Top 10 Certifications for Marketing Operations Specialists

The third step of the CMI content marketing framework is story The framework states that having a good plan and knowing the audience is useless if a good story is not clearly identified and communicated to that audience. Storytelling is a tool to build strong relationships with customers rather than just being a selling tool. The framework further states that the story identifies the passions of the business and serves as the foundation for all 

future content. One thing to consider is that the story does not have to follow narrative rules with beginning, middle and end. The purpose of storytelling is just to view the content through a storytelling lens with purpose, passion and heart. Its aim is to establish a strong emotional bond with the audience. Once the story is set, one should build pillars of content that helps ensure that the story echoes through all content shared and provided to the audience (Pulizzi 

Rose, 2013). Brito (2013) states that telling a complex story on several different channels will be challenging. Due to the limited amount of time one has to tell the story, the story should be simple. The author further adds that selling complex services or products will make it more difficult to simplify the story that one wants to tell. Jefferson & Tanton (2015) argues that it is important to communicate an authentic and inspiring story for everyone to get behind and 

Furthermore the two authors give

some examples of attributes of a good story; It should be customer centric rather than company centric, it should notChannels is the fourth step in the framework, which involves identifying which channels are used to deliver the message. According to Pulizzi & Rose (2013), the channels are as important to consider as the message. The authors state that a “channel plan” should be developed, were some of the key points are to identify all channels and determine which of those channels are more effective. Also, the channel plan needs to 

decide how the different channels should connect and establish objectives for each of the channels. Editorial and budgeting are other key points of the channel plan. The framework further ads that it is important to remember that channels may change over time so the “channel plan” should not be set in stone. There are both traditional channels and online channels. Traditional channels are newspapers, advertising, posters etc., while online 

channels are digitally based. Brito (2013) mentions that each of the channels should not have the exact same content, instead they should have a different content narrative or at least another writing style, this is because every community is different. Online channels are platforms for companies to interact with the customer. It creates a constant dialogue between the company and the potential consumers. The distance between companies and the 

consumers may become shorter 

when the interaction of online channels comes into play. This strengthens the user involvement and engagement (Jespersen, 2011). Social media can be used for one person to communicate with hundred or even thousands of other people (Mangold, 2009). As stated in the framework conducted by Pulizzi & Rose (2013), one has to identify all the possible channels and identify which of the channels might be most effective. According to Jefferson & 

Tanton (2013), the base of valuable content marketing is the company website and there are four roles for the website. The four roles of the website are to engage the visitors, pull them closer, get their trust, spread the word about your business and buy the products or services that you offer. The authors further states that a lot of companies have a flat website, sort of like a brochures, which means only the basic information about the company is displayed on 

information on the website. A valuable website should have a clear message and be consumer focused. Facebook is considered and ranked the number one social media channel (Shen & Bissell, 2013). Svenskarna och Internet (2015) shows in their statistics that 70 per cent swedes above 12 years are using Facebook. A study conducted by Kaur (2014) researched the usage of social networking sites. The results showed that there was a high usage of networking sites and the most popular was Facebook. According to Shen & Bissell 

The social networking platform is not 

only grown exponentially amongDespite the name, the process step is only a part of the whole content marketing process. It deals with how to actually implement the content marketing strategy and together with the other steps it makes up what this thesis has referred to as the content marketing process. The process step involves four stages. The four stages according to Pulizzi & Rose (2013) are create and manage optimize, aggregate and curate 

converse and listen; measure and learn. The process step also involves scheduling, writing guidelines, and establishing who will execute the plans and who holds responsibility. This will result in a playbook, where a lot of questions need to be answered. These questions might be: Who does what What style and writing guidelines do we have? What time slots for posting are most effective for us Etc. This step is used to operationalize the previous steps  

the framework. The framework discusses how to develop a content marketing team, and every step that comes along with creating the team. An important part of the process step is to decide what content will be distributed, and how. In addition to the importance of knowing the audience stated by Lieb (2011) Jefferson & Tanton (2015) also argues that in order to be 

Conclusion

valuable content need to be created for a specific audience that finds it useful and appreciates it. Jefferson & Tanton (2015) states that for content marketing to work really well, content needs to be valuable. The authors also makes the distinction that content is just words, knowledge and information whilst valuable content is supercharged content with a purpose. In distinction from just being content, valuable content is words, knowledge and 

information that is shaped and shared to customers and clients with the aim of being educational, helpful or inspiring. Lieb (2011) also divides content into categories. Content that educates and informs and content that entertains. Together, both Lieb (2011) and Jefferson & Tanton (2015) establish four characteristics when dividing content, the content should be educational entertaining informative and inspiring. Kissane & Halvorson (2011) states that 

there are three sources of content. One can get content from dedicated creators such as freelancers and professional communicators. Such sources have the time required to create the content asked for, however one must remember that they might lack the knowledge about complex products or processes and the website. In order to get the interest from visitors 

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