Chapter 11: Developing an IMC Plan
Create a Content and Creative Strategy
In the world of marketing, creating a content and creative strategy is like planning a great meal. You need to know what dishes (or content) will appeal to your guests (the target audience) and how to present them (the creative elements) in a way that aligns with the theme of your dinner party (the brand's messaging).
Developing a Content Strategy
Developing a content strategy is essential for any brand that wants to engage its audience effectively. A content strategy is a plan for what kind of content a brand will create, how it will be distributed, and how it will help achieve the brand’s marketing goals. This includes deciding on the types of content, the topics to cover, the platforms to use, and the schedule for publishing. Let's explore the elements of a content strategy with real-life examples from successful businesses.
Types of Content
Blog Posts:
Blog posts are articles that provide valuable information to readers. They help attract organic traffic through search engines and establish the brand as an authority in its industry.
Example: HubSpot, a leader in marketing software, regularly publishes blog posts on topics like inbound marketing, sales strategies, and customer service. These posts provide practical advice and insights, attracting marketers and sales professionals to their sites.
Videos:
Videos are highly engaging and can be used to explain complex topics, showcase products, or tell a brand’s story.
Example: GoPro uses videos to showcase the capabilities of their cameras. They share user-generated content and thrilling adventure videos, highlighting the product's durability and versatility. This content attracts adventure enthusiasts and athletes.
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Social Media Posts:
Social media posts are short updates shared on platforms like Facebook, Instagram, Twitter, and LinkedIn. They help brands engage with their audience and promote other types of content.
Example: Wendy’s, a fast-food chain, is famous for its witty and humorous Twitter posts. Their playful banter and quick responses have made their Twitter account highly popular, engaging a broad audience.
Infographics:
Infographics present information visually, making it easier to understand complex data or processes. They are highly shareable and can attract a lot of attention on social media.
Example: Canva, a graphic design platform, creates infographics about design tips, marketing strategies, and social media trends. These infographics are visually appealing and informative, driving traffic to their website.
Podcasts:
Podcasts are audio content that listeners can enjoy while multitasking. They are great for in-depth discussions, interviews, and storytelling.
Example: The "How I Built This" podcast by NPR features interviews with entrepreneurs and innovators, sharing the stories behind their companies. This content attracts aspiring entrepreneurs and business enthusiasts.
Ebooks and Whitepapers:
Ebooks and whitepapers are long-form content that provides in-depth information on specific topics. They are often used as lead magnets to collect contact information from potential customers.
Example: Salesforce offers whitepapers on topics like CRM best practices and the future of sales. These comprehensive guides help establish Salesforce as a thought leader in the industry and generate leads.
Click on the content types below for detauls on how to create effective content
