Digital Content Marketing: Creating Value in Practice

Cover
Half Title
Title Page
Copyright Page
Contents
List of contributors
1. Introduction to Digital Content Marketing
	Learning Outcomes
	The Prevalence of Digital Content
	What is Content Marketing?
	A Brief History of Content Marketing Practice
	What are the Key Benefits of Content Marketing Practice?
	Key Challenges of Content Marketing Practice
	What This Book Offers
		Chapter 2: Content Marketing Planning, Execution, and Measurement
		Chapter 3: Content Marketing Ideation: How to Generate and Manage Creative Concepts
		Chapter 4: Value Creation Through Digital Content: Informative Value
		Chapter 5: Value Creation Through Digital Content: Entertainment Value
		Chapter 6: Value Creation Through Digital Content: Social Value
		Chapter 7: Value Creation Through Digital Content: User Co-creation Value
		Chapter 8: Digital Content and Social Media Influencers
		Chapter 9: Content Curation: Best Practices and Techniques
		Chapter 10: Content Marketing and Sponsorship
		Chapter 11: The Dark Side of Marketing
		Chapter 12: Contemporary and Emerging Content Marketing Trends
	End of Chapter Exercise
		1. End of Chapter Quiz - below is a set of questions based on Chapter 1
		2. Content Creation Exercise
			Fictional Brief
			Your Task
			Important Considerations
	References
2. Content Marketing Planning, Execution, and Measurement
	Learning Outcomes
	Content Marketing Planning
	Situation Analysis and Content Audit
	Objective Setting
		Strategy
		Customer Persona
		Customer Journey
		Stage 1: Raise Awareness of Target Audiences
		Stage 2: Create Interest
		Stage 3: Conversion
		Creating A Customer Persona
	Tactics
		Content Planning
		Content Creation
			Story
			Style
			Publication
		Content Distribution
			Where?
			When?
			How Often?
	Budget
	Evaluation and Measurement
	Interview with Stephan Naumann
	References
3. Content Marketing Ideation: How to Generate and Manage Creative Concepts
	Learning Outcomes
	Introduction
	Ideation Defined: Developing Stories That Sell
	Collective and Individual Marketing Ideation: Key Factors for Success
	Creative Marketing Thought Generation Processes: Divergent Marketing Thought Model
	Key Creativity Concepts, Theories That Underpin Ideation in Marketing
	The Kano Model: How to Unearth the Best Marketing Angles in Your Content
	Hygiene, Hub, and Hero Content
		Hygiene Content
		Hub Content
		Hero Content
	How Content Marketers Marry Marketing with Journalism
	Deciding What Works to Attract, Engage Audiences: News Values
	Website Content: Getting the Right Hooks
	Deciding What Works to Attract, Engage Audiences: Digital Tools
	Ideation: Identify What You Want to Achieve with Your Content
	Marketing Ideation: The Starting Point - The Brief
	Marketing Ideation: Personas, Pain Points, Need States, Positioning
	Presenting Your Ideas
	Content Calendars
	How to Develop a Creative Habit - Reflective Diaries
	Interview with Fabian Bosser
	End of Chapter Exercise
		Tutorial Task 1: Nurturing Creative Content Ideas - Reflective Diary
		Weekly Tutorial Task
		Tutorial 2: Building a Creative Team
	References
4. Value Creation Through Digital Content: Informative Value
	Learning Outcomes
	Informative Value
	The Emergence of Informative Branded Content
	Educational Email Newsletters
	Branded Educational Videos
	Podcasts and Interviews
	Blogs and Branded Editorials
	Infographics
	End of Chapter Questions
	Case Study - The Renault ZOE EV Campaign
		Background and Challenge
		Campaign Objectives
			Goal #1: Consideration (measured by watch time and cost per hour watch time)
			Goal #2: Purchases (measured by units sold)
		Overview of the Campaign
		The Results
		Takeaways From This Campaign
	References
5. Value Creation Through Digital Content: Entertainment Value
	Learning Outcomes
	Entertainment Value
	Branded Entertainment
	Branded TV Series on Streaming Platforms
	Music Playlists
	Branded Competitions
	Humorous Branded Content
	Branded Games
	Digital Product Placements
	The Role of Aesthetics in Content Marketing
	End of Chapter Questions
	Task 1
	References
6. Value Creation Through Digital Content: Social Value
	Learning Outcomes
	Social Value
	Togetherness and Belongingness
	Social Media
	Benefits of Social Value to the Content Marketing Strategy
	Social Value Content
	Online Communities
	Moment Marketing
	Behind-the-Scenes Content
	eWOM
	Live Streaming
	Games
	Personalised Communications
	Interactive Content
	Mapping Social Value Content
	Case Study - MAN Truck & Bus
		Background and Challenge
		Campaign Objectives
		Campaign Outline
		Campaign Results
		Takeaways From This Campaign
	Suggested Tutorial Exercises
	References
7. Value Creation Through Digital Content: User Co-creation Value
	Learning Outcomes
	User-Generated Content and Co-creation
	Benefits of User Co-creation in Content Marketing
	Prominent Forms of Digital Content Co-creation
	How to Plan for User-Generated Content Campaigns
	Considerations for User Co-created Content
		Obtain Permission for Reusing UGC Content
		Credit Content Creator
		Soliciting UGC = Little Control Over the Message
		Observe Safety Regulations and Legal Boundaries
		Transparency With Paid UGC
		Content Can Be Positive and Negative
		Clear Expectations of Creators and Content
	Case Study - McDonalds Big Mac Art Project
		Background and Challenge
		Campaign Objectives
		Overview of the Campaign
		The Results
		Takeaways From This Campaign
	References
8. Digital Content and Social Media Influencers
	Learning Outcomes
	Social Media Influencers (SMIs)
	Social Media Influencers (SMIs) and the \'Demotic Turn\'
	SMI Domains
	SMI Levels - Mega, Macro, Micro, and Nano
		Scenario 1
		Scenario 2
		Scenario 3
		Scenario 4
	SMI Partnerships, Trust, and Authenticity
	Parasocial Interaction and SMI
	SMI Gendered and Exploitative Labour
	SMIs and Inequalities
	Virtual Influencers (VI)
	Conclusion
	References
9. Content Curation: Best Practices and Techniques
	Learning Outcomes
	Content Curation: Information Guide in a Digitally Networked Society
	Stimulating Brand Engagement Through Content Curation
	Theories of Consumer Behaviour in the Digital Domain
	Ethical and Legal Content Curation
		Edit, Comment, Distil Content Into New Formats
	Content Curation Tools
	Content Curation in the Content Marketing Plans
	Key Takeaways
	Interview with Raphael Fix
	End of Chapter Tasks
		Tutorial Task 1
			Creative Curation
		Task 2
			Ethical and Legal Content Curation
		Task 3
	References
10. Content Marketing and Sponsorship
	Learning Outcomes
	Nature and Evolution of Sponsorship
	Sponsorship and the Case for Content Marketing
	Content-Based Sponsorship Leveraging: Key Principles
	The Sponsorship Process
		1. Target Definition
		2. Analysis
		3. Strategy
		4. Concept and Creation
		5. Contract Negotiation
		6. Activation and Implementation
		7. Measurement
	Conclusions
	End of Chapter Questions
	Case Study - Volkswagen
		Background
		Campaign Objectives
			Insights:
		Overview of the Campaign
			Strategy:
			Execution:
		The Results
		Takeaways From This Campaign
	References
	Links to Social Media Materials
11. The Dark Side of Content Marketing
	Learning Outcomes
	Content Marketing Dystopia
	Surveillance/Data Misuse and Privacy Issues
	Self-Surveillance and Correction-Based Content
	Young People and Lack of Digital Literacy
	The Influence of Influencers
	Self-Esteem Issues
	Sustainability
	Regulation
	Social Media Literacy Education
	Guiding Principles
	Ethical Theory
	An Eight-Step Framework Towards Ethical Content Marketing
	Conclusions
	End of Chapter Questions
	References
12. Contemporary and Emerging Content Marketing Trends
	Learning Outcomes
	Metaverse and Virtual Content Marketing
	The Metaverse as Virtual Worlds
	Gaming-Based Virtual Worlds
	Blockchain-Based Virtual Worlds
	The Metaverse as Extended Reality (XR)
	Artificial Intelligence in Content Marketing
	Machine Learning versus Generative AI
	AI Content Personalisation using Machine Learning
	AI Content Creation using Generative AI
	AI Content Creation in Practice
		What is ChatGPT?
		What is DALL-E 2?
		The Role and Use of Prompts
		AI Content Example: Blog Post
			Boxing for mental well-being
		AI Content Example: Email
		AI Content Example: Social Media
		AI Content Example: Images
	AI Content Creation Tools
		Text and Writing
		Images
		Audio and Voice
		Video
	Ethical Implications of AI-Generated Content
	Case Study - Škoda and Decentraland
		Background
		Campaign objectives
		Overview of the campaign
			Strategy
			Execution
			The Results
	References
Book Summary - 12 Guiding Principles of Content Marketing
Index