An increasing trend in marketing communications is to use “content marketing.” D

Question

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. 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.

Explanation / Answer

What is content marketing -

Content marketing is a marketing strategy where videos, online material, etc. are shared for a particular brand. The strategy is basically used for the creation of awareness of the brand to create interest in the brand. This strategy is mostly used to target specific audience for the brand.

5 key components of content marketing are:

Target Audience – before launching a product, it is required to understand, what group of people will be most beneficial with the product, say for example, if you are launching a new casual clothing line, it will be beneficial for the product to target the audience of teenage/or say young people with an age group of 15 to 30 years, those are the people that will be more enthusiastic about the clothing line. This will also include the personality of the people, geography, etc. like people living in urban areas are more likely to buy the product

Content – Once you are finish with the audience analysis, start with the content of the product. Strategy could be writing a blog, making video of the product and launch those content with the target audience. Make sure that the content describes the product very well, so that the audience is attracted towards the product.

Offer – Offer is something that your audience will be valuing your product; the audience can buy the product based on the offer. The offer should be very reliable with the product. If your offer is not reasonable as compared to the similar product in market, then people will not buy your product. It a way to show your audience, the benefits of the product.

Promotion and distribution – promoting a product to the customers is in my opinion the most hard and most important task in the cycle of marketing. This includes the strategy where the company’s sole purpose is to build a market brand for the product to sell it to its target customers. Promotion can be done by, promoting the product in social media, a blogger mentioning about the product, using social adds, etc. this increases the buss about the product and more customer will come to know about it.

Follow up – usually when a strategy is made, people tend to follow all the step to build a business for the product but most likely they miss to do follow for the product. Following up on a product is a good practice as following up with customer will increase their trust with the company and the product. By following up, you can ask for their feedback, steps to improve and so on for the product.

All above component will build a brand value for the product and will increase the sales for the same.

Related Questions

Navigate

• Browse (All)
• Browse A
• Subjects

---

---

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.