It's the conversation age and organisations need to focus on their fundamental communication objectives more than ever.
Content plays a central role in corporate & institutional communication strategies but organisations have not yet adapted to new needs. Newsrooms can help organisations produce the right content, for the right audience, at the right time and place.
Learn more about our newsroom and how it can help you with:
- Mastering your Content Streams
- Getting Organized (for & by) Content
- Piloting the Content &
- Producing the Content
Newsroom Strategies for Healthcare & Educational Institutions PressPage
PressPage serves as the central hub for company media: press releases, blogs, articles and rich media such as videos, images presentations, sound files.
Our specialised news publishing technology can help your company regain control over its reputation.
Continuous evolution helps you stay atop advances in web technology and social media.
Intuitive interface, enabling you to publish text, images, video, polls and comments quickly and easily, or to enable chats at the click of a button.
User-friendly integration of advanced social media functions will cover everything from Facebook newsrooms to language-based Twitter searches and social distribution.
Basic definition:
1.Content Marketing:
Content is the information and experience which share and published in different forms.
2.Marketing:
Marketing refers to the activities of a company associated with buying and selling a product or service.
3.Content Marketing:
Marketing refers to the activities of a company associated with buying and selling a product or service.
4.Content Distribution:
Marketing refers to the activities of a company associated with buying and selling a product or service.
Categories in three groups-
a]Owned content distribution
b]Earned content distribution
c]Paid content distribution
5.3S model of content-
•Snackable (short & simple)
•Shareable
•Searchable
6. Content marketing includes-
a]Infographics
b]E-books
c]Photographs
d]Case studies
e]Question & answer articles
f]Blogs
g]Videos
h]Apps
7.Principles of content marketing-
a]Originality
b]Value
c]Consistency
d]Visibility
e]Engagement
f]Depth
g]Evolution
Summary
1.Develop editorial content
2.Publish the right mix on the right channels
3. Engage with the audience with each piece of information (interaction, comments, retweets…)
It's the conversation age and organisations need to focus on their fundamental communication objectives more than ever.
Content plays a central role in corporate & institutional communication strategies but organisations have not yet adapted to new needs. Newsrooms can help organisations produce the right content, for the right audience, at the right time and place.
Learn more about our newsroom and how it can help you with:
- Mastering your Content Streams
- Getting Organized (for & by) Content
- Piloting the Content &
- Producing the Content
Newsroom Strategies for Healthcare & Educational Institutions PressPage
PressPage serves as the central hub for company media: press releases, blogs, articles and rich media such as videos, images presentations, sound files.
Our specialised news publishing technology can help your company regain control over its reputation.
Continuous evolution helps you stay atop advances in web technology and social media.
Intuitive interface, enabling you to publish text, images, video, polls and comments quickly and easily, or to enable chats at the click of a button.
User-friendly integration of advanced social media functions will cover everything from Facebook newsrooms to language-based Twitter searches and social distribution.
Basic definition:
1.Content Marketing:
Content is the information and experience which share and published in different forms.
2.Marketing:
Marketing refers to the activities of a company associated with buying and selling a product or service.
3.Content Marketing:
Marketing refers to the activities of a company associated with buying and selling a product or service.
4.Content Distribution:
Marketing refers to the activities of a company associated with buying and selling a product or service.
Categories in three groups-
a]Owned content distribution
b]Earned content distribution
c]Paid content distribution
5.3S model of content-
•Snackable (short & simple)
•Shareable
•Searchable
6. Content marketing includes-
a]Infographics
b]E-books
c]Photographs
d]Case studies
e]Question & answer articles
f]Blogs
g]Videos
h]Apps
7.Principles of content marketing-
a]Originality
b]Value
c]Consistency
d]Visibility
e]Engagement
f]Depth
g]Evolution
Summary
1.Develop editorial content
2.Publish the right mix on the right channels
3. Engage with the audience with each piece of information (interaction, comments, retweets…)
What are native ads?
If you’re following advertising industry news, “native advertising” seems to be the latest buzzword.
As is usually the case with new technologies and their implementations, the term is thrown around loosely and with no clear definition as to what qualifies as a “native ad”.
Below is an overview of the many forms of native advertising seen today, some work better than others, depending on the platform, the content, and how well they integrate with the user/viewer native experience.
We’ve narrowed down a few methods of native advertising examples with emphasis on the most common forms of native ads seen across the web today.
Compelling content is at the heart of every successful marketing strategy today, the fuel for your Demand Generation engine. Learn how to create it and where to put it.
Case Study: Content to Conversion: Is Your Content Driving the Right Path?
Content has become the catalyst for audience engagement, and the role of earned media in driving organizational success has been strengthened as a result. However, in this rush to content being "king", we have begun to lose sight on what we want that content created to achieve. At the outset of any campaign one must ask; what is the conversion metric we hope to attain to build awareness and spark action. Be it views, shares, sales; that metric is the key to any content marketing strategy. As your brand (whether B2C, B2B, or Non-profit) provides context around the conversation, we have to ask how your strong and compelling content is driving your desired outcomes.
Presented by: Ninan Chacko, Chief Executive Officer, PR Newswire
www.bdionline.com
Digital Marketing Workshop in Goa - Effective use of digital mediaVernon Fernandes
A workshop conducted for the senior management of Smt Parvatibai Chowgule College of Arts & Science, Margao, Goa to effectively understand and use digital marketing to promote courses & engage all the stakeholders.
Content marketing is the process of planning, creating, sharing, and publishing the content through channels such as social media, blogs, websites, podcasts, apps, print publications, and more. The goal is to reach your target audience and increase brand awareness, sales, engagement, and loyalty.
What are native ads?
If you’re following advertising industry news, “native advertising” seems to be the latest buzzword.
As is usually the case with new technologies and their implementations, the term is thrown around loosely and with no clear definition as to what qualifies as a “native ad”.
Below is an overview of the many forms of native advertising seen today, some work better than others, depending on the platform, the content, and how well they integrate with the user/viewer native experience.
We’ve narrowed down a few methods of native advertising examples with emphasis on the most common forms of native ads seen across the web today.
Compelling content is at the heart of every successful marketing strategy today, the fuel for your Demand Generation engine. Learn how to create it and where to put it.
Case Study: Content to Conversion: Is Your Content Driving the Right Path?
Content has become the catalyst for audience engagement, and the role of earned media in driving organizational success has been strengthened as a result. However, in this rush to content being "king", we have begun to lose sight on what we want that content created to achieve. At the outset of any campaign one must ask; what is the conversion metric we hope to attain to build awareness and spark action. Be it views, shares, sales; that metric is the key to any content marketing strategy. As your brand (whether B2C, B2B, or Non-profit) provides context around the conversation, we have to ask how your strong and compelling content is driving your desired outcomes.
Presented by: Ninan Chacko, Chief Executive Officer, PR Newswire
www.bdionline.com
Digital Marketing Workshop in Goa - Effective use of digital mediaVernon Fernandes
A workshop conducted for the senior management of Smt Parvatibai Chowgule College of Arts & Science, Margao, Goa to effectively understand and use digital marketing to promote courses & engage all the stakeholders.
Content marketing is the process of planning, creating, sharing, and publishing the content through channels such as social media, blogs, websites, podcasts, apps, print publications, and more. The goal is to reach your target audience and increase brand awareness, sales, engagement, and loyalty.
Boutique advertising agency delivers results (600+%) with fresh creative branding, marketing, advertising & website design. Well kept secret in San Francisco Bay Area.
Creating and converting leads through content marketingDigitalSherpa
Content marketing is the darling of the marketing world at the moment because it has such power when it comes to engaging audiences while creating and converting leads that bring in recurring revenues.
Combined with an overall marketing plan that includes other traditional marketing efforts, content marketing has proven to be an effective tool. Creating and converting leads through content marketing, though, involves using a slightly different formula than companies may use with other marketing strategies.
Art of Content Marketing A Deep Dive into Content Marketing Success Strategie...digipromarketer09
Explore the artistry of content marketing with an in-depth dive into strategies for unparalleled success. Uncover the secrets to crafting compelling narratives, engaging your audience, and driving meaningful results in the dynamic landscape of digital content
Content marketing has given small businesses in Cyprus the opportunity to become their own publishers of news and content. It has leveled the playing field between small and large businesses due to the fact that it’s now affordable for all of us to publish and curate content. But the challenge that many businesses usually face is finding the time and developing a mindset to create a consistent flow of new, interesting information.
Content marketing tactics to grow traffic for your businessLetitiah Obiri
Content marketing tactics to increase traffic, engagement, drive conversions, leads and sales. The deck features B2C and B2B content marketing tactics to increase website traffic and engage customers. It will suggest proven content ideas like white papers, infographics, e-books, shoppable e-magazines etc as ideal ways to engage visitors, drive website conversions and build media coverage.
15 Effective Social Media Strategies Should Be Following In 2023.pdfShantnuSingh7
When it comes to social media, it is more important for marketers to understand and stay ahead of the curve. Let’s have a look at some of the important trends that you need to ensure you have the right tool at your disposal, and up-to-date strategy, and the required skills to make the best use of social media.
https://www.ezrankings.com/blog/effective-social-media-strategies/
Life Science Marketing Beyond Web, SEO & Newsletters. Johannes Amon, June 2017Johannes Amon
Life Science Marketing Beyond Web, SEO & Newsletters: How to efficiently share your valuable online content, interact with influencers, and generate new leads. Webinar for the Life Science Marketing Society, June 2017. Copyright Dr. Johannes Amon. All rights reserved.
Content marketing-Management career institute PoojaPatidar11
Basic definition:
1.Content Marketing:
Content is the information and experience which share and published in different forms.
2.Marketing:
Marketing refers to the activities of a company associated with buying and selling a product or service.
3.Content Marketing:
Marketing refers to the activities of a company associated with buying and selling a product or service.
4.Content Distribution:
Marketing refers to the activities of a company associated with buying and selling a product or service.
Categories in three groups-
a]Owned content distribution
b]Earned content distribution
c]Paid content distribution
5.3S model of content-
•Snackable (short & simple)
•Shareable
•Searchable
6. Content marketing includes-
a]Infographics
b]E-books
c]Photographs
d]Case studies
e]Question & answer articles
f]Blogs
g]Videos
h]Apps
7.Principles of content marketing-
a]Originality
b]Value
c]Consistency
d]Visibility
e]Engagement
f]Depth
g]Evolution
Summary
1.Develop editorial content
2.Publish the right mix on the right channels
3. Engage with the audience with each piece of information (interaction, comments, retweets…)
Cómo Causar Una Buena Impresión Utilizando El Marketing de ContenidosClikéalo WSI
El marketing de contenido ha dado a las pequeñas empresas la oportunidad de editar y publicar sus propias noticas y contenidos. Se ha nivelado el terreno de juego entre las empresas pequeñas y las grandes debido a que ahora es asequible para todos publicar y curar contenido. Sin embargo, el desafío que enfrentan muchas empresas, por lo general, es encontrar tiempo y desarrollar la mentalidad necesaria para crear un flujo constante de información nueva y relevante.
En el pasado, hacíamos conjeturas sobre el tipo de contenido necesario para las empresas pero esta estrategia está basada en un enfoque de ensayo y error, conduciendo a la creación de contenido que sólo es leído por unas pocas personas.
Para alcanzar el éxito es necesario agregar valor. ¿Cómo? Elaborando contenido que ayude a su cliente ideal a solucionar sus problemas y desafíos típicos. Como resultado, su empresa se convertirá en un referente, demostrando autoridad sobre el asunto en cuestión.
Si desea posicionarse como un experto y aumentar su esfera de influencia a través de un plan de marketing de contenidos eficaz para su negocio, póngase en contacto hoy mismo con nosotros. Si lo prefiere puede llamarnos al +52 (55) 5668 0442 o escribirnos a info@clikealowsi.com
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
2. • Consumers
look
at
na.ve
ads
53%
more
frequently
than
display
ads.
-‐
Sharethrough
Survey
• People
don’t
want
ads
when
making
purchase
decisions,
they
want
useful
content
• Content,
when
.mely,
moves
quickly
across
social
networks
and
generates
word-‐of-‐mouth
• Content
marketng
leverage
exis.ng
consumer
behaviour,
provoke
conversa.ons
and
help
brands
develop
deeper
connec.ons
79% of B2B marketers use Content
Marketing to achieve brand awareness
goals.”
90% of consumers find Custom Content
very useful.”
62% of companies outsource their content
marketing.”
-Industry Reports
68% of CMOs say they are shifting their
budget from traditional advertising to Content
Marketing.”
Why
Go
Na0ve?
3. 1.
Define
your
audience
archetypes
Who
is
your
prospec.ve
consumer?
A
twenteen
looking
for
adventure
or
a
professional
looking
for
business
success?
What
kind
of
people
does
s/he
follow
more?
Poli.cians
and
entertainers
or
peers
and
influencers
in
relevant
industries?
What
content
does
s/he
ac.vely
seek?
News
that
informs
and
updates
or
trends
and
analyses
that
educate
and
engage?
How
does
s/he
want
to
find
out
about
something
new?
As
it
happens
or
on
demand,
in
context,
with
search/sort
buHons?
When
is
s/he
likely
to
buy
more?
ALer
seeing
an
ad
or
when
s/
he
recalls
your
brand’s
content
for
enabling
and
empowering?
Next,
how
can
you
help
this
audience
instead
of
selling
to
them?
4. Find
a
category
that
is
a
knowledge
gap
for
all
your
target
audience
archetypes
Pick
a
topic
that
will
connect
instantly
+
be
their
currency
on
social
networks
Use
an
author
whose
name/designa.on
conveys
exper0se
in
the
subject
and
your
brand’s
associa0on
with
it.
Note
how
FedEx,
instead
of
selling
its
courier
services,
is
helping
its
biggest
client
segment
—
ecomm
businesses.
Create
the
content
in
a
way
that
clearly
shows
your
brand’s
thought
leadership
in
this
and
related
spaces.
Next,
how
can
you
show
up
where
your
audience
is
Instead
of
forcing
them
to
come
to
your
party
(read
brand
site)?
2.
Produce
a
useful
piece
of
content
5. 3.
Move
from
ad
boxes
to
content
streams
They
want
content,
not
ads.
Be
part
of
the
space
in
focus.
You
are
now
playing
na0ve
adver0sing.
Align
with
the
format,
context
and
purpose
of
the
plaXorm’s
editorial
content.
Note
how
Kawo’s
sponsored
post
integrates
with
the
site
experience,
in
fact
contributes
to
it.
Next,
how
else
can
you
ride
content?
6. 4.
Get
links
back
from
publisher
content
Sponsored
content
is
part
of
the
site,
which
means
it
goes
everywhere
our
content
goes.
Your
content
can
now
get
links
back
from
channels
like
the
related
stories
sec.on
under
our
ar.cles,
and
all
our
social
pages,
email
newsleHers
and
alerts
on
mobile.
Note
how
Kawo’s
story
on
Chinese
tourism
is
now
a
sponsored
link
on
Facebook,
aLer
its
debut
on
the
site.
Next,
how
can
you
use
mul0ple
pieces
of
content?
7. 5.
Go
superna0ve,
upgrade
to
the
widget
Why
should
your
content
be
just
text?
Try
mul0media
content
like
infographics,
photos,
videos,
live
chats,
ebooks,
more.
Note
how
IBM
chose
power
of
data
as
the
single
theme
for
content
pieces
in
various
formats,
then
aggregated
them
in
one
unit.
Sponsored
widgets
are
a
tremendous
way
for
your
brand
to
build
a
reputa0on
as
a
source
of
useful
content
in
your
niche,
by
delivering
collec.ons
of
shareable
assets
and
an
engaging
user
experience.
Next,
how
can
your
content
evolve
into
a
bigger
and
stronger
narra0ve
on
the
same
plaXorm
as
our
wide-‐read
writers?
8. 6.
Build
an
all-‐in-‐one
brand
channel
You
have
both
niche
content
and
a
very
interested
audience.
Now,
push
to
scale.
Become
a
firehose
in
your
niche.
Build
brand
leader
profiles
of
your
best
people.
Promote
your
best
performing
content.
Your
audience
will
search
for
and
demand
an
archive.
Next,
how
can
you
drive
more
tune
ins?
9. 7.
Set
up
a
content
marke0ng
calendar
Like
TV,
your
brand
channel
needs
programming.
Recurring
themes
or
series
can
build
audience
habits
over
.me.
Plan
in
layers.
Assign
weekly
cycles
to
content
formats
like
charts
and
videos,
then
produce
them
in
weeklong
themes.
Your
marke.ng
calendar
may
be
product-‐
centric,
but
your
content
calendar
needs
to
have
only
buyer-‐centric
campaigns.
Sync
the
two.
Got
a
product
launch
coming
up?
Publish
a
related
whitepaper
to
generate
leads
in
the
month
before
it.
Next,
how
can
you
make
sure
that
your
content
contributes
to
other
func.ons
across
your
organisa.on
and
vice
versa?
2016
10. 8.
Integrate
with
non/marke0ng
func0ons
Convert
everything
that
your
brand
and
organisa.on
does
into
shareable
content.
From
job
posts
and
new
hires
to
financial
reports
and
acquisi.ons,
research
and
reports
to
company
plans
and
history,
everything
has
the
poten0al
to
engage.
So,
source
content
from
all
marke.ng
and
non-‐marke.ng
departments.
Build
on
the
exper.se
of
senior
employees
across
func.ons.
Let
younger
ones
get
crea.ve.
Show
how
everyone
behind
your
brand
is
focused
on
your
customers’
needs
Next,
how
can
you
assess
the
impact
of
building
a
content
culture
for
your
brand?
11. 9.
Measure,
analyse,
op0mise,
repurpose
Segment
your
content
and
audience.
Set
goals
and
benchmarks
for
your
brand’s
traffic
and
engagement
in
each
segment.
Establish
clear
loops
for
user
feedback.
Adapt
to
their
needs
and
numbers.
Test
new
content
formats
and
post
schedules.
The
ROI
is
more
than
just
quan.ta.ve.
A
healthy
content
marke.ng
channel
impacts
everything
—
brand
reputa.on,
prospect
educa.on,
client
reten.on,
employee
training,
network
growth,
customer
trust,
innova0on,
much
more.
Next,
how
can
you
build
content
that
enables
beHer
tracking
and
targe0ng?
12. 10.
Innovate
with
structured
content
Break
content
pieces
into
smaller
assets
with
clear
rela.onships
between
them.
Track
changes,
iden.fy
paHerns
in
how
these
values
change
over
.me.
Note
how,
by
breaking
each
acquisi.on
story
into
cost,
sector,
acquiring
company,
the
content
was
reused
to
create
this
interac.ve
chart.
Structure
is
what
makes
content
adap0ve
and
future
ready.
But
let’s
get
from
step
1
to
9
first.
13. 1. Define your audience archetypes
2. Produce a useful piece of content
3. Move from ad boxes to content
streams
4. Get link backs from publisher content
5. Go supernative, upgrade to the widget
6. Build an all-in-one brand channel
7. Set up a content marketing calendar
8. Integrate with non/marketing functions
9. Measure, analyse, optimise,
repurpose
10. Innovate with structured content
Recap
Plan
Audience
Story
Process
Conversion
Measure
Channels
14. Pawan Gupta
Founder & CEO, www.comezzo.com
+91 90087 88500
LinkedIn: https://www.linkedin.com/in/pawanguptacomezzo
Twitter: https://twitter.com/guptapawan
Lead
with
content...