Digital Academy WK 2 - Content marketing
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The document outlines the fundamental elements of storytelling in content marketing, emphasizing the importance of a central message and engaging narratives. It discusses various content types and strategies to create impactful marketing that resonates with the target audience, encouraging retention and customer conversion. Additionally, it highlights the significance of blending online and offline strategies while focusing on authentic storytelling to add value to the viewer's experience.
Digital Academy WK 2 - Content marketing
- 1. Content Marketing WEEK 2 – Learn & Implement Digital Academy
- 2. It’s how you tell the stories
- 3. 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.
- 4. The message or central theme
- 5. The message or central theme
- 6. The message or central theme
- 7. The message or central theme
- 8. 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
- 9. 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
- 10. Characters • Characters that tell the story • Characters that represent your supporter audience • Characters to relate to – archetypes, heroes, villains
- 11. 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.
- 12. Dove Beauty 1. 2. 3. Real Beauty http://youtu.be/iYhCn0jf46U Beauty Sketches http://youtu.be/litXW91UauE Selfies http://youtu.be/_3agBWqGfRo
- 13. Guardian 3 Little Pigs http://youtu.be/vDGrfhJH1P4
- 14. Air New Zealand Safety Videos 1. 2. 3. 4. Hobbit http://youtu.be/cBlRbrB_Gnc Bear Grylls http://youtu.be/xJheoLUtX_Q Betty White http://youtu.be/O-5gjkh4r3g Paradise http://youtu.be/SQDip9V49U0
- 15. Old Spice 1. 2. The original http://youtu.be/owGykVbfgUE Response to Fans http://www.youtube.com/watch?v=nFDqvKtPgZo&list=PL484F058C3EAF7FA6
- 16. Toyota Life after Santa
- 17. Solo “Game On” Good Luck Undies http://www.youtube.com/results?search_query=solo%20lucky%20undies&sm=3
- 18. Anchorman 2 1. 2. Election http://youtu.be/Uu7A7l6svAo AFL Grand Final http://youtu.be/Q9cr__EOPek
- 19. Exercise What are the top stories your organisation tells? Outline the story elements
- 20. What is Content Marketing?
- 21. 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/
- 22. Google’s Doodle
- 24. Pull out quotes & statistics
- 25. Infographics
- 27. Graphs & charts
- 31. Illustrations
- 32. Video & viral sharing
- 33. Maps & drop pins
- 34. Calls to action
- 35. Practical tools & templates
- 36. Games
- 37. Link magnets
- 38. And of course • Articles • Webpages • Blogs It’s TEXT
- 40. Content Marketing Strategies 1. Reading new audiences • • • • Engagement Branding + awareness Relationship building Nurturing (preparing for conversion/ acquisition) 1. Retention & relevance • Relationship management • Loyalty and repeat visitation/ purchase • Cross-sell and upsell.
- 41. Keep it simple
- 42. 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?
- 43. Content planning
- 44. Exercise Start planning a skeleton content plan for 3 months (July to September 2014)
- 46. 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.
- 47. Push & pull strategies
- 48. Internet = infinite distribution network
- 49. Integrating online with offline strategies
- 50. Tell me what you know about Content Marketing What are the elements of a good story? What content strategies are there? What are you going to start with?
- 52. Have a fabulous week & post your favourite content campaigns to Facebook