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The Content Marketing Process

A study on shopping centre’s content marketing process

Written by T. Löfgren, S. Utterberg

Paper category

Bachelor Thesis


Business Administration>Marketing & Sales




Thesis: Content Marketing Process According to Jefferson & Tanton (2015), it is important to have a documented content strategy process and plan in order to clearly understand what should be achieved and how to actually achieve it. Odden (2012) pointed out that a content marketing strategy is a plan to provide selected audiences with thoughtful and valuable content that takes into account certain results. Odden (2012), provides six steps for better content marketing strategies. 1.Objectives.Set determines the overall business goals of content marketing. 2. Audience. Develop a profile that represents the characteristics of the customer base. 3. Content plan. Determine the content portfolio, themes and expected results according to customer needs and business goals. 4. Promotion. Promote content to end users and influence further sharing and dialogue. 5. Participate. By listening and participating in the development of social networks, it helps to create future content. 6. Measurement. Understand whether content marketing is helpful to customers, and whether the content marketing strategy is achieving its goals and objectives. Jefferson & Tanton (2015) provides ten steps to a successful and valuable content marketing strategy. 1. Clear your goals. Set goals and objectives for which business areas content marketing should improve. 2. Know your business. Ask your own business questions to determine who you are as a business, what you are selling, to whom, and what you want to be known in the future. 3. Know your customers. Identify ideal customers and their needs. Research and create role profiles of ideal customers. 4. Find your story. Determine the business purpose and mission. A hashtag can be used to convey a short story. 5. Your content sweet spot and vision. Find out what your business knows better than anyone else. Decide which subject and attribute type should be defined for the content. 6. Content commitment and plan. Set up a content calendar and schedule distribution and publishing. 7. The platform and tools determine what content should be created and what creation and distribution tools are needed. 8. Organization. Consider who should create the content and take full responsibility for it. Understand whether you need external skills or whether you need to train internal human resources. 9. Measure. Evaluate whether the strategy is running successfully. 10. Plan changes. Find out what should be changed in the development of a practical implementation plan to make it a reality. The goals, audience, content plan, and measurement steps mentioned by Odden (2012) are similar to those mentioned by Jefferson & Tanton (2015), but the publicity and participation steps are not emphasized. 2.1.1 CMI content marketing framework The framework developed by Pulizzi & Rose (2013) in CMI involves seven different building blocks (see Figure 1) that can be used to build content marketing strategies. Figure 1 shows the seven building blocks, which are; plan, audience, story, channel, process, dialogue, and measurement. The first step in the CMI content marketing framework is planning. The framework states that, regardless of the size of a company's marketing department, planning is a core part of success. The business plan should be a well-thought-out strategic plan, aligned with the broader business goals and striving to achieve it. When making a plan, the plan should aim to answer some basic questions, such as what the company should strive to accomplish, what makes the company different, and what differentiating factors the company has. The framework further states that the basic purpose of planning is to understand who you are, where you are, and where you want to be. The framework emphasizes the importance of planning and states that planning should be a continuous process that can optimize marketing plans (Pulizzi & Rose, 2013). Garner (2012) provided a planning strategy, including the creation of an editorial plan and a release calendar that will serve as the production framework for the created content. The editorial plan and release calendar should include the types of assets to be released, where and how often the content should be released. Garner further suggests that a calendar of content timetables should be maintained one month in advance to avoid dynamically creating content. Jefferson & Tanton (2015) also highlighted the potential benefits of using content calendars and scheduling distribution and publishing plans. The framework of Pulizzi & Rose (2013) states that a business plan should be a strategic plan that is consistent with broader business goals and strives to achieve it. According to Odden (2012), linking marketing goals to overall organizational goals is crucial. When planning, the author further believes that the overall business goals should be considered, and whether they focus on retention, service or revenue, and decide how to turn it into content. It also provides examples of what people might want to accomplish with content that ultimately achieves the overall business goal. The examples given are: enhance brand awareness, build thought leadership, promote customer participation, provide better customer service, increase customer retention and build a larger recommendation network. Read Less