Module 6: Act: Creating Content
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Understanding the Digital Consumer by Pierre-Yann Dolbec is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.
Chapter 6: Act: Creating Content
Overview In this chapter, we cover some central activities associated with content creation. We ...
The Importance of Creating Content
Content creation is important for two main reasons. First, it helps build a website’s relevance a...
Understanding the Competition and the Market
Something to keep in mind when creating content for social media platforms is associated with pro...
Using Your Brand to Create Unique Content
A brand is a name, term, design, symbol, and/or other feature (e.g., Off-White and Off-White “quo...
Keeping Consumers in Mind
Last, and to reaffirm what has been said throughout the last chapters, your main role as a compan...
Building Topical Relevance
Over the last few chapters, we covered the basics of SEO, how to think about content creation and...
RACE and Content Marketing
As we have briefly covered, the RACE framework helps our content strategy by informing the type o...
Pillar Pages
A pillar page is a comprehensive resource page that covers a core topic in depth and links to hig...
Content Calendar
We conclude this chapter by discussing content calendars. Although pillar pages are a great long-...
Exercises
As in previous exercises, you are a fitness center creating a campaign for peopl...