A01 chaf6542 06 se fm indd

Activity

Complete this process to review a company’s use of different types of content to sup‑

port marketing:

1 

Review current use of content within the company through plotting different content 

types on the grid.

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Chapter 8  Digital marketing

2 

Repeat this review for 2 to 3 competitors (direct or indirect), again plotting on the 

grid.

3 

Brainstorm future content types possible.

4 

Define criteria for investing in content (e.g. generating reach, helping conversion, 

existing customers).

5 

Use your criteria from Step 4 to prioritise the 2 or 3 types of content needed to trial 

in content campaigns.

No answer provided.

Figure 8.6

Content Marketing Matrix

Source: Smart Insights (2012).

CELEBRITY

ENDORSEMENTS

REVIEWS

COMMUNITY

FORUMS

GAMES

COMPETITIONS

QUIZZES