digital marketing - 1 page single spaced
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cindy-mktg.zipMKTG229new2015Chapter4Week3Content.pptx
Introduction to Digital Marketing – MKTG 229
Chapter 4 – Content Marketing
Michael Ryan
Content Marketing
What is it? A marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. Content Marketing Institute 2013
Persona – a character created to define a group – personification of a set of traits
Content Marketing
Content Marketing – Brand Essence
Describes the unique attributes of a brand and the basis for its emotional connection with customers.
Tone of voice, style, consistency
Brand story
Blendtec - https://www.youtube.com/user/ Blendtec
Intersection of market research and consumer personas
MOTIVATION
Content Pillars
Content Marketing Planning
Pillar
Brand Essence
POV
Execution
Target Audience
Brand
Environmental Context
Content Marketing – Content Matrix
Content Marketing – Building Content
“Coke brinks joy” Brand Essence
Pillars - friendship, sharing is caring, spreading smiles
Corona - experience the extraordinary – https://www.youtube.com/watch?v= sAa_sjAm7Q0
Matching content formats to objectives
http://www.nytimes.com/projects/2012/snow-fall/#/?part=to-the- peak
Understand your customers journey
Content audit - think like a Publisher - value to the reader and information design
Consistency over time – ‘always on”
Content Marketing Models
Stock and flow – quality and speed
The Dewarists – India - Dewar’s Scotch
https ://www.youtube.com/watch?v= TmREUmbsWxU
https://www.youtube.com/watch?v= 4hULGasjFdY
Algorithmic curation – measuring engagement
Understanding your channels
Brand styles guide, content calendars, workflow maps, persona maps
Content Marketing – Ad and Dis advantages
Positioning as an expert
Offers many touchpoints
Develops deeper customer knowledge
Providing interesting content to the right people
Matching relevance to strategic outcomes
Requires dedication and focus
Content Marketing Coca Cola
Coca-Cola strategic commitment
Storytelling, Consumer generated content, Unified Brand experience
Engage proactively
Part 1 - https://www.youtube.com/watch?v= LerdMmWjU_E
Part 2 - https://www.youtube.com/watch?v=fiwIq- 8GWA8
Brand storytelling - Coke style
https ://www.youtube.com/watch?v= 2msbfN81Gm0 - I’d like
https://www.youtube.com/watch?v= 6OQl4NGQvhg - 100 year
https://www.youtube.com/watch?v=CYW_Xm- Jodc - Happiness 15
https://www.youtube.com/watch?v= ts_4vOUDImE - India/Pakistan
Content Marketing - Summary
Principles of writing/producing for the web
PULL vs. push
Organizational DNA
Connect with audience - interactive
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MKTG229new2015DigitalMarketingProjectManagementWeek3.pptx
Introduction to Digital Marketing – MKTG 229
Digital Marketing Project Management
Michael Ryan
What is the Purpose of Project Management?
To deliver a project that fulfills the original vision, while working within accepted limitations
Budget
Time
What is Digital Marketing Project Management?
Leading, encouraging, inspiring, pushing, facilitating, and motivating others to move forward in the definition, design and development of a digital output
Digital Project Management is a very specialized type of Project Management
Digital Project Managers work in a space driven by technology and marketing – two forces with infinite capacity for evolution and growth
Digital Project Life Cycle
> Requirements Gathering
> Project Definition, Scoping and Pricing
> Information Design
> Technical Planning
> Content Development
> Creative Design
> Technical Production
> Quality Assurance
> Implementation
> Measurement and Maintenance
Common Challenges
Websites/Web Properties without strategy cannot be measured
Putting form before function
Poor communication
Content, content, content…
Compressed timelines
Soft Skills
Be a creative communicator
Listen to your clients, but interpret their needs – use their business objectives as a filter to deliver value at every turn
Be adaptable and relevant – communicating with many different teams and individual stakeholders requires flexibility
Find ways to repeat yourself – never assume ‘everyone knows’ – key messages may need to be articulated in different ways before they’re understood
Always exercise tact and diplomacy – be professional, no matter who you’re communicating with – email counts!
Soft Skills
Keep an even temperament
Be consistent in your approach, demeanor, and attitude – develop your own style – this is where predictability is a good thing
Inspire a calm, collected atmosphere – your team and your client will look to you for reassurance
Be positive, but realistic – know any issue can be resolved, but don’t overpromise to win over a client – you’ll gain respect from being honest and accurate
Soft Skills
Exercise intuition
Think ahead to manage expectations – answer questions before they’re asked
Take corrective action now – if something seems to be going off the rails, implement a solution before the impact is too great
Understand what motivates individuals – learn how to maximize engagement among your team
Tune into key issues and needs – what is your client’s internal agenda?
Soft Skills
Manage time – for everyone
Continuously prioritize tasks – make a list and keep it up to date
Never stop multi-tasking – no client wants to hear their project isn’t top priority
Look beyond yourself – project resources, and sometimes clients, lack good time management skills, and may need you to help organize and prioritize their own time during mission critical phases
Assignment # 2 – DMPM
Situational challenge:
You’re assigned as the Project Manager on a web development project
The client is very anxious to launch the website as soon as possible
As a result, the client pressures you into skipping wireframes and progressing directly into storyboards
Assignment #2 - DMPM
Answer the following questions:
What would the impact of omitting wireframes be to the project?
What approach could be taken to persuade the client to allow the team to produce wireframes?
Is there any way the team could work differently in the absence of wireframes?
ASSIGNMENT #2 FEB.8.docx
MKTG 229 - Digital Marketing – Michael Ryan
Digital Marketing Project Management
Individual Assignment #2 - 10% of Final Grade
Due in class on Monday February 8th
Situational challenge:
· You’re assigned as the Project Manager on a web development project
· The client is very anxious to launch the website as soon as possible
· As a result, the client pressures you into skipping wireframes and progressing directly into storyboards (creative stage)
Answer the following three questions:
1. What would the impact of omitting wireframes be to the project?
2. What approach could be taken to persuade the client to allow the team to produce wireframes?
3. Is there any way the team could work differently in the absence of wireframes?
Your report should be no more than two pages in length, plus a title page and bibliography.
