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!

@NaliniKhernalinikher.90@gmail.com

9654148471