Content Marketing is the 2nd of the Digital Marketing Fundamentals taught in Parachute Digital's 12 week online marketing course - the Learn & Implement Digital Academy http://www.parachutedigitalmarketing.com.au/our-services-are-digital-adventures/learn-implement-digital-academy/ In this lesson we go over the elements of telling a good story, that will engage and retain your customers or donors. We then spend some time understand what "content" is in a digital context. We go through loads of great examples of online content marketing and then we look into Content Marketing Strategies.

1. Content Marketing
WEEK 2 – Learn & Implement Digital Academy

2. It’s how you tell the stories

3. Elements of storytelling
• Central question you are answering for the user – the
message you’re trying to convey
• The headline
• The first sentence/ The opening scene
• Chapters or episodes
• Heroes and villains/ Protagonist and antagonist
• Evidence to support
• A real life story of case study
• Images and vision
• Tone.

4. The message or
central theme

5. The message or
central theme

6. The message or
central theme

7. The message or
central theme

8. Grabbing their attention
A great Headline plus
•In a news article you have the first paragraph
•In a video you have the first 9 seconds
•In a book you have the chapters titles & the first page
•On a website, you have just an impression & sub-titles
•For an image or infographic, you have only a glance
•For a podcast, you have the tone of voice and opening
sentence
•In a game you have the first 20 seconds

9. The narrative
In every story you need
•A Narrative or plot – “the moral of the story”
•A tone or narrator – the style of your language
•A sequence of events that shows cause & effect
•Chapters or episodes – make it easy for the user to
consume the content
•Conflict/ challenge
•Solution/ resolution/ a way forward
•A call to action – something for the reader to do

10. Characters
• Characters that tell the story
• Characters that represent your supporter audience
• Characters to relate to – archetypes, heroes, villains

11. Show, don’t tell
• Real life stories & case studies to connect with people
• Evidence to convince people WHY they should care
• Vision, images, video – emotional collateral.

12. Dove Beauty
1.
2.
3.
Real Beauty http://youtu.be/iYhCn0jf46U
Beauty Sketches http://youtu.be/litXW91UauE
Selfies http://youtu.be/_3agBWqGfRo

13. Guardian 3 Little Pigs
http://youtu.be/vDGrfhJH1P4

14. Air New Zealand
Safety Videos
1.
2.
3.
4.
Hobbit http://youtu.be/cBlRbrB_Gnc
Bear Grylls http://youtu.be/xJheoLUtX_Q
Betty White http://youtu.be/O-5gjkh4r3g
Paradise http://youtu.be/SQDip9V49U0

15. Old Spice
1.
2.
The original http://youtu.be/owGykVbfgUE
Response to Fans http://www.youtube.com/watch?v=nFDqvKtPgZo&list=PL484F058C3EAF7FA6

16. Toyota Life after Santa

17. Solo “Game On”
Good Luck Undies
http://www.youtube.com/results?search_query=solo%20lucky%20undies&sm=3

18. Anchorman 2
1.
2.
Election http://youtu.be/Uu7A7l6svAo
AFL Grand Final http://youtu.be/Q9cr__EOPek

19. Exercise
What are the top stories your organisation tells?
Outline the story elements

20. What is Content Marketing?

21. What is Content Marketing?
Content marketing is a marketing tactic of creating and
distributing content that is relevant and valuable to a specific
target audience.
This content, or engagement objects as I like to call them,
aim to attract, acquire, and engage
a clearly defined and
understood audience – with the
objective of driving profitable
customer action.
http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/content-marketing-is-an-essential-part-of-a-successful-digital-marketing-strategy/

22. Google’s Doodle

23. Visual representations

24. Pull out quotes & statistics

25. Infographics

26. Images (& entertainment)

27. Graphs & charts

28. Emotional/ controversial
images

29. Cartoons and satires

30. Wizards, quiz, polls

31. Illustrations

32. Video & viral sharing

33. Maps & drop pins

34. Calls to action

35. Practical tools & templates

36. Games

37. Link magnets

38. And of course
• Articles
• Webpages
• Blogs
It’s TEXT

39. Content Marketing Strategies

40. Content Marketing
Strategies
1. Reading new audiences
•
•
•
•
Engagement
Branding + awareness
Relationship building
Nurturing (preparing for conversion/ acquisition)
1. Retention & relevance
• Relationship management
• Loyalty and repeat visitation/ purchase
• Cross-sell and upsell.

41. Keep it simple

42. Who are you
creating content for?
• Who is the audience(s)?
• What do they care about? Why are they connected to
your organisation?
• What are they trying to do when they visit your business
online?
• What is their story?
• How is your message or story relevant to their lives?

43. Content planning

44. Exercise
Start planning a skeleton content plan for 3 months
(July to September 2014)

45. Nurturing prospects
into customers

46. Using content to convert
• Content marketing is not a direct response channel, its
about influencing opinions and behaviour through
information
• We use content marketing because its more subtle
• We use content because it can get us access to
audiences and partners whom we may not be able to
reach in any other way
• Its important to place soft call to actions within the
content, but it should be secondary of the integrity of the
content itself which is about telling a story and adding
value to the viewer/ reader/ participant.

47. Push & pull strategies

48. Internet = infinite
distribution network

49. Integrating online with
offline strategies

50. Tell me what you know about
Content Marketing
What are the elements of a good story?
What content strategies are there?
What are you going to start with?

51. Reading
•
•
•
•
•
•
•
•
•
http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/content-marketing-is-an
http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/copywriting-for-websites
http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/invest-in-along-term-content-marketing-strategy-let-me-tell-you-why/
http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/content-isking-as-every-good-digital-person-knows/
http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/goodbusiness-blogging-practice-the-benefits-are-bountiful/
http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/a-rant-aboutthe-value-of-content-marketing/
http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/digitalcontent-is-the-new-advertising-guardian-3-little-pigs-web-video/
http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/brandedcontent-is-important-for-spreading-your-message/
http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/the-art-ofstorytelling-in-marketing/

52. Have a fabulous week & post your
favourite content campaigns
to Facebook