Page 12 - Journal of Strategic Marketing Magazine - April 2019
P. 12
DIGITAL MARKETING
Big things often have small
beginnings: The role of social media
in content marketing
Attention with a capital ‘A’ is what every marketer wants for their brand, especially
online. But what makes people follow or unfollow a brand? Wendy Monkley describes
the journey.
M uch research has been done and seemingly useless supply of this simpliied three stage explanation:
in this area. Time and time
content was that brands seemed to
Firstly, as with any promotional
produce faster than consumers could
again we are told what we
strategy, the objective of your social
probably already knew – that people
follow brands that are interesting and read. media pages should be to build
awareness of your brand and product
How does an inspirational quote
entertaining. The term ‘interesting’ not like ‘Big things often have small or service offering. In social media
only refers to the products and services beginnings’ contribute at all to the speak, your efforts of raising awareness
on offer, or their relevant promotions marketing strategy and objectives? builds a community of like-minded
and discounts, but also the content Quite honestly it all seemed like a people.
associated with that brand. massive waste of time and resources. Unlike traditional marketing, this
This should make sense, since It took me years of learning and effort is extremely measurable by the
people (in general) do know what they on-the-job practice to fully grasp the number of likes/loves and followers
want, right? power of content. Now, when asked the you collect along the way.
When I irst began my transition questions, “What is the point of all this The content you create for this
from ‘traditional marketer’ to ‘digital content?” and “What does social media purpose needs to appeal to your
marketer’ some six years ago, I actually do?” by brand managers, ‘perfect customer’, so that when the
wondered what the point of this endless marketers and CEOs alike, I answer with time comes for them to consider
p10 - Strategic Marketing
Big things often have small
beginnings: The role of social media
in content marketing
Attention with a capital ‘A’ is what every marketer wants for their brand, especially
online. But what makes people follow or unfollow a brand? Wendy Monkley describes
the journey.
M uch research has been done and seemingly useless supply of this simpliied three stage explanation:
in this area. Time and time
content was that brands seemed to
Firstly, as with any promotional
produce faster than consumers could
again we are told what we
strategy, the objective of your social
probably already knew – that people
follow brands that are interesting and read. media pages should be to build
awareness of your brand and product
How does an inspirational quote
entertaining. The term ‘interesting’ not like ‘Big things often have small or service offering. In social media
only refers to the products and services beginnings’ contribute at all to the speak, your efforts of raising awareness
on offer, or their relevant promotions marketing strategy and objectives? builds a community of like-minded
and discounts, but also the content Quite honestly it all seemed like a people.
associated with that brand. massive waste of time and resources. Unlike traditional marketing, this
This should make sense, since It took me years of learning and effort is extremely measurable by the
people (in general) do know what they on-the-job practice to fully grasp the number of likes/loves and followers
want, right? power of content. Now, when asked the you collect along the way.
When I irst began my transition questions, “What is the point of all this The content you create for this
from ‘traditional marketer’ to ‘digital content?” and “What does social media purpose needs to appeal to your
marketer’ some six years ago, I actually do?” by brand managers, ‘perfect customer’, so that when the
wondered what the point of this endless marketers and CEOs alike, I answer with time comes for them to consider
p10 - Strategic Marketing
