Video Transcript: Content Marketing Management Part One

So welcome back to one of the final modules in the marketing management  curriculum here. And this particular module, we're going to focus a couple of  lectures on content marketing. And title here is content marketing in a nutshell,  here's what we're going to talk about, the marketing method that's associated  with content marketing. We're going to talk about some of the terminology and  the metrics, and then we'll spend a little bit of time and one of the final lectures  on content marketing talking about the different roles that people in your  organization play in delivering content to the to your marketing channel. One of  the common myths is that business owners only care about revenue and costs.  Content marketing is the intersection of advertising and publishing, so it's not  really advertising, but it's, it's there's more to it than just publishing content, the  average content that we'd be used to in years past. And you think about this  particular illustration here, you got a guy that's holding a newspaper, and it was  very cut and dried. You had content, and then, of course, you had blatant  advertising placed throughout that particular newspaper. Content advertising,  just another illustration of it. You have a specific blog page here, do it yourself.  Type content, very obvious here, what the content is going to be, the 26  ingenious Do It Yourself ideas, and then you had very clear advertising. So there was kind of a distinct line that was drawn between the types of things that you'll  see on digital media outlets. McDonald's is a hamburger company, Cordell, and  Cordell is a family attorney firm. Lowe's is into big things about home  improvement. But at the end of the day, with the new digital marketing  environment that exists out there, it turns out, they're all media companies at the end of the day, aren't they? Media is anything that aggregates or collects the  attention of a very targeted, definable market segment into a specific location at  a very predictable time, so once you get really good at pushing all the right  buttons and delivering all the right content, you can get very measurable results, excuse me, so that's the intent that marketing people have here. With content.  Marketing is delivering the right kind of information at a very specific location,  very predictable time, and at the end of the day, you get very predictable results. Here's a simple marketing funnel. This is a very simplified version of the value  journey chart that I have, excuse me again that I made available to you in other  previous lectures, but you see at the top of the funnel, here you have  awareness, and then you have the evaluation phase, and then you have the  conversion phase. But here's how it translates into content marketing. You have  the content lifecycle, the top of the funnel activities, middle of funnel activities,  and then the bottom of the funnel. And the goal at the top of this funnel that you  just saw here is doing the different things that you need to do to develop an  awareness of your desired products, your desired subject matter, the you know,  whatever it is that you want to raise awareness of your organization primarily. So that brings us to the end of our first lecture. We're going to kind of pick up from  this point forward and continue this discussion about content marketing and how

it's changed from previously into into the current digital environment that we  have available to work with now see you next time.