multimedia stories on topics of interest, entertaining or informative images or infographics, etc. |
| Examples of content marketing | "Will it blend" Blendtec videos on Youtube; Trader Joe's online "Fearless Flyer," Netflix "Queue" podcasts, Arby's twitter account (@Arbys), Red Bulletin, Red Bulletin digital magazine |
| Content marketing Tips | 1. Begin with target market research 2. Be strategic (understand the goal of each message) 3. Measure success 4. Stay current (study other successful marketing tactics) |
| Content marketers say their top challenge is... | Coordinating campaigns that involve several brands within an organization |
| Social media dashboards can... | Also help you monitor engagement, which measures how and how much your target audience is responding to your posts |
| Purpose of social media calendar | The distribution of goal-oriented social media posts; often part of a larger online social media dashboard that can automatically post your pre-prepared social media messages |
| Target audience of social media calendar | Colleagues, supervisors and clients |
| A social media calendar can help your team... | Agree on what you want to say, which media you'll use, and when you'll send each post. |
| Media of social media calendars | They can exist on paper (often for team meetings), but most exist online as part of larger social media dashboards. |
| Key to success of social media calendars | They should feature messages that your organization's goals with your target audiences' preferences regarding social media platforms and content, such as informative vids or links to articles |
| Content of social media calendars | Strongly related to IMC and to content marketing; help org's stay on message (deliver one clear message to a specific target audience) seeks to build relationships with customers |
| Four-step process to creating content | Research, planning, communicating, and evaluating |
| Content curation | Can help you create effective posts for your social media calendar; involves searching for stories, images, memes, videos, websites and more that your own target audiences would enjoy |
| Content curation also involves | Organizing sources, adding your own original creations to the collection and having a rich library of relevant material for your ongoing social media campaigns; replenish and refine that library |
| Social media calendar organization and format | Social media calendars specify three thing: Where (which platforms?) When (should we post? on what day and time?) What (should we post what words or images?) |
| A good social media calendar helps ensure a good, on-message social media campaign | True; and a good social media campaign can help ensure successful, productive relationships with target audiences |
| Social media calendar tips part one | 1. Be frequent (study expert advice on how often to post) 2. Be spontaneous (react to current events) 3. Realize that some current events can make some scheduled posts inappropriate |
| Social media calendar tips part two | 4. Be aware of traditional and nontraditional holidays that might generate posts 5. Don't oversell (limit sales pitches to 20% of posts) 6. Keep current on new calendar technologies /platforms |
| Social media calendar tips part three | 7. Build safeguards (be sure each post is carefully edited and reviewed) get approval for the post by more than one person |
Created by:
FaithMcBaith
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