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Share This Too: More Social Media Solutions for PR Professionals by Stephen Waddington, Rob Brown, Chartered Institute of Public Relations

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Chapter 3

Content Frameworks: Using Content to Achieve Marketing Communications Goals

Robin Wilson

Content is probably the most powerful asset in current marketing communications campaigns and will only become more important. In terms of engaging audiences, and driving business goals, creating a compelling content strategy is perhaps one of the most critical factors facing businesses today. What follows is an overview and a simple methodology for planning content strategies with practical tips for producing content frameworks.

Rise of content marketing

In the age of shareable “always on” communications, brands are being urged to become publishers and use content more effectively to deliver business benefit. More and more companies are creating and publishing content across their owned media platforms, sharing content through earned media channels and displaying content in paid media. This has led to the rise of a new discipline called Content Marketing.

According to the Content Marketing Institute (CMI):

“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”5

Research suggests that content marketing is set to grow in importance. In 2012 Econsultancy published research in conjunction with Outbrain6 that revealed that 90% of digital marketing executives believe content marketing will become more ...

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