CH+5+Message+Strategies+Content+Mgt++Flynn

Integrated Marketing Communication

• Focus: Consumer-Centric Approach for Digital Era

Introduction

• Importance of consumer-driven messaging.

• Quote: "A brand is no longer what we tell the customer it is; it is what the customers tell each other it is." - Scott Cook, Co-founder Intuit

Content and Messaging

• Key Aspects:

  • Data-driven, consumer-centric messaging.

  • Engage emotions and attention effectively.

  • Unified content strategy management.

  • Budget considerations for content creation.

Scope of Content Assets

• Definition: Collections of brand-generated and consumer-generated messages.

• Importance: Engages consumers further.

• Necessity for integration and consistency of brand content.

The Content Asset Problem

• Issues: Lack of management procedures.

• Silo mentality leads to poor sharing across departments.

• Need for effective management to integrate IMC strategies.

Content Asset Categories

Internal Content Assets

• Brand books, mission statements, metrics, newsletters, etc.

Consumer Facing Brand Generated

• Financial reports, blogs, logos, brochures, e-books, etc.

External and Consumer Generated

• Independent articles, social media posts, reviews, etc.

Evergreen Content

• Definition: Content that remains relevant over time.

• Categories:

  • Brand Support: Mission and profiles.

  • Consumer Support: Case studies, FAQs, etc.

Content Marketing Terms

• Content Marketing: Distributing non-promotional but brand-relevant content.

• Native Advertising: Content resembling editorial style of the platform.

• User-generated content (UGC): Voluntarily created by consumers, no payment.

Digitally Managing Content

• Importance of digital tools for storage and management.

• Types: Digital Asset Management (DAM), Content Management Systems (CMS), etc.

Content Strategies & Tactics

• Objectives based on consumer journey stages.

• Example: Create engaging video resources.

Repurposing Content

• Definition: Using content originally for one purpose across other platforms.

• Considerations: Not all content is suitable for repurposing.

The Creative Brief

• Foundation: Summarizes consumer profiles and strategic factors.

• Benefits: Aligns objectives and guides message creation.

Strategic Messaging Factors

• Elements: Target brand, audience, objectives, competitive data, messaging appeals.

Target Persona Examples

• Examples: Marina (urban health-oriented) and Amy (traditional corporate).

The Big Idea

• Importance