Have any of you heard about the COSLA Template? Well I haven’t and this is my first time using it. Methods of presentations are evolving just as how the world is is continuously changing. What is COSLA? COSLA stands for Concept Overview, Synthesis and Local Application. It is actually easier to remember what to include in the presentation knowing what COSLA means and it similar to a regular school presentation but emphasizes only key important and notable concepts and personal or local applications.
The chapter I will be tackling is about Content Marketing for Brand Curiosity. This is under the tactical marketing applications in the digital marketing 4.0 world today.
Gone were the days where traditional advertising and hard sell to your target market were the marketing techniques. Today, more and more power is with the consumers and this means we must approach them more direct and with a personal touch. Content Marketing uses the power of storytelling to initiate conversations on a brand or product or service.
Check out my video presentation:
Before defining what is Content Marketing, one must first understand what is content.
Content is NOT a longer Advertisement.
Rather, Content is the new Advertisement. Content contains valuable and relatable information that your customers want to see and hear from you. Give them that right away. Don’t linger and get straight to the point to get one’s attention because we humans have such a short attention span from the fast-paced world and multiple things going on in our lives.
An example of an effective Content Marketing Scheme, is putting the content on the tissue paper roll because everyone uses tissue in the bathroom!
Next is how Hashtag is the new TAGLINE. I believe the “#hashtag” rose to fame because of twitter back in 2006. It was to know what was trending and to find tweets one found relevant by typing in “#” then keyword. But now, people use hashtag then add a tagline!
An example would be how #JusticeForGeorgeFloyd is the tagline to fight for the what had happened to George Floyd that even Kim K has posted about it!
The bottomline is:
"Content Marketing is a type of storytelling where we create, distribute and amplify conversations about interesting, relevant and useful content to your defined audience."
How can one do Content Marketing? Well, its composed of four phases with 8 steps. In relation to myself and to my passion for food blogging through FoodlockerPH, I will show you how I can apply the use of Content Marketing.
The first step under the pre-production phase, is Goal-setting. My goal is to share my love for food, personal favourites and recommendations. The second step is Audience mapping. I target foodies in Manila because most of my posts are food recommendations in Manila but also travellers and everyone in all parts of the globe to know what to eat and how good the food here in the Philippines is. I make use different hashtags, such as #foodph #yummyph #sweettooth #foodie, for them to find and discover my food posts. Third is Content Ideation & Planning. As seen below, my formats are short, concise and unbiased reviews. I myself have short attention span and hate reading long posts, so I'm just giving what I think other foodies out there also want to read and hear.
Pesto Mushroom and Honey Cheese Pizza from Pizza Morena
The fourth step, now under production is the Content Creation, the key is to be consistent. I started out FoodlockerPH with my own personal touch, food personally taken and tasted by me and reviews using my own words on how I would tell my friends about it. Fifth step is about Content Distribution. I use my own Instagram page and Wix Blog as outlets of my food reviews and rely on hashtags as well as word of mouth to generate more views, likes and followers. Also, under Distribution, is Content Amplification, which for me is to listen and engage in comments for suggestions and inquiries.
Under post-distribution are steps 7 Evaluation and 8 Improvement. Using the 5A's as metrics to evaluate, I know I have reached my goal which is posting my food recommendations, however, what I know I have to improve on is my visibility, to gather more followers and likes and being one of the top hits when searching for food blogs in the PH. One way in increasing my reach and awareness is to join food groups like getting featured in whattoeatph.
So now you see, Content Marketing is easy and applicable to anything we do in life.
Feel free to browse through my slides for more details:
Hope you enjoyed my post and lesson in Marketing 4.0!
Source: Marketing 4.0 Moving from Traditional to Digital by Philip Kotler
Marketing Certificate with my Digital Marketing Class!
Stay Tuned & Stay Hungry!
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