Content
marketing
Sergio Pinzon
This Photo by Unknown Author is licensed under CC BY-SA-NC

Content
creation
It is the creation and
sharing of content in
different formats such as
videos, blogs, and social
media posts

Types (categories of content)
Connection Content Conversation Content Education Content
Entertainment Content Inspiration Content
Promotion Content

Content that covers the customer
journey

Content
marketing
strategy
• Objectives.
• Key Performance Indicator (KPI)
measurement.
• Audience segmentation.
• Content type selection.
• Platform selection.
• Social listening.
• Competitor analysis.
• Content audit.
• Resourcing
• Scheduling.

The mini-
creative brief
• Creative briefs provide a kind of map that
clients and creative partners can use to
determine which avenues to pursue.

The mini-creative brief
CONTENT CONTEXT PURPOSE

The
mini-
creative
brief
• Content: A recipe for shortbread cookies with chocolate chips and sea
salt
• Context: The audience is Facebook readers interested in baking and
desserts
• Purpose: Get readers to buy your brand of sea salt

Activity 1: Inside out and Bio ink
Who do you think the target market/s are for
the content on these initiatives?
What types of content do they use? E.g
inspirational, educational etc (customer journey)
Design a mini creative brief for a Tik tok video

Activity 2
Create a 1 minute tik tok for these two initiatives Discuss a writing piece for these two initiatives

Reminder
Projects