Content marketing is a marketing strategy that focuses on creating and distributing valuable, relevant content to attract and acquire customers. It involves creating content like blogs, videos, social media posts, and ebooks. The goal is to attract new customers by providing useful information to the target audience. Companies are adopting content marketing because it helps build trust with customers and can be more effective than traditional advertising which customers often ignore. Creating engaging content requires resources like time, labor, and skills in areas like content creation, social media management, and analytics.

1. CONTENT
An Insight By:
Smit Patel - 141155
Sajni Chokshi - 141247
Divya Kaushik - 141219
Debanjan Biswas - 141311
Suket Gupta - 141351

2. What is Content
Marketing ?
Content marketing is a marketing program that
centres on creating, publishing, and distributing
content for your target audience, usually online.
The goal of which is to attract new customers , it is
a subset of Digital Marketing.
The most common components of a content
marketing program are social media networks,
blogs, visual content, and premium content assets
-- like eBooks or webinars.
HubSpot and Marketo are the leaders in Content
Marketing.
Some emerging ones are : Influence & Co. ,

3. What is the Job of a Content Marketer ?
In terms of your content marketing responsibilities,
your job is to:
• Create content : written and visual, long-form
(often placed behind a form) and short-form
(publicly available, like a blog post).
• Optimize that content for SEO.
• Manage social media.
Analytics and Photoshop also comes handy.
Data Mining and Content reusability helps in
great cost cutting.

4. Why are companies opting for Content
Marketing ?
What do you think
?

5. Some Commonly Used Tools for Content
Marketing.
Infographics. These are generally long, vertical graphics
that include statistics, charts, graphs, and other
information. A decent Infographic will usually cost you at
least $1,000 to have designed, but can cost several
thousand dollars if you are hiring a contractor or agency
to include strategy and planning, research, copywriting,
and design.
Webpages. What’s the difference between a normal
webpage and a webpage that is content marketing?
Infographics : An Example.

6. Some Commonly Used for Content Marketing.
Podcasts. A digital audio file made available on the
Internet for downloading to a computer or portable
media player, typically available as a series, new
instalments of which can be received by subscribers
automatically.
Videos. Gary Vaynerchuk is a master of content
marketing using online video, just take a look at his
YouTube channel. He got his start creating videos to
promote his family’s wine store and through those
videos and other online marketing he eventually grew
it to a $45M empire.Rihanna VEVO
One Direction VEVO

7. Stages.
• Awareness. Prior to awareness a customer may
have a need, but they are not aware there is a
solution.
• Research. Once a customer is aware there is a
solution, they will perform research to educate
themselves. For example, a car buyer will try to find
out what different types of cars exist, and which one
will fit their needs.
• Consideration. At this point the customer starts
comparing different products from different vendors
to make sure they’re getting a high quality product at
a fair price.
• Buy. Finally, the customer makes their decision and
moves forward with the transaction.

8. Challenges In Content
Marketing
• Takes too much time.
• Too much labour intensive.
• Cant get customers to talk.
• Not enough content for all cases.
• Cant get specific stats or metrics.
Challenges

9. Companies using Content
Marketing

10. Case Study - 1
“Does content marketing pay?”
-by Lucy Tesseras
The article highlights the findings of a study by the
Chartered Institute of Marketing (CIM), UK on how brands
prepare and implement their content marketing strategy,
the apparent disruption of conventional marketing, and how
content resonates with the audience with genuineness. It
also points out that consumers have trained themselves to
ignore ads, so if a marketer wants to engage them, he has
to craft something substantial for his audiences, and not
push products. If one has this, as well as trust in the brand
and the source, content marketing really works.

11. The paper quotes the example of Waitrose, a chain of
British supermarkets, in the food retail division. The
retailer features a live programme on TV where chefs
such as Heston Blumenthal and Michel Roux Jnr cook
up seasonal recipes using Waitrose ingredients. The
top-management executives believe that an audience
watching a 60-minute, content-led programme will be
far more engaged than the huge number of viewers
watching a 30-second TV commercial.
According to Nick Dutch, head of digital at Domino's,
businesses should create a kind of content customers
would expect to see if a brand wasn't producing it.
Also, even though engagement is clearly important,
there must also be a clear business case for any
content marketing activity or it simply isn't worth it.

12. Case Study - 2
• Walt Disney’s Corporate Infographic

13. Following are the key points that can be inferred from
Disney’s Case:
Integrate – One look at the map itself shows that all of
Disney’s teams were constantly working together, around their
central hub: creative talent and films. They kept their teams
talking to each other to maximize the usage of all of their
material.
Repurpose – Everything Disney does is repurposed and
repackaged into each of its entities – music, theme parks,
print publications, etc. Today, as the internet has changed the
way any content is marketed, Disney has also innovated itself
to keep the pace. Their newest blog, Oh My Disney, is a hub
Disney content modeled after BuzzFeed, with memes,
animated gifs and more.
Innovation at the center – The central to Disney’s content is
their creative talent. With their integrated content marketing
plan in place they seldom fail.
Thus, before investing in any content effort, one should map
how the idea best fits into their existing content mix, tap into
what’s working and work on what isn’t—all in the context of

14. References
• http://www.inc.com/christina-desmarais/how-to-grow-on-a-
shoestring-budget-7-tips.html
• http://blog.hubspot.com/blog/tabid/6307/bid/33505/10-B2B-
Companies-That-Create-Exceptional-Content.aspx
• http://www.forbes.com/sites/marketshare/2012/11/27/5-big-brands-
confirm-that-content-marketing-is-the-key-to-your-consumer/
• http://www.forbes.com/sites/joshsteimle/2014/09/19/what-is-content-
marketing/
• http://www.sproutworth.com/b2b-content-marketing-statistics-2015/
• http://www.business2community.com/content-marketing/content-
marketing-strategy-stats-2015-01178687