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Content Marketing

Content marketing is an integral component of social media marketing. For example, we see websites with blogs and branded profiles on major social media networks. Blog posts get shared on many social channels. Well-designed social media marketing is about promoting brands and use social platforms to grow and educate an audience(s).

Simulated Business Scenario

Tamika is a newly hired VP leading Macy’s digital marketing department. She quickly learns that Macy’s is late to integrate social media into their overall integrated marketing strategy. Tamika wanted to form a new team in her department that will focus on social media marketing.

Tamika drafted a budget to fund the new team, and she is scheduled to deliver a presentation to senior management for their approval of the new budget. She knows that Macy’s revenue is down 25%, and senior management is resisting any new expenditures.

Tamika knows she needs help with the presentation, so she asks her top manager, Manny, to put together some information that identifies the major types of content marketing.

Questions

Knowing that a brand needs permission to use an image that they found on the internet, what are the major types of content that Manny should use in the report?
Using the ranking of the different types of content (based on popularity), how could Manny help Tamika persuade senior management to approve the new budget?

Sample Solution

emissions. The Human Development Index (HDI) is a summary measure for assessing long-term progress in three basic dimensions of human development: a long and healthy life, access to knowledge and a decent standard of living. China’s HDI value is 0.752 (2017), which puts the country in the high human development category at 86 out of 189 countries and territories, shared with Ecuador. Between 1990 and 2017, China’s HDI value increased from 0.502 to 0.752, an increase of 49.7%. Between 1990 and 2017, China’s life expectancy at birth increased by 7.1 years, mean years of schooling increased by 3.0 years and expected years of schooling increased by 5.0 years. China’s Gross National Income (GNI) per capita increased by about 898.7% between 1990 and 2017. In China, the central government has overall responsibility for national health legislation, policy, and administration. It is guided by the principle that every citizen is entitled to receive basic health-care services, with local governments (provinces, prefectures, cities, counties, and towns) responsible for providing them. Health insurance is also publicly provided and financed by local governments, therefore local governments play a major role in keeping the HDI value of China high by keeping facilities available to members of the local communities and their families. In addition, the Chinese deputy director general of basic education, Wang Dinghua stated: “We need to shift from a nation with large human resources to a nation with strong human resources.” To achieve that, China is doing more than just talking. It is working to implement a plan that it hopes will significantly improve its education. At the moment, China has an incredibly high internal immigration rate. It is seeing a mass migration of more than 300 million people leaving their homes in rural China to go to the country’s cities. Consequently, a large amount of government money goes to expanding urban centres and updating infrastructure to accommodate the booming population, therefore however, causing worry that there will be little to no space left for incoming students throughout china. Nonetheless, China still has an adult (15+) literacy rate of 96.4%, proving its education services well. Australia’s HDI value for 2017 is 0.939, which, similar to China, put the country in the very high human development category, positioning it at 3 out of 189 countries and territories. Between 1990 and 2017, Australia’s HDI value increased from 0.866 to 0.939, an increase of 8.4%. Between 1990 and 2017, Australia’s life expectancy at birth increased by 6.2 years, mean years of schooling increased by 1.2 years and expected years of schooling increased by 5.5 years. Australia’s GNI per capita increased by about 56.7% between 1990 and 2017. Australia’s three levels of government are collectively responsible for providing universal health care: federal; state and territory; and local. The federal government mainly provides funding and indirect support to the states and health professions, subsidizing primary care providers through the Medicare Benefits Scheme (MBS) and the Pharmaceutical Benefits Scheme (PBS) and providing funds for state services. It has only a limited role in direct service delivery, as proven in the stimulus, Australia keeps a steady increase in funds towards national health-care provided by the federal government. State Governments have the majority of responsibility for public h
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