Content Marketing

Content Marketing

Major Types of Content That Manny Should Use In the Report

According to Hilker (2017), content marketing is marketing a brand or business by sharing insight, entertainment, or educational information to make a purchase decision. One of the main elements of successful content marketing is creating a content marketing strategy based on the business or organization’s goals (Repovienė, 2017). One of the types of content marketing that Manny should use in the report is infographics. According to Rowe (2017), infographics include stacking a lot of information into one image in a visually appealing way to catch the intended audience’s attention. Manny should create an infographic summarizing the importance of content marketing to the company, the estimated budget, and its alignment with the company’s marketing objectives. Manny should also use reviews and testimonials on the success of content marketing in businesses to convince senior management to approve the content marketing idea. Manny may share a link to sites where the testimonials have been posted and take a screenshot of important reviews on content marketing.

How Manny Could Help Tamika Persuade Senior Management to Approve the New Budget

Manny would help Tamika persuade senior management by finding case studies on companies that have increased market share and sales using content marketing. They also need to justify the need to purchase photos to use in content marketing due to the rank of photos as the most effective content in content marketing. Butow et al. (2020) argue that selecting an image for content marketing requires understanding the medium in which the image will be used, published, and consumed. Photos in content marketing can be generated through creating graphics, purchasing high-quality images, and photographing (Isa, 2014). Macy’s digital marketing department should consider purchasing images because picking images from the internet may require brand permissions and may not give the company access to a unique image that another brand has never used before.

References

Butow, E., Herman, J., Liu, S., Allton, M., & Robinson, A. (2020). The ultimate guide to social media marketing. Ultimate.

Hilker, C. (2017). Content-marketing-Strategien. Content Marketing in der Praxis, 71-145. https://doi.org/10.1007/978-3-658-13883-7_2

Isa, G. (2014). Content marketing secrets: An insider’s guide for creating killer content. CreateSpace.

Repovienė, R. (2017). Content marketing elements for search advertising. Socialiniai tyrimai, 40(1), 47-55. https://doi.org/10.21277/st.v40i1.184

Rowe, A. (2017). Infographics. Oxford Bibliographies Online Datasets. https://doi.org/10.1093/obo/9780199756841-0192

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Unit 5 DB: Content MarketingUnit 5 DB: Content Marketing
Overview
Content marketing is an integral component of social media marketing. For example, we see websites with blogs and branded profiles on major social media networks. Blog posts get shared on many social channels. Well-designed social media marketing is about promoting brands and using social platforms to grow and educate an audience(s).

Content Marketing

Simulated Business Scenario
Tamika is a newly hired VP leading Macy’s digital marketing department. She quickly learns that Macy’s is late in integrating social media into their overall integrated marketing strategy. Tamika wanted to form a new team in her department that would focus on social media marketing.
Tamika drafted a budget to fund the new team, and she is scheduled to deliver a presentation to senior management for their approval of the new budget. She knows that Macy’s revenue is down 25%, and senior management is resisting any new expenditures.
Tamika knows she needs help with the presentation, so she asks her top manager, Manny, to put together some information that identifies the major types of content marketing.
Questions
Knowing that a brand needs permission to use an image that they found on the internet, what are the major types of content that Manny should use in the report?
Using the ranking of the different types of content (based on popularity), how could Manny help Tamika persuade senior management to approve the new budget?