DDM708 - CONTENT MARKETING

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  Future Trends & Techniques Future trends help marketers be prepared and updated with the latest technological improvements or strategies so that campaigns remain relevant and effective to its target audiences. An emerging trend is the importance and integration of ethics in digital marketing of a product or service. More people are caring about where a company’s products are sourced or manufactured from, the ingredients, how its packaged and testing practices whether it aligns with their beliefs and values (Brenner, 2021). For example, the appearance of the bunny ‘cruelty-free’ logo on beauty packaging is considering factor whether a brand will be supported or boycotted by the buyer. Looking ahead, brands and companies may opt to incorporate ethical marketing like cruelty-free classifications in their digital content campaigns rather than depending on the physical packaging or assumption that buyers will do their own research to display the corporate’s own awareness of “soc...

  Content Marketing Tools & Techniques Content marketing tools and techniques are used by digital marketers to complete tasks efficiently and effectively whether in an individual or collective setting. To create email content, SendInBlue is a paid application that allows the formatting of email and automation to be sent to target audiences inputted on the database. This tool is predominantly used for digital campaigns targeted to engaged audiences, in which have been segmented depending on the subscriber behaviour throughout email marketing series. Email tools like Mailchimp have similar features, however it does not an email automation system and be connected to a complex segmentation workflow. Because of this, SendInBlue is not user-friendly and requires tutorials and practice to master its features. Although SendInBlue can be used for free, the paid version is necessary to maximise its full capabilities for digital marketing. Grammarly is an application that differentiates ...

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Transactional Link Between Products, Services, Platforms and Persona The three digital platforms and two curated content sources were chosen with the representative buyer persona in mind, and these platforms best suited in accordance with its target audience, features, and advertising in-built tools to create the campaign. At the awareness stage of the buyer’s journey, the consumer needs a solution for their problem – in this case, Jennie is looking for beauty products that are compatible with her skin and would not cause her to have an acne breakout. Useful information about products that will help her achieve this would be very valuable to her and be more six times more susceptible to “take further action” on an interesting post on Facebook and Instagram (Netzer, 2017). Tiktok on the other hand, is overlooked with 60% of its users below 24 years old (D’Souza, 2021), however, 60% of its audiences are also female and that the age bracket is gradually extending to older generations (202...

Curated Content Sources: Pinterest -  Figure i. Screenshot of meme posted on Pinterest (Pinterest, 2021) Founded by Ben Silbermann in 2009 (Shontell, 2012), this application features galleries of visual content from a variety of interests; makeup trends, skincare tips, fashion styling, memes, home decor or cooking recipes that “spark inspiration” (Pinterest Help, 2015) to its users. This can be in forms of “image, video or products” (2015) from various selection of topics that can be either shared or created by both personal and business accounts where it would be reshared by their followers by incorporating it to their pin-boards or posting it on social media.  To use Pinterest, they can either set up a personal or business account and create their own pins by uploading their own image or outsourcing from a website link: Figure ii.  Screenshots of upload section in Pinterest (Pinterest, 2021) Figure iii. Screenshot of profile upgrade (Pinterest, 2021) Users can disc...