SlideShare a Scribd company logo
Content Marketing
for Brands
What is
Content
Marketing
?
Content marketing is the
creation and strategic
distribution of high-quality
content that attracts and
engages audiences online.
“Traditional marketing sells.
Content marketing invites.
But, what exactly classifies as content?
Content is
any written, verbal, visual media
or mix of the above media, that is
typically used to acquire
consumers, engage them, deepen
customer connections, and create
brand awareness.
Let’s look at how a brand
uses these different
content formats
Blog
imagery
Pop culture
imagery
Memes
Engaging
infographics
For
recruiting
Why does your brand need
content marketing?
Why do
brands
need
Content
Marketing
?
Great content with the right
placement rarely goes unnoticed.
What’s more, along with lasting
user interaction, it helps you get
discovered through search.
P.s. - Google loves content, both
quantity & quality
1. It creates visibility
Why do
brands
need
Content
Marketing
?
▫ Increased Airbnb’s brand
search volume by 9%
▫ The video uploaded in 10
languages got ~6mn views.
▫ “Live there” continues to be a a
major content peg for Airbnb,
driving traffic & social
discovery
Why do
brands
need
Content
Marketing
?
Users constantly seek out
recommendation and validation for
their choices. Shareable content
lets them do just that.
More shares = more visibility
More visibility = more familiarity
More familiarity = more interaction
More interaction = more intent
2. It creates a shareable commodity
Why do
brands
need
Content
Marketing
?
A little content goes a long way.
Content can be recycled,
redistributed and revamped to
help your brand stay relevant in
the long run.
It’s also easier to customize along
the user’s journey through various
touch points.
3. It builds lasting user relationships
Why do
brands
need
Content
Marketing
?
Each piece of informative content
you create and share solidifies
you as a top-of-mind resource
when questions arise — and when
it’s time to make a purchase.
Want to educate users about your
category? Create a blogpost.
Want to win over the DIY
audience? Create a social DIY
series.
4. It helps you OWN your category
“Now, let see how we can
build the right content
marketing strategy for
your brand.
Define overall marketing goals &
understand how content marketing fits into
them
Define
goals
Overall goals:
To increase the number of users on its platform, thereby
increasing native ad revenue for the company
How Content Marketing helps:
- Helping Zomato get discovered
- Helping Zomato become the topic leader
- Bringing more people on to the platform through strong audience
connect, consistent engagement through contests and offers, and
sharing links to help users find the product easily.
Create user personas
At the heart of any content strategy lies user
understanding. To create successful content,
answer the following:
1. Who is the user?
2. Where is the user?
3. What does the user do upon seeing good
content?
4. When does the user respond
to/consume content?
5. Why will the user respond to my content?
Identify,
understand
& chase
the user
Zomato’s user persona
▫ 13-45 y/o, both males & females
▫ India, US, Australia, UAE
▫ Apps enthusiast, web savvy, consumes social media
content, relies on social and interpersonal channels to get
information & recommendations
▫ Wants easy access to food services in their area
▫ Shares relatable content on social, humble-brags, Shares
funny content - twitter wars, memes, and infographics
▫ Zomato helps by creating unique, relatable, food oriented
content that immediately strikes a chord.
Who is the
User?
1. Define the language
2. Define the key emotions
3. Define the relevant trends & topics that
matter to the user
4. Define their affinity & objections
5. Define do’s & don’ts
Define
content
tone &
voice
Who is the
User?
How Zomato talks to its
users:
▫ Demographically
relevant
▫ Timed well (posted at
the end of the month)
▫ Uses relatable
concepts: emojis &
money shortage
▫ Incentivises
▫ Drives shares
▫ Brands itself
1. Buzzsumo (for social listening)
2. Google trends (general trends & brand
impact)
3. Keyword planner (blog)
Use
content
listening
tools
▫ The key is to create lots of different
content consistently to gain visibility,
and relevance
▫ The platform where your users are most
abundant and engaged should be your
first choice
▫ Ensure Call to actions on each content
piece - urge users to like, share,
subscribe, sign up etc.
Create &
deploy
1. Conduct tests between various content
formats and platforms (images, videos,
long form blogs, influencer content etc)
to see which performs the best
1. Make best performing content your
“HERO CONTENT” - your brand’s MVP
that connects strongly with users and is
highly aligned with your brand
1. Push your hero content through paid
promotions, alliances, and multiple
channels.
Suggested tool: Truesocial Metrics
Test,
Test,
Test!
Airbnb “live there” hero content
Airbnb “live there” supporting content
1. Create content calendars, marking all
relevant occasions (product launches,
predictable trending days, promotional
activities etc)
2. Assign budgets for promotion
3. Maintain a content repository as a
safeguard
Suggested tool: Hubspot social calendar
Create
promotion
and
publishing
schedules
Beginner hacks
to get you started
▫ Build skyscraper content
Beginner
hacks
“The two kinds of people”
already existed. Zomato saw
the opportunity and made the
content their own
Urban ladder builds value for
users by leveraging home
decor influencers
▫ Learn about the platform you want to
publish your content on.
▫ Understand the platform’s discovery
mechanisms & algorithms.
Beginner
hacks
For instance:
▫ Facebook prefers videos over images
and images over text posts
▫ Facebook places value on the frequency
of posts as well as the engagement on
your page
▫ For blogs, google is likely to index your
page higher if it has rich backlinks and
traffic
▫ Ride on the trend wave: Trending topics
get more tractionBeginner
hacks
▫ Make thumb-stopping, mobile ready
content
▫ Go for square aspect ratios
▫ For videos, create mute-ready
videos
▫ Use bright colours that stand out
against the background of your
content platform
▫ Use strong CTAs : e.g. tag a friend
who…
Beginner
hacks
▫ Validate effort v/s impact
▫ Low effort, high impact content will help you
build more content
▫ E.g. : Listicles, vector/stock image photo
series, memes, stock footage/animated
videos
Beginner
hacks
▫ Lastly, remember:
Content always needs context: For every content piece,
ideate on headlines, taglines & imagesBeginner
hacks
Thank you for being a
wonderful audience
Connect with me at:
kaushiknishtha29@gmail.com

More Related Content

What's hot

Planning Social Media Content
Planning Social Media ContentPlanning Social Media Content
Planning Social Media Content
Fandom Marketing
 
Integrating Social Media With Paid Social
Integrating Social Media With Paid SocialIntegrating Social Media With Paid Social
Integrating Social Media With Paid Social
Fandom Marketing
 
Sales & marketing for startups
Sales & marketing for startupsSales & marketing for startups
Sales & marketing for startups
Pallav Jhawar
 
Sfu smbc nov 19
Sfu smbc nov 19Sfu smbc nov 19
Sfu smbc nov 19
KDundon
 
Social Media Campaign Planning Workshop
Social Media Campaign Planning WorkshopSocial Media Campaign Planning Workshop
Social Media Campaign Planning Workshop
Inner Ear
 
How to Hook (and Keep!) Digital Readers
How to Hook (and Keep!) Digital ReadersHow to Hook (and Keep!) Digital Readers
How to Hook (and Keep!) Digital Readers
Nxtbook Media
 
Social Media Website Integration
Social Media Website IntegrationSocial Media Website Integration
Social Media Website Integration
Fandom Marketing
 
Content is currency
Content is currencyContent is currency
Content is currency
Jack Molisani
 
How to Become Brand in Demand For Your Small Business
How to Become Brand in Demand For Your Small BusinessHow to Become Brand in Demand For Your Small Business
How to Become Brand in Demand For Your Small Business
MFE Consulting LLC
 
Build a Business on Instagram 2016
Build a Business on Instagram 2016Build a Business on Instagram 2016
Build a Business on Instagram 2016
Shreyans Jain
 
5 Keys for Creating Awesome Content
5 Keys for Creating Awesome Content 5 Keys for Creating Awesome Content
5 Keys for Creating Awesome Content
Mohamed Mahdy
 
Guardian Seminars: Running a Social Media Campaign
Guardian Seminars: Running a Social Media CampaignGuardian Seminars: Running a Social Media Campaign
Guardian Seminars: Running a Social Media Campaign
TwoBees: Digital Media Training & Consultancy
 
Introduction to social media training deck
Introduction to social media training deckIntroduction to social media training deck
Introduction to social media training deck
Social Media Library
 
Planning Your Content and Social Media Strategy | Storylab
Planning Your Content and Social Media Strategy | StorylabPlanning Your Content and Social Media Strategy | Storylab
Planning Your Content and Social Media Strategy | Storylab
Story Collaborative
 
Facebook for Business
Facebook for BusinessFacebook for Business
Facebook for Business
Get up to Speed
 
YouTube and Facebook video marketing workshop
YouTube and Facebook video marketing workshopYouTube and Facebook video marketing workshop
YouTube and Facebook video marketing workshop
Greg Jarboe
 
Ubiquity and Responsive Design Explained
Ubiquity and Responsive Design ExplainedUbiquity and Responsive Design Explained
Ubiquity and Responsive Design Explained
Nxtbook Media
 
Pay to play crafting compelling campaigns amie o’shaughnessy, jyl johnson p...
Pay to play crafting compelling campaigns   amie o’shaughnessy, jyl johnson p...Pay to play crafting compelling campaigns   amie o’shaughnessy, jyl johnson p...
Pay to play crafting compelling campaigns amie o’shaughnessy, jyl johnson p...
TBEX
 
Content Marketing Presentation - BIA Kelsey Event 9.22.14
Content Marketing Presentation - BIA Kelsey Event 9.22.14Content Marketing Presentation - BIA Kelsey Event 9.22.14
Content Marketing Presentation - BIA Kelsey Event 9.22.14
Jon Wuebben
 
The WOW Content - How to create a content that makes a big buzz?
The WOW Content - How to create a content that makes a big buzz?The WOW Content - How to create a content that makes a big buzz?
The WOW Content - How to create a content that makes a big buzz?
Muhammad Omar
 

What's hot (20)

Planning Social Media Content
Planning Social Media ContentPlanning Social Media Content
Planning Social Media Content
 
Integrating Social Media With Paid Social
Integrating Social Media With Paid SocialIntegrating Social Media With Paid Social
Integrating Social Media With Paid Social
 
Sales & marketing for startups
Sales & marketing for startupsSales & marketing for startups
Sales & marketing for startups
 
Sfu smbc nov 19
Sfu smbc nov 19Sfu smbc nov 19
Sfu smbc nov 19
 
Social Media Campaign Planning Workshop
Social Media Campaign Planning WorkshopSocial Media Campaign Planning Workshop
Social Media Campaign Planning Workshop
 
How to Hook (and Keep!) Digital Readers
How to Hook (and Keep!) Digital ReadersHow to Hook (and Keep!) Digital Readers
How to Hook (and Keep!) Digital Readers
 
Social Media Website Integration
Social Media Website IntegrationSocial Media Website Integration
Social Media Website Integration
 
Content is currency
Content is currencyContent is currency
Content is currency
 
How to Become Brand in Demand For Your Small Business
How to Become Brand in Demand For Your Small BusinessHow to Become Brand in Demand For Your Small Business
How to Become Brand in Demand For Your Small Business
 
Build a Business on Instagram 2016
Build a Business on Instagram 2016Build a Business on Instagram 2016
Build a Business on Instagram 2016
 
5 Keys for Creating Awesome Content
5 Keys for Creating Awesome Content 5 Keys for Creating Awesome Content
5 Keys for Creating Awesome Content
 
Guardian Seminars: Running a Social Media Campaign
Guardian Seminars: Running a Social Media CampaignGuardian Seminars: Running a Social Media Campaign
Guardian Seminars: Running a Social Media Campaign
 
Introduction to social media training deck
Introduction to social media training deckIntroduction to social media training deck
Introduction to social media training deck
 
Planning Your Content and Social Media Strategy | Storylab
Planning Your Content and Social Media Strategy | StorylabPlanning Your Content and Social Media Strategy | Storylab
Planning Your Content and Social Media Strategy | Storylab
 
Facebook for Business
Facebook for BusinessFacebook for Business
Facebook for Business
 
YouTube and Facebook video marketing workshop
YouTube and Facebook video marketing workshopYouTube and Facebook video marketing workshop
YouTube and Facebook video marketing workshop
 
Ubiquity and Responsive Design Explained
Ubiquity and Responsive Design ExplainedUbiquity and Responsive Design Explained
Ubiquity and Responsive Design Explained
 
Pay to play crafting compelling campaigns amie o’shaughnessy, jyl johnson p...
Pay to play crafting compelling campaigns   amie o’shaughnessy, jyl johnson p...Pay to play crafting compelling campaigns   amie o’shaughnessy, jyl johnson p...
Pay to play crafting compelling campaigns amie o’shaughnessy, jyl johnson p...
 
Content Marketing Presentation - BIA Kelsey Event 9.22.14
Content Marketing Presentation - BIA Kelsey Event 9.22.14Content Marketing Presentation - BIA Kelsey Event 9.22.14
Content Marketing Presentation - BIA Kelsey Event 9.22.14
 
The WOW Content - How to create a content that makes a big buzz?
The WOW Content - How to create a content that makes a big buzz?The WOW Content - How to create a content that makes a big buzz?
The WOW Content - How to create a content that makes a big buzz?
 

Similar to Content marketing for brands

Social Media Strategy: Exploring the Basics
Social Media Strategy: Exploring the Basics Social Media Strategy: Exploring the Basics
Social Media Strategy: Exploring the Basics
Jodie King
 
GUIDE TO CONTENT MARKETING
GUIDE TO CONTENT MARKETINGGUIDE TO CONTENT MARKETING
GUIDE TO CONTENT MARKETING
Nupur Samaddar
 
Social Media Optimization 8 Expert Tips for Growing Your Online Presence.pptx
Social Media Optimization 8 Expert Tips for Growing Your Online Presence.pptxSocial Media Optimization 8 Expert Tips for Growing Your Online Presence.pptx
Social Media Optimization 8 Expert Tips for Growing Your Online Presence.pptx
JasnoorKaur59
 
Content strategy
Content strategy Content strategy
Content strategy
Gbenga Odunsi
 
Content strategy
Content strategy Content strategy
Content strategy
Gbenga Odunsi
 
Session 9 content marketing
Session 9 content marketingSession 9 content marketing
Session 9 content marketing
How To Do Digital Marketing
 
Session 8 linked in marketing
Session 8 linked in marketingSession 8 linked in marketing
Session 8 linked in marketing
How To Do Digital Marketing
 
Brand understanding through Social Media
Brand understanding through Social Media Brand understanding through Social Media
Brand understanding through Social Media
Himanshu Upadhyay
 
MS2LC8 Developing a Content Strategy.pdf
MS2LC8 Developing a Content Strategy.pdfMS2LC8 Developing a Content Strategy.pdf
MS2LC8 Developing a Content Strategy.pdf
AlokKumar478998
 
CONTENT MARKETING
CONTENT MARKETINGCONTENT MARKETING
CONTENT MARKETING
lakshmikrishnan61
 
Class 1_Digital content creation.pdf
Class 1_Digital content creation.pdfClass 1_Digital content creation.pdf
Class 1_Digital content creation.pdf
RimjhimSwami
 
Content marketing
Content marketingContent marketing
Content marketing
MalaikaMugasa
 
Content marketing and content creation..pptx
Content marketing and content creation..pptxContent marketing and content creation..pptx
Content marketing and content creation..pptx
IPCSTrivandrum
 
A Guide to Content Seeding
A Guide to Content SeedingA Guide to Content Seeding
A Guide to Content Seeding
Rebecca Hesilrige
 
Content Marketing Talk
Content Marketing TalkContent Marketing Talk
Content Marketing Talk
Greg Fry
 
ABCs of Social Media by Marketing Maven
ABCs of Social Media by Marketing MavenABCs of Social Media by Marketing Maven
ABCs of Social Media by Marketing Maven
Samantha Maven
 
Social Media 101 - September 2021
Social Media 101 - September 2021Social Media 101 - September 2021
Social Media 101 - September 2021
Sharon Mostyn
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
Urban Cool KC - KW Key Partners LLC
 
Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013
Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013
Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013
Mom's Choice Awards
 
Social Media in Marketing in Support of Your Personal Brand - Nicola Osborne
Social Media in Marketing in Support of Your Personal Brand - Nicola OsborneSocial Media in Marketing in Support of Your Personal Brand - Nicola Osborne
Social Media in Marketing in Support of Your Personal Brand - Nicola Osborne
EDINA, University of Edinburgh
 

Similar to Content marketing for brands (20)

Social Media Strategy: Exploring the Basics
Social Media Strategy: Exploring the Basics Social Media Strategy: Exploring the Basics
Social Media Strategy: Exploring the Basics
 
GUIDE TO CONTENT MARKETING
GUIDE TO CONTENT MARKETINGGUIDE TO CONTENT MARKETING
GUIDE TO CONTENT MARKETING
 
Social Media Optimization 8 Expert Tips for Growing Your Online Presence.pptx
Social Media Optimization 8 Expert Tips for Growing Your Online Presence.pptxSocial Media Optimization 8 Expert Tips for Growing Your Online Presence.pptx
Social Media Optimization 8 Expert Tips for Growing Your Online Presence.pptx
 
Content strategy
Content strategy Content strategy
Content strategy
 
Content strategy
Content strategy Content strategy
Content strategy
 
Session 9 content marketing
Session 9 content marketingSession 9 content marketing
Session 9 content marketing
 
Session 8 linked in marketing
Session 8 linked in marketingSession 8 linked in marketing
Session 8 linked in marketing
 
Brand understanding through Social Media
Brand understanding through Social Media Brand understanding through Social Media
Brand understanding through Social Media
 
MS2LC8 Developing a Content Strategy.pdf
MS2LC8 Developing a Content Strategy.pdfMS2LC8 Developing a Content Strategy.pdf
MS2LC8 Developing a Content Strategy.pdf
 
CONTENT MARKETING
CONTENT MARKETINGCONTENT MARKETING
CONTENT MARKETING
 
Class 1_Digital content creation.pdf
Class 1_Digital content creation.pdfClass 1_Digital content creation.pdf
Class 1_Digital content creation.pdf
 
Content marketing
Content marketingContent marketing
Content marketing
 
Content marketing and content creation..pptx
Content marketing and content creation..pptxContent marketing and content creation..pptx
Content marketing and content creation..pptx
 
A Guide to Content Seeding
A Guide to Content SeedingA Guide to Content Seeding
A Guide to Content Seeding
 
Content Marketing Talk
Content Marketing TalkContent Marketing Talk
Content Marketing Talk
 
ABCs of Social Media by Marketing Maven
ABCs of Social Media by Marketing MavenABCs of Social Media by Marketing Maven
ABCs of Social Media by Marketing Maven
 
Social Media 101 - September 2021
Social Media 101 - September 2021Social Media 101 - September 2021
Social Media 101 - September 2021
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013
Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013
Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013
 
Social Media in Marketing in Support of Your Personal Brand - Nicola Osborne
Social Media in Marketing in Support of Your Personal Brand - Nicola OsborneSocial Media in Marketing in Support of Your Personal Brand - Nicola Osborne
Social Media in Marketing in Support of Your Personal Brand - Nicola Osborne
 

Recently uploaded

AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
AI Driven Emotional Recognition in Digital Ads - Tarun GuptaAI Driven Emotional Recognition in Digital Ads - Tarun Gupta
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim HaydenHow To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim Hayden
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
Demandbase
 
Etsy Marketing Guide - Tips For Selling Digital Products
Etsy Marketing Guide - Tips For Selling Digital ProductsEtsy Marketing Guide - Tips For Selling Digital Products
Etsy Marketing Guide - Tips For Selling Digital Products
kcblog21
 
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoHow to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdfLuxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
KiranRai75
 
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaSEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Grow Your Business Online: Introduction to Digital Marketing
Grow Your Business Online: Introduction to Digital MarketingGrow Your Business Online: Introduction to Digital Marketing
Grow Your Business Online: Introduction to Digital Marketing
Digital Discovery Institute
 
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610
Shuntaro Kogame
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Google Ads Vs Social Media Ads-A comparative analysis
Google Ads Vs Social Media Ads-A comparative analysisGoogle Ads Vs Social Media Ads-A comparative analysis
Google Ads Vs Social Media Ads-A comparative analysis
akashrawdot
 
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
Veronika Höller
 
How American Bath Group Leveraged Kontent
How American Bath Group Leveraged KontentHow American Bath Group Leveraged Kontent
Pillar-Based Marketing - Ryan Brock, DemandJump
Pillar-Based Marketing - Ryan Brock, DemandJumpPillar-Based Marketing - Ryan Brock, DemandJump
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Efficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing ProsEfficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing Pros
Lauren Polinsky
 

Recently uploaded (20)

AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
AI Driven Emotional Recognition in Digital Ads - Tarun GuptaAI Driven Emotional Recognition in Digital Ads - Tarun Gupta
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
 
How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim HaydenHow To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim Hayden
 
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
 
Etsy Marketing Guide - Tips For Selling Digital Products
Etsy Marketing Guide - Tips For Selling Digital ProductsEtsy Marketing Guide - Tips For Selling Digital Products
Etsy Marketing Guide - Tips For Selling Digital Products
 
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoHow to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
 
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdfLuxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
 
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaSEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
 
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
 
Grow Your Business Online: Introduction to Digital Marketing
Grow Your Business Online: Introduction to Digital MarketingGrow Your Business Online: Introduction to Digital Marketing
Grow Your Business Online: Introduction to Digital Marketing
 
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
 
PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
 
Google Ads Vs Social Media Ads-A comparative analysis
Google Ads Vs Social Media Ads-A comparative analysisGoogle Ads Vs Social Media Ads-A comparative analysis
Google Ads Vs Social Media Ads-A comparative analysis
 
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
 
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
 
How American Bath Group Leveraged Kontent
How American Bath Group Leveraged KontentHow American Bath Group Leveraged Kontent
How American Bath Group Leveraged Kontent
 
Pillar-Based Marketing - Ryan Brock, DemandJump
Pillar-Based Marketing - Ryan Brock, DemandJumpPillar-Based Marketing - Ryan Brock, DemandJump
Pillar-Based Marketing - Ryan Brock, DemandJump
 
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
 
Efficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing ProsEfficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing Pros
 

Content marketing for brands

  • 2. What is Content Marketing ? Content marketing is the creation and strategic distribution of high-quality content that attracts and engages audiences online.
  • 3. “Traditional marketing sells. Content marketing invites. But, what exactly classifies as content?
  • 4. Content is any written, verbal, visual media or mix of the above media, that is typically used to acquire consumers, engage them, deepen customer connections, and create brand awareness.
  • 5.
  • 6. Let’s look at how a brand uses these different content formats
  • 12.
  • 13. Why does your brand need content marketing?
  • 14. Why do brands need Content Marketing ? Great content with the right placement rarely goes unnoticed. What’s more, along with lasting user interaction, it helps you get discovered through search. P.s. - Google loves content, both quantity & quality 1. It creates visibility
  • 15. Why do brands need Content Marketing ? ▫ Increased Airbnb’s brand search volume by 9% ▫ The video uploaded in 10 languages got ~6mn views. ▫ “Live there” continues to be a a major content peg for Airbnb, driving traffic & social discovery
  • 16. Why do brands need Content Marketing ? Users constantly seek out recommendation and validation for their choices. Shareable content lets them do just that. More shares = more visibility More visibility = more familiarity More familiarity = more interaction More interaction = more intent 2. It creates a shareable commodity
  • 17. Why do brands need Content Marketing ? A little content goes a long way. Content can be recycled, redistributed and revamped to help your brand stay relevant in the long run. It’s also easier to customize along the user’s journey through various touch points. 3. It builds lasting user relationships
  • 18. Why do brands need Content Marketing ? Each piece of informative content you create and share solidifies you as a top-of-mind resource when questions arise — and when it’s time to make a purchase. Want to educate users about your category? Create a blogpost. Want to win over the DIY audience? Create a social DIY series. 4. It helps you OWN your category
  • 19. “Now, let see how we can build the right content marketing strategy for your brand.
  • 20. Define overall marketing goals & understand how content marketing fits into them Define goals
  • 21. Overall goals: To increase the number of users on its platform, thereby increasing native ad revenue for the company How Content Marketing helps: - Helping Zomato get discovered - Helping Zomato become the topic leader - Bringing more people on to the platform through strong audience connect, consistent engagement through contests and offers, and sharing links to help users find the product easily.
  • 22. Create user personas At the heart of any content strategy lies user understanding. To create successful content, answer the following: 1. Who is the user? 2. Where is the user? 3. What does the user do upon seeing good content? 4. When does the user respond to/consume content? 5. Why will the user respond to my content? Identify, understand & chase the user
  • 23. Zomato’s user persona ▫ 13-45 y/o, both males & females ▫ India, US, Australia, UAE ▫ Apps enthusiast, web savvy, consumes social media content, relies on social and interpersonal channels to get information & recommendations ▫ Wants easy access to food services in their area ▫ Shares relatable content on social, humble-brags, Shares funny content - twitter wars, memes, and infographics ▫ Zomato helps by creating unique, relatable, food oriented content that immediately strikes a chord. Who is the User?
  • 24. 1. Define the language 2. Define the key emotions 3. Define the relevant trends & topics that matter to the user 4. Define their affinity & objections 5. Define do’s & don’ts Define content tone & voice
  • 25. Who is the User? How Zomato talks to its users: ▫ Demographically relevant ▫ Timed well (posted at the end of the month) ▫ Uses relatable concepts: emojis & money shortage ▫ Incentivises ▫ Drives shares ▫ Brands itself
  • 26.
  • 27. 1. Buzzsumo (for social listening) 2. Google trends (general trends & brand impact) 3. Keyword planner (blog) Use content listening tools
  • 28. ▫ The key is to create lots of different content consistently to gain visibility, and relevance ▫ The platform where your users are most abundant and engaged should be your first choice ▫ Ensure Call to actions on each content piece - urge users to like, share, subscribe, sign up etc. Create & deploy
  • 29. 1. Conduct tests between various content formats and platforms (images, videos, long form blogs, influencer content etc) to see which performs the best 1. Make best performing content your “HERO CONTENT” - your brand’s MVP that connects strongly with users and is highly aligned with your brand 1. Push your hero content through paid promotions, alliances, and multiple channels. Suggested tool: Truesocial Metrics Test, Test, Test!
  • 30. Airbnb “live there” hero content
  • 31. Airbnb “live there” supporting content
  • 32. 1. Create content calendars, marking all relevant occasions (product launches, predictable trending days, promotional activities etc) 2. Assign budgets for promotion 3. Maintain a content repository as a safeguard Suggested tool: Hubspot social calendar Create promotion and publishing schedules
  • 33. Beginner hacks to get you started
  • 34. ▫ Build skyscraper content Beginner hacks
  • 35. “The two kinds of people” already existed. Zomato saw the opportunity and made the content their own
  • 36. Urban ladder builds value for users by leveraging home decor influencers
  • 37. ▫ Learn about the platform you want to publish your content on. ▫ Understand the platform’s discovery mechanisms & algorithms. Beginner hacks For instance: ▫ Facebook prefers videos over images and images over text posts ▫ Facebook places value on the frequency of posts as well as the engagement on your page ▫ For blogs, google is likely to index your page higher if it has rich backlinks and traffic
  • 38. ▫ Ride on the trend wave: Trending topics get more tractionBeginner hacks
  • 39. ▫ Make thumb-stopping, mobile ready content ▫ Go for square aspect ratios ▫ For videos, create mute-ready videos ▫ Use bright colours that stand out against the background of your content platform ▫ Use strong CTAs : e.g. tag a friend who… Beginner hacks
  • 40. ▫ Validate effort v/s impact ▫ Low effort, high impact content will help you build more content ▫ E.g. : Listicles, vector/stock image photo series, memes, stock footage/animated videos Beginner hacks
  • 41. ▫ Lastly, remember: Content always needs context: For every content piece, ideate on headlines, taglines & imagesBeginner hacks
  • 42. Thank you for being a wonderful audience Connect with me at: kaushiknishtha29@gmail.com