Content Marketing
The purpose of a content strategy
Successful content strategy
Content Types
Major objectives of content marketing
Three main categories of content objectives
The Value of Content in a Social Media Strategy
The Importance of Developing a Content Strategy
Creating a Content Strategy for Social Media
Creating a Content Calendar and Using it Effectively
2. Includes…
Content Marketing
The purpose of a content strategy
Successful content strategy
Content Types
Major objectives of content marketing
Three main categories of content objectives
The Value of Content in a Social Media Strategy
The Importance of Developing a Content Strategy
Creating a Content Strategy for Social Media
Creating a Content Calendar and Using it Effectively
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
3. Content Marketing
Content marketing is a marketing technique of creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly
defined and understood target audience
content strategy is the planning, creation and distribution of content to an
interested audience with a goal to support larger business objectives
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
4. The purpose of a content strategy
You have an organized game plan to make it easy to
Produce your content
share your content
amplify your content
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
5. A successful content strategy is
Keep track of
Target audience in your mind
Incorporates your company goals
Smart distribution tactics to increase key metrics particular to your
business
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
6. Content Types
Entertainment (Quizzes, Competitions, Games, Articles, EBooks etc.)
Inspire (Reviews, Ratings, Community forums, Events)
Converse ( Discussion forums, Community forums, Live Video sessions etc.
)
Educate (Guides, Trend Reports, Press Release, Demo Videos, Infographic)
Convince (Events, Ratings, Product Features, Case Studies, Interactive
Demos, Webinars, Data Sheet and Price Guide, Calculations)
What is the difference between converse and convert??
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
7. Major objectives of content marketing
Increasing brand awareness
Lead generation
Converting leads into customers
Building the image as the industry leader
Customer engagement
Customer retention
Website traffic
Sales
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
8. Three main categories of content
objectives
Depending on the approach, the objectives can be defined more or less
precisely. Some marketers agree that generating leads and converting them
into customers are completely
different actions
Main categories are
Higher sales
Customer loyalty
Brand recognition
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
9. The Value of Content in a Social
Media Strategy
The most important aspect for you business and brand
Great content is a critical part of building relationships with their followers
a well planned and executed content program can help you achieve
business objectives such as lead generation and brand recognition
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
10. The Value of Content in a Social
Media Strategy
Your content must be relevant, valuable and educational in order to get
discovered by their prospective customers and to support ongoing
relationships with the customers they already have.
Develop long term relationship
Your contents should relate closely to your company’s mission and focus
on topics related to your industry
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
11. The Importance of Developing a
Content Strategy
The purpose of developing a strategy for your content is to ensure
You have set clear goals
To know your target market
To identify the best channels to distribute and share your content
Have you established a set of topics that will interest/engage your
audience ?
have you set a strategic content publishing schedule ?
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
12. The Importance of Developing a
Content Strategy
A good content strategy will help you to ensure
you get the most from the time in you invest in publishing and
distributing content through your social channels
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
13. Creating a Content Strategy for Social
Media
Begin with taking a look at who your
Target audience
Their interests
What kind of content they find valuable?
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
14. Creating a Content Strategy for Social
Media
You have to
Spend some time on forums and communities where your customers
hang out
Pay attention to what content is successful for your competitors
use this information to guide your own content creation and curation
efforts
Think about what goals you want your content to achieve
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
15. Creating a Content Strategy for Social
Media
Think and make individual goals for each piece of content you produce
that support the larger objectives
E.g.
Creating content for increasing traffic to your website
Creating content for 100 signups and 500 subscribers to your blog
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
16. Creating a Content Strategy for Social
Media
Define the tone you want to use(how you want to speak to your audience)
informative
Fun
Inspirational
educational and positive
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
17. Creating a Content Strategy for Social
Media
When and where you distribute your content?
Facebook, Twitter, Instagram, LinkedIn, Google Plus etc.
It is a critical piece in your all strategy
You have excellent in-depth articles on your blog, but if no one knows
about your blog, your effort and knowledge will be wasted and won’t
benefit you or your customers
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
18. Creating a Content Strategy for Social
Media
You can distribute your content on the channels you own
Such as your newsletter, social media properties website, Slide share,
Google slides etc.
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
19. Creating a Content Strategy for Social
Media
It’s important to measure the results of your efforts, but how?
Asking first time customers how they found your shop
Use Google Analytics to track the sources of traffic to your website, your
blog
Use social media analytics tools for tracking your page visitors
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
20. Creating a Content Strategy for Social
Media
Most important points for your content strategy
regular review and adjustment of your strategy
Take the time once a quarter to see what has been working and what has
not
Once a year, take a step back from the details of your strategy and think
about any new
Innovative practices and objectives you can incorporate into your
strategy
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
21. Creating a Content Calendar and
Using It Effectively
it’s time to map out what your publishing schedule will actually look like
Content calendars can take many forms
Notes on a whiteboard to detailed spreadsheets that track every possible
piece of information related to your content strategy
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
22. Creating a Content Calendar and
Using It Effectively
First dedicate space where you can store your content?
Few methodologies that work well and that you should incorporate into
whatever format you choose to use
Dropbox folder or Google drive
The Content Calendar itself will list the projected posting schedule for
your social sharing, blog releases and video posts, Color code your
entries to make it will be easy to organize your calendar
Include all your social posts as well as the social promotions that will
support the content release
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
23. Creating a Content Calendar and
Using It Effectively
Plan your content releases around key dates and launches e.g.
independence day, religious dates winter and summer seasons etc.
build a content bank where your owned content can be easily managed
and accessed by your team
Use a Content Calendar to schedule everything from blog posts and the
social messaging that will support them
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com
Converse: بات چیت : marketing your business with the help of discussions etc.
Convert and convent
Lead generation describes the marketing process of stimulating and capturing interest in a product or service for the purpose of developing sales pipeline
Customer loyalty: Customer loyalty can be said to have occurred if people choose to
use a particular shop or buy one particular product, rather than use other shops or
buy products made by other companies.
Brand recognition is extent to which a consumer can correctly identify a particular
product or service just by viewing the product or service's logo, tag line, packaging or
advertising campaign.