因此，對於單一企業而言，內容行銷的 TA (Target Audience) 通常至少可分為三組：客戶、合作夥伴、人才。更細膩的還可以再依 TA 屬性進行更小顆粒的切割。
定義內容品牌
針對不同 TA 與不同的行銷目的，企業應考慮是否用單一內容品牌，或是切割成多內容品牌。舉例來說，Google 把自己用語言與產品線，切割成了至少 140 個內容品牌，Facebook 也把自己區分為面對大眾與面對企業等數個內容品牌。
Top-Down + Bottom-Up
既然是品牌，那麼它希望讓 TA 感受到的性格，應該要有相當明確的 Top-Down 定義。接著讓負責的同仁以 Bottom-Up 的方式去創造出能夠讓 TA 留下這般印象的內容。
Measure → Learn → Iterate
TA 是否真能留下想要他們留下的印象，當然必須透過 Measure、Learn 才能知道，接著從學習結果不斷去改進內容策略。
Earned (+Paid) → Owned
而即使內容得到很棒的互動與分享 (Earned Media)，甚至追加了推廣預算去放大 (Paid Media)，最後也讓 TA 留下我們想要的印象，這還是不夠。記得嗎？他們明天可能就會忘了你。因此，除了內容本身的擴散性與影響力，內容行銷往往也要帶入 Owned Media 的轉換，所謂 Call-to-Action。留下手機、Email，請他加入會員、粉絲團，或是訂閱頻道、電子報，甚至是請他下載你的 App，根據 TA 的屬性不同，要搭配適合的 Owned Channel(s) 去積累他們。
重點都在長線
最後，內容創造需要時間，學會用內容達到擴散效果需要時間，用內容組合讓 TA 留下正確印象需要時間，用內容行銷去積累 Owned Media 更是需要時間。內容行銷無法立刻見效，但如果長期經營得宜，積累出來的上下游自有通路能量，卻可以是極高的競爭門檻，以及對吸引優質客戶、供應商、人才產生極大的貢獻。
雖然這麼說，你可以預期不是每個企業都會全心的去做內容行銷。上市公司專業經理人往往有短期業績壓力，因此選擇馬上有效的 Paid Media 無可厚非。他們經常更換東家，主導者改變後內容品牌策略也往往無法延續。許多 CEO 也不是全然理解行銷的真諦，以及 Owned Media、Owned Channels 等這些「聖杯」的價值，因此很難長期全心的投資在慢工出細活的內容行銷上。
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新聞網址： http://udn.com/NEWS/ENTERTAINMENT/ENT3/8908169.shtml 3作品晉10大 福斯今夏最賺錢 【世界日報╱記者馬雲／好萊塢報導】 2014.09.03 04:10 am 暑期票房雖然整體下滑，但依然有人笑到最後。福斯公司雖然沒有表現異常搶眼的電影， 卻因平均表現都不差而成為今年好萊塢六大電影公司中的大贏家。從評價與口碑來看，獨 立製片的「少年時代」（Boyhood）票房雖不搶眼(1700萬元，排名35)，卻可能在年底的 頒獎季受到關注。 雖然迪士尼公司發行的「星際異攻隊」（Guardians of the Galaxy）成為票房冠軍，但 福斯公司在暑期北美票房前十名中有三部作品：「X戰警：未來昔日」（X-Men:Days of Future Past）、「猩球崛起：黎明的進擊」（Dawn of the Planet of the Apes）、「 馴龍高手2」（How to Train Your Dragon 2），比其他電影公司都多。「生命中的美好 缺憾」（The Fault in Our Stars）也獲得超出預期的票房，讓向來難以進入前三名的福 斯公司五年來首度成為暑期最賺錢的電影公司。而缺少大片上映的環球公司相比之下表現 欠佳，下滑到第五名。 由獨立電影公司IFC發行的「少年時代」以好評度99%高居今夏及今年迄今最高媒體評價， 被看好衝刺奧斯卡最佳影片。改編自青少年暢銷小說的「生命中的美好缺憾」(The Fault in Our Stars)也是今年上映的青少年電影中評價最好的一部，女主角夏琳伍德利 (ShaileneWoodley)人氣與演技皆看好。 好評度分別為92%和90%的「星際異攻隊」和「猩球崛起：黎明的進擊」是暑期評價最高的 商業電影，可望在電影技術上獲得業界嘉獎。好評度高達92%的動畫片「馴龍高手2」有望 與11月7日將上映的迪士尼「大英雄天團」（Big Hero 6）爭奪奧斯卡最佳動畫片。 -- ※ 發信站: 批踢踢實業坊(ptt.cc), 來自: 122.117.224.73※ 文章網址: http://www.ptt.cc/bbs/movie/M.1409712990.A.353.html
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