-Discussion- An increasing trend in marketing communications is to use “content marketing.” Discuss the components of content marketing described in the article by John Rampton (a Forbes Contributor) and in your own words how each component contributes to the integrated marketing communications (IMC). Support your position. Respond to at least two of your classmates’ posts.
-Damons Discussion- Reply
“Content marketing is a retail method of producing and dispersing material and costly content to entice, achieve and involve a particular audience, with the purpose of stimulating customer’s action” (Ogden & Ogden, 2014). Building relationships with customers is very important to all businesses which including solving issues surrounding products that are being marketed and sold. The main goal is to get to the bottom line of problems that cusotmers may have and turn a negative expernce into a positive. Content marketing focusing on building relationship through several different avenues to include social media, videos and live presentations, just to name a few. Marketing communication has always been the main source to get into the cusotmers ear and Content marketing only made this realization much better. A lot of fortune 100 companies like Delta use Contect marketing to address all issues that customers have with their business.
When we look at contect marketing, there are areas of importance that we use. Consistency is the key to any successful business along with captivating the customers. Also, another area of improtance is understanding who we are trying to captivate. There is nothing more important than knowing your audience. This is how we not only build relationships with customers but how we close the gap with our customers who may have had a negative impact with the company. The IMC and content marketing work together to reach out to all customers in a postive light regardless of positve experiences.
Resource
Odgen, J. R., & Odgen, D. T. (2014). Integrated marketing communications: Advertising, public
relations, and more. Retrieved from http://content.ashford.edu (Links to an external site.)
-Edwards Discussion- Reply-
The first component of content marketing mentioned by John Rampton is the audience, which is the most important factor because you need to know who your target base will be. Knowing and understand your audience will help you know their preferences which will create a better delivery when you run ads and promos. Things to know about your audience should include their financial class bracket, sex, age and marital status. The next step would be to define your “written content (e.g., a blog or social media post, a report, a press release, etc.), an image (e.g., a meme, infographic, etc.) or a video” (Rampton, 2016, para. 6). A social media blog would benefit IMC by way of creating more advertisement and public relations.
The offer is used to capture your business which can be considered a soft sale, companies can give companies a free trial offer or a sample. The trial offer will enforce sales because if they like the service, they will keep it. The last 2 components of Rampton’s content marketing involves how services and goods will be delivered to the public and following up with them. These are vital to IMC because a company needs to know what type of media to buy and establishing a relationship with the customers after they have purchased.
References
Rampton, J. (2016, Oct. 2). 5 key components to a successful content marketing campaign. Retrieved from https://www.forbes.com/sites/johnrampton/2016/10/02/5-key-components-to-a-successful-content-marketing-campaign/#71b9ed305ebc
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