For this assignment you are going to analyze the content marketing examples you are assigned in class.
You will analyze four examples from the 2016 Content Marketing Institute's 75 Examples To Spark Your Content Marketing Creativity and four additional examples from the 2017 Content Marketing Institute's 75 More Content Marketing examples. (Both complete ebooks are below.)
Using links provided in the examples you are assigned our using Google search, spend sometime taking a look at the actual content marketing tactic produced and "owned" by the brand.
Analyze the examples based on a couple of resources we will go over in class.
2. Analyze the format and content type (Periodic Table of Content Marketing) based on the Content Marketing Institute's 2016 Content Marketing Playbook that you will also find below.
3. Take down some notes as you prepare for your presentation. You can write them up directly on your example handouts, or you can type up your notes if you prefer. You will hand in your notes after completing your presentations.
4. In class you will do a brief presentation of the examples your are assigned and the analysis you complete. Presentation should include 1) identification and definition of the the brand (example: Mini Cooper USA sub compact car company) 2) identification of the content type and format/tactic (social media content/Instagram/visual content) 3) your personal perspective on how effective you think this tactic is for the brand based on the 10 Principles of Good Content and the insights presented in the Content Marketing Playbook (below) that help you decide whether a given tactic should play a part in a brand's strategic content marketing plan.
We have two weeks (four classes) set aside for presentations. We will begin by having you present your 2016 examples the first week and examples from 2017 the second week set aside for presentations. With this presentation schedule we can see if there is an evolution in the quality of content, types of content being produced, and channels being utilized to distribute content.