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Unit 324: Content Marketing
Transcript of Unit 324: Content Marketing
-Marketing & Advertising Law
Unit 324: Content Marketing
Learning Objective 1
What is Content Marketing?
Content marketing is defined as any marketing that requires the creation, sharing and publication of media/content to acquire and retain customers.
Methods of Content Marketing
There are many different types of content marketing and it is important that a business chooses the right balance of methods in order to receive the best return on investment.
Benefits of Content Marketing
It makes money driving traffic from across the web, often bringing in unexpected customers
Cheap compared to other marketing forms as requires time and effort.
Builds relationship with audience as it can be tailored to make a personal connection with consumers
Enhances your brand image with high quality content
great for small businesses as it helps to get their name out there with easily shareable advertising and marketing
Good use of content marketing keeps you ahead of the competition
It is universal and can be utilised within any industry
Great for attracting consumer attention and increases the chances of virality.
It is great for customer engagement as content marketing is usually easy to interact with and share.
Factors to consider
"Forbes defines content marketing as a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action."
Blog posts- Shows the personality of the business and is personal to consumer as a member of the business is responsible for writing the posts.
How-to guides- Demonstrates to customers that you are confident in your area of expertise.
Images- 93% of communication is non-verbal so images need to be an integral part of content marketing.
Video- very popular as it some consumers the personality of your business and can be used to cover multiple content types i.e. how-to guides and testimonials
Illustrations- can be used to showcase your work if your business is suitable e.g tattoo studios posting designs.
Reviews- helps to build the reputation of the business and can be a main factor for someone looking to use your services.
Memes- Have become popular in the past few years, it strengthens the relationship with your consumers.
Email Newsletters- great way of keeping loyal customers up to date on the latest news within the business
-Aims & Objectives
-Legal & Ethical
-Resources & Skills
Aim & Objectives
Legal & Ethical
Resources & Skills
Copyright & Fair Use
Marketing & Advertising Laws
Most, if not all content is subject to copyright. Content marketing will more than likely include to use of content that does not belong to you.
Fair use check
Creative commons- allow public use but still allows the owner some restrictions
Join stock photo site- much like creative commons but you have to pay for a license
Public domain repository- free use imagery as copyrights have either expired or been forfeited
All data collected must have permission to be used.
-Always ensure you have permission from your customers before you use any of their data
All marketing and advertising must be:
An accurate description of the product/service
A budget needs to be set for each marketing campaign.
it needs to be an adequate amount so that you can produce quality content but low enough that you can gain profit from it.
It important that the content that your business publishes is relevant to your consumers and relevant to your industry to keep customers talking about you.
Irrelevant content may drive away business rather than bringing it in.
Content must be spread across a variety of platforms in order to reach the largest amount of people and make your content accessible to the majority of your consumers as not all of your customers may use the same platform to access your content.
Knowing your target audience is essential as you will need to tailor content to suit them. It will also make it easier to plan marketing campaigns in the future if you have a good understanding of your target audience.
You should always plan content within the skill range of the team you have. There is no point in planning a campaign using software that no one on your team has used before as the content you produce will not be good quality and it may have the opposite effect than what you intended.
Ensure content complies with all marketing laws and regulations (see legal requirements.
Make sure content is ethical and will not offend any group of society.
Aims are your overall intention and are usually broad statements.
Objectives are steps that you will take to reach that aim.
Aims & objectives are important in planning as they will lay out what you need to do at the start of the campaign and give you simple steps to make your campaign successful.