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Lead Generation / Customer Acquisition by Abhishek GP
The document discusses the challenges in content marketing, emphasizing the need to avoid short-termism and vague objectives while focusing on customer acquisition and lead generation. It outlines key stages of content marketing, including effective audience targeting, content development, and analytics for measuring success. Additionally, it highlights the importance of understanding customer needs and utilizing data to optimize content strategies in a cluttered market.
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Lead Generation / Customer Acquisition by Abhishek GP
- 1. CMC Masterclass ROI ofContent Marketing : Customer acquisition/Lead generation Abhishek GP
- 2. BUILD A MOATAROUND YOUR CONTENT MARKETING Why do most content marketing efforts fail ? Short-termism Hazy objectives One->Many approach Broken customer view
- 3. Four stages ofcontent marketing WHO ? WHEN ? 01 WHAT ? 02 WHERE ? 03 SO WHAT ? 04 CONTENT DEVELOPMENT DISTRIBUTION CHANNELS ITERATE AUDIENCE MARKET PRODUCT TIMING ANALYTICS
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- 5. • High involvementcategory, though mostly an after-thought • Predominantly offline buying • A cluttered market, with no clear affinity for brands Lighting for homes
- 6. Build market sharein the category of lighting among home consumers Create brand association with the range of products Acquire home customers • Target RoI of 1:A Page views Repeat visitor Time spent Incremen tal revenue High intent web interactions Business objective MARKETING OBJECTIVE KPIs
- 7. WHO ? WHEN ? 01 WHAT? 02 WHERE ? 03 SO WHAT ? 04 CONTENT DEVELOPMENT DISTRIBUTION CHANNELS ITERATE AUDIENCE MARKET PRODUCT TIMING ANALYTICS
- 8. 01 AUDIENCE MARKET PRODUCT TIMING WHO ? WHEN ? marketresearch expensive sophisticated analysis timelines Idea generation
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- 10. Google Suggestions (1/2) Cuesfor on-page SEO Customer content needs Customer lingo ‘What’ do our prospects want ?
- 11. On-page SEO ->Earned media Highest quality visitors
- 12. Customer type - Anew home buyer ? Content format - Pdf ? - Tool ? Customer type - An Interior designer ? Google Suggestions (1/2) ‘Who’ are our prospects?
- 13. WHO ? WHEN ? 01 AUDIENCE MARKET PRODUCT TIMING GoogleTrends (1/2) Seasonality Ride the wave
- 14. Google Trends (2/2) WHO? WHEN ? 01 AUDIENCE MARKET PRODUCT TIMING The obvious… Beyond the obvious CAUTION : USE WITH CONTEXT
- 15. WHAT ? 02 Content development 1. DESIGNFOR CONSUMER 2. DIFFERENTIATED 3. HELPFUL 4. BRAND INTEGRATED
- 16. ‘Optimization’ is Passive Focuson ‘Extraction’ WHO ? WHEN ? 01 WHAT ? 02 WHERE ? 03 SO WHAT ? 04 CONTENT DEVELOPMENT DISTRIBUTION CHANNELS ITERATE EXTRACT AUDIENCE MARKET PRODUCT TIMING ANALYTICS
- 17. “Short phrased keyword”9.04% “I want to explore” “I am not sure what to expect as information” “I don’t even expect information on this to pop up” Create more content Opportunity to upsell Can you extract more value ? Go micro. SO WHAT ? 04 ANALYTICS AS THE ROCKET FUEL Search queries CTR% Customer speak Brand action “Long phrased keyword” 5.10% “I am clear about I want” Fulfil content requirement
- 18. The era of Data-drivencontent DATA NOISE NOISE NOISE NOISE NOISE NOISE NOISENOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE
- 19. 1. SILOED THINKINGVs ‘SPECIALIST GENERALIST’ 2. ‘SILVER BULLET THINKING’ FOR ROI Vs ‘INCREMENTALITIES’ So what stops us ?
- 20. ‘Moat’ around contentmarketing Analytics as rocket fuel vs passive measurement Ask more ‘whys’ from media & analytics Recap 1 2 3