[Content Marketing] 02. Content Marketing

1. Content Elements 

+ personalization
- personalization works the best

+ length
- Respect Your Audience's Time
- use appropriate length for your target audience and the customer journey

+ language
- Avoid jargon
- Straightforward and simple messaging is the best
- positive language > negative language

+ voice & tone

+ memory, emotion and motivation (human-ness)
- infographics (images help people memorize content better)

2. Story
SCQA Framework
s: situation: the state of affairs
c: complication: the thing that's changed
q: question: the question raised by S and C
a: answer: the answer to Q

Pixar Framework
Once there was a ...
Everyday...
Until one day...
Because of that ...
Because of that...
Until finally...
Ever since then...

3. Essential Elements of Story
- character
- conflict
- resolution

4. Best Practices
Useful Website for content creation: 
1) search for 'how to' on Google
2) Google Trends
https://trends.google.com/trends/
3) Answer the Public
https://www.answerthepublic.com/

5. Repurpose Content
1. Change the format of the content
2. Change the target audience for the content

6. Curate Content
Curation: the process of sorting through content from various sources and presenting it in a meaningful way.

7. Buzzfeed Golden Rules of Shareability
+ Don't use tricks
+ Be yourself
+ Make content you would be proud to share
+ Experiment
+ Have a heart