I have chosen Nike as the brand that is currently engaged in content marketing. Nike is a well-known B2C company that specializes in athletic footwear, apparel, equipment, and accessories.

Nike was founded in 1964 by Bill Bowerman and Phil Knight as Blue Ribbon Sports and later rebranded as Nike, Inc. in 1971. The company's mission is to bring inspiration and innovation to every athlete in the world. Nike's vision is to create groundbreaking sport innovations, build a sustainable business, and inspire a global community of athletes.

Nike offers a wide range of products catering to various sports and athletic activities. Their product offerings include running shoes, basketball shoes, soccer cleats, workout apparel, accessories like bags and socks, as well as smart athletic gadgets and digital services.

When conducting a media/web presence audit for Nike, we can see that the brand has a strong and comprehensive digital presence. Nike maintains active profiles on various social media platforms such as Facebook, Instagram, Twitter, YouTube, and LinkedIn. They have a visually appealing and interactive website that showcases their products, latest campaigns, and collaborations. Nike also has a blog section on their website where they share stories, athlete features, and updates related to their products.

The main audience/customer segment that Nike targets is primarily athletes, sports enthusiasts, and individuals leading an active lifestyle. Nike focuses on both professional athletes and recreational fitness enthusiasts, encompassing a wide range of ages and demographics. They aim to inspire and engage with their customers, encouraging them to push their limits and achieve their athletic goals.

Now let's evaluate Nike's current content marketing strategy. Overall, Nike has been successful in implementing an effective content marketing approach. Their campaigns often revolve around inspiring stories of athletes, promoting diversity and inclusion, and showcasing the brand's innovative products. Nike's content is visually appealing, emotionally engaging, and aligns with their mission of inspiring athletes.

One of Nike's notable content marketing initiatives is their "Just Do It" campaign, which has been running since 1988. This iconic slogan has become synonymous with Nike and has helped establish a strong brand identity. Nike effectively uses storytelling in their content to connect with their audience on a deeper level and create an emotional bond. They also collaborate with influential athletes, celebrities, and artists to amplify their brand message and reach a wider audience.

However, there is always room for improvement. Nike could further enhance their content marketing strategy by leveraging user-generated content and encouraging their customers to share their athletic journey and experiences using Nike products. This would create a sense of community and strengthen the connection between the brand and its customers.

Additionally, Nike could explore more interactive and immersive content formats, such as augmented reality (AR) experiences or virtual try-on features, to provide a more engaging and personalized shopping experience for their customers.

In conclusion, Nike has a strong brand presence and an effective content marketing strategy. They successfully target their main audience of athletes and sports enthusiasts through inspiring storytelling and visually appealing content. By embracing user-generated content and exploring innovative content formats, Nike can further enhance their content marketing efforts and continue to inspire athletes worldwide.

A customer journey map helps visualize the stages and touchpoints a customer goes through when interacting with a brand. Here is a general structure for creating a customer journey map:

Stage 1: Awareness: Touchpoint 1: Social media platforms (e.g., Facebook, Instagram) for brand discovery through engaging posts, sponsored content, or influencer collaborations. Touchpoint 2: Search engine results page (SERP) through search engine optimization (SEO) to increase organic visibility.

Stage 2: Consideration: Touchpoint 3: Blog articles on your website that provide in-depth information, comparisons, or case studies related to your brand's products or services. Touchpoint 4: Email marketing campaigns with personalized product recommendations and educational content.

Stage 3: Purchase: Touchpoint 5: E-commerce website or online store with a seamless checkout process, clear product information, and customer reviews. Digital Channels for Each Touchpoint: Consider the following digital channels to reach your customers at each touchpoint: Touchpoint 1: Social media platforms (Facebook, Instagram, Twitter, LinkedIn) for organic posts, sponsored content, influencer collaborations, and targeted advertisements. Touchpoint 2: SEO techniques to improve search engine visibility and optimize your website's content for relevant keywords. Touchpoint 3: Blogging platforms (WordPress, Medium) to host and promote informative blog articles. You can also share them through social media channels and email newsletters. Touchpoint 4: Email marketing platforms (Mailchimp, Campaign Monitor) to send personalized newsletters and campaigns to subscribers. Touchpoint 5: E-commerce platforms (Shopify, WooCommerce) to create a user-friendly online store with secure payment options.

Creating Marketing Content: To create three different pieces of original marketing content, consider your brand's unique selling proposition (USP) and target market. Here are some examples: Digital Ad: Design an eye-catching banner ad highlighting your brand's USP and offering a limited-time discount or promotion. Place the ad strategically on relevant websites, social media platforms, or search engine results.

Blog Post: Write a blog post that addresses a common pain point of your target market and provides a solution. Make sure to emphasize how your brand's product or service can alleviate their problem and include relevant keywords for SEO.

Explainer Video: Create a short animated video that showcases your brand's USP, features, and benefits. Use engaging visuals and clear narration to explain how your product or service solves a specific problem for your target audience. Share the video on social media, your website, and video-sharing platforms like You Tube.

QUESTION:

1. Brief description of your chosen brand, and the current media platforms the brand is engaged in, and its primary target market.
2. Critique of brands content marketing strategy and your recommendations.
3. Customer journey map of chosen brand
4. Three original pieces of content marketing focusing on brands USP and target market.