Most Profitable Marketing for Your Business
- Content Marketing
Agenda
• Getting Started • A Glimpse on Facts• Exercise 1• The Strategy• Execution• Award Winning Initiatives• Learnings• Exercise – 2• Addressing Queries
Getting Started
Jargon BusterCTA CPCArticles v/s Blogs v/s Listicles3C’s – Content , Context and CustomerUGCContent Creation and CurationCrowdsourced Content Data Sourced ContentNews jackingMicro MomentsPeople Based MarketingGamification
Answering W’s
Back To Basics
What is Content Marketing?
Why Content Marketing? Beat the Competitors Generate Leads Brand Recognition Brand Communications Build Relations Influence Decision Makers Long Term Benefits Build Personal Connection Reduce Expenses Reusable and Recyclable
Approach Increase Visibility High Response Rate Creates Virility Showcase Human Side Opportunity to experiment Irrespective of Industry Creates Brand Advocates Improves Consumer Experiences Increase Visibility
Once upon a time …..
Have you met him before?
“In 1990, Michelin was known for its innovative work with replaceable bicycle tires. They were just starting to produce tires for automobiles and needed a way to promote their brand and increase
demand for their product.”
And, Now.
Emirates | Being There
Dove Real Beauty Sketches
What’s next?
Future
Omni-Channel Marketing with Adaptive Content
Massively Curated Content Experiences
The Niching of Niches
Continuing Development of Consumer Psychology
A Glimpse on Facts
75% of B2B marketers are increasing investment in content marketing
Blogging | Social Media | Case Studies are the 3 Top three content marketing tactics
Lead Generation | Thought Leadership | Brand Awareness are the Top 3 Goals of Content Marketing
82% of marketers Curate Content
36% of companies with a documented content strategy indicate their content marketing is “very effective”
Exercise - 1
The Strategy
The Strategy
Planning
Mapping content needsDefine desired audiences and actionsAuditing assetsConsidering resources, capacity and limitations
Phase - 1
Mapping content needsDefine desired audiences and actionsAuditing assetsConsidering resources, capacity and limitations
Collecting AssetsRevising Story FormatsCreating Stories
ProductionPlanning
Phase - 2
DistributionProductionPlanning
Mapping content needsDefine desired audiences and actionsAuditing assetsConsidering resources, capacity and limitations
Collecting AssetsRevising Story FormatsCreating Stories
Choosing ChannelsIntegration with Media and Platforms Considering Presentations
Phase - 3
EvaluationDistributionProductionPlanning
Mapping content needsDefining desired audiences and actionsAuditing content assetsConsidering resources, capacity and limitations
Collecting AssetsRevising Story FormatsCreating Stories
Choosing ChannelsIntegration with Media and Platforms Considering FactsSet KPI’s
Measuring CTA’sChoosing Appropriate benchmarks Evaluating KPI’sGrowing the Culture
Phase - 4
Execution
Listening
Gain Information
Develop Trust
Maintain Reputation
Reduce Conflict
Motivate Employees
Consumer Purchase Funnel
Interest
Evaluation
Content Creation
Create
Buy
Borrow
What are the types of content out there?
70%
20%
10%
Real-worldEditorialTimeless
Audience focused
PremierSeasonal
AttributableProduct/Brand
centric
CustomExperimentalShort-termBranded
Brands are currently focused on 20% & 10% content, which is brand-centric and self-serving.
Content Asset Audit
Brand To Consumer
Expert To Consumer
Consumer To
Consumer
Content Buckets
Educate Engage Convince
Inspire
Diversifying Content Types
Key Performance Indicators
Unique VisitsGeographyMobile ReadershipBounce RatesClick Patterns/ Heat MapsPage viewsSocial Sharing Comments/Reviews
ROI of Content Marketing
Lead Generation
Increases Reach and Awareness
Brand Value Recognition
Customer Developmen
t
Content Marketing Award Winning Initiatives
Red Bull – Space jump 2015
Lego
Share a Coke
Learnings
Establishes Business as a Thought Leader
Acquire potential customers
Get to people talk about you.
Why SEO is important
Reasonable budget allocation with maximum returns
Build brand recognition and attracts job seekers
Exercise - 2
To formulate a content marketing campaign for a NGO initiative by an individual.
Client – YouObjective – Brand AwarenessBudget – 10,000
Do’s – Audience ClassificationStrategy Planning Content Types Content Creation - Sample Posts Distribution and Promoting PlatformsKPI’s Time - 30
minutes
When Content is King,
And, Context is Queen.
Then, Conquer the Kingdom.
Happy to Connect!
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