Crafted by Lu Wang, Jing Lu, Yao Li
Nowadays, the mantra of “content is king” has been relentlessly drilled into our heads. Content writing is a fresh idea in the world of e-marketing; however, John Deere published his concept on The Furrow magazine in 1895 (Moon, 2013), which means it has been around for hundreds of years.
Content marketing is a marketing technique which requires developing a relevant content to attract a particular defined audience. The objective is to promote a particular product or acquire customers to derive profitable actions.
How hospitality content marketing attract the millennials?
Millennials which as the fastest-growing consumer groups are become a huge market segment in hospitality industries. Compare to other generation, they have certain characteristic that they are surrounding with digital technology and use internet like social media almost everyday than older generation(Overmyer, 2014).
How does a good content marketing work?
There are four elements for good content marketing,The first one is emotion, which brands offered that to let customers touch the feeling, make the emotional connection. The anther one is information, which you can provide additional information to let your customers feel value in it. The third one is aspiration, which could give their customer a goal forward. The last one is identity, which companies need figure out what exactly the audience is and who the best customers potentially could be.
To implement the content marketing, the first thing you should notice is that you have to do something for customers. It is not a wish an image hope a pipe dream. The most successful campaigns are the ones that demonstrate consistent action you talk about strategy into you're blue in the face you can talk about trends and influences and goals and all wonderful staffs but if you aren't actually doing the work then you're not doing content marketing.
And the other one you should pay attention to the need that specific and consumers really needed. Content marketing is all about the consumer. Trying to solve something find out with the pain points. Because the consumers don’t care about you or your flashy solution, they care about their problems, issues and whether or not you can make their life easier.
And the other one you should pay attention to the need that specific and consumers really needed. Content marketing is all about the consumer. Trying to solve something find out with the pain points. Because the consumers don’t care about you or your flashy solution, they care about their problems, issues and whether or not you can make their life easier.
Different type of content:
Articles, images, webinars, tutorials, Q&A series, podcasts, email newsletters, info graphics, blog posts, eBooks, white papers.
Questions for discussion:
1.Do you think content marketing is effective for company?
2.Do you agree the hospitality marketing makes the Millennials as the target?
3.Do you find where content marketing are used in?
Articles, images, webinars, tutorials, Q&A series, podcasts, email newsletters, info graphics, blog posts, eBooks, white papers.
Questions for discussion:
1.Do you think content marketing is effective for company?
2.Do you agree the hospitality marketing makes the Millennials as the target?
3.Do you find where content marketing are used in?
Reference Used
http://todaymade.com/blog/history-of-content-marketing/
https://www.youtube.com/watch?v=QFyyVLJOS1g
https://www.youtube.com/watch?v=oZ-7RQj_wYU
http://todaymade.com/blog/history-of-content-marketing/
https://www.youtube.com/watch?v=QFyyVLJOS1g
https://www.youtube.com/watch?v=oZ-7RQj_wYU
I think content marketing is important because it is focusing on a specific group by using emotion and giving information. For example the Tim hortons commercial uses emotion by showing a cozy environment and basically showing what Tim Hortons is all about. This marketing is great for people who live near a Tim Hortons because after seeing the commercial it will make them want to go to tims. This makes people think about the cold weather and how tims is there to warm them up.
ReplyDeleteJohlissa
DeleteThanks for your comment. Your opinion is very helpful for understanding the importance of content marketing. You point that content marketing engages customers by giving emotion and information which closer the distance from customer to the brand, so that customers will have better insight of the company.
Do you think content marketing is effective for company?
ReplyDeleteI believe that content marketing is effective for companies because it targets consumers where it matters. Content marketing targets four main things, emotion, aspirations, identity and information, and with these four traits they’re able to relate and grasp the attention they want. If consumers are feeling they are being understood and listened to, they will more likely give their business to them. A consumer, just like anybody else, wants to be heard and have their needs taken into consideration, so when a company follows through with that they are more likely to remain a loyal customer.
Hi Afiyah
DeleteThanks for your answering our question. Your comments about how the content marketing works inspired us that consumers need a relationship with company's believe. The leadership expert Simon Sinek said "People don't buy what you do, they buy why you do it". Nowadays, consumers tend to buy a believe not just a product, so maybe the content market is the next powerful marketing strategy.
Yes, content marketing is an effective method for the company because it touches the hearts of certain groups. It provides information for the customer and also gives the customer an aspiration towards a goal that the company has. Tim Hortons is a perfect way to show that content marketing is effective. If they are not supporting a hockey team within the community they are providing something else for the community. It touches peoples heart to see that their support from buying the company products is used to provide back to their own community. That is why I believe content marketing is an effective method for companies.
ReplyDeleteThank you,
Cammi Huynh
Hi Cammi
DeleteThanks for sharing your idea about the effect about content marketing. We chose Tim Horton's as a sample because it's a local brand, and it does the marketing very well. Regional features are the big weapons for local brands, they can use that to build good public relationships. In the ads, Tim Horton's give audiences a warm and cozy atmosphere, which tie the Winter and Tim Horton's together. When customers feel cold, they will remember Tim Horton's. It the best marketing that influences customers' purchasing behaviour by giving them a idea or a feel.
I do think content marketing is an effective method for companies to use. It gets a little deeper than just telling someone to buy something because it's cheap. Using emotion or giving people goals to aspire to is incredibly effective, Aspirational marketing is really common in the fashion industry where they often show models living a certain lifestyle or doing certain things, and it can make people want to buy similar clothes in the hope that they will be like those models. I think this is a great strategy because it creates a lasting desire in consumers to continue purchasing in order to achieve their perceived goals and aspirations.
ReplyDeleteI also think content marketing does target Millennials more than other groups because they are more brand and content savvy than older generations. We've grown up surrounded by media and ads, so marketing has to be more creative to get through to a younger group of consumers.
1.Do you think content marketing is effective for company?
ReplyDeleteI think that this marketing strategy is very effective for a company. Having millennials as a target rather than other groups if more effective because they are more modernized towards todays society as opposed to the older generations. Content marketing focuses on consumer needs, which helps companies lure their customers towards buying the specific product, because they feel that it is well suited towards their everyday lives. For example, Tim Hortons targets a very warm and comforting environment in which it lures a crowd who wants that feeling especially in the cold season. It also shows how convenient Tim Hortons is to get to and how welcoming they are.
I have never seen that Tim Horton's commercial before but I loved it and I believe it was a successful way to advertise the company. It worked very well because the target audience was a small town in Canada that gets very cold, and made the customers feel at home and very warm and cozy in the middle of a freezing winter. All of the customers looked surprisingly happy and warm inside, and the idea of the knitted seats and hats brought everyone together as a community.
ReplyDeleteContent Marketing is very important when advertising because when you appeal to a specific audience, or you target consumers that all have something in common, such as the weather, you really catch the attention of the consumers because they can relate very well to what you are trying to sell. It is genius, and the commercial even worked on me. Now I know why the Tim Horton's cups have a kitted design on them in the winter! It's awesome!
Nowadays, consumers are trying to be concerned about the brand with not only quality but also personal emotional connection, and aspiration. In that point, the content marketing is a very effective method to appeal to people. I remember the commercial of Coca-cola. They removed their name for some popular names in different countries on the coke bottle. They said, "Share a Coke" in their marketing. People could buy personalized coke bottles for their friends as special gift. Million people who find it fun, shareable and personal shared the contents using social network services. Like Tim Horton and Coca-cola commercials, the contents marketing is very clever way to interact with customers or consumers.
ReplyDeleteI totally agree with Content marketing is a good way in the use of both attract customers and influence potential customers. It is a kind of communication arts with your customers instead of direct selling or distributing clients. Content Marketing focus on the needs of the customer and therefore make this marketing method more attractive.
ReplyDeleteFor Millennials, they are the generation that easy to affect by content that they are interested in since they are more sensitive with new information and technology. Furthermore, many companies use social networks to promote their brands, which I find really enhance their brand equity and increase awareness of the brand.
Shuai Dong
Thank you for sharing this article! In my opinion, content marketing is a good method to attract customers if it can combine perfectly with brand. As mentioned in this article, there are four important elements for good content marketing: emotion, information, aspiration, and identity.
ReplyDeleteHowever, the most key factor is the highly integration between brand image and content. There are two factors which can determine the quality of content marketing. First, Target product should be consistent with the requirements of target customers. Second, Brand image should be insert into content which company want to convey through atmosphere,people, colour even music. For example, we can found the main colours in Tim Hortons’ advertisement are red and white, which is the colours of Tim Horton’s logo. Therefore, brand image and culture should be inserted into the content which are close relevant to the brand.
BEINI WENG
ReplyDelete3.Do you find where content marketing are used in?
The Tim Horton’s advertisement that was posted was shown as an example of content marketing. Having watched the ad, I think that content marketing is effective. The blog states that there are four elements for good content marketing, the first is emotion, second is information, third is aspiration and the last is identity. Content marketing is used by various advertisers though they may have different products. I believe that content marketing are used in a lot of different ads, even if the emotion triggered, the information, the aspiration and the identity are all different. A company such as Nike, may trigger emotions regarding sport events with information that leads customers to feel like champions. Then for aspiration they would give customers a goal of self-improvement through their products and their identity would target athletes. Content marketing is used in many different ads.
Eunice Azurin Liban
I think content marketing is an effective method for companies because it helps the consumer understand the point of advertisement a lot easier. It is effective for the company as it attracts relatable content for consumers because of the emotional connection which allows the customer to have trust and attraction to the company. Content marketing is used in social media to attract millennial which engages people to share and socialize on something they care about. This also builds connections for the company on different social platforms to attract a wider audience which I think is a very effective method of marketing.
ReplyDeleteJacquelyn Hechanova
Hi, Jacquelyn
DeleteThanks for share your opinion. You have a good understand for content marketing. It is a really effective method for company to share their idea and productions. And make customers understand advertisements easily.