ABSTRACT
This chapter focuses on the most important aspect of digital and social media marketing – content. Data-driven content is especially useful for journalist pieces and press releases, which typically use data to help add gravity to newsworthy topics within the content. When considering virality of content during the idea generation process, it is important to note that the vast majority of Internet users are passive – ‘lurkers’ – who simply consume content and do not engage with it. For the students, content creation was part of their assignment brief. This assessment requirement encouraged blogging and enabled the development of content optimisation skills. The content is in the middle of the Buyer Persona Spring. A range of processes and theoretical frameworks has been explored in this chapter, from viral marketing to the psychology related to the content types and formatting. All these considerations should be used when developing high-quality content.
