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Getting Started with Content Marketing: Understanding the What, Why, and How

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Harry Ven
Harry Ven

Content marketing being such a big subject, how do you quickly get started with Content Marketing for your product?

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Getting Started with Content Marketing Harish Venkatesan
About myself • Lead Product & Growth tech startups • Raised 1M USD and grew user base from 0 to 40K in 6 months in B2C tech startup • Integrating “product” to the minds of customers
What, why and the how • What is Content Marketing? • Why is it important today? • How is it different from traditional marketing?
Scope • Customers vs Products • Approach vs Hacks • Story vs Channels
Approach • The customer • The problem • What you want to achieve? (Awareness, Acquisition, Branding)
Approach - example
How to choose the topics • What are your customer’s core problems? • What’s different about what you are talking about? • What are your business needs?
Choosing topics - example
Where to find the topics? • Talk to probable customers • Check out online communities • Explore few topics around the subject • Keyword search (Buzzsumo, Google Trends) • Check what your competition is doing
The Story
The Story • Hero • Problem • Insight/Solution
How to choose content type? • Blogs • Podcast • Videos • Case studies • White paper • Guest posts • Forums • Q & A sites
How to choose content type? • Competition • What is important to your business right now? • What you are talking about? • What are your customers’ needs?
How to choose channels? • Psychology of the platform • Where do your customers hangout online? • What type of content are you talking about? • Re-using content to explore channels to see engagement
Distribution : Reaching your audience • Social media - Facebook groups, LinkedIn etc • Influencers • Partners (Link building)
Measuring the impact at early stages • Qualitative • Topic vs content issue • Is your content connecting with your audience?
Success stories
Process • Analytics, Customer feedback and Competition • SEO • Editorial calendar • Distribution
Tools - Buzzsumo • §
Tools • Buffer - Scheduling your posts • Canva - Creating posters • Unsplash - Free stock photos
Myths • It’s all about creation • Distribution = starting a blog • Needs high quality • Content needs to be original
Practice • Who is your customer? • What is the problem area you are operating? • What are the probable issues your customer might be facing? • What are your customers saying as missing?
If you need help in getting started • mail me at harryven@productstory.io • Call me at +358 46 5227823

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Getting Started with Content Marketing: Understanding the What, Why, and How

  • 1. Getting Started with Content Marketing Harish Venkatesan
  • 2. About myself • Lead Product & Growth tech startups • Raised 1M USD and grew user base from 0 to 40K in 6 months in B2C tech startup • Integrating “product” to the minds of customers
  • 3. What, why and the how • What is Content Marketing? • Why is it important today? • How is it different from traditional marketing?
  • 4. Scope • Customers vs Products • Approach vs Hacks • Story vs Channels
  • 5. Approach • The customer • The problem • What you want to achieve? (Awareness, Acquisition, Branding)
  • 7. How to choose the topics • What are your customer’s core problems? • What’s different about what you are talking about? • What are your business needs?
  • 9. Where to find the topics? • Talk to probable customers • Check out online communities • Explore few topics around the subject • Keyword search (Buzzsumo, Google Trends) • Check what your competition is doing
  • 11. The Story • Hero • Problem • Insight/Solution
  • 12. How to choose content type? • Blogs • Podcast • Videos • Case studies • White paper • Guest posts • Forums • Q & A sites
  • 13. How to choose content type? • Competition • What is important to your business right now? • What you are talking about? • What are your customers’ needs?
  • 14. How to choose channels? • Psychology of the platform • Where do your customers hangout online? • What type of content are you talking about? • Re-using content to explore channels to see engagement
  • 15. Distribution : Reaching your audience • Social media - Facebook groups, LinkedIn etc • Influencers • Partners (Link building)
  • 16. Measuring the impact at early stages • Qualitative • Topic vs content issue • Is your content connecting with your audience?
  • 18. Process • Analytics, Customer feedback and Competition • SEO • Editorial calendar • Distribution
  • 20. Tools • Buffer - Scheduling your posts • Canva - Creating posters • Unsplash - Free stock photos
  • 21. Myths • It’s all about creation • Distribution = starting a blog • Needs high quality • Content needs to be original
  • 22. Practice • Who is your customer? • What is the problem area you are operating? • What are the probable issues your customer might be facing? • What are your customers saying as missing?
  • 23. If you need help in getting started • mail me at harryven@productstory.io • Call me at +358 46 5227823