This document discusses various content marketing strategies and tactics. It begins by defining content marketing as creating valuable and relevant content to attract and retain an audience to drive customer action. It then discusses why content marketing is effective by delivering useful information to customers to change behavior and enhance sales and loyalty. Various content formats and channels are covered, including eBooks, blogs, and white papers. Advantages and disadvantages of different content types are provided. Overall it serves as a guide to content marketing strategies.

3. CONTENT MARKETING
Content marketing is a strategic marketing approach focused on creating
and distributing valuable, relevant, and consistent content to attract and
retain a clearly-defined audience — and, ultimately, to drive profitable
customer action.

4. WHY CONTENT MARKETING?
• To create and curate valuable and relevant
content.
• The motive is to change/enhance consumer
behavior.
• Instead of pitching a product, one delivers
information for the customer which makes
him/her more intelligent.
• The outcome is enhanced sales and customer
loyalty.
• Why? Because it works.

5. MARKETING IS IMPOSSIBLE WITHOUT GOOD CONTENT

6. HOW?
• Social Media Marketing
• SEO
• PR
• PPC
• Inbound Marketing
• Content Strategy

8. E-BOOKS
1. Communicating complex information but in a
striking, easily digestible way.
2. “Interesting” content combined with practical,
inspiring messages that align with the brand.
3. Visually appealing than a white paper.

9. ADVANTAGES
• Establishes your company as a thought
leader.
• Offers a comprehensive way to make a
business case.
• Creates launching pad for a host of
marketing content.
• Helps with search engine optimization
(SEO).
• Provides user friendly content to a
searcher on his own terms and in his own

11. CONS
• Poor distribution plan may make for
lacklustre results.
• Lack of clearly defined customer
personas can create a fuzzy
execution.
• Poor collaboration between editorial
and design can produce an incoherent
end product.

13. BLOG
• A blog (a truncation of the expression weblog) is a
discussion or informational site published on the
World Wide Web consisting of discrete entries
("posts") typically displayed in reverse chronological
order (the most recent post appears first).
• A majority are interactive, allowing visitors to leave
comments and even message each other via GUI
widgets on the blogs, and it is this interactivity that
distinguishes them from other static websites. on the
blogs, and it is this interactivity that distinguishes
them from other static websites.

15. Importance of blogs in
business
• Drive traffic to your website
• Increase your SEO/ SERP
• Position your brand as an industry leader
• Develop better customer relationships

16. Best Blogs hosting Business and Marketing content in
India
Website: forbesindia.com/blog
Forbes India Online - source for
the latest business and financial
news and analysis. Covering
personal finance, lifestyle,
technology and stock markets.

17. • India’s largest online independent
network.
• Smartphones and gadget reviews.
• Technology news and updates.
• Lifestyle, design and auto reviews.
Website: igyaan.in/blog

18. • Established in May of 2009.
• Photography and camera news.
• Reviews of camera equipment.
• Photography tutorials (beginners and
advanced).
• Interviews.
• Hosting shots and videos from some of the
best photographers out there including the
camera settings they used while hitting the
shutter.

19. WHITE PAPER ?
A white paper is technically and visually
‘White’ in color.
Pretty much like this Blank template…
Boring?
Not always…

20. A white paper is an authoritative
report or guide that informs readers
concisely about a complex issue and
presents the issuing body's
philosophy on the matter. It is meant
to help readers understand an issue,
solve a problem, or make a decision.

21. IN BUSINESS-TO-BUSINESS MARKETING:
As a marketing tool, these papers use selected
facts and logical arguments to build a case
favourable to the company sponsoring the
document. B2B white papers are often used to
generate sales leads, establish thought
leadership, make a business case, or inform and
persuade prospective customers, channel
partners, journalists, analysts, or investors. In
digital marketing, white papers are often
referred to as a form of content marketing.

22. ADVANTAGES…
• Leads
• White papers attract decision makers.
• White papers set you apart from the
competition.
• White papers are seen by many consumers
as “problem solvers.”
• White paper content is recyclable

24. CONS
• White papers need a lot of care after they are
created. Just posting it to your site and sharing it
once isn’t enough. You’ll need to continually
drive traffic to the landing page in order to
demonstrate return on investment.
• White papers can be perceived as dry and
boring. Effective white papers are loaded with
data, research and statistics.
• You need to speak your buyer’s language.

25. WHITE PAPER EXAMPLES:
HOOTSUITE
To attract clients struggling with running a social
businesses, Hootsuite offers a white paper 8 Tips for
Social Business. The 7-page white paper includes a
closing page further describing the company as well
as showcasing some of Hootsuite’s top clients.

26. ADOBE
Adobe, in an effort to reach
business professionals
searching for detailed
information about document
security, published the white
paper Global Insights on
Document Security. The white
paper is 15 pages and contains
the type of research and data
an IT professional will be
looking for when making
decisions on his company’s

27. ATALASOFT
Atalasoft, a document imaging
company partnered with the
digital publisher Software
Development Times to release
the white paper Scanning on
the Web. The 7-page white
paper details four separate
options for web scanning and
offers readers a 30-day trial of
Atalasoft’s latest scanning
solution.

28. ADDITIONAL TIPS…
• Answer specific questions. Know what your
customers are searching for and craft your white
paper with buyer insight and data-driven topics.
• Don’t push too hard for the sale.
• Be visual. Use graphs and charts that can easily
represent data.
• Prove it. Your customers want to know that the
detailed information you are sharing is well-
sourced.
• Think of your white paper as a campaign anchor
and develop resources around it to drive traffic

31. ‘Tech Republic’ is a huge database
of some of the best white papers
available on the internet today.
I searched ‘ processor’ in the
search column and this is what I
found.

33. What I did next was search for
available white papers on tech
republic with random
keywords. I searched
‘Bangalore’ and this showed
up…

35. Pretty
Impressive…

36. Worst. White. Paper. Ever.

37. Reasons why I thought this one wasn’t worth it…
• Boring or misleading title.
• Too long or too short.
• Poor design or typography.
• Missing or poor illustrations.
• Too much hype, too little proof.
• Weak flow of ideas.

38. Five Key Considerations to Ensure Data
Recovery

40. Criticism
• Missing or poor illustrations.
• Too much emphasis on what ‘recovery’ is all
about in place of a solution.
• Confusing…not everyone is a genius like most of
the ‘white-paper’ writers in your company.
I opened this white paper to try and gain proper
knowledge about how I can simply format my
pc(whenever necessary) and how I can restore my
pc back to its original form without losing any
data…all I got to read were company policies and
what ‘ recovery’ is all about.

41. PRODUCT DESCRIPTORS…
• "What am I?"
• Every invention begs this essential question of
identity.
• The answer is found in the product’s descriptor.
A descriptor defines a thing, categorizing it,
framing it, positioning it and signalling its
intended future.
• A product that doesn’t claim to break new
ground adopts its category’s standard
convention. For example, a new, run-of-the-mill
digital camera would be marketed as a "digital
camera".