search-sem-six

CONTENT MARKETING
SOCIAL MEDIA

real-world-content-marketing-social-media


+33 6 80 43 29 05
hubert@kratiroff.com







Workshop / Use-Case for
CONTENT MARKETING

1

BEST AD EVER

Show the class your best ad and try to win the popularity score send me your link to hubert@kratiroff.com

2

From micro moments to nano-moments

Google imagines the theory of ZMOT and evolves to defining 4 micro-moments.
1/ Can you be more precise for each moment and build sub parts
2/ Can you imagine Moment 5 and 6 (or more)

3

Quote the
CONTENT BOOK 1

Download the CONTENT BOOK #2, find a quote, illustrate the quote and draw a picture with the quote illustrated and the proper reference (APA Style).
Please find an inspirational image from unsplash.com, representing what content marketing means to you, and use it in background
You can either publish it on LinkedIn or send it to my by email

CONTENT-BOOK1

4

Quote another BOOK 2

Download the CONTENT BOOK #2, find a quote, illustrate the quote and draw a picture with the quote illustrated and the proper reference (APA Style).
please use an inspirational image from unsplash.com, representing what the quote means to you
You can either publish it on linkedin or send it to my by email

CONTENT BOOK2




5

Semantic Cocon / Topic Cluster

the art of organization
A semantic cocoon, or topic cluster, is a tree structure of the pages of a website. Each page is linked to a branch, and the pages of the same branch are themselves linked to each other by semantically related words.
The goal is to strongly link together a certain number of pages with a strong common theme. For example, we will link a set of pages dealing with SUBJECT#1 with others dealing with SUBJECT#2, the central theme being the persona's problem.
This technique is part of the content strategy and is linked to UX.
Use Whimscal (or any other mind map tool: Xmind, Miro, Figma, MindNode) to draw your semantic cocon about the couple of SUBJECTS.

6

Turing Test: GenAI or AGI or Human Text?

With or without ai?
Imagine 10 questions to ask to a candidate/applicant during interview for a business school admission.
Imagine a brief introduction to the school (100 words).
The motivation Interview is a free discussion without preparation about the candidate’s academic and extracurricular background, interests, professional project and expectations regarding the program and GEM.
The objective is to assess the candidate’s motivation, interest in business and management studies, their open-mindedness, adaptability, curiosity, general knowledge, and ability to persuade.
You will present your proposition and each group will guess if it is 100% AI or 100% human.
At the end, in each condition, it must be a good piece of content. If human and poor: 15/20 - if human and great: 19/20 - if AI and great 20/20 - if AI and pour 2/20 -

7

CONTENT CALENDAR

If you want to execute a strong, seamless content strategy, you need a content calendar.
Content calendars aren’t just about organizing your upcoming posts; they also help ensure that your content aligns with your strategic goals and maximizes your resources efficiently.

Present a quarterly content calendar showing how your content mix is diversify (persona, media, format, subject, length...). Please include your influence marketing inside your proposal.

AIRTABLE Content Calendar Template




8

GARY VEE: DAY ATTENTION TRADING

You have a few pages of the book, below...
1/ Can you summarize Gary's career and influence
2/ Can you explain the title of his last book : DAY TRADING ATTENTION
3/ Can you choose five tips from the book and from Gary Speeches to give to a large French company
first pages

9

Video on Startup by YC



VIDEO

10

NUDGE

Imagine a nudge for these different situations:
1/ How to convince student to be on time at 9am?
2/ How to be sure to have the attention of an entire group of students?
3/ How to convince people to do a 12hours digital detox every week?
4/ Can you find a way to do at least three hours of sport every week?
5/ How do you invite people to go and vote on the June 9th election?
6/ You want to know the email address (and more) of your website visitors?
BVA

11

Your Master Piece

INDIVIDUAL Work
Publish your content master piece. Find a way to publish something meaningful in a creative way, accessible online by an URL (as simple as possible and as short as possible), searchable by crawlers (check in Sept.).
The grade will take into account:
- the quality of the copywriting,
- the way it's published and the media used,
- and all interactions, infographics, social media related, CTA ...




12

CURATION

Show a curation of at least 10 articles on the subject your are studying for your thesis (or any other school related subject) in a curation tool like instapaper, or scoopit or feedly.

CURATION

13

StoryTelling...
Once upon a time...

Write a story, using the narrative arc of Christopher Vogler ( and Campbell ), about your product, service, value proposition, company mission, company history, your CEO... or GEM
1- Ordinary World
2- Call To Adventure
3- Refusal Of The Call
4- Meeting Of The Mentor
5- Crossing The Threshold (Launch Into The Special World)
6- Tests, Allies, Enemies
7- Approach To The Inmost Cave
8- The Ordeal
9- Reward
10- The Chase
11- Resurrection
12- Return With Elixir
STORY ARCS

14

CONTENT Flip Card ...

With the flip card template below, imagine 3 flip cards about content or social media one word or question and the proper answer on the back. Send your proposal by email at hubert@kratiroff.com
You will have the pleasure to see the whole class learning on your material!

15

Video from Steve



VIDEO


slip

1  /  Content marketing has become an essential strategy

Content marketing has become an essential strategy for businesses to connect with their audiences and drive success in the digital age. In this course, we will explore real-world case studies that demonstrate the power of content marketing in unlocking success. We will delve into four key aspects of these case studies, highlighting the strategies and tactics that have proven effective in helping businesses achieve their goals. By understanding these concepts, we can gain valuable insights into how to create and execute successful content marketing campaigns.

pm

3  /  Content Calendar

Marketers take note: If you want to execute a strong, seamless content strategy, you need a content calendar. Content calendars aren’t just about organizing your upcoming posts; they also help ensure that your content aligns with your strategic goals and maximizes your resources efficiently. Whether you’re managing multiple social platforms or experimenting with various content types, a content calendar provides you with the blueprint for consistent, impactful content creation.

chef-produit

4  /  Media World

ATV addressable TV
Connected TV (CTV)
SVOD subscribe video on demand
AVOD : advertising video on demand
PTV : Programmatic TV
Broadcaster Video on Demand (BVOD)

Subscribe to my Substack newsletter...

...

QUIZ REHEARSAL WITH FLIP CARDS

1

UX CX

physique

web

mobile

sociale

metavers


Must in Search on any algorithm

2

SEARCH = ?
SEO & SAIO + SEA + ASO + SMO + Local + retail media



3

definition, copywriting
Copywriting is the art of convincing, persuading, influencing others with the aim of promoting a product, a person, a company, an opinion or an idea

4

SERP ?
Search engine result page
=
The first page the search engine gives when you click “enter”

5

EEAT


Experience, Expertise, Authoritativeness, Trustworthiness

6

Backlink
A link created when one website links to another.
The quality and quantity of the backlinks can help you rank higher in SE.

7

Position zero
42
It’s the best spot in search results, above even the number one organic results.

8

Topic Cluster
Topic Cluster or semantic cocoon is a tree structure of the pages of a website. Each page is linked to a branch, and the pages of the same branch are themselves linked to each other by semantically related words.

9

What is the purpose of meta tags in SEO?
Meta tags provide information about a web page to search engines and website visitors. Common meta tags include meta titles, meta descriptions, and meta keywords, which can influence a page's ranking and appearance in search results.

10


What is the significance of anchor text in SEO?
Anchor text is the clickable text in a hyperlink. It helps search engines understand the content of the linked page. Relevant and descriptive anchor text can improve the ranking of the linked page for the targeted keywords.

11


M3
Modern Marketing Model
1. Strategy
2. Market Orientation
3. Customer insight
4. Brand & Value
5. Segmentation Targeting
6. Positioning
7. UX / CX & content
8. Distribution
9. Promotion
10. Data and Measurement

12


What is the role of site structure in SEO?
A well-organized site structure makes it easier for search engines to crawl and index your website's content. It also enhances user experience by helping visitors navigate your site more efficiently. A clear site structure can improve SEO by ensuring that important pages are easily accessible and linked together logically.
called sitemap.xml

13


ATV SVOD AVOD BVOD PTV ???
Acronym for:

ATV addressable TV
Connected TV (CTV) SVOD subscribe video on demand
AVOD : advertising video on demand
PTV : Programmatic TV
Broadcaster Video on Demand (BVOD)

14


3 piliers
du Digital
1/ User / customer
2/ EXPERIENCE UX CX
3/ DATA
Un utilisateur a des attentes lorsqu’il rencontre la marque dans un parcours enchanté et il laisse des traces de son passage sous forme de données
Digital = Data : tout acte digital entraîne des data à analyser

15


Finalité des
Expériences
Engager les clients et utilisateurs
les transformer en promoteurs
les fidéliser et ...

VENDRE

16


Carte EMPATHIE
Composant de la Carte d'EMPATHIE

Ce que la personne :
Voit
Entend
Pense
Dit
Resent
Et surtout ce qu'il fait

17


TouchPoint
Point de contact
Rencontre omnicanal entre l'utilisateur (client ou simple partie prenante) et :
1/ l'entreprise par la volonté de l'entreprise
2/ les marques de l'entreprise sans la volonté de l'entreprise (avis client, tuto, publication sociale)
3/ les problèmes solutionnés par les offres de l'entreprise (sans mention de celle-ci)

18


Parcours client
customer Journey
Le parcours clients est représenté par l'ensemble des points de contact,
avant, pendant et après utilisation des produits de l'entreprise

Le parcours clients commence bien avant la rencontre entre l'entreprise et l'utilisateur
On le représente en 1 journée, 1 semaine, 1 mois, 1 trimestre, 1 an, 1 vie !

19


VUCA (2)
voir autre carte pour définition

VUCA complète le SWOT
Permet de comprendre : - dans quelle perspective se place la stratégie
- Quel est le contexte de l'écosystème
- De bien apréhender les risques
- Choisir les points à éclaircir par des data ou des recherches

20


GARTNER
hype cycle et magic quadrant
Gartner et Forrester sont les deux plus gros conseil en stratégie, marketing et digital (ce que McKinsey est en politique et le GIEC en écologie)
1/ Le hype cycle est une courbe en 5 phases qui décrit l'avancée des technologies vers l'adoption massive (la pervasion)
2/ le migic quadrant sert à classer les sociétés qui propose des technologies et c'est toujours Microsoft qui gagne

21


CARBON
...
Quand apparait le mot neutralité ou compensation c'est que l'entreprise continue à polluer
MAIS elle plante un arbre par camion diesel et c'est NEUTRE
Sans aucun suivi sur la pérénité ou même l'existance de l'arbre (besion de blockchain)

Le NET ZERO ou zéro carbon veut dire : pas d'énergie fossile, pas d'émission de carbone dans l'entreprise (scope 1) chez les fournisseurs (scope 2) et par les utilisateurs (scope 3)






Real-world content marketing and Social Media




EP01 : JUNE 3rd 2024


ZOOM MEETING: A405 CONNECT - ID:# 6859320364

Slide EP01

1 slide per page

Slide EP01

16 slides per page

Slide EP01

html slideshow

Slide EP01

Slides HTML + NOTES





Quiz1: 3 juin 2024

EP02 : JUNE 4th 2024


ZOOM MEETING: A305 CONNECT - ID:# 343 712 9060

Slide EP02

1 slide per page

Slide EP02

16 slides per page

Slide EP02

html slideshow

Slide EP02

Slides HTML + NOTES




Quiz2: June 4th

EP03 : June 5th 2024


ZOOM MEETING: A305 CONNECT - ID:# 343 712 9060

Slide EP03

1 slide per page

Slide EP03

16 slides per page

Slide EP03

html slideshow

Slide EP03

Slides HTML + NOTES




Quiz3 : June 5th

EP04 : SEPT. 25th 2024


ZOOM MEETING: A303 CONNECT - ID:# 7288756177

Slide EP04

1 slide per page

Slide EP04

16 slides per page

Slide EP04

html slideshow

Slide EP04

Slides HTML + NOTES




Quiz4 : 2024

EP05 : SEPT. 26th 2024


ZOOM MEETING: A303 CONNECT - ID:# 7288756177

Slide EP05

1 slide per page

Slide EP05

16 slides per page

Slide EP05

html slideshow

Slide EP05

Slides HTML + NOTES




Quiz5 : 2024

EP06 27 sept


ZOOM MEETING: A303 CONNECT - ID:# 7288756177

Slide EP06

1 slide per page

Slide EP06

16 slides per page

Slide EP06

html slideshow

Slide EP06

Slides HTML + NOTES




Quiz6 : 2024