Comprehensive Content Strategy for Apple Inc.

Comprehensive Content Strategy for Apple Inc.
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Comprehensive Content Strategy for Apple Inc.
Introduction
Apple Inc. is an American conglomerate technology company. Its main offices are in Cupertino, California. The company creates and moves electronics, computer software and internet services. Apple Inc. operates globally. It is the global third-largest phone manufacturer, maintaining more than 500 retail chains in 25 countries worldwide to date (Odaymat, 2018). Also, Apple products users exceed 1.5 billion globally (Odaymat, 2018). The company's goals and objectives include supplying end-users with high-quality systems, perfect customer experience through its new merchandise and mechanics, and creating and promoting original unique and advanced output. The brand also aims at expanding its markets by opening new shops, introducing new merchandise, modernizing manufacture, and applying intelligent extensive advertising strategies (Odaymat, 2018). The company is also committed to the highest social responsibility standards by providing safe working conditions for its workforce and using environmentally friendly manufacturing processes. As the vice president of communications at Apple Inc., my first order of business would be to create a comprehensive content strategy in line with the brand’s business goals. This essay will discuss robust content strategies for all media types: paid, earned, shared, and owned in line with Apple Inc. brand organizational goals.
Organizational Goals that Content Marketing supports
Content marketing and presentation refers to distribution, consistency, and creation of calculated advertising methods, consequently building an audience and eventually achieving increased revenue, reduced costs, and better customers (Luttrell, 2018). Apple Inc.'s marketing objectives include the following; place Apple as a brand of choice, grow its value and niche, produce and distribute output personally without involving intermediaries, and invest in scientific research to create state-of-the-art gadgets (Odaymat, 2018). Effective market campaigns capitalize on all platforms of advertising. Therefore, the realization of these marketing goals will require strong content marketing across all media types, as discussed below.
Paid Media
Paid advertising is any advertising that an organization has to pay for (Dolan, 2018). The advertising company pays the owner of ad space to utilize that space to reach its target clientele. Paid advertising is vital in marketing because it exposes a brand to a larger audience (Dolan, 2018). Apple Inc. should promote its products through commercials when they launch new products and print advertisements running through the product’s life. Apple Inc. does not have a marketing budget since they do not advertise their products. Therefore, by marketing its products through paid advertising, the company would attract new markets, increasing its growth.
Earned Media
Earned media is a component of content marketing that only a few companies have incorporated (Kolb, 2018). Earned media is free. However, earned media requires a brand to attract influencers, media organizations, fans and other significant audiences who are influential. Therefore, these influential audiences help a brand access broader markets from the content published by the influential audiences concerning a specific brand (Kolb, 2018). Apple Inc. could primarily benefit from earned marketing because it is a brand that has continuously captured the attention of influential audiences due to the quality of its products. The company can bank on influencer's reviews to reach broader markets and position itself as a premium brand corresponding to its goals and objectives.
Shared Media
Shared media entails any information displayed on public network platforms such as Twitter, LinkedIn, Instagram, and Facebook concerning a particular brand. Shared media is among the most cost-effective public relations platforms preferred by most brands to advertise their products (Dolan, 2018). Apple Inc. can benefit from shared media through posting content about its products focusing on their unique features. The platforms will also enhance interactions with the brand's users, who give feedback on their experiences using the products, giving insights into the areas to improve in their product manufacture. This will help the company realize its goal of enhancing customer experience and manufacture innovative products and technologies.
Owned Media
Owned media describes any web-based property acknowledged and managed by a specific label, such as a web page or social network platforms (Dolan, 2018). Owning more media platforms increases a company's digital presence, which increases its potential for market growth and expansion. Apple Inc. can create websites not only for clients to shop their products but also...