VETBusiness Partnerships on Workbased learning and Apprenticeships VET
VET-Business Partnerships on Work-based learning and Apprenticeships VET 2 Business Curriculum: Digital Competences Module name: Digital Marketing in the Hospitality & Catering Sector Module code: VET 2 B-DC 1 Unit name: The Power of Content Unit code: DC 1. 3 Author: AKMI SA Project Number: 585211 -EPP-1 -2017 -1 -EL-EPPKA 3 -VET-APPREN
Aims and Objectives • The aim of this presentation is to introduce learners to the concept of Content Marketing • The objectives of this presentation is to familiarize learners with what content marketing is, what includes, which are its benefits and challenges and the connection of storytelling and content marketing. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Learning outcomes • At the end of this presentation (or section), you will be able to: – Describe the importance and the concept of Content Marketing – Understand the benefits of Content Marketing – Implement storytelling in Content Marketing The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Table of contents • The concept of Content Marketing – What is Content Marketing – Common approaches to Content Marketing – What Content Marketing includes • The importance of Content Marketing – – Why Content Marketing is important? Which are the benefits of Content Marketing? Which are the challenges of Content Marketing? Content Marketing Principles • Content Marketing as part of your marketing plan − Content Marketing in alignment with other marketing efforts − Storytelling and Content Marketing The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The concept of Content Marketing What is Content Marketing • According to Content Marketing Institute. Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving gfg profitable customer action. • Content marketing aims to: Ø Improve the quality of content available online Ø Help audiences find the products, services Ø Help products, services find their appropriate audiences Ø Improve the visibility of websites in major search engines The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The concept of Content Marketing Common approaches to Content Marketing • Search Engine Optimization. The SEO approach is based on quality content. • Email Outreach. Share content with interested parties through an email. gfg • Social Outreach. Social outreach is the act of sharing content on popular social media channels. • Influencer Marketing. Influencers promote your content to their followers. • Content Distribution Platforms. Paid ads to promote your content on social media. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The concept of Content Marketing What Content Marketing includes (they will be analyzed in the presentation of Content Marketing tools) • • • Blog posts Videos. Newsletters. gfg Podcasts. Photos. White papers. Ebooks Reports. User Generated Content (UGC) The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The importance of Content Marketing Why Content Marketing is important? • Content marketing is important, because it has become the new trend from the consumer side. • Content marketing has fostered the customer-centric reality. • Content marketing turns audience into customers and to gfg increase sales. • Great content helps you to build trust with your leads and customers. • The content should be informative, engaging and valuable. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The importance of Content Marketing Which are the benefits of Content Marketing? • • Content Marketing drives conversions. Increases the web traffic. Increases brand awareness. gfg Builds trust with your audience. Makes you industry expert. Improves SEO. Content is shareable. Increases social media traffic. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
The importance of Content Marketing Principles • Originality. Your content needs to be original. • Value. Give to your customers something useful. For example, suggest them 5 things to do near your hotel. • Consistency. Maintain a consistent brand voice that fits in gfg with your ideals and brand personality, and publishing at regular, consistent intervals. • Engagement. What users crave more is content they can engage and interact with. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Content Marketing as part of your marketing plan Content Marketing in alignment with other marketing efforts • Native advertising. Native ads are often found in social media feeds, or as recommended content on a web page. • Branded content is the practice of marketing via the creationgfgof content that is funded or outright produced by an advertiser. • Product marketing is the process of bringing a product to market and overseeing its overall success. • Social media marketing is content marketing The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Content Marketing as part of your marketing plan Storytelling and Content Marketing • Storytelling is a way to add meaning to the information you want to introduce to your audience. • The flexibility of storytelling makes it an indispensable marketing tool for businesses since there are various ways to gfg tell a story. • Writers can blog about a particular brand story that appeal to their consumers. • Stories bridge the gap between the consumer and the producer • The purpose of storytelling as a marketing tool is to build a strong relationship between a business and a consumer. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Content Marketing as part of your marketing plan Storytelling and Content Marketing • Everyone wants to hear about other people’s experiences before purchasing a particular product or service. • Storytelling adds a human element to your content. gfg The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Synopsis • This presentation was about the concept and the importance Content Marketing, including a description of what Content Marketing is, what Content Marketing includes, which are its benefits and challenges. Also the relation between Storytelling and Content Marketing was analyzed. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Synopsis • Now that you finished watching it, you should be able to: – Describe the importance and the concept of Content Marketing – Understand the benefits of Content Marketing – Implement storytelling in Content Marketing – Attract more customers through content The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
List of references • Demers Jayson, The 7 Basic Principles that Dictate Content Marketing Success. Internet. https: //www. huffingtonpost. com/jayson-demers/the-7 basic-principlesth_b_11432784. html? guccounter=1&guce_referrer_us=a. HR 0 c. HM 6 Ly 93 d 3 cu. Z 29 v. Z 2 xl. Lm. Nvb. S 8&guce_referrer_cs=ih_x. C 4 e. YW 5 Ix 4423 u. BQdlw. Nov. 08, 2016. {01/03/2019} • EU funded project. Content Marketing Handbook, Simple ways to innovate your marketing approach. Internet. http: //www. hifive. be/downloads/digital-marketing/contentmarketing. pdf. {05/03/2019} • Harris Jodi, Road Map to your Success: Resources to Refresh Your Content Marketing Program. Internet. https: //contentmarketinginstitute. com/2018/02/resources-contentmarketing-success/. Febr. 06, 2018. {11/03/2019} • Moz. com, Beginner’s Guide to Content Marketing. Internet. https: //moz. com/beginners-guide-to-content-marketing. {04/03/2019} The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
List of references • Shewan Dan, 11 Big Content Marketing Challenges. Internet. https: //www. wordstream. com/blog/ws/2015/03/16/contentmarketing-challenges. March. 21, 2018. {05/03/2019} • Ysasi Eric, Introduction to Content Marketing. Internet. https: //www. theleverageway. com/blog/introduction-tocontent-marketing/. {05/03/2019} The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
VET-Business Partnerships on Work-based learning and Apprenticeships Thank you for your attention! www. vet 2 business. eu @VET 2 Business @Vet 2 business. P Any copyright and Intellectual property laws must be respected and are the responsibility of the author. Project Number: 585211 -EPP-1 -2017 -1 -EL-EPPKA 3 -VET-APPREN
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