29 Jun Define content marketing-What should content marketing
Question
Module 5
1. Define content marketing. What should content marketing do in order to be
successful
2. Why is content Marketing important? Discuss
3. Branded content can be distributed in many ways. In this episode, the KaPost list of
the top 50 content marketers was provided. Select one of these brands, and provide
explicit examples of how they distribute content online. Be as comprehensive as
possible (e.g online events, e-magazines, social networks, mobile apps etc.)
Module 6
1. Define owned media. For a brand of your choice, provide examples of at least 7 types
of digital assets they use to communicate with audiences
2. There are 7 considerations when investing in owned media assets. In relation to ONE
brand of your choice, discuss their top THREE channels (priority channels) and
answer the following:
a. Why they are using these 3 channels?
b. Do each of the channels target the same audience?
c. How successful is each channel at leveraging earned media?
3. What is a branded application, and what are the benefits of branded apps?
Module 7
1. Define Brand engagement. Thinking of one brand that you are familiar with, provide
at least THREE examples of the digital engagement platforms where audiences
engage
2. In the module episode, examples of engagement were provided. Provide details of
TWO of your own campaign examples where engagement was achieved. Be specific
about the campaign, how audiences engaged and related outcomes
3. What is participation branding? In 2011, Forrester group published a ladder of
participation types. This ladder included inactives, spectators, joiners, collectors,
critics, conversationalists, and creators. Each of these types have specific behaviours.
Which of these best describe you. Detail why.
4. What is a ‘Human Era Brand’? Select ONE human era brand from the Lippincott
report. Thinking about the three criteria used to rate a brand as being ‘human’
discuss why the brand you have selected has been classified as a human era brand
Module 8
1. Define the term ‘brand advocate’. A brand can engage with advocates in many ways
(e.g. by providing; information, entertaining content, competitions, etc). Select One
brand you are familiar with. Explain how they engage audiences to become
advocates.
2. Define the term “social media listening”. Provide your views. Is it ethical that brands
engage in social media listening?
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