Module 51. Define content marketing. What should content marketing do in order to besuccessful2. Why is content Marketing important? Discuss3. Branded content can be distributed in many ways. In this episode, the KaPost list ofthe top 50 content marketers was provided. Select one of these brands, and provideexplicit examples of how they distribute content online. Be as comprehensive aspossible (e.g online events, e-magazines, social networks, mobile apps etc.)Module 61. Define owned media. For a brand of your choice, provide examples of at least 7 typesof digital assets they use to communicate with audiences2. There are 7 considerations when investing in owned media assets. In relation to ONEbrand of your choice, discuss their top THREE channels (priority channels) andanswer the following:a. Why they are using these 3 channels?b. Do each of the channels target the same audience?c. How successful is each channel at leveraging earned media?3. What is a branded application, and what are the benefits of branded apps?Module 71. Define Brand engagement. Thinking of one brand that you are familiar with, provideat least THREE examples of the digital engagement platforms where audiencesengage2. In the module episode, examples of engagement were provided. Provide details ofTWO of your own campaign examples where engagement was achieved. Be specificabout the campaign, how audiences engaged and related outcomes3. What is participation branding? In 2011, Forrester group published a ladder ofparticipation types. This ladder included inactives, spectators, joiners, collectors,critics, conversationalists, and creators. Each of these types have specific behaviours.Which of these best describe you. Detail why.4. What is a âHuman Era Brandâ? Select ONE human era brand from the Lippincottreport. Thinking about the three criteria used to rate a brand as being âhumanâdiscuss why the brand you have selected has been classified as a human era brandModule 81. Define the term âbrand advocateâ. A brand can engage with advocates in many ways(e.g. by providing; information, entertaining content, competitions, etc). Select Onebrand you are familiar with. Explain how they engage audiences to becomeadvocates.2. Define the term âsocial media listeningâ. Provide your views. Is it ethical that brandsengage in social media listening?
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