#neverending
Chapter 9: Content Marketing for Brand Curiousity
Initiating conversations with powerful storytelling
“Nothing is lost. . .Everything is transformed.”
― Michael Ende, The Neverending Story
As mentioned in the book, "Content marketing is a marketing approach that involves creating, curating , distributing , and amplifying content that is relevant, useful and useful to a clearly defined audience group in order to create conversations about the content"
With the advent of the Internet, customers can now discover the truth about brands. All the more that our company is public, we cannot hide information from our stockholders. We can no longer influence our customers with traditional advertising since customers do not trust it anymore. Opinions of others (friends and family) weigh more than whatever advertising collaterals we provide our customers.
We are able to gather more information now with Content marketing. Customers now have choices with social media. Information is now on-demand similar how you view movies and TV shows on Netflix.
People don't like to watch advertisements since they are a waste of time for consumers. This is why on YouTube, you have the option to skip the ad after 5 seconds. If there is no appeal of relevancy, people will not spend time watching it.
I believe Petron is guilty on how it is migrating its advertising into social media. They do not adjust the content to soothe the needs of our customers. There is no reinventing of the of the message as it is a direct lifting or longer version of the advertisement.
Despite the problems on adjusting into content marketing, there are many advantages on the use of such. You need to create content that will not necessarily result into brand equity or sales figures but more for the customers definition of good content.
One way of having a good content marketing program is to create original content in-house or curate it from external sources. Do not skip these steps.
Step by Step Content Marketing
Goal setting
Audience Mapping
Content Ideation and Planning
Content Creation
Content Distribution
Content Amplification
Content-Marketing Evaluation
Content-Marketing Improvement
From how I understood from the step, Companies should be careful on who our customers are. Defining the specific or intended audience is crucial in making better and specific content marketing that creates effective storytelling. Anxieties and desires must be addressed.
A considerable amount of time and budget must be allocated for such a task since you need to determine which media channel would be used to promote such content (owned,paid and earned media). Whatever the method, you need to track the amplification on how such media was spread out in terms of tracking performance.
I believe Petron is still too reliant on traditional advertising methods hence there is still a need to work on the improvement horizons of our company.
Petron needs to be challenged for them to shift from traditional advertising to content marketing. We need to provide the right information to our customers not just for compliance.
“Every real story is a never ending story.”
REFLECTION QUESTIONS:
What is the content that you think will be valuable to your customers? Most of our motorists would like to get directions to the nearest Petron station. Not just the location but linking with Waze would be helpful. Our mobile APP needs a major upgrade. Social media sites such as YouTube and Facebook need regular updating. Followers don't mean a thing if they don't advocate the brand.
Having product specs easily listed on the website would make it better for customers to understand our product more.
How can the content tell a story about your brand? Petron will always strive to show the strength of our brand by showing the behind the scenes / CSR programs. With over 80 years of heritage, we have a lot to share. The story would focus on thee everyday activities of any motorist or utility user.
Filipinos should still patronize Filipino companies instead of international brands. The younger generation needs to be properly informed of the benefits of using our
How do you plan to execute your content-marketing strategy?
Most likely Petron would need to outsource from professional content producers such as journalists and animators. I think we need fresh ideas as our marketing team seems too relaxed as we are already number one in the Philippines.