BUS278 Content marketing

AIDA acronym

Attention (COGNITIVE)

Interest (AFFECTIVE)

Desire (AFFECTIVE)

Action (BEHAVIOURAL)

Digital conversion funnel

1. awareness stage

2. interest stage

3. desire stage

4. action stage

4 P’s

The 7 A’s (description)

1. add: value for consumer, organisation, society

2. allure: attract customers, entice

3. advance: keep consumers moving, provide help

4. adapt: adjust to environment, consumer behaviour

5. associate: make meaningful connection

6. abide: follow law, follow customer preferences, respect privacy

7. analyse: monitor, measure, gain insight

Integrated marketing communications

advertising

personal selling

public relations

direct and digital marketing

sales promotion

brand imagery

the mental associations, perceptions and impressions that consumers hold about brand. It encompasses the visual, sensory elements linked to a brand in the minds of consumers

brand imagery includes

visual elements

sensory aspect

conceptual associations

content tilt (7)

1. audience tilt

2. topic tilt

3. format tilt

4. platform tilt

5. voice/personality tilt

6. expertise tilt

7. mission or purpose tilt

content marketing

a strategic business approach focused on creating and distributing valuable, relevant and consistent content

content marketing vs traditional marketing

Dimension	Content Marketing	Traditional Marketing
Approach	Value-led storytelling	Interruption-based messaging
Objective	Trust & long-term relationship	Immediate sales push
Time Horizon	Long-term strategic asset	Short-term campaigns
Audience Role	Active participants	Passive receivers

Long Form vs Short Form

Long form: comprehensive, in depth material, thoroughly covers a topic (1k - 2k words)

Short form: concise, easily digestible media to quickly capture attention (60sec, 1k words)

Interruption vs attraction model

represent two fundamentally different philosophies in marketing and communication, often described as "inbound vs. outbound" or "pull vs. push" strategies. While interruption marketing focuses on seizing attention through disruption, attraction marketing focuses on building trust to draw customers in

Feature	Interruption Model	Attraction Model
Approach	Disrupter (Push)	Attractor (Pull)
Consumer Role	Passive recipient	Active searcher
Timing	Immediate/Forced	When customer is ready
Value	Often low (promotional)	High (informative/helpful)
Relationship	Short-term/Transactional	Long-term/Trust-based
Example	Television Commercials	Educational Blog Post

The sweet spot

the intersection of 3 elements:

• what the audience cares about

• what the brand has credibility and expertise in

• what supports the organisations business goals

6 principles of content marketing

fill a need

be consistent

be human

avoid “sales speak“

have a POV

be the best of breed

content types

audio

visual

written

social and community

interactive

experiential and event based

educational

influencer and creator content

data and insight based

purpose of different content types

5 stages of customers buying journey

1. awareness

2. interest

3. decision

4. action

5. loyalty

content types along the funnel

1. attract (traffic)

2. convert (lead)

3. close (sales)

4. Retain (loyalty)

generating ideas for new content

audience driven research

search and SEO based research

competitor and industry analysis

social listening and trend tracking

internal knowledge mining

data led and insight driven research

expert and creator collaboration

repurposing and updating existing content

Rhetorical triangle

Ethos (Speaker): the person making a communication

Pathos (audience): how the audience feels/experiences

Logos (message): represents the facts, research

Ethos (credibility)

internal links = depth

external link = breadth

google wants specific links

pathos

reasons to believe (RTB)

find the mix of heart and head

find your why

logos (logic)

subject, verb, object (SVO) copywriting

expect mobile use

anticipate limited attention

the best writing happens in rivision

Branded, non branded and competitive key terms

Branded: key terms are something the client owns (Big Mac)

non branded: something the client has but others do too (cheeseburger)

Competitive key terms are specific alternatives (whopper)

3 Act Play

Act 1: the set up

Act 2: the confrontation

Act 3: the resolution

The PSR framework (problem solution result)

content design tool used to ensure that every piece of content is:

• audience centred

• purpose driven

• outcome oriented

Problem (PSR)

the audience problem that motivates content consumption

• practical challenge

• lack of knowledge

• confusion, uncertainty or risk

Solution (PSR)

the contents contribution to addressing the problem

• information

• insight

• guidance

• perspective

helps audience move forward, not by selling

result (PSR)

the intended audience outcome after consuming the content

• what the audience now understands

• what they can do differently

• how their perception, confidence or decision making improves

the message triangle

key message (core idea)

support (proof points)

Illustrations (examples)

visual storytelling

a marketing strategy that leverages compelling narratives, placing your customer at the heart of the story, staged with an emotional visual media experience and effectively distributed across buyers journey

segmenting markets

identifying market opportunities

impossibility of targeting all markets

identify previously unknown possibilities

gain more intricate knowledge of marke

market segment

consists of a group of customers who share a similar set of needs and wants

4 market segmentations

geographic

demographic

psychographic

behavioural

geographic segmentation

divides the market based oon location such as country, region or population density. it assumes that people in different locations have varying needs, preferences and purchasing behaviours

key variables geographic segmentation

region: continent, country, state

climate: hot, cold, humid, dry

urban or rural

cultural preferences: local traditions, customs and language influence consumption patterns

demographic segmentation

categorises consumers based on measurable statistical data such as age, gender, income, education and ethnicity

demographic segmentation key variables

age

gender

income level

occupation and education

family status

psychographic segmentation

divides the market based on personality traits, values, interests, lifestyles and social status. it is more subjective and helps marketers understand consumer motivations and preferences

psychographic segmentation key variables

personality traits

lifestyles

value and beliefs

social class

behavioural segmentation

focuses on consumer actions, including purchasing habits, brand loyalty, usage frequency and benefits sought

behavioural segmentation key variables

usage rate

loyalty status

occasion based buying

benefits sought

B2B compared to B2C segmentation

Value and lifestyles (VALS)

psychographic segmentation developed by SRI international that categorises consumers based on psychographic traits, values and lifestyles. helps marketers understand why consumer make purchasing decisions, going beyond traditional demographic factors like age and income

primary motivation for VALS

ideals oriented

achievement oriented

self expression oriented

VALS 2 dimensions

primary motivation: what drives a consumers choices

Resources and innovation level: considers income, education, confidence and openness to change

the 8 VAL segments

1. innovators

2. thinkers

3. achievers

4. experiencers

5. believers

6. strivers

7. makers

8. survivors

innovators

1.Primary Motivation: Combination of ideals, achievement, and self-expression.

2.Resources: High.

3.Characteristics: Successful, sophisticated, take-charge individuals. They have high self-esteem and abundant resources. Innovators are receptive to new ideas and technologies and are often leaders in change.

thinkers

1.Primary Motivation: Ideals.

2.Resources: High.

3.Characteristics: Mature, satisfied, comfortable, and reflective. They value knowledge and have well-developed taste and appreciation for the finer things in life. They are practical consumers and tend to look for durability, functionality, and value in products.

achievers

1.Primary Motivation: Achievement.

2.Resources: High.

3.Characteristics: Goal-oriented, committed to career and family, conventional. They prefer established products and services that demonstrate success to their peers. Achievers favour premium products that signal prosperity and prestige.

experiencers

1.Primary Motivation: Self-Expression.

2.Resources: High.

3.Characteristics: Young, enthusiastic, impulsive, and rebellious. They seek variety and excitement, and are avid consumers of fashion, entertainment, and social activities. Experiencers spend a substantial amount of their income on products that reflect their new, offbeat, and unique taste.

believers

1.Primary Motivation: Ideals.

2.Resources: Low to moderate.

3.Characteristics: Conservative, conventional, with concrete beliefs based on traditional values such as family, religion, and community. Believers are predictable consumers who prefer familiar, established brands and American-made products.

strivers

1.Primary Motivation: Achievement.

2.Resources: Low to moderate.

3.Characteristics: Trendy, fun-loving, and motivated by the opinions and approval of others. Strivers are limited by the resources they can invest in achieving their desires. They are active consumers of styles and brands that emulate the lifestyles of those with greater wealth.

makers

1.Primary Motivation: Self-Expression.

2.Resources: Low to moderate.

3.Characteristics: Practical, self-sufficient, and traditional. Makers value self-sufficiency and are focused on family and work. They prefer practical and functional products and tend to distrust new ideas.

survivors

1.Primary Motivation: None dominant (focus on basic needs).

2.Resources: Low.

3.Characteristics: Economically challenged, cautious consumers. Survivors are primarily concerned with safety and security and have low motivation and resources. They are loyal to familiar brands and products that offer good value.

differential marketing

Targets several marketing segments and designs separate offers for each

-       Goal: achieve higher sales and stronger position

-       More expensive than undifferentiated marketing

concentrated marketing

Targets a large share of a smaller market

-       Limited company resources

-       Knowledge of the market

-       More effective and efficient

micromarketing

The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations

-       Local marketing

-       Individual marketing

local marketing

Tailoring brands and promotion to the needs and wants of local customer segments

-       Cities, neighbourhoods

-       Location based marketing

individual marketing

Involves tailoring products and marketing programs to the needs and preferences of individual customers

-       One to one marketing

-       Mass customisation

positioning

the process of establishing a unique place for a brand, product or service in the minds of consumers. It differentiated a brand from competitors by emphasising its unique value proposition and how it solves customer needs better than others

Ensures customers perceive a brand in a specific way, influencing their buying decisions

types of positioning

1. product based positioning

2. price based positioning

3. benefit based positioning

4. usage based positioning

5. competitor based positioning

6. lifestyle-based positioning

positioning statement

targets customers

key benefits

category memberships

conflicting benefits

storytelling

segments

content repurposing and content harvesting

Feature	Content Repurposing	Content Harvesting/Reusing
Definition	Transforming content into a new format	Republishing/reusing content as-is
Effort	High (Requires editing, redesign)	Low (Direct reposting)
Goal	Reach new audiences & contexts	Increase visibility & lifespan
SEO Impact	High (Creates new unique content)	Low (Risk of duplication if overdone)
Example	Blog post -> Podcast episode	Sharing a 2023 blog post on social media in 2025

PESO analysis

	PAID	EARNED	SOCIAL	OWNED
Role	accelerates reach and visibility, supports traffic	builds credibility and trust, signals relevance and authority	facilitates engagement and conversation, encourages community participation	central hub for content, long-term value creation, data ownership
Example	social media ad, advertising, sponsor	media coverage, PR, reviews, backlinks	social media posts, user-generated content, comments, shares	website, blog, email newsletter, podcast

content syndication

the practice of republishing your original content on 3rd party websites to reach a larger audience. it acts as a digital distribution network, allowing you to generate more traffic, build brand awareness and earn backlinks

content marketing objectives

Objective	Example Metrics
Awareness	Reach, Impressions, Views
Engagement	Time on page, Comments, Shares
Lead Generation	Downloads, Registrations
Conversion	Sales, Sign-ups
Retention	Repeat Visits, Renewals
Advocacy	Referrals, Reviews

metrics across customer journey

1. awareness metrics: measure how many people see the content (reach, impressions, traffic, video views)

2. engagement metricsL measures audience interaction (time on page, scroll depth, social shares)

3. lead generation metrics: measures whether content captures prospects

4. conversion metrics: measures business outcomes