pdf_content marketing for startups_updated
TRANSCRIPT
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contentMARKETINGfor STARTUPS
Anshul Motwani | Founder & CEO
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contentmarketing
Marketing is
expensive exercise
25%Avrg. revenue
spent on marketing
Visualizing is a
challenge for the
customer
Lack of DIFFERENCIATION
Providing customer experience:
Non innovative & expensive
examples of few startups
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startingyoung
a flying start
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a breakingexperiment
all in one week
40Millionhits on VIDEO
200000New FANS on Facebook
150MillionNEWSFEED
WOWFASTEST growing page
on Facebook
30000Comments on Facebook
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beauty & brains
a strategic example
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gorgeousstart
what NYKAA did?
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beautifulimpact
and continues
123KFollowers on INSTAGRAM
1.3MLIKES on Facebook page
10.8KTWITTER followers
47KYOUTUBE followers
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what do welearn?
get users on front seat & solve their problems
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B2Bstartup
not for B2C only
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insightful& actionable
using impacting content
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what do welearn?
drive education
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what do welearn?
build relationships based on trust
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what do welearn?
transparency brings in familiarity & credibility
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what iscontent marketing
for target audiencegoal of which is to
drive business
Create, publish &
distribute content
understanding the concept
A marketing process
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why content marketing ?
becauseADVERTISINGWORKS
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why content marketing ?
becauseADVERTISINGWORKS
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why content marketing ?
becauseADVERTISING
WORKS
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why content marketing ?
BECAUSEIT WORKS!
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it SAVES money
You’re done: Blog starts to rank & you get more leads/month
USE PPC TO GENERATE LEADS
Bid on content marketing for $0.25 a click
Month end=1000 leads for $2500
Next month $2500…Next $2500… it continues
1 BLOG > 100 VISITORS > 2 LEADS
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how to docontent marketing
Start with a content
marketing strategy
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definemarketing goals
Traffic
Sales
Awareness
Retention
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who do youneed to reach ?
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where is thistarget group on web ?
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who & whatinfluences your target group ?
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whatexperience
will earn the impact you need
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betterROI
will this have better impact than other mediums?
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yourchecklist
get these right
marketing goal(s)
target customer
marketing channels
influencers
experience to deliver
ROI comparision
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how to docontent marketing
Execution of content
marketing strategy
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crafting mission& brand statement
“we talk a lot about telling great stories &
create a ‘better content ecosystem’ instead of
polluting the web with mediocrity”
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identifystory type
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identifycontent topics
SMALL
BUSINESS
Strategies to grow
and manage
business for
Startups/SMEs
FREELANCERS
Strategies to market
Freelance business
in India, start
freelancing etc.
ACCOUNTS
PAYABLE
Education & best
practices on
Invoicing &
accounts payable.
VOICES
Thought leadership,
opinions &
perspectives from
the company
learnings.
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building aneditorial calendar
AUTHOR
INTENDED
AUDIENCE
FORMAT /
TYPE
TOPIC
DUE DATE
URL
KEYWORDS
PUBLISH
DATE
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teamdelivery
Startup, 1 man army, little-to-
no content marketing budget
Mid size, big team, dedicated content &
marketing budget
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teamdelivery
Large marketing team, some content budget
Another quick
alternative:
FREELANCERS
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the contentteam
Content Team
Convert & CloseStrategic Head
Attract Attract Attract Attract
Freelance Blogger
FreelanceBlogger
FreelanceDesigner
FreelancePhotographer
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yourchecklist
get these right
Crafting a Brand Mission
Identify Story Types
Identify Story Topics
Building Editorial Calendar
Staffing Team
Analyse and Iterate
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some toolsto use
CMS
ANALYTICS
PROJECT MANAGEMENT SOFTWARE
DESIGN SOFTWARE
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no viciouscircle