content marketing in 2017 - discussion at digital chai pe charcha
TRANSCRIPT
Agenda
Digital Chai pe Charcha #DigitalCPC#ContentMarketing
Content Marketing – how should one approach it?
Should we do content marketing?
Content & Blogs product Leads & Sales – this is why brands continue investing in it
Source: NeilPatel
Earned media takes longer but has more sustained impact
Source: NeilPatel
Most Indian Youth feel they are being bombarded with Ads
Why do brands invest in Content Marketing
Leads/Sales over a long-term from a new channel
Reach users who use Ad-blocking
Get organic traffic / SEO
Ad Fatigue
Content Marketing is impacted by what we do most – Search & Social
Content for Search
Content for Social Media
/ Other Channels
Results via Content
Marketing
IDEATECREATE
AMPLIFY
Source: http://www.exacttarget.com/blog/50-content-marketing-stats/
How do you make your content stand out from the crowd?
How do you make your content stand out from the crowd?
“Content that is 10 times better than the best result that can currently be found in the search
results for a given keyword phrase or topic.”
Finding the Content Marketing sweet spot
How to find the sweet spot?
Google Keyword Planner
Moz Explorer Buzzsumo
Answer the Public Quora
Brainstorming Consumer
Intent
Other ways!
Using one of the tools - Buzzsumo
IDEATECREATE
AMPLIFY
How to make it 10x?
Make it longer, more detailed and
thorough
Make it more up-to-date
Include better visuals – Images,
Infographics, Videos
Ensure low page load time and an
enhanced UX
Data shows that long form content with images work best
Long-form content (> 2000 words) tends to rank higher in search results than short-form content
Source - Hubspot
Content With At Least One Image Ranks Higher Than Content That Lacks an Image
1 million articles analysed to reach the results of what gets shared most
1 million articles analysed to reach the results of what gets shared most
Videos
Infographics
Webinars
Tools
Lists
How To
Why postsResearch Reports
Surveys & Quizzes
Different content is required at different parts of the funnel
DBS has done some phenomenal work on this
Bharat Matrimony : Happy Marriages
Happymarriages.com, a content marketing initiative set up by BharathMatrimony.
It is a content section that guides people to discover new ways to a happy marriage. It provides guidance for the challenges that people face during partner search and the several stages post marriage.
List of Top Things – Get a lot more shareability
List of Top Things – Get a lot more shareability
List of Top Things – Get a lot more shareability
List of Top Things – Get a lot more shareability
How to - Posts
How to - Posts
How to - Posts
Why - Posts
Housing.com is leveraging infographics at its best
Campaign for Book “The Great Indian Obsession”garnered reach of close to half a million over a span of a week
Zomato does this brilliantly on their social media
Research Reports – Consulting firms do this very well
Survey Results – Yourstory Case
Sometimes the brand is at focus – creativity is the key!
It can be a combination of different types of content
IDEATECREATE
AMPLIFY
Content Marketing Ideation + Creation + Publishing
Content Marketing Ideation + Creation + Publishing
+Promotion
=
How do you amplify
Promote on Social Networks especially
Twitter, Linkedin, Slideshare
Use LinkedIn Ads, Facebook Ads &
Promoted TweetsNotify your email list
Respond to questions on Quora, Reddit,
comment on blogs, take part in industry forums
Reach out to people who have shared similar
content
Leverage the reach of influencers
Content Marketing – how should one approach it?
Does it product business results?
A lot of companies invest in content marketing thinking this is how it works
This is how it really works!
Right Call to Action is required to make this work
Right Call to Action is required to make this work
Aim is to create shareable content – For e.g. 378 shares in just 4 days
Content marketing producing results – A case study
One of the first few real estate digital marketing content articles we created
Search rankings and traffic apart, content marketing done right also brings business results
PETWISH CAMPAIGN - Dog Breeds & Lifestyle Campaigngarnered reach of over 1 lakh with ~43,000 shares
