Go Back to Chapter 5 Additional Resources to Help You Deliver Your Content Comprehensive List of Campaigns Type Description Objective Buzz Creation Focuses on creating public buzz/interest about the Increase corporate and/or product company or the product awareness Corporate Increases the target prospects’ awareness of the company Increase corporate awareness Branding Product/Brand Increases the target prospects’ awareness of a specific Increase product awareness Awareness product Focuses on creating mass awareness or positive perception Increase corporate and/or product Viral Distribution by way of catchy content/message that becomes massively awareness, new customer acquisition shared Internet memes (viral content) Credibility Focuses on building or reinforcing credibility in terms of Acquire new customers, retain existing Assertion quality, safety, and service level of product customers Focuses on side-by-side comparison of competing brands Acquire new customers, acquire Comparison to highlight the differences competitors’ customers, improve product perception Competitive Focuses on showing a product’s specific differentiating Acquire new customers, acquire Advantage features/distinction relative to competing products competitors’ customers, improve product perception It Takes a Content Factory! | 85