Content Marketing
An increasing trend in marketing communications is to use “content marketing.” Discuss the components of content marketing described in the article by John Rampton (a Forbes Contributor) and in your own words how each component contributes to the integrated marketing communications (IMC). Support your position.
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Ogden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising, public relations, and more. Zovio.
Chapter 7: Public Relations
Chapter 12: Trends in IMC
Articles
Breaking (some of) the rules during a crisis. (2006). PR News, 62(34), 1. Retrieved from the ProQuest database
How to...pitch a blog. (2006). PR News, 62(34), 1. Retrieved from the ProQuest database.
Ovaitt, F. & Jeffries-Fox, B. (2006). Tip sheet: In an eventful time, what's the sponsor's ROI? PR News, 62(36), 1. Retrieved from the ProQuest database.
Rampton, J. (2016, October 2). 5 key components to a successful content marketing campaign Links to an external site.. Retrieved https://www(dot)forbes(dot)com/sites/johnrampton/2016/10/02/5-key-components-to-a-successful-content-marketing-campaign/
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A tactical approach known as content marketing places an emphasis on creating and distributing valuable, pertinent, and regular material in order to attract and keep a clearly defined audience and, ultimately, spur profitable customer action (Müller & Christandl, 2019). According to John Rampton's article, a successful content marketing strategy has five essential elements: audience, content, offer, promotion and distribution, and follow-up. The integrated marketing communications (IMC) strategy depends on each component (Rampton, 2016).
The first component, audience, is essential to success in content marketing. A business must first identify its target audience, determine their needs and wants, and create content that appeals to them. This helps ensure that the content is relevant, informative, and engaging. The second component, content, is the foundation of content marketing. Content must be high-quality and engaging to be effective. It should also be tailored to the target audience to maximize its effectiveness. The third component, the offer, is a way to capture the target audience's attention and provide them with something of value. This could be a discount, a product, or a service. Whatever the offer is, it should be compelling enough to motivate the target audience to take action. The fourth component, promotion and distribution, are als...