This week's discussion will focus on two things:

A. First, examples of Content Marketing, where an organization, brand, or company focuses on communicating/delivering content that is relevant and of interest to the audience.

B. And second, an example of a job posting in the area of social media marketing, content marketing, digital marketing - anything related to digital advertising/digital promotion efforts.

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A. For this week's discussion we are discussing content marketing.

Content marketing is seen more as promotion that is unpaid vs. advertising that is paid. Content marketing is a non-interrupted strategy, that does not explicitly promote or advertise in a traditional sense a brand, but is intended to create interest in products or services by creating content that is relevant to the audience. Content marketing educates, informs, and entertains through various owned media platforms.

Channels for content marketing include an organization's/brand's/company's:owned social media pages, a company's website, and related content sponsored by the company including blogs, podcasts, webinars, case studies, online communities, whitepapers, and newsletters, as examples.

Here are the instructions for the Content Marketing discussion:

Q1. Identify a brand, company, or an organization (a for profit or a non-profit) that has some content marketing elements within their owned channels of communication.

Describe the brand, company, or organization, if it is not well known.

Say what industry sector the brand is in (i.e., finance, fashion, non-profit, retail, tech, consumer packaged goods...). To help identify a brand with some content marketing elements, you can search for some content marketing examples and then go to the owned channels where the content is published to see if this is of interest to you. Or go to some larger brands or brands you have interest in and search for their content marketing. Content marketing is very pervasive and can be on many organization's website and social media platforms.

Q2. For this brand/company/organization, list at least 3 platforms or content type that they use for their content marketing(insert the links to these sites as well, if you can). This means mention the 3 specific platforms/types where there is content marketing: the organization's website, on their social media pages, a podcast on some platform, or using a mobile app, as examples.

Describe briefly the content type(s) for each platform - is it video, audio, text and visuals, gaming, a presentation/slides and/or some mix.

Q3. What are the key messaging and themes you see, in general, across the platforms, pointing out if there is some different messaging in their content marketing across their platforms?

Describe some of the content - What is it about? What are they communicating and showing through their content - to bring out the themes you mention they focus on?

Q4. What is the objective or goal of this company's content marketing, noting if it various across the platforms?

Examples of objectives/goals: building/retaining trust, loyalty, educating, creating awareness, differentiating from other company's/brands, enhancing their brand image, showing leadership in their area of expertise, creating goodwill, connecting with their customers, entertaining.

Q5. Describe who you think is/are the target audience(s) for this content marketing, based on the content you see?

Q6. What is your opinion about the effectiveness of this company's/brand's/organization content marketing? Give some specifics to indicate the effectiveness of the content marketing, i.e., key metrics on Facebook (10M+ likes, followers), Instagram (1.4 million followers), YouTube (5k subscribers), where possible.

• • Example: See Lecture Notes Supplement to Chapter 15 and 16 for several examples of Content Marketing, This has an example of a content marketing, giving the objective, target market, and links to the various channels where the content marketing is posted.
  • See Chapter 15 and 16 Lecture Notes for some basic information on content marketing.
  • Note: the top advertisers by product categories or by company (Chp 15 Lecture Notes) could give you an idea for identifying a brand for the content marketing discussion.
  • Other examples:
    • CapitalGroup.com website and podcast, content focused on giving insight on financial investments.
    • yeti.com, offers podcasts and other content to educate, entertain, inspire on outdoor activities.

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B. For the next part of the Discussion, tell about a 'Job Posting' in Social Media Marketing, Content Marketing, or Digital Marketing.

Find a job posting that interests you in the area of social media marketing, content marketing, or digital marketing and share it with the class. You can go to job aggregators, LinkedIn, and also specific companies or organizations and go to 'Careers' on their website or something similar.

• Give us an example of a job posting that relates to or has some component of social media, content marketing, or digital marketing that you find interesting.

Q1. Say the name of the company, the location, etc. if that is provided in the posting. Describe the company in a sentence or two, to give context for the specific job offering, unless it is a well know brand.

Q2. Describe the job - job title, what is involved, what are the duties and responsibilities, skills, experience, and education (degree preferred/required and what level) they are looking for, the compensation/salary range, if it is remote and/or at a specific location.

NOTE: Say the names of any specific software, programs, tools, and/or experience that the job application lists that are needed requirements for the job. This will give the class insight on some specific skill/knowledge areas that are in demand.

Put this in your own writing - do not copy and paste a page that lists all of the information on a job and then give only a few sentences of your own. Discuss the job as if you were in an on-the-ground classroom speaking face to face with your fellow students - tell us about this job, what it involves.

Q3. Tell us what you find interesting about this job and why this is of interest to you. Tell us the drawbacks you see to this job?

Q4. Provide the link to the job posting so the class can benefit from your search efforts.

NOTES:

• Organize your post by stating the question, in bold font first, then your discussion/answer. Make your points clear and easy for the reader to understand.
• Do NOT select the same brand as another student.
• Enter your original post by Thursday of this week. Read all other student's original posts and respond to 2 students (2 responses in total for the week) by end of the week as you have thus far in the course.