Content Marketing. Hacettepe University Department Of Business Administration

Transcription

1 Content Marketing Hacettepe University Department Of Business Administration

2 What Is Content Marketing? Content marketing is 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).

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4 Content Is King Content is an essential component of digital marketing tools & disciplines such as: SEO Social media marketing marketing

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7 Content Is King Content marketing strategies enable companies to attract people to their products as people relate to solutions, not products.

8 Virality Virality means that the content spreads from person to person through the web at a very high rate, attracting an exponentially growing audience as it gains popularity.

9 Content Formats

10 Cool Example: Hubspot Hubspot is an internet marketing company which came up with the term «inbound marketing» Inbound marketing is about using marketing to bring potential customers to you, rather than having your marketing efforts fight for their attention. Inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be.

11 Cool Example: Hubspot Hubspot publishes books, guides, case studies, worksheets and many other types of content for free.

12 Cool Example: Hubspot

13 Cool Example: Hubspot

14 Cool Example: Hubspot

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16 113K Shares on Facebook!

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20 #downloads: 5M+

21 Cool Example: Dumb Ways To Die It was an effort of Metro Trains Melbourne to encourage people to be safe around trains.

22 Cool Example: Dumb Ways To Die More than 100M views on Youtube More than 100M total downloads on Android and ios combined 21% reduction in accidents and deaths in Source:

23 Video Marketing Hacettepe University Department Of Business Administration

24 o-increases-engagement-websiteconversions/

25 Adults-Spend-55-Hours-with-Video- Content-Each-Day/

26 Adults-Spend-55-Hours-with-Video- Content-Each-Day/

27 Video Marketing Video offers an extremely rich, engaging and stimulating experience for viewers Video content has higher clickthrough rates on search engines compared to web results. Videos have a strong effect on people and are not as expensive to produce.

28 Cornetto Türkiye

29 Cornetto Türkiye Paid Views Organic Views 11,1 Millions View Average TV Ads Video Completion Rate %50 (1 Minute) Campaign CR %80 (4 minutes) Engagement FB Share FB Like FB Comment

30 Video Content How-to guides and tutorials Conference talks Video presentations Valuable industry updates Educational lectures Product reviews and advice Entertainment

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33 Will It Blend? Channel started in : 700% increase in total blender sales! 919K YouTube Subscribers 280 Million video views

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36 Influencer Marketing Hacettepe University Department Of Business Administration

37 Who are influencers? Influencers are people who are popular on social media and blogs. They also are brand advocates and niche promoters.

38 Effect of Influencers 40% people say that they purchased an item after seeing it used by an influencer on YouTube, Instagram, Twitter or Vine. Also, 20 percent of respondents said they shared something they saw from an influencer, while one-third of millennials say they follow a creator on Twitter or Vine.

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42 Influencer Marketing

43 Influencer Popularity

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46 2000+ videos shared by users on mobile app!

47 6500 ice cream sticks were shared by users on mobile app!

48 12000 selfies were shared by users on mobile app!

49 Contact Me Course Page:

50 Sources emarketing: The Essential Guide To Marketing In a Digital World 5 Ed.» by Rob Stokes and and Minds of Quirk which is available at: ok/