The document discusses content marketing strategy and the importance of visual content and storytelling. It provides examples of different types of visual content that can be used, such as images, infographics, videos, and 360 videos. It emphasizes that marketing should help, educate and inspire consumers rather than simply be an interruption. Effective content marketing relies on understanding the consumer, their buyer journey, and creating content that increases trust in the brand to position it as the best resource in its category.

1. #DMAICMC
Welcome to
Deconstructing Content Marketing
Great Storytelling With Visual Content
#DMAICMC

2. #DMAICMC
YOUR COMPREHENSIVE GUIDE TO
CONTENT MARKETING STRATEGY
Lk Gupta
CMO/now

3. #DMAICMC
is no longer about the stuff that you make, but
about the stories you tell.
- Seth Godin

4. #DMAICMC
#DMAICMC
It’s about the purpose of your existence – help, educate and
inspire with your brand to fit the consumer’s journey
Storytelling
Lk Gupta | CMO/now

5. #DMAICMC
#DMAICMC
It Is Not Advertising, But Much More!
Advertising Content
h)ps://www.youtube.com/watch?v=FHtvDA0W34I
Lk Gupta | CMO/now

6. #DMAICMC
#DMAICMC
It Is Not Advertising, But Much More!
Advertising Content
h)ps://www.youtube.com/watch?v=UF7oU_YSbBQ
Lk Gupta | CMO/now

7. #DMAICMC
#DMAICMC
Marke'ng
becomes
a
service
and
inspira'on,
not
an
interrup'on
Lk Gupta | CMO/now

8. #DMAICMC
#DMAICMC
Marke'ng
becomes
a
service
and
inspira'on,
not
an
interrup'on

9. #DMAICMC
#DMAICMC
Marke'ng
becomes
a
service
and
inspira'on,
not
an
interrup'on
Lk Gupta | CMO/now

10. #DMAICMC
#DMAICMC
Marke'ng
becomes
a
service
and
inspira'on,
not
an
interrup'on
Lk Gupta | CMO/now

11. #DMAICMC
#DMAICMC
Marke'ng
becomes
a
service
and
inspira'on,
not
an
interrup'on
Lk Gupta | CMO/now

12. #DMAICMC
#DMAICMC
What Does This Do for Consumers?
I know how you feel
I care!
Let me make you smile
Let me make it easy
for you
I like your brand
I trust your brand
I’ll buy from you
I’ll recommend
you
Brand
Consumer
Lk Gupta | CMO/now

13. #DMAICMC
#DMAICMC
Data Supports Content Storytelling
92%Consumers
trust
other
people
they
know
51%
Share
online
to
express
preference
7.8xYoY
growth
in
unique
traffic
for
content
markeVng
leaders
Sources:
Aberdeen
|
DemandMetric
|
Hubspot
|
CMI
|
eyeviewdigital.com
62%Lower
cost
Vs
TradiVonal
MarkeVng
3xLeads
6xConversion
rate
Vs
non-­‐adopters
Of
content
markeVng
90%Amount
of
informaVon
sent
to
our
brains
is
visual
Lk Gupta | CMO/now
30-86%
Be)er
conversion
with
video
on
landing
page

14. #DMAICMC
#DMAICMC
Visual Content: So Many Choices!
Lk Gupta | CMO/now
Images

15. #DMAICMC
#DMAICMC
Visual Content: So Many Choices!
Lk Gupta | CMO/now
Infographics

16. #DMAICMC
#DMAICMC
Visual Content: So Many Choices!
Lk Gupta | CMO/now
Emailers

17. #DMAICMC
#DMAICMC
Visual Content: So Many Choices!
Lk Gupta | CMO/now
Events, AR, VR

18. #DMAICMC
#DMAICMC
Visual Content: So Many Choices!
Lk Gupta | CMO/now
360 Videos

19. #DMAICMC
Exercise
5
Min
QUICK

20. #DMAICMC
#DMAICMC
Define Your Marketing Problem
in the context of Content
My
TG
My
MarkeVng
Problem
What
I
want
content
to
do
Lk Gupta | CMO/now

21. #DMAICMC
#DMAICMC
Example: Auto Portal & App
My
TG
What
I
want
content
to
do
New
car
buyer;
top
20
ciVes
Middle
class,
looking
to
buy
a
car
between
Rs
5-­‐10
lac;
Hasn’t
decided
which
car
he’ll
buy,
but
is
looking
for
the
right
car
from
amongst
top
3-­‐4
manufacturers
Customer
comes
to
our
site
only
to
find
out
car
specs
and
on-­‐
road
price
and
depends
more
on
friends
and
relaVves
for
advice
–
less
than
50%
of
site
visitors
actually
read
our
expert
reviews.
This
limits
our
pageviews
and
opportunity
to
show
expert
content
to
them.
Create
higher
trust
with
customers
so
that
we
become
the
one
and
only
desVnaVon
for
car
buyers
to
help
them
decide
their
car
purchase.
Increase
our
site
visits
and
posiVon
us
as
the
best,
unbiased,
in-­‐depth
auto
experts
Lk Gupta | CMO/now
My
MarkeVng
Problem

22. #DMAICMC
#DMAICMC
Getting Started

23. #DMAICMC
#DMAICMC
Category Truth
Consumer Persona
Buyer Journey
Brand’s Ability
Content Strategy
Lk Gupta | CMO/now

24. #DMAICMC
#DMAICMC
Channel-Involvement Matrix
Lk Gupta | CMO/now

25. #DMAICMC
#DMAICMC
Your Content Must Help Do One Or More Of Three Things
Lk Gupta | CMO/now
In-depth content
to help choice
Learn
Factual information
to close sale
Buy
Engagement content
to build brand
Love

26. #DMAICMC
#DMAICMC
Predominance Of & Resources Behind Content Can Vary
High
Involvement
Offline
Low
Purchase
Channel
Online
Lk Gupta | CMO/now

27. #DMAICMC
#DMAICMC
Example: LEARN
Detailed explana8on and demo for helping consumer
form a considera8on set and take decisions
Lk Gupta | CMO/now

28. #DMAICMC
#DMAICMC
Example B2B
Lk Gupta | CMO/now

29. #DMAICMC
#DMAICMC
Example: LOVE
Exciting, inspiring and memorable feat
in line with the brand’s core values
Lk Gupta | CMO/now

30. #DMAICMC
#DMAICMC
Example: BUY
Knowing what the consumer needs to know
to make a buying decision RIGHT NOW
Lk Gupta | CMO/now

31. #DMAICMC
#DMAICMC
I know how you feel
I care!
Let me make you smile
Let me make it easy
for you
I like your brand
I trust your brand
I’ll buy from you
I’ll recommend
you
Brand
Consumer
Lk Gupta | CMO/now

32. #DMAICMC
Exercise
5
Min
QUICK

33. #DMAICMC
#DMAICMC
What Should Be YOUR Visual Content Priority?
Lk Gupta | CMO/now
What
I
want
Visual
Content
To
Do
My
Category
Quadrant
My
Predominant
Visual
Content
Why?
My
Other
Visual
Content
Why?
1 2
3 4

34. #DMAICMC
#DMAICMC
What Should Be YOUR Visual Content Priority?
Lk Gupta | CMO/now
What
I
want
Visual
Content
To
Do
My
Category
Quadrant
My
Predominant
Visual
Content
Why?
My
Other
Visual
Content
Why?
1 2
3 4
Create
higher
trust
with
customers
so
that
we
become
the
one
and
only
desVnaVon
for
car
buyers
to
help
them
decide
their
car
purchase.
Increase
our
site
visits
and
posiVon
us
as
the
best,
unbiased,
in-­‐depth
auto
experts
1
Videos
to
give
in-­‐depth
review
of
all
cars.
We
will
also
make
videos
for
how
to
choose
cars,
how
to
operate
and
maintain
the
top
models
of
cars.
Why?
Videos
best
suited
to
give
demos
and
build
brand
image
and
credibility.
Consumer
is
already
watching
lots
of
videos
online.
Images.
Why?
Well
suited
to
showcase
new
car
launches
and
comparisons
quickly.
Fast,
inexpensive
and
very
effecVve
for
social
engagement.

35. #DMAICMC
How To Decide
What Content
Goes Into My Visual Content?

36. #DMAICMC
#DMAICMC
Determine Fit Between Brand & Consumer Need
- What’s unique
- What can I own
- What’s my personality
Micro-moments
- I want to go
- I want to do
- I want to know
What does
my Brand
stand for?
What does
my consumer
care about?
SweetSpot
Don’t Create Aimless Content
Lk Gupta | CMO/now

37. #DMAICMC
#DMAICMC
Understand Your Consumer Mind-State & Role of Content
High
Involvement
Offline
Low
Purchase
Channel
Online
Consumer State:
- Long purchase journey
- Responsibility; answerability
- Anxiety; doubts
- Changing emotional state along journey
Job of Content:
- Inform in-depth; remove doubts
- Help decide what is good for THEIR needs
- Demonstrate RoI
- Deliver advice as per stage of journey
Lk Gupta | CMO/now

38. #DMAICMC
#DMAICMC
Understand Your Consumer Mind-State & Role of Content
High
Involvement
Offline
Low
Purchase
Channel
Online
Consumer State:
- Carefree
- Impulse purchase
- Short-term enjoyment
Job of Content:
- Inform and entertain
- Fodder for conversation
- Bind socially
Lk Gupta | CMO/now

39. #DMAICMC
#DMAICMC
Understand Your Consumer Mind-State & Role of Content
High
Involvement
Offline
Low
Purchase
Channel
Online
Consumer State:
- Carefree
- Deal hunter
- Convenience seeking
Job of Content:
- Inform in-depth
- Peer reviews & recommendation
- Close the sale
Lk Gupta | CMO/now

40. #DMAICMC
#DMAICMC
Don’t Start Without A Persona
Lk Gupta | CMO/now
Demographic
• Lives in a metro
• Born & brought up in a
metro
• 29 years old, Unmarried,
lives with his parents and
brother in Topsia, Kolkata
• Post graduate -MBA
• Works in a service sector
• Earns 10 Lakhs per annum
• Family has a car
Lifestyle
• Middle class serviceman
• During weekends, mostly goes for
long drive with friends
“We have plan to visit one base in a
week or two around city”
• Hangout with friends in lounges &
cafes on weekend
• Rarely watch TV, whatever shows
family is watching
• Reads Telegraph
• Owns Moto G, which he uses for
online shopping, have all possible
shopping app on mobile; also does
online shopping from laptop
Values & goals
• Fun loving guy with huge friend
circle
• Young generation looking for class
and status
• Miffed with people’s attitude and
reactions on present country
situation on social media
“People should be aware of system
before criticising it ”
Rooney
Serviceman, Kolkata
Problems & Triggers
• Just wanted a car of his own, and was tired
of driving family’s car
“I love Honda City, wanted to purchase it since
long time”
“4 hi log the family mein so badi gaadi ki
jarurat nahi hai abhi, so drop the plan for
XUV500”
• Wanted a car for travelling & trips
“Travel frequently out of city with my friends,
hence needed a car”
Consideration set
• Models considered were Sedan & SUV
segment- City, Sunny, Ciaz, Dzire,
XUV500 etc.
• Comfort is most important thing in his
mind while deciding the car followed
by look, design, brand of the car
• Other considered attributes are
mileage, safety, maintenance, music
system
“Also had Ciaz, Verna, XUV500 in my
mind while purchasing car but XUV500 ki
maintenance cost jyada hai, Ciaz is same
as Swift, Verna present model is
outdated, so finally purchased City “
Information needs &
sources
• Friends are one of the influencers
“Talked to friend about my needs and
specification requirements, they suggested me
this car”
“Just told family about my purchase decision”
• Internet helps further in information search,
everything available at one place
“I did compare my car with various other
models and also did comparison within
variants because during test drive they only
show top variants”
Pain points
• Not right information given by dealers
“I was eligible for corporate offer, they
told me about this thing after I had
made the purchase”
• Paperwork is tedious & also taking
time, need assistance
“They are saying that we will only
register car but won’t give registration
plate”

41. #DMAICMC
#DMAICMC
Questions to Ask For B2B Buyer Persona
• His Areas of focus and responsibilities
• Who are his influencers, stakeholders and participants
• What are his business goals
• What are his personal goals
• What are his values, perceptions and beliefs
• How does he make buying choices; what are his risks
• Find unarticulated ‘why’ reasons for buying
Lk Gupta | CMO/now

42. #DMAICMC
#DMAICMC
Example of B2B Buyer Persona
Lk Gupta | CMO/now

43. #DMAICMC
#DMAICMC
Example of B2B Buyer Persona
Lk Gupta | CMO/now

44. #DMAICMC
#DMAICMC
You May Have Multiple Personas In Your Business
Lk Gupta | CMO/now
Pramod
Businessman, Mumbai
He Needs :
• Prestige / Brand Image
• Comfort/ Safety / Style
• Advance Technology/
Eco-Friendly
Gagan
Manager,
Delhi
He Needs :
• Upgrade
• Fuel Efficiency
• New or Used – Best
sellers / re-sale value
• Comparisons
• More space
• Festive offers
• Previous car evaluation
Ajit
Sales
Officer,
Indore
He Needs :
• Can I afford it?
• New or Used –
Options in budget
• Value for money
• Upcoming cars
• Low maintenance
• Better Mileage
• Offers & discounts

45. #DMAICMC
#DMAICMC
…And Create A Consumer Decision Journey Map
Lk Gupta | CMO/now

46. #DMAICMC
#DMAICMC
What Content Should We Make – Ask A Lot Of WHY’s
Demographics
Lifestyle
Values
Needs/
Triggers
Buyer
journey
Usage
Category
Consumer
Persona
Buyer
Journey
Lk Gupta | CMO/now
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY? WHY?

47. #DMAICMC
#DMAICMC
SEM
SEM
SEM
Sale
Prior
Knowledge
Search
&
SelecVon
Buying
Interest
Conclude
Buy
Now
Divide His Decision Journey Into Discrete Parts
STAGE
0:
Need
Trigger
EARLY
STAGE
1:
Budget
decided
EARLY
STAGE
2:
Ini'al
Considera'on
set;
offline
advice
EARLY
STAGE
3:
Online
search;
specs;
prices;
social
media
MID
STAGE
2:
Back
to
online;
new
considera'on
set;
detailed
reviews
FINAL
STAGE
1:
Back
to
online;
Compare;
See
offers;
price;
loan
MID
STAGE
1:
Back
to
offline
advice;
Social
media
MID
STAGE
3:
Go
to
dealer;
Quote;
Test
drives;
exchange
price
FINAL
STAGE
2:
Finalise
and
book
FINAL
STAGE
3:
Post-­‐purchase
-­‐
Maintenance;
service;
Accessories
Lk Gupta | CMO/now
Example: Middle-class Car Buyer’s Journey
WHY?
WHY? WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?

48. #DMAICMC
#DMAICMC
Create & Update Content For Every Stage Of Journey
Early Stages: Help him to…
• Do thorough initial research
• See all his choices
• Shortlist based on budget
and other needs
• Understand what’s good for
his needs and what isn’t
Mid Stages: Help him to…
• Do in-depth comparisons
and evaluation of choices
• Have conversations with
offline and online
consultation
• Understand cost of
ownership and other
financial implications
Final Stages: Help him to…
• Narrow down alternatives to
final 1-2 models
• Decide on price and offers
• Decide on loan options
• Pre-think on accessory choices
• Proactively think of post-
purchase maintenance
Lk Gupta | CMO/now

49. #DMAICMC
#DMAICMC
B2B Journey Stages
Lk Gupta | CMO/now

50. #DMAICMC
#DMAICMC
Customize B2B Content Marketing for Journey Stages
Lk Gupta | CMO/now

51. #DMAICMC
#DMAICMC
When Should We Use
VISUAL CONTENT?

52. #DMAICMC
#DMAICMC
Everything That You Can Write, You Can Do Visually
Lk Gupta | CMO/now
Product Explainer
How-to Demo
Corporate Image
Interactive
User Generated
Detailed Review
Social Issue Awareness
Technical Capability
Engagement
Images
Video
Online chat
Vir. Reality
Webinar
Events
Infographics FB Live

53. #DMAICMC
#DMAICMC
However, Sometimes You May Not Use Visual Content
o When you want more time spent on website
o But combo of text + visual works better
o Product explainers for non-visual categories
e.g software, cloud computing
o Low internet bandwidth & no smartphone
o When you have Call-scripts as follow-ups
o When budgets are low-to-nothing
o But hey, use free online resources
- Canva, Flickr, Morguefile
o When audio reaches your TG better
o For masses, e.g. Mann Ki Baat
o TG is multi-tasking (podcast while driving)
Lk Gupta | CMO/now
Source:
h)ps://boagworld.com

54. #DMAICMC
#DMAICMC
Quick Examples of Visual Content at Different
Journey Stages
o B2B – Helping to Hire Talent Better
o B2C – Helping to Buy Cars
Lk Gupta | CMO/now
Source:
h)ps://boagworld.com

55. #DMAICMC
#DMAICMC
B2B – Early Stage Infographic
Lk Gupta | CMO/now
Early Stage:
Helping Define
Problem and
Success Parameters
Infographic:
Annual
Recruitment
Trends Report
• Thought Leadership Content
• Stake ownership of space
LinkedIn Talent Solutions
Targeting Recruiters and HR

56. #DMAICMC
#DMAICMC
B2B – Mid-Stage Examples
Lk Gupta | CMO/now
Mid-Stage:
Generate Confidence
in What You Offer
On Demand
Video: Product
Demo
• Cover typical use cases of key
personas
LinkedIn Talent Solutions
Targeting Recruiters and HR

57. #DMAICMC
#DMAICMC
B2B – Late-Stage Example
Lk Gupta | CMO/now
Late-Stage:
Convince prospect to
commit to you
LinkedIn Talent Solutions
Targeting Recruiters and HR
Slideshare: Case Study
• Spell out customer objectives and product benefits
• Highlight metrics to show business value from product usage

58. #DMAICMC
#DMAICMC
STAGE
0:
Need
Trigger
EARLY
STAGE
1:
Budget
decided
EARLY
STAGE
2:
Ini'al
Considera'on
set;
offline
advice
EARLY
STAGE
3:
Online
search;
specs;
prices;
social
media
MID
STAGE
2:
Back
to
online;
new
considera'on
set;
detailed
reviews
FINAL
STAGE
1:
Back
to
online;
Compare;
See
offers;
price;
loan
MID
STAGE
1:
Back
to
offline
advice;
Social
media
MID
STAGE
3:
Go
to
dealer;
Quote;
Test
drives;
exchange
price
FINAL
STAGE
2:
Finalise
and
book
FINAL
STAGE
3:
Post-­‐purchase
-­‐
Maintenance;
service;
Accessories;
insurance
B2C - Visual Content Example at Early Stage
Lk Gupta | CMO/now
Early Stage:
Helping With
Consideration Set

59. #DMAICMC
#DMAICMC
B2C Visual Content Example at Mid-Stage
STAGE
0:
Need
Trigger
EARLY
STAGE
1:
Budget
decided
EARLY
STAGE
2:
Ini'al
Considera'on
set;
offline
advice
EARLY
STAGE
3:
Online
search;
specs;
prices;
social
media
MID
STAGE
2:
Back
to
online;
new
considera'on
set;
detailed
reviews
FINAL
STAGE
1:
Back
to
online;
Compare;
See
offers;
price;
loan
MID
STAGE
1:
Back
to
offline
advice;
Social
media
MID
STAGE
3:
Go
to
dealer;
Quote;
Test
drives;
exchange
price
FINAL
STAGE
2:
Finalise
and
book
FINAL
STAGE
3:
Post-­‐purchase
-­‐
Maintenance;
service;
Accessories;
insurance
Lk Gupta | CMO/now
Mid-Stage:
Detailed Reviews &
Comparisons

60. #DMAICMC
#DMAICMC
B2C Visual Content Example at Late-Stage
STAGE
0:
Need
Trigger
EARLY
STAGE
1:
Budget
decided
EARLY
STAGE
2:
Ini'al
Considera'on
set;
offline
advice
EARLY
STAGE
3:
Online
search;
specs;
prices;
social
media
MID
STAGE
2:
Back
to
online;
new
considera'on
set;
detailed
reviews
FINAL
STAGE
1:
Back
to
online;
Compare;
See
offers;
price;
loan
MID
STAGE
1:
Back
to
offline
advice;
Social
media
MID
STAGE
3:
Go
to
dealer;
Quote;
Test
drives;
exchange
price
FINAL
STAGE
2:
Finalise
and
book
FINAL
STAGE
3:
Post-­‐purchase
-­‐
Maintenance;
service;
Accessories
Lk Gupta | CMO/now
Final Stage:
Talk About
Ownership

61. #DMAICMC
Exercise
7
Min
QUICK

62. #DMAICMC
#DMAICMC
What Content Will You Serve At Different Journey Stages?
My
Predominant
Visual
Content
Journey
Stage
What
is
customer
doing
at
this
stage?
Why
is
(s)he
doing
that?
In
what
emoVonal
state?
What
might
s(he)
need
from
you?
My
Content
What
content
will
you
create?
Which
type
of
visual
medium
will
you
use?
What
will
be
the
outcome…
-­‐ For
customer?
-­‐ For
You?
Do
this
for
a
specific
stage
of
customer’s
decision
journey
Lk Gupta | CMO/now

63. #DMAICMC
#DMAICMC
Executing Your
Visual Content

64. #DMAICMC
#DMAICMC
Find The Right Channel To Distribute Your Content
Consumer
Persona
Category
Lk Gupta | CMO/now
Buyer
Journey
Stages
Content

65. #DMAICMC
Execution Tips You Mustn't Miss

66. #DMAICMC
#DMAICMC
Be Honest
Lk Gupta | CMO/now
Your Brand Values
Your Personality
No Misrepresentation

67. #DMAICMC
#DMAICMC
Tell A Human Story
Lk Gupta | CMO/now
Relatable
Tap into an Emotion
Nerlix
Women
prison
inmates
story
(Context
–
Orange
Is
The
New
Black)
h)p://paidpost.nyVmes.com/nerlix/women-­‐inmates-­‐separate-­‐but-­‐not-­‐equal.html

68. #DMAICMC
#DMAICMC
Be Original
Lk Gupta | CMO/now
Unique
Hook Them With a Twist
X

69. #DMAICMC
#DMAICMC
Try Animation
Lk Gupta | CMO/now
Cheaper & Quicker
than shoots
Simple Storytelling

70. #DMAICMC
#DMAICMC
Repurpose
Lk Gupta | CMO/now
Use one content to
create multiple
snackable content

71. #DMAICMC
#DMAICMC
Repurpose
Example
Lk Gupta | CMO/now
12-min Full Review on YT Channel 60-sec Quick Bite on FB

72. #DMAICMC
#DMAICMC
Repurpose
Example
Long Advisory Article on Website Series of Three 5-min videos
on YT & Social
Lk Gupta | CMO/now

73. #DMAICMC
#DMAICMC
Pick Latest Trends
Lk Gupta | CMO/now
Latest tools online
Topical subjects

74. #DMAICMC
#DMAICMC
Optimise for mobile
Lk Gupta | CMO/now
Very short or no text intro
Prominent & clear CTA
Landing page optimized for mobile

75. #DMAICMC
#DMAICMC
Optimise with A/B testing
Lk Gupta | CMO/now
Test 2 to 3 versions of same
content to improve performance
continuously
Test different CTAs

76. #DMAICMC
#DMAICMC
Call to action
Lk Gupta | CMO/now
Simple & Prominent CTAs
Use hashtags &
comprehensive tagging
to get found
ONE DOES NOT SIMPLY
SHARE CONTENT WITHOU
USING RELEVANT HASHTAGS

77. #DMAICMC
#DMAICMC
Have A Solid Process
Lk Gupta | CMO/now
Someone dedicated
Tap into All Parts of Company
Adhere to a Calendar
- Persona-wise & Journey-wise

78. #DMAICMC
#DMAICMC
Measure Everything
Lk Gupta | CMO/now
Prepare for the funnel
Know what you want to impact
- For consumer
- For business

79. #DMAICMC
#DMAICMC
Lk Gupta | CMO/now
Don’t
Give
Up
Soon!
It’s
a
long-­‐term
game
And
Finally…

80. #DMAICMC
#DMAICMC
Lk Gupta | CMO/now
Thanks For Your Attention!
Time for Questions