content marketing - definition, types, tools

1. BY
DHIVYA.S
Pondicherry university.

2. What is content?
• Content is the information, the idea or the
experience you publish online. It is anything
that you produce and publish for the purpose
of offering it to your audience. The format of
the content is most commonly text, but it can
also be visual, audio, or video.

3. In the realm of the digital world,
content should be:
• Useful
• Easy to consume
• Shareable
• Original
• Relevant
• Compelling
• Timely
• Personalized
• Authentic
• Engaging
• Educational
• Entertaining
• Insightful
• Conveying a story
• Contextual

4. What is content marketing?
• “Content marketing is a type of marketing focused on creation
and distribution of online materials that directly or indirectly
promote a brand”
• The management of text, rich media, audio and video content
aimed at engaging customers and prospects to meet business
goals published through print and digital media including web
and mobile platforms which is repurposed and syndicated to
different forms of web presence such as publisher sites, blogs,
social media and comparison sites.

5. Things to be consider….
Audience Niche (ref.
specific
topic)
Resources
competitors
SEO

6. Types of content:
Written content
(website content,
blog)
Visual content
(images,
graphics, info
graphics)
Audio and
video content
(Podcast,
video,
livechat)

8. Thinks to be consider while content
creation…
• Think about the goal – generate lead, brand
building, etc.
• Choose a topic – relevant, unique, necessary
• Brainstorm the ideas
• Content presentation – written, visual or
audio and video.
• Publish

9. Content Optimization:
• SEO – keyword density(Keyword density is the
percentage of times a certain keyword is used
on a page when compared to the total
number of words on that page)

10. • Image/video optimization - the search engines
crawlers are unable to read the text from the
image (yet), nor can they hear the recording
from the audio/video.
• The search engine crawlers will get about
these types of content are provided through
the following optimization methods.
• Image file name
• Caption
• Video title
• Descriptions

11. Image: https://www.youtube.com/watch?v=FrgcaRaOhEw

12. Practices to avoid when optimizing content:
• Over optimization
• Keyword stuffing
• Cloaking
• Website comment

13. Content management:
Creation
Editing
Publishing
Administration

14. • CMS (content management system) is an
application designed to create and manage
digital content.
• The most popular content management
systems are free and open-source CMSs.

15. content marketing metrics
• Relevant metrics to evaluate content
performance:
• Visits
• Page views
• Session duration
• Traffic sources
• Conversion rate

16. Tools and apps helps content
marketing:
For writing
• Evernotes
• Grammarly
• Writewell
For designing
• Canva
• Infogram
• Stencils

17. Reference:
• Content Marketing Fundamentals /ebook-
www.emarketinginstitute.com

18. THANK YOU….