Samenvatting Content Marketing
Inhoudsopgave
Hoofstuk 1 inleiding op content marketing..................................................................................................... 4
1.1 Definitie van content marketing....................................................................................................................4
1.1 Contentmarketing voor alle type bedrijven...................................................................................................4
1.2 Content marketing versus traditional marketing...........................................................................................4
1.3 Contentmarketing in relatie tot de (online) marketingstrategie...................................................................4
1.4 Content marketing en involvement................................................................................................................5
Hoofdstuk 2 populariteit van content marketing............................................................................................5
2.1 Een eeuw content marketing met papieren magazines.................................................................................5
2.2 Transformatie van customer media naar content marketing........................................................................5
2.3 Budgetten voor content marketing................................................................................................................5
2.4 Content marketing in de Gartner Hype Cycle.................................................................................................5
Hoofstuk 3 Redenen om met contentmarketing aan de slag te gaan...............................................................6
3.1 Weestand tegen beïnvloeding door reclame.................................................................................................6
3.2 Herkennen van de commerciële inhoud van de boodschap...........................................................................6
, 3.3 Herkennen van de bron van de boodschap....................................................................................................7
Hoofstuk 4 Weerstand-neutraliserende overtuigingstechnieken via content marketing..................................7
4.1 Non-branded content.....................................................................................................................................7
4.2 Influencer marketing......................................................................................................................................7
4.3 Native advertising..........................................................................................................................................8
Hoofstuk 5 Introductie op content................................................................................................................. 8
5.1 Beschrijving van content................................................................................................................................8
5.2 Contenttype....................................................................................................................................................8
5.3 Contentpiramide............................................................................................................................................8
5.4 Contentinstrumenten.....................................................................................................................................8
Hoofstuk 6 Merk-gegenereerde content en gebruiker-gegenereerde content.................................................9
6.1 Constructie van een merk door merk gegenereerde en gebruiker-gegenereerde content............................9
6.2 Merk-gegenereerde content..........................................................................................................................9
6.3 Gebruiker-gegenereerde content...................................................................................................................9
6.4 Controle over de verschillende soorten content...........................................................................................11
Hoofstuk 7 productie-en distributievormen bij content................................................................................11
7.1 POEM-model................................................................................................................................................11
7.2 Eigen content................................................................................................................................................11
7.3 Betaalde content..........................................................................................................................................11
7.4 Verdiende aandacht.....................................................................................................................................12
Hoofstuk 8 Belangrijkste contentmarketingkanalen......................................................................................12
8.1 Convergentie van media..............................................................................................................................12
8.2 meest voorkomende kanalen voor de distributie van content....................................................................12
8.3 Consumptie van content op mobiele devices...............................................................................................12
Hoofstuk 9 Behoefte van de doelgroep......................................................................................................... 13
9.1 Buyer persona..............................................................................................................................................13
9.2 Buyer’s journey.............................................................................................................................................13
9.3 Creëren van de buyers persona’s en de buyer’s journeys............................................................................13
Hoofstuk 10 Organisatiedoelstellingen......................................................................................................... 14
10.1 Primaire taak van marketing.....................................................................................................................14
10.2 Doelstellingen van contentmarketing........................................................................................................14
10.3 Onderscheidende content..........................................................................................................................14
Hoofstuk 11 Productie en distributie van content.........................................................................................14
Aantekeningen van literatuur online............................................................................................................ 15
Storytelling.........................................................................................................................................................15
, Beklijf..................................................................................................................................................................15
Artikelen user experience...................................................................................................................................16
LIFT MODEL........................................................................................................................................................17
Native advertising..............................................................................................................................................18
Email marketing.................................................................................................................................................19
Conversie attributie............................................................................................................................................19
Inhoudsopgave
Hoofstuk 1 inleiding op content marketing..................................................................................................... 4
1.1 Definitie van content marketing....................................................................................................................4
1.1 Contentmarketing voor alle type bedrijven...................................................................................................4
1.2 Content marketing versus traditional marketing...........................................................................................4
1.3 Contentmarketing in relatie tot de (online) marketingstrategie...................................................................4
1.4 Content marketing en involvement................................................................................................................5
Hoofdstuk 2 populariteit van content marketing............................................................................................5
2.1 Een eeuw content marketing met papieren magazines.................................................................................5
2.2 Transformatie van customer media naar content marketing........................................................................5
2.3 Budgetten voor content marketing................................................................................................................5
2.4 Content marketing in de Gartner Hype Cycle.................................................................................................5
Hoofstuk 3 Redenen om met contentmarketing aan de slag te gaan...............................................................6
3.1 Weestand tegen beïnvloeding door reclame.................................................................................................6
3.2 Herkennen van de commerciële inhoud van de boodschap...........................................................................6
, 3.3 Herkennen van de bron van de boodschap....................................................................................................7
Hoofstuk 4 Weerstand-neutraliserende overtuigingstechnieken via content marketing..................................7
4.1 Non-branded content.....................................................................................................................................7
4.2 Influencer marketing......................................................................................................................................7
4.3 Native advertising..........................................................................................................................................8
Hoofstuk 5 Introductie op content................................................................................................................. 8
5.1 Beschrijving van content................................................................................................................................8
5.2 Contenttype....................................................................................................................................................8
5.3 Contentpiramide............................................................................................................................................8
5.4 Contentinstrumenten.....................................................................................................................................8
Hoofstuk 6 Merk-gegenereerde content en gebruiker-gegenereerde content.................................................9
6.1 Constructie van een merk door merk gegenereerde en gebruiker-gegenereerde content............................9
6.2 Merk-gegenereerde content..........................................................................................................................9
6.3 Gebruiker-gegenereerde content...................................................................................................................9
6.4 Controle over de verschillende soorten content...........................................................................................11
Hoofstuk 7 productie-en distributievormen bij content................................................................................11
7.1 POEM-model................................................................................................................................................11
7.2 Eigen content................................................................................................................................................11
7.3 Betaalde content..........................................................................................................................................11
7.4 Verdiende aandacht.....................................................................................................................................12
Hoofstuk 8 Belangrijkste contentmarketingkanalen......................................................................................12
8.1 Convergentie van media..............................................................................................................................12
8.2 meest voorkomende kanalen voor de distributie van content....................................................................12
8.3 Consumptie van content op mobiele devices...............................................................................................12
Hoofstuk 9 Behoefte van de doelgroep......................................................................................................... 13
9.1 Buyer persona..............................................................................................................................................13
9.2 Buyer’s journey.............................................................................................................................................13
9.3 Creëren van de buyers persona’s en de buyer’s journeys............................................................................13
Hoofstuk 10 Organisatiedoelstellingen......................................................................................................... 14
10.1 Primaire taak van marketing.....................................................................................................................14
10.2 Doelstellingen van contentmarketing........................................................................................................14
10.3 Onderscheidende content..........................................................................................................................14
Hoofstuk 11 Productie en distributie van content.........................................................................................14
Aantekeningen van literatuur online............................................................................................................ 15
Storytelling.........................................................................................................................................................15
, Beklijf..................................................................................................................................................................15
Artikelen user experience...................................................................................................................................16
LIFT MODEL........................................................................................................................................................17
Native advertising..............................................................................................................................................18
Email marketing.................................................................................................................................................19
Conversie attributie............................................................................................................................................19
