Digital Marketing - Study Notes:
What Is Content Marketing?
Content marketing is a way of promoting your business by creating media, of any kind, that has real value to your target audience and attracts them to you.
And so, it’s a type of inbound marketing, unlike advertising which is outbound and places your promotional messages in specific channels.
And that’s another key thing about content marketing. It’s not promotional in the traditional sense. It’s focused on meeting the informational or entertainment needs of your desired customers.
For instance, if you’re a baby accessories store, you might see from basic research that there are lots of searches online about how to dress a newborn’s bed safely through the seasons.
You could create the best article that answers that question in every conceivable way - a thorough and valuable resource for new parents. In doing so, you’d bring target customers to your store.
Over time you would then seek out other questions and frustrations from your audience. You could build a growing resource of true value for them that drives awareness, trust and loyalty among the very people you want to convert and retain as customers.
Maeve Kneafsey
Maeve Kneafsey is an international practitioner and speaker in marketing, digital transformation, ecommerce, and analytics. Starting with founding Ireland's first content strategy/digital marketing agency, she has over 20 years’ experience launching and building international digital-led businesses, from early concept to funding to growth.
Will Francis
Will Francis is a recognized authority in digital and social media, who has worked with some of the world’s most loved brands. He is the host and technical producer of the DMI podcast, Ahead of the Game and a lecturer and subject matter expert with the DMI. He appears in the media and at conferences whilst offering his own expert-led digital marketing courses where he shares his experience gained working within a social network, a global ad agency, and more recently his own digital agency.
Lorna Noone
Lorna Noone is an Email Marketing expert with a deep understanding of how to create effective email campaigns that drive results. She has worked at the award-winning agency Wolfgang Digital, as well as at Expedia and ASOS. Lorna has spoken at international digital marketing conferences, and brings a wealth of experience and expertise in email marketing strategy and execution.
