Content Marketing - Theory and Application, Slides of Marketing

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Prepared by Lam Thinh

CONTENT MARKETING

Considered as a method of marketing which uses attractive, interesting, valuable and relevant content toward customers, therefore, the brand can increase the sale and create profit

function

information entertainment

benefits

Informative content is about information of brand and function of products to help customers solve problems Entertaining content is using story to create the emotion, especially positive emotion to make viral Beneficial content is about the fact and knowledge which help customer have good experience and increase quality of life

format

article image

video infographic

Article content provides information and knowledge toward customers and has relevant keyword with brand Image format is the most usable content in social media by using single image, carousel, multi-image Video content focuses on using video clip toward customers to create more emotion and clear message for customer Infographic provide more information and knowledge, data toward customers. It focuses on the main factors and logical arrangement

article image video infographic

organic curation

user

generated

syndicated co-creation

employee

generated

Simple

Unexpected

Concreate

Credible

Emotional

Stories

Sharing

SIMPLE MESSAGE UNEXPECTED TWIST EASY TO UNDERSTAND REASON TO BELIEVE EMOTIONAL CONTENT GOOD STORY SHARING EMOTION

concept

pillar

direction

angles

The main ideas of the whole campaign and the ideas to build the content on it The direction will be built based on the concept to identify the good ways in content According to direction, content creator will define the suitable pillar that content can write From the pillar, the social team will develop to specific angles and topic in the particular content