"content marketing"
TRANSCRIPT
Egyptair Training CenterEgyptair Training Center
Digital Content MarketingBy Mohammed Ghorab
Egyptair Training Center
Introduction
This Training Program breaks down digital
strategy to its fundamental core: why does my
business exist and why do my customers care?
Trainees will be provided with an actionable
understanding of current digital landscape to
drive success and growth for business
throughout the main principles of content
marketing and best practices of digital content
marketing
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Digital Content Marketing
Learning Outcomes:
Determine clear business objectives and customer
needs forming the content marketing
Identify methods/ tools/ resources needed for the
digital content marketing
Understand the customer journey and all possible
interaction
Create s strategy for digital content marketing
Improve the Return of Investment (ROI) through best
practicing of digital content marketing
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Lesson Plan:1. Determine clear business objectives and customer needs forming
the content marketing (9 Minutes)A. Understand Business objectives and Digital Media ( 2 Slide, 2 Minutes)
B. Recognize Digital Channels ( 1 Slide, 1 Minute)
C. Activity (Name of Brand + Situation or Verb) ( 1 Slide, 2 Minutes)
D. Explain Digital Transformation and online marketing ( 2 Slide, 2 Minutes)
E. Define Content marketing and process flow ( 2 Slide, 2 Minutes)
2. Identify methods/ tools/ resources needed for the digital content
marketing (5 Minutes)A. Selling ourselves not products ( 1 Slide, 1 Minute)
B. Implement and develop the concept ( 2 Slide, 2 Minute)
C. Understand the business customer relationship ( 2 Slide, 2 Minute)
3. Understand the customer journey and all possible interaction,5MinA. Determine the Digital Marketing behavior ( 1 Slide, 1 Minute)
B. Find Scenarios, Personas ( 1 Slide, 1 Minute)
C. Reach the Win-Win Situation, Group Activity ( 1 Slide, 1 Minute)
D. Explain the Journey: Start, Peak, End ( 1 Slide, 1 Minute)
E. Reach Beyond the customer satisfaction ( 1 Slide, 1 Minute)
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Lesson Plan: (Continue)
Break (1 Minutes), Discussion
4. Create strategy for digital content marketing (6 Minutes)A. Understand the meaning of SEO (Search Engine Optimization and Adwards)1 Slide, 1 Minute
B. How to improve your SEO ( 1 Slide, 1 Minute)
C. Digital Teams
• Find the Analytical Measures ( 1 Slide, 1 Minute)
• Implement Efficient and Effective Teams/ Bloggers ( 1 Slide, 1 Minute)
• Deliver a Message ( 1 Slide, 1 Minute)
• Reach Consistency and Commitment ( 1 Slide, 1 Minute)
5. Improve the Return on Investment (ROI) through digital content
marketing (5 Minutes)A. Compare between Short term classical profits from today Vs. Long term sustainable profits
from tomorrow ( 1 Slide, 1 Minute)
B. Find out the budget of the Digital Content Marketing ( 1 Slide, 1 Minute)
C. Case Study from the global Content Marketing ( 1 Slide, 2 Minute)
D. Exam (Case study from your business) ( 1 Slide, 1 Minute)
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Assessment PlanNo. Assessment Tool Session # Time Learning Outcomes Points
1. Group work activity Session1 30 Minutes Creating a digital content
strategy and find proper
tools
10%
2. Assignment Session1 Home Task Creating a digital content
strategy and find proper
tools
5%
3. Quiz Session2 30 Minutes Selling ourselves and not the
product
10%
4. Assignment Session2 Home Task Selling ourselves and not the
product
5%
5. Quiz Session3 30 Minutes Defining business objectives
for content strategy reflects
the customer loyalty
10%
6. Assignment Session3 Home Task Defining business objectives
for content strategy reflects
the customer loyalty
5%
7. Roll Play Session4 30 Minutes Creating digital teams 10%
8. Assignment Session4 Home Task Creating digital teams 5%
9. Case Study Session5 30 Minutes Applying the content
marketing
10%
10. Exam Session5 30 Minutes Applying the content
marketing
30%
Final 100%
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Introduction
Consumers have shut off the traditional world of
marketing. They own a DVR to skip television
advertising, often ignore magazine advertising,
and now have become so adept at online “surfing”
that they can take in online information without a
care for banners or buttons (making them
irrelevant).
Smart marketers understand that traditional
marketing is becoming less and less effective by
the minute, and that there has to be a better way.
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1- Determine clear business objectives and
customer needs forming the content marketing
Understand Business objectives and Digital Media
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Passionate
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1- Determine clear business objectives and
customer needs forming the content marketing
Understand Business objectives and Digital Media
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1- Determine clear business objectives and
customer needs forming the content marketing
Recognize Digital Channels
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1- Determine clear business objectives and
customer needs forming the content marketing
Activity (Brand Name + Story)
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1- Determine clear business objectives and
customer needs forming the content marketing
Activity (Brand Name + Story)
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1- Determine clear business objectives and
customer needs forming the content marketing
Explain Digital Transformation and online
marketing
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1- Determine clear business objectives and
customer needs forming the content marketing
Explain Digital Content Transformation and online
marketing
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1- Determine clear business objectives and
customer needs forming the content marketing
Define Content marketing and process flow
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2- Identify methods/ tools/ resources needed for
the digital content marketing
Selling ourselves not products
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2- Identify methods/ tools/ resources needed for
the digital content marketing
Implement and develop the concept
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2- Identify methods/ tools/ resources needed for
the digital content marketing
Implement and develop the concept
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2- Identify methods/ tools/ resources needed for
the digital content marketing
Understand the business customer relationship
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2- Identify methods/ tools/ resources needed for
the digital content marketing
Understand the business customer relationship
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3- Understand the customer journey and all
possible interaction
Determine the Digital Marketing behavior
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3- Understand the customer journey and all
possible interaction
Find Scenarios, Personas
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3- Understand the customer journey and all
possible interaction
Reach the Win-Win Situation, Group Activity
Think of a product, try to explain the best place, Name?
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3- Understand the customer journey and all
possible interaction
Explain the Journey: Start, Peak, End
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3- Understand the customer journey and all
possible interaction
Reach Beyond the customer satisfaction
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Happy Meal Toys& McCaféMeet Moms’ Quality Correspondent
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4- Create strategy for digital content marketing
Understand the meaning of SEO (Search Engine Optimization Vs Adwords)
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4- Create strategy for digital content marketing
How to improve your SEO
1. Document your SEO strategy
2. View SEO and content marketing as partners, not
opponents
3. Audit your SEO
4. Use owned, paid, and earned media in SEO
5. Consider the “4 Vs” of semantic search
6. Choose the right keyword
7. Optimize your content
8. Incorporate SEO into social
9. Choose the right agency
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4- Create strategy for digital content marketing
How to improve your SEO
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10. Take advantage of outside sites’ SEO power
11. Use rich snippets
12. Activate your employees for greater SEO power
13. Measure your success
14. Use SEO data to inform all content marketing
15. Keep learning about SEO
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4- Create strategy for digital content marketing
Digital Teams
• Find the Analytical Measures, Measure the Success of Content Marketing
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4- Create strategy for digital content marketing
Digital Teams
• Implement Efficient and Effective Teams/ Bloggers
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4- Create strategy for digital content marketing
Digital Teams
• Deliver a Message
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4- Create strategy for digital content marketing
Digital Teams
• Reach Consistency and Commitment
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5- Improve the Return on Investment (ROI)
through digital content marketing
Compare between Short term classical profits from today Vs. Long term
sustainable profits from tomorrow
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5- Improve the Return on Investment (ROI)
through digital content marketing
“Attracting new customers gain or retaining
existing customers through valuable and
compelling relevant in a consistent basis ” Joe Pulizzi, Founder Content Marketing Institute
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5- Improve the Return on Investment (ROI)
through digital content marketing
Find out the budget of the Digital Content Marketing
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5- Improve the Return on Investment (ROI)
through digital content marketing
Case Study from the global Content Marketing
Head & Shoulders for both hair care and fighting aliens
selenium sulfide, 2001
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Home Assignment 1: 5 Marks
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Say a Story and Join Us:
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Exam (Case study from your business)
Story to sell your product without
saying its name
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Q & A
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More Information:
Digital marketing strategy
http://contentmarketingawards.com/
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More Information (Continue)
What is Content Marketing and Why Does Your
Business Need It?
Content, E-mail, and Marketing Automation
http://contentmarketinginstitute.com/
Course Model
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