Online Marketing
Communication
Ing. Veronika Kopřivová, Ph.D.
Marketing Communication
1. Online Marketing Communication tools
2. Content Marketing – tools, advantages, disadvantages
3. Tools of Content Marketing
4. Designing a Content Marketing Campaign
Content
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• Website
• Social media
• SEO
• Mobile marketing
• Webinar
• Content marketing
• Online ads
• Email Campaign
• Newsletter
1 Online Marketing Communication tools
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• Main communication tool on the internet.
• Many other tools are usable thanks to website.
• Including e-shop –
– web is main tool for e-commerce.
Website
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• SEO – search engine optimization.
• Up high in the Google ranking –
set of activities on website to place
higher in the Google search.
• Text, audio-video, the whole
wireframe of the page.
SEO
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• A highly effective tool for products with which some expertise is associated.
• A possible means of overcoming the inaccuracy of the service – free trial.
• Tool that explains the problem and describes the value for the customer.
• Effective on the B2B market as a tool for gaining feedback.
Webinars
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• Banners, pop-ups, buttons
• PPC - pay per click systems (Adwords, Etarget, Facebook)
Online Ads
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• Based on the creation and placement of useful and valuable content.
• The ability to communicate with company´s prospects without pushing
or forcing them.
• The company brings valuable and interesting information that helps and
educates its buyers.
• The essence of content marketing – the fact that if the company provides
valuable information to buyers, they will reward with their purchases and
loyalty.
2 Content Marketing
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• Creating free and regular high quality content that listeners of the company
will share and will be useful or enjoyable.
• The quality of the content will attract some of them and they can then
become customers.
• By publishing high-quality educational content, customers trust you, like
you and want to trade with you.
• Content =/= Content strategy =/= Content Marketing.
Definition of content marketing
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• Text – article, story, post, blog, e-book, etc.
• Image (audio-video) – image, video, audio track, podcast, vodcast,
GIF, meme, flash, banner, pop-up, QR, infographics etc.
Content marketing tools
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• The main idea – to create interesting content.
• Content marketing is also important for SEO.
• Long-term conceptual approach to content creation, everything
has its own order, its idea, and it is directed to the set goal.
Content marketing
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• Interesting content.
• It helps with communication.
• It builds the community.
• It is the only way how to do SEO, and slowly it will build conversions.
• It requires a lot of people for a decent content strategy – someone on the back
end and someone on the front end.
The essence of content marketing
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• Supporting the growth of the entire business – sales.
• Helping to create new demand.
• Saving on advertising.
• Making consumers interested.
• Going to professionals in the field.
• Getting valuable natural backlinks – sharing + SEO.
• Growing of social networks – quality content = more faithful fans.
• Building the confidence.
The benefits of content marketing
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• It's time-consuming.
• Difficult measurability.
• Quality writers.
• Content needs to be promoted.
• It is not flexible.
Disadvantages of content marketing
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• Choose one of your favourite companies and analyze what
content the chosen company is doing.
– What kind of content your company does?
– Does the type of the content suit to product of the company?
– Why do you think they do this type of content?
Task – 1st part
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• Content for beginners
• Content explaining basic questions
• Contest Presentations
• Interview with authority in the industry
• News in the field
3 Tools of content marketing
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• Controversial views
• Infographics
• Case studies
• Guest posting
• Resource lists
• Backstage news
Tools of content marketing
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• Videos
• Photographs and galleries
• Electronic books
• FAQ - Frequently Asked Questions
• Templates and other free materials
Tools of content marketing
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• Reviews
• Podcasts
• Comics
• Creating own event
• SlideShare presentation
• Memes
Tools of content marketing
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• The most basic tool of content marketing is text!
– Text – product description, about us, article, story, post, blog, e-book, title, link, button,
keywords, etc.
• The key question – who will write it?
– „Copy“ will do it.
• Copywriting is used to create content within content marketing, so it
becomes a part of the company´s offer.
– I don´t sell simple pots, but I offer a solution to the food preparation problem when the
pot is supported by an online cookbook with text and video.
Content Marketing Tools – Text – Copywriting
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• Frequently cited facts:
– People are more likely to „scan“.
– Scroll through long texts and search for highlighted passages.
– People are looking for interactivity.
– There is a banner blindness and focusing on „authentic“ text only.
– They do not want to think, but they want immediate solutions.
Copywriting
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• Incredibly successful trend – blogs.
• Blog – online diary.
• Using social media to promote the blog.
• Women dominate, the youngest age categories are only women, older men.
• Nice example is Tchibo – web vs. blog.
Blogs
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• Premise – incredible overpressure of content on the user (1.3 million posts
on FB every minute), despite the algorithms delivering us personalized
content (or because of them!?) it is necessary to stand out, in other words,
attract and engage. Building a long term brand vs. shocking.
• GIF (Graphics Interchange Format) – „short video“.
• Advantages?
• Disadvantages?
• Ethics! Must agree with the target!
• Download here.
Posts on social networks – GIFs
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• A funny picture that has its meaning and is used to describe a situation
and give it additional context.
• Advantages?
• Disadvantages?
• Ethics! Must agree with the target audience!
MEMEs
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• Premise - everything is developing extremely fast, FB and social networks
are generally no exception!
• Facebook Canvas and Facebook Instant Articles – both for mobile phones
• Facebook Messanger Chatbot
• Virtual Reality Video – 360 degree video
New FB formats
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• Microsite is a simple (small) site that serves one particular presentation.
• It starts with URL, we can tailor it (studujopf.cz).
• Completely different presentation style.
• Separating part of the content from the brand.
• Purely to support one product etc.
Microsite
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• With the newly-achieved knowledge – what content should
your selected company do and why?
Task – 2nd part
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1. Strategy and campaign plan – the company needs to realize what
we want to achieve and where it is heading.
4 Creating a content campaign
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2. Setting goals – should be SMART.
– Dammit! Dolls – To attract as many visitors as possible to the e-shop who need
to relieve stress and make them buy.
3. Determination of the target group – ideally to create personas or
narratives.
– Dammit! Dolls – Young working people who need to take a break from stress.
Creating a content campaign
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4. Choice of communication style – the so-called stylistic handbook,
where the rules of communication are clearly described.
– Dammit! Dolls – Dammit!
5. Choosing the type of content – the thematic areas that the company
will cover.
– Dammit! Dolls – Instructions on how to manage the stress of everyday life.
Creating a content campaign
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6. Channel selection
– Dammit! Dolls – social networks (from Facebook, via Twitter and Instagram to Google+
and Pinterest), blog, newsletter.
Creating a content campaign
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• Scheduling
• Content creation
• Approval
• Publishing
• Measurement
• Optimization
Internal processes for good content
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• Creating topics – based on customer data and their preferences (based on STDC
we create different content in different parts).
• Form choices – blog, video, infographics?
• Channel selection – web, social networks, affiliate website?
• Publishing calendar – an overview of when, where, what, how, who is
responsible for it.
• Control and optimization – the company is trying to understand what works,
the company is improving upon it accordingly.
How To Plan A Content Marketing
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• For your selected company, design a content strategy and
what specific content should be done and why.
Task – 3rd part
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Thank you for your attention!☺
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