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 What is content creation?

When you've completed your research, developed personas, defined your brand personality, and
written your creative brief, it's time to turn these insights into content.

Content creation is a process of generating various formats of content (also known as collateral) that
serve the needs of your content strategy objectives. They will serve these objectives and amplify
your brand personality by engaging your buyer personas in a way that helps build your brand or
company's authority, utility, and creditability. In this way, your content can help to connect your target
audience with your brand or business.

The role of creativity

At this point, you might be thinking that content creation is very scientific and formulaic, aligning
different types of content to different business objectives and audience data. However, that’s just
part of the story. Don’t forget about your creativity!

Of course, your content development should be ‘guided ’by audience, competitor, and keyword
research, and based on verified, objective data. However, it's important to also leave room for the
creative spark to add a splash of colour to the research findings and bring the content alive.

Creative process steps

So, having concentrated somewhat on the scientific, process-led side of content creation, let’s now
switch our focus to the fun part – the creativity side. Although creativity can sometimes seem to be
spontaneous, with inspiration hitting when you least expect it, the creative process for content
marketing does require some discipline and a logical approach.
brainstorm thật ra đã làm ở b1,
outcome của rs là brainstorm, dùng
Here are some common steps in the creative process for content marketing: tools như là social listening, competitor
analysis, keyword
Research: Having identified what types of content your audience is looking for, research these
areas, consuming as much relevant information as you can.

Expand: Having conducted your initial research, create a range of ideas that you can explore
in deeper detail. At this stage, you could use generative artificial intelligence (or AI) tools,
including ChatGPT, to help you deep dive into the content.
can overlap
Brainstorm: Having come with your list of content areas, you can start brainstorming ideas,
identifying themes, and conducting keyword research. còn brainstorm ở b3 là based on expand

Leave: Brainstorming can be an intense process. So, after you brainstorm, you might find it
beneficial to step back, go away, and do something else. In other words, leave the idea alone
for a period and let it percolate in your subconscious. not just relax —> do sth else that can be
beneficial to the content
Return: After a time, return to your idea, and critique or validate it in terms of your objectives,
audience, and strategy.

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 Test: No matter how much you research your ideas and explore them, not all ideas will turn
out to be good content! Create prototypes where possible to explore and test your content
in its simplest form before investing further.

Create: Once you’ve tested and prototyped your ideas, you can start creating your content
with greater content.

Content marketing formats

There are many content types and formats that content marketers can use in their content
marketing mix.

Whitepapers are a great knowledge-sharing resource that can help you build thought
leadership and credibility within your industry. They’re a strong lead-generation tool and can
also be a great awareness tool.

Ebooks are often shorter and a lot more interactive than whitepapers. They generally focus on
multimedia content and ‘how-to ’guides, rather than thought leadership pieces. Ebook
formats are more likely to be read as they contain functional benefits that businesses can
implement immediately.

Infographics allow you to take large sets of data and turn them into an interesting visual story.
Look towards user research, customer data, or information from a historical context in terms
of the impact your business has had to create interesting infographics.

Blogging is an effective tool that allows businesses to journal their activity through the forms
of text and imagery. A blog usually sits on a company website and allows you to create a
great structure that drives search engine ranking. Case studies are often featured as topics
within blog posts. These are evergreen pieces of content, but they can also develop thought
leadership and credibility with your potential customers.

Interactive content encourages users to take an action and interact with your page within a
social space. Interactive content delivers over 500% more engagement than static posts in
the newsfeed. Interactive content formats include images, video, click-through, and polls.

Videos are the number one content format on the web, with the majority of video being
viewed on mobile. Audience attention rates are short and there is a lot of competition online,
so make sure that you're creating short, sharable, bite-sized videos that will capture the
attention of your audience. Video formats include ephemeral, live, short-form, and social TV.

Articles are long-form social posts that work to build thought leadership and demonstrate
expertise in a particular area. You can post articles to a blog or to certain social media sites.
Articles focus on a specific topic or theme to drive conversation and engagement and
usually include images, video, and CTAs along with text and sometimes other media. Engage
with comments on articles to continue to display your credibility and expertise in the subject
area.

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 Templates and checklists can be useful content formats for seeding content to your potential
customers. These allow you to build credibility, help solve a pain point, and add real true
effort to help your audience.

Webinars are web-based seminars that provide you with an opportunity to connect to your
audience in a human way by putting a face or voice to your offering. Theme your webinars
on a specific area of your expertise and use visual aids such as videos, animations, or slide
decks to talk the audience through solving their business needs or to educate them in a
specialized area.

Podcasts are audio recordings that users can listen to on smartphone apps or through audio
streaming services. Types of podcasts include interviews, conversations, reviews,
storytelling, show recordings, and Q&A. When you're creating a podcast, make sure that you
have a good quality recording set up and focus on a single theme. If you plan to record a
series of podcasts, it is good practice to follow a clear structure that will be used consistently
across episodes so listeners know what to expect.

The importance of variety

Different content types suit different situations, as you just saw. This is why it’s important to have a
variety of content in your content marketing strategy. This also brings several other benefits, such as:

Increasing brand awareness

Developing thought leadership

Generating excitement and advocacy

Reaching wider audiences

Critiquing content

You may become too attached to the content you’ve created. After all, you’ve put a lot of effort into
creating it, so you’re likely to want to share it with the world! However, not all content is good. And
content that works effectively in one context may not work in another context.

So, once the first rush of creative satisfaction has passed, it’s important to be objective (and even
ruthless) about your content. How can you do this? Here are some best practice guidelines when it
comes to validating or critiquing your content.

Does it provide utility to your audience? (Is it useful? Does it meet their needs?)

Is it fit for the platform you're publishing on? What works on Facebook may not be suitable for
LinkedIn, for example.

Can you measure the effect of the content? Do you have clear metrics that you can measure
against?

Is it consistent in appearance and style with your brand?

Is it aligned with your business goals? All content should flow from clear objectives.

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Sharing content

When you create content, you’re hoping that people who see it will share it with others.
Understanding why users share content will help you to create more effective and sharable content.

The four most common motivations that drive users to share your content are:

Incentives – when people like and share in return for something

Fame – when people want to be the first person to share this content

Utility – when people believe the content will be helpful or useful to their friends and
connections

Topicality and trends – when people want to show that they are up to date with current
developments

Creating image content

Let’s now explore the different types of content that you might create. We’ll start with image
content.

Here are some best practices for creating images.

Use simple, clear images – don’t clutter them with multiple subjects.

Use dominant colors – just one or two in general.

Add copy beside or directly into the image that develops the story or helps drive action
towards your goal.

Frame the image appropriately, and try not to cut off parts of the subject (unless it’s
intentional).

Use the rule of thirds as a means of composing your image by dividing your image into a grid
of nine squares. Standard practice is to have the most important element of the image in the
center of the grid.

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 Consider the golden ratio where the size relationship of a smaller segment to a larger
segment is the same as the size relationship between the larger segment and the sum of the
smaller and larger segments.

Take time over CTAs. Don't be afraid to A/B test or experiment with different CTAs.

Creating infographic content

The next content type we’ll look at is infographics.

These are a great way to present a large amount of data in a visual way that is easy to read and
quick to share. Here are some tips for creating infographics:

Consider your flow. Does the infographic tell a clear story? Can you easily see how the
different elements relate to each other?

Remember that statistics and text copy can be made visual. For example, consider your font
choices.

Take the viewer on a journey towards a final piece of information.

Pepper the journey with mini 'pay-offs', such as interesting stats, stories, facts, and
animations.

Example

Google’s Year in Search review is a great example of effective use of infographics. This visual
content is displayed in a social media ‘story ’format that tells the stories of Google users, through
interesting and surprising data. The narrative progresses, and the data is used to tell an engaging
story.

Creating video content

Video is one of the most popular content formats and will play a key role in your content strategy.
What are the types of video content formats available to content producers?

High-quality video production, corporate videos, TV, and online commercials

o This usually involves expensive cameras, lighting, sound, and post-production

equipment.

Low-budget native social and live formats

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 o This usually involves smartphones, webcams, and lower-cost production and post-
production equipment.

Best practices

The following best practices will enhance your video content offering:

Tell viewers what your video is about within the first 3–5 seconds – for example, an impactful
establishing shot, or title.

Bear in mind the importance of location.

Consider the tone and accent of the VO used.

Consider the shape of your video: portrait, landscape, square video. (This can depend on the
device that people typically use to consume the content. For example, mobile viewers prefer
portrait or vertical videos as this is how they look at their phones.)

Use closed captions for 'sound-off' video views.

Consider high-impact special shots if appropriate: drones, mounted cameras, GoPros, and
so on.

Don’t forget the importance of ‘Watch Next ’video content to keep users engaged.

Headline writing

Headline writing is a creative process and writers can choose to include some or all the tips from this
list in their headline outputs:

Focus on the needs of the reader – show how you will solve their problem.

Be specific, include numbers or percentages where appropriate.

Put your most important words towards the beginning.

Drive urgency! Hint towards the interesting content of the piece.

Write your headline for people to engage on a human level.

Use tools like Jasper and CoSchedule Headline Analyzer to help generate and then
analyze your headlines.

For SEO, consider the five Ws (Who? What? When? Where? Why?) from the consumer's
point of view.

Best practices for writing content

While there are many best practices for writing copy, it's always worth starting with George Orwell's
guide to writing:

Never use a commonly used metaphor, simile, or other figure of speech (clichés).

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 Never use a long word where a short one will do.

If it is possible to cut a word out, always cut it out.

Never use the passive where you can use the active.

Never use a jargon word if you can think of an everyday equivalent.

Bearing these tips in mind, what are some best practices for writing content? Here are some points to
consider when writing blogs, articles or long-form copy:

Chunk your copy into short digestible paragraphs.

Use sub-headers to make content skimmable. (Everyone skim-reads online when seeking
information.)

Break up long pieces of text with relevant images and video.

Don't be afraid to go into depth – some of the best-ranking knowledge-based pages are
several thousand words long! If this is the case, use a simple table at the beginning of the
article with clickable anchor links straight to sections.

Writing blog content

Take the following steps to increase traffic to your blog:

Write and publish on your blog regularly and consistently.

Use SEO keyword research as a guide to identifying topics to write about.

Note the importance of specific questions as a means for searching online.

Optimize page titles, page headings, and body content for SEO.

Create longer-form evergreen content – that is, content that isn't time dependent and won't
get old.

Write short-form pieces about current trends and topics.

Choose themes that are useful to people to help you become an authority and resource.

Look at the performance of existing content to gauge what your audience responds to and
see if you can look at it from a different angle.

Comment and engage with other people's blogs to generate awareness of your blog and
goodwill from the other bloggers and their communities who may check out your blog or
share your social posts.

Create the best piece of content by far to answer the question you've identified as being in
the mind of your target audience.
3. how to add value when curating content?
- write a commentary / summary your perspective
- explain the rationale: explain why the content is useful to the reader
- connect to the brand: connect the shared content to the brand’s message or products

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Creating whitepaper content

Whitepapers are a valuable tool for building thought leadership and demonstrating expertise in your
industry. What types of whitepaper formats can content producers use?

Research-intensive, data-driven whitepapers

This type of whitepaper often involves in-depth research, analysis, and interpretation of data, and is
used to establish thought leadership or to provide insights into industry trends or issues.

Solution-oriented whitepapers

These whitepapers are used to address specific problems or challenges in the industry and provide
detailed solutions or recommendations. They can be used as a lead-generation tool and to
demonstrate expertise.

Best practices

The following best practices will help enhance your whitepaper content offering:

Make sure the topic is highly relevant to your target audience and the industry.

Provide in-depth and useful content. Don't shy away from going into detail - whitepapers are
expected to be thorough.

Support your arguments or insights with reliable and accurate data.

Use a professional and formal tone, but make sure the content is still engaging and
accessible.

Include an executive summary at the start of the whitepaper to provide an overview of what
readers can expect.

Creating podcast content

Podcasts are an excellent medium to reach an audience that prefers audio content. What formats
can you consider for your podcasts?

Interview-style podcasts

This format involves the host interviewing one or more guests, often experts in a particular field.

Storytelling podcasts

This format typically features a narrative or story, which could be fictional or non-fictional.

Best practices

The following best practices will enhance your podcast content offering:

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 Ensure high-quality audio - poor sound can cause listeners to tune out.

Keep a consistent schedule - whether weekly, bi-weekly, or monthly, consistency helps keep
the audience engaged.

Provide show notes with key points, links, and resources mentioned in the podcast.

Engage with your audience through Q&A sessions or social media interactions.

Creating webinar content

Webinars allow you to connect with your audience and provide valuable content in a more personal
and interactive way. What formats are available for webinars?

Instructional or educational webinars

These webinars focus on providing detailed information or instruction on a particular topic. They
often include a presentation followed by a Q&A session.

Panel discussion webinars

These webinars feature a discussion among several experts or panelists. They're a great way to
provide different perspectives on a topic.

Best practices

The following best practices will enhance your webinar content offering:

Choose topics that are timely and relevant to your audience.

Use visual aids such as slides, infographics, and videos to make your presentation more
engaging.

Promote the webinar well in advance and provide clear instructions on how to attend.

Engage with the audience during the webinar - consider using polls, quizzes, or Q&A
sessions to interact with attendees.

Make sure you have a reliable internet connection and technical setup to avoid disruptions
during the webinar.

What is content creation?

Content curation is using or sharing other people's or third-party content as part of your content
strategy. It's a quick, easy, low-cost, and high-impact use of content marketing… when done
correctly!

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Benefits

Content curation has many benefits for content producers:

You’ll appear less promotional.

It may make your audience like you more.

It will generate goodwill overall.

You’ll develop relationships with publications and companies with similar audiences.

You can position your company as an industry leader.

2. among the four types of content curation, which types

You can connect with the original creator.
is most suitable for an educational brand?

the aggregation type is most suitable because it can

Types of curation compile various resources, articles, or study tips from
reliable experts and organizations
There are four main types of curated content: helps learners save time searching for info and gain a
competitive comprehensive overview of edu topics
Aggregation means curating the most relevant content about a topic into a single piece or
viewpoint. This is the most common form of curation, and the basis of most content curation
services available for use or purchase.

Distillation takes the overall ‘noise ’about a topic and reduces it to its core concept. The best
cases of social content curation can be catalogued into this definition.

Mashups merge different content about a topic to create a new original point of view.

Chronology is historiographical content curation. Typically, this method consists of presenting

a timeline of curated information to show the evolution of a specific topic.

Finding content

When you want to share content, the first place to start is to look at your own social channels. If you
don’t already follow brands that are related to your products or services, it’s worth following them on
social media to find shareable content more easily, as well as to keep up with what is trending in your
industry.

You can also search on Google (or use tools like BuzzSumo) and focus on the topics or industries
that you want to share content from to find good quality shareable content. Always make sure that
you have permission to share the content you share and that you clearly credit the content creator.

The difference between creation and curation

Now that we’ve looked at both content creation and content curation, let’s pause to consider the
differences between the two.

Created content

Here are some of the key characteristics of created content:

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 Original: Created content is original, and therefore not available anywhere else on the
internet.

Investment: Created content needs a higher resource investment. After all, it takes more
money and time to produce content!

Ownership: Because you have created the content, you have 100% ownership. Therefore,
you also have full control of it.

Credibility: Because the content is original and controlled, it gains greater credibility with
online audiences.

Curated content

And now, here are some key characteristics of curated content.

Third-party content: Curated content has been created by third parties. Be sure to check
who has created the content and how reliable or authoritative the sources are.

Commentary: Don’t just share curated content. Add your own commentary or opinion, or find
other ways to add value to the curated content. Explain why you’re sharing the content, and
try to spark a conversation around it.

Investment: By its nature, curated content tends to require a lower resource investment. It
uses up less time and money by leveraging existing content.

Ownership: You have limited (if indeed any) ownership of curated content, because it was
not created by. Remember, when sharing curated content, you need to credit the original
source.

Community: With curated content, there’s great potential to engage your community with the
content, prompting discussion and interaction around the content ideas.

Example

SEO software provider Moz’s ‘Top 10 ’is a great example of curated content. Twice per month, Moz
sends out a curated list of the top 10 stories in content and search marketing. As a respected voice
in the industry, Moz is trusted by its readers to pick out the articles that are really worth their time.
Although these articles were not authored by Moz, this strategy still helps reinforce their position as
industry thought leaders.

what happen if done incorrectly?

- if done incorrectly, bussinesses risk losing brand consistency, causing
What is content repurposing? boredam due to repetitive information, or even copyright infringements if
images, audio, or quotes are used in inappropriately contexts

You can repurpose content into different formats to maximize its use.

Repurposing content means that you adapt it or break it up to use for another purpose, such as
taking an infographic and turning it into a number of individual images, each of which could be used
in single social media posts or added to an email.

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 should we focus on core message or integrate depends on each platform?

both are important, but the core message must be maintained to ensure brand consistency
Benefits however, the presentation needs to be adjusted to suit the style of each platform.

There are many benefits to repurposing your content:

Speed: It saves time as it's quicker than creating new content from scratch.

Low cost: It's more cost-effective to reuse something than to purchase or commission new
content.

Efficient: If you've already spent time and money in researching and interviewing for a blog
post, for example, and then writing it up, adding images, and strategizing social media posts,
then you should reuse that effort and good content as much as you can. Break up elements
of it into tweets, spark a discussion about it on LinkedIn, turn it into a podcast, or create an
auto-generated video of it by using a tool like [Link].

Reinforcements: If content appears in more than one place, then it reinforces the message
that you want to make. In short, if you have good evergreen content, always look for
opportunities to maximize and reuse it and to save yourself some time.

In short, if you have good evergreen content, always look for opportunities to maximize, reuse, and
save yourself time.

It’s worth noting that there are some great tools and templates out there for most of the jobs you
need to do.

If you've written the article, you've done the really hard work of researching, gathering sources,
writing it up etc. That can (should) then become lots of different types of content – quotes in tweets,
an auto-generated video, a podcast episode where you discuss it with an expert, and so on.

Best practices when repurposing content

Here are some rules to be aware of when repurposing content:

Quality: Ensure that the quality of the source content is high and free from any copyright.
And don’t forget to credit sources, when appropriate.

Placeholders: Remember to remove any placeholder content. (Your repurposing templates

may include placeholder, or ‘boilerplate’, text.)

Inspiration: Be inspired by these sources, but don't just copy them directly. Let them spark
further creativity.

Templates: Be careful of the contrast and fonts of some of the templates you might use for
repurposing. For example, if you are repurposing a template you found on a site like Canva,
you will need to pay close attention to the formatting and fonts on the existing version.
Adapt these as required to suit your brand’s purposes.

Videos: When repurposing content as video, be aware of aspect ratios and video length
requirements.

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 Platforms: Make sure you understand what works best on different platforms. For example,
content on LinkedIn has a very different tone from content on TikTok. You may have to
express the same idea very differently to suit the platform.

Generative tools: When using auto-generation tools, aim to keep content reasonably on-
brand when using templates.

Publishing: Stagger publishing at different times and days to reach audiences of platforms at
relevant times, and to reach other time zones.

Text: Be aware of how text descriptions vary across platforms and don't just replicate blindly.
People use hashtags differently and may have different @handles across different social
everyone who writes content is copywriter?
apps.
disagree
ko nói chữ i think!!!!

- content writer: provides info, educates

and shares value
- copywriter: uses language to persuade
What’s the difference between content writing and copywriting? readers to take action, such as making a
purchase or signing up

For many people, content writing and copywriting are essentially the same thing. However, in a digital
marketing context, it’s important to understand that content writing and copywriting each have their
own set of purposes and best practices. These skills are required at different times in a marketing
strategy.

Content writing

Content writing is essentially informative. It:

Informs, educates, entertains, and/or instructs readers

Requires advanced SEO knowledge to drive maximum value

Examples of content writing include blog posts, white papers, ebooks, and articles.

Copywriting

Copywriting, on the other hand, tends to be more persuasive. It:

Persuades the reader to take an action

Can usually be measured through short-term metrics (CTR, CVR)

Examples of copywriting include product descriptions, advertising slogans, and social media CTAs.

Digital marketers must use these skills at the right moment in the customer journey.

Best practices for content writing and copywriting

It is important to understand the difference between content writing and copywriting, so that you can
then apply best practices for both.

Content writing, on the one hand, requires good SEO skills.

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 Copywriting, on the other hand, requires effective persuasive techniques.

Digital marketers need to be able to adjust their writing style to suit the requirements of each task, as
part of a comprehensive content strategy that both informs and persuades your audience, driving
engagement and conversions.

Example

GymIt, for example, shows how to use copywriting to attract attention through humor. With just a few
words, it creates a connection with prospective customers. That’s what great copywriting can do.

What is content personalization?

Content personalization is a powerful process of using different content at different stages of the
buying process to be fully relevant to the right user at the right time. This is especially relevant to B2B
organizations where the buying process is longer or more complicated and deals tend to happen
between individuals and companies. So, personalizing content to the individual buyers and
stakeholders is essential.

Benefits

The benefits of personalizing your content include:

Targeting the right people in the relevant platforms and in the right context

Increasing your conversion rates

Improving brand affinity across platforms

Driving efficiency

How to personalize content

Follow these steps to give you content a personal touch:

Research: Do your research around your audience segments and understand their consumer
journey. Make sure you're leveraging as much consumer data as possible. Are they on your
website? Have they looked at a newsletter that you've sent them?

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 Target: Target your messaging. Make sure you're getting them on the right platforms, the
right channels at the right time and with the appropriate message.

Measure: Make sure to measure and analyze what you do.

Case study

The beauty brand Aveda does a fantastic job of personalizing its content to customers. When new
visitors arrive on the website, they are asked to complete a quiz about their hair and skin types. This
allows Aveda to create a personalized set of content for each individual user, based on their
responses. Even if site visitors are not yet ready to make a purchase, Aveda can send them emails
that are tailored to their unique characteristics.

What are content calendars?

Content calendars are an essential tool for all content marketers. A content calendar is a centralized
document that is used to plan content across multiple platforms and themes.

Benefits

There are many benefits of using a content calendar.

It helps you plan your content efficiently.

Keeps the team focused and organized.

Helps prevent delays caused by writer's block.

It allows key dates for functional messaging and topical content.

It keeps social content on track across multiple platforms and realigns aim or strategy.

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 1. why brand want to combine creating content and curating content:
- help businesses both demonstrate expertise (through created content) and broaden
+0.1 perspectives, update trends, and build rapport with the audience (through curated content).
novaland:

nhớ nói về perspectives của brand!! trc khi đuối như bh thì nó là 1 trong những cty bđs lớn; giá
vẫn cao so với thời điểm đó nhưng vẫn cháy hàng vì xây tử
Elements tế = tiềm lực tài chính tốt

thị trường sập => novaland đi lên do xây nhiều dự án khác,

A complete content calendar will contain the following elements: khó nhất là đi xin giấy phép đất xây nhà = hành lang..
chưa xây là bán cho khách hàng r —> cho đến khi q lúc có
quá nhiều dự án + thay đổi vĩ mô + thị trường => sụp -->
Copy: the text or narrative that goes with your post giống vạn thạnh phát

giàu nhất = nhiều nợ nhất?

Creative: the image, video, gif, poll, or format that accompanies your copy

Theme: who this content is for – the purpose, pain point, or audience interest the content is
serving

Date and time: when the post will be published and the length of time it will be promoted for

Platform: how the content will be published and where

Key considerations

There are some key points to consider when creating a content calendar:

Theming your content around the time of year (topical and cultural events)- for example,
New Year’s Day, Valentine’s Day, St. Patrick’s Day, spring, summer, the school year, exams,
BBQ season, bank holidays and so on. 4. do you think its advisable to share
content from competitors?

Business priorities, timelines, and product launches - not advisable (ko chỉ trả lời như z là còn
thêm chữ là however; thầy mún có thesis
Other marketing activities, PR, and traditional advertising activities statement; kiểu hỏi why thì trả lời
because; how thì list các activities ra…)

Sponsorship activity - potential: if the goal is to illustrate

industry trends or provide valuable insights
to the audience, provided the source is
In-store promotions
clearly cited and original commentary is
added.

present: tìm cốt truyện để base vào, story telling - avoid sharing: if the content directly
promotes a competitor’s product, it should
case Omachi [Link] not be shared to prevent brand confusion
nutifood:
- execution phải có alignment với strategic objectives / business goals - mục đích là solve vấn đề còi xương,
- bài này fail suy dinh dưỡng
- business goals là tăng awareness / trial có đc ko —> market share: TA - trc khi launch thì hay đi trigger để
cho người tiêu dụng bt tác động của
là ai, define kỹ, cái grid
còi xường, suy dinh dưỡng
- trong lúc làm này thì competitors có
omachi đã có awareness r, lẩu tự sôi cũng đã ra lâu r nhưng hiếm có ai thể nhảy dô
mún thử —> customer perceived value
bột ngọt vedan:
- knorr chạy bài về việc vedan chứa chất gây ung
customer perceived value: đi ún starbucks
thư
- total value: a drink, space, feeling, - trúng bột ngọt (triệu chứng + truyền thông =>
- total cost: oppor cost, price ăn bột ngọt là độc hại)
—> TV - TC = CPV —> giới thiệu knorr => cacth chính xác nỗi lo
của người tiêu dùng -> lợi dụng sự hiểu biết của
người tiêu dùng
omachi: nếu mún tăng value thì làm sao vị thật wow —> nhưng mà khó
=> bây giờ thì cạnh tranh công bằng r

ứng dụng content objectives: awareness —> set KPIs masan vs nc mắm truyền thống
masan cà phê sữa đá thật —> masan
kiểu thầy mún story tellling, dẫn customers, lái xe, từng cái activities sẽ chạy bài về chứng minh là 90% ng việt
theo cái phễu, có mục đính rõ ràng,… ún cà phê giả tại vì ko có caffein —> trc
giờ cafe của masan là cafe j (=cafe fake)
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—> tự đặt lun câu hỏi = tự khai…….
chống chế trc, người việt deserces the
best coffee in the world…