Brand & Content Marketing

Start Date: 10/20/2019

Course Type: Common Course

Course Link: https://www.coursera.org/learn/brand-and-content-marketing

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Course Syllabus

WHY IS BRANDED CONTENT BETTER THAN TRADITIONAL ADVERTISING?
THE RISE OF BRANDED CONTENT: HOW TO CREATE QUALITY JOURNALISM
CONNECTING WITH THE AUDIENCE THROUGH UNIQUE, MEMORABLE STORIES
WE LIVE IN A BRAND ENTERTAINMENT WORLD

Deep Learning Specialization on Coursera

Course Introduction

Brand & Content Marketing is a IE University course for professionals who want learn how to produce memorable content through quality storytelling.

Course Tag

Related Wiki Topic

Article Example
Brand content management This is how the term "brand content management" was initially used, customer relationship management (CRM) applications that support marketing development have created a software based architecture that supports the process and storage of brand-related content. Software companies have created an enterprise marketing management tool that supports these organizations in the development and management of brand content.
Content-first marketing Content-first marketing aligns series-based video storytelling, focused on specific audience behaviors, with the mission of a brand. Content-first marketing is not to be confused with product placement or the more modern native advertising.
Brand content management Brand Content Management (BCM) is a concept that creates a standard process an organization can use to create, store, and distribute brand-related marketing materials and information. Organizations such as AT&T, Coca-Cola, Starbucks, Apple, and Harley-Davidson all participate in marketing development and distribution of their marketing concepts. Each of these organizations have created a process to store and control their brand image and marketing concepts. Brand-related marketing advertisements contain copyrighted and trademarked information. These organization produce hundreds of thousands of marketing pieces (content) each year, some examples of these assets are lifestyle photography, brochures, literature, and logos. Marketing organizations develop these assets for mass distribution through many channels and segments. These can become viral, video, print, image, digital/electronic, or broadcast. These types of organizations generally use a customer relationship management (CRM) application that allows organizations greater control over the creative development, distribution, fulfillment and management of all brand-related content.
Content marketing Unlike other forms of online marketing, content marketing relies on anticipating and meeting an existing customer need for information, as opposed to creating demand for a new need. As James O'Brien of Contently wrote on Mashable, "The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story."
Content marketing Content marketing is a form of marketing focused on creating, publishing and distributing content for a targeted audience online. It is often used by businesses in order to:
Content marketing The phrase "content marketing" was used as early as 1996, when John F. Oppedahl led a roundtable for journalists at the American Society for Newspaper Editors. In 1998, Jerrell Jimerson held the title of "director of online and content marketing" at Netscape. In 1999, author Jeff Cannon wrote,“In content marketing, content is created to provide consumers with the information they seek.”
Content marketing There are 3 distribution strategies for successful content marketing, each with tradeoffs in customization, reach, and time commitment. Content distribution is often among the most overlooked aspects of a successful content marketing campaign, as it requires a consistent time commitment.
Content marketing The rise of content marketing has turned traditional businesses into media publishing companies.
Content marketing By 2014, Forbes Magazine's website had written about the seven most popular ways companies use content marketing. In it, the columnist points out that by 2013, use of content marketing had jumped across corporations from 60% a year or so before, to 93% as part of their overall marketing strategy. Despite the fact that 70% of organizations are creating more content, only 21% of marketers think they are successful at tracking return on investment.
Digital marketing A strategy that is linked into the effectiveness of digital marketing is content marketing. Content marketing can be briefly described as "delivering the content that your audience is seeking in the places that they are searching for it". It is found that content marketing is highly present in digital marketing and becomes highly successful when content marketing is involved. This is due to content marketing making your brand more relevant to the target consumers, as well as more visible to the target consumer.
Branded content Branded content (also known as branded entertainment) is a form of advertising that uses the generating of content as a way to promote the particular brand which funds the content's production. Often utilized in native marketing, and somewhat similar in appearance, though different in technique than content marketing, branded content typically presents itself as something other than a marketing ploy first, albeit simultaneously and always presented as a highly branded property and often labeled as "sponsored." Contrary to embedded marketing, where the brand is placed within the content, branded content places the content within the brand. Unlike conventional forms of editorial content, branded content is generally funded entirely by a brand or corporation rather than studio or a group of solely artistic producers, and is used in film, video games, music, the internet, events, installations and television.
Content marketing Metrics to determine the success of a content marketing are often tied to the original goals of the campaign.
Content marketing Traditional marketers have long used content to disseminate information about a brand and build a brand's reputation. For example:
Content-first marketing The structure of content-first marketing requires that the content or story be "fresh water" or totally devoid of sales or marketing influence ("saltwater"). This doesn't mean that content-first marketing programs do not have brands, products or services in them - it simply means that they are used for their associative narrative function.
Content marketing The rise of content marketing has also accelerated the growth of online platforms, such as YouTube, Yelp, LinkedIn, Tumblr, Pinterest, and more.
Content marketing The first step in creating a successful content marketing campaign is to define a target audience, commonly known as user segmentation. Successful content marketers deeply understand their customers' needs and desires, beyond just their sole interest in their products or service. For example, somebody marketing a food truck, may define their target customer as young millennials who work within a 5-minute walk of downtown San Francisco and who enjoy trying fresh, healthy foods. The more narrowly the customer can be defined, the easier it is to define content for that target audience.
Brand networking • Websites in conjunction with other media types (TV, radio, print, etc.…) present relative content around a vertical industry or sector of interest or cultural/social issues for a brand. This can be in the form of weight loss, marketing, or business—any content relative to your brand message. Relative content is not only provided by the brand, but also in the form of consumer generated media. By creating a network consumers interact and create content for online site.
Micro content In marketing the potential customer base is divided into smaller segments. With internet marketing content is built for each segment, micro content. In traditional marketing each segment is just identified, not provided with any content.
Brand Marketing-mix modeling can help marketing leaders optimize how they spend marketing budgets to maximize the impact on brand awareness or on sales. Managing brands for value creation will often involve applying marketing-mix modeling techniques in conjunction with brand valuation.
Content marketing When businesses pursue content marketing, the main focus should be the needs of the prospect or customer. Once a business has identified the customer's need, information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc.