This document provides an overview of content marketing strategies and best practices. It discusses why businesses should implement content marketing, including benefits like increasing brand awareness, generating leads, and building relationships. It also outlines the key aspects of developing an effective content marketing strategy such as planning, creating different types of content, distributing content across multiple channels, and measuring performance using key performance indicators. Additionally, it showcases some award-winning content marketing campaigns and provides lessons for creating successful initiatives.

1. Most Profitable Marketing for Your Business
- Content Marketing

2. Agenda
• Getting Started
• A Glimpse on Facts
• Exercise 1
• The Strategy
• Execution
• Award Winning Initiatives
• Learnings
• Exercise – 2
• Addressing Queries

3. Getting Started

4. Jargon Buster
CTA
CPC
Articles v/s Blogs v/s Listicles
3C’s – Content , Context and Customer
UGC
Content Creation and Curation
Crowdsourced Content
Data Sourced Content
News jacking
Micro Moments
People Based Marketing
Gamification

5. Answering W’s

6. Back To Basics

7. What is Content Marketing?

8. Why Content Marketing?  Beat the Competitors
 Generate Leads
 Brand Recognition
 Brand Communications
 Build Relations
 Influence Decision Makers
 Long Term Benefits
 Build Personal Connection
 Reduce Expenses
 Reusable and Recyclable Approach
 Increase Visibility
 High Response Rate
 Creates Virility
 Showcase Human Side
 Opportunity to experiment
 Irrespective of Industry
 Creates Brand Advocates
 Improves Consumer Experiences
 Increase Visibility

9. Once upon a time …..

11. Have you met him before?

12. “In 1990, Michelin was known for its innovative work with replaceable bicycle tires. They were just starting to
produce tires for automobiles and needed a way to promote their brand and increase demand for their product.”

14. And, Now.

15. Emirates | Being There

16. Dove Real Beauty Sketches

19. What’s next?

20. Future
Omni-Channel Marketing with Adaptive Content
Massively Curated Content Experiences
The Niching of Niches
Continuing Development of Consumer Psychology

21. A Glimpse on Facts

22. 75% of B2B marketers are increasing investment in content marketing
Blogging | Social Media | Case Studies are the 3 Top three content marketing tactics
Lead Generation | Thought Leadership | Brand Awareness are the Top 3 Goals of Content
Marketing
82% of marketers Curate Content
36% of companies with a documented content strategy indicate their content marketing is “very
effective”

25. Exercise - 1

28. The Strategy

29. The Strategy

30. Planning
Mapping content needs
Define desired audiences
and actions
Auditing assets
Considering resources,
capacity and limitations
Phase - 1

31. Mapping content needs
Define desired audiences
and actions
Auditing assets
Considering resources,
capacity and limitations
Collecting Assets
Revising Story Formats
Creating Stories
ProductionPlanning
Phase - 2

32. DistributionProductionPlanning
Mapping content needs
Define desired audiences
and actions
Auditing assets
Considering resources,
capacity and limitations
Collecting Assets
Revising Story Formats
Creating Stories
Choosing Channels
Integration with Media
and Platforms
Considering
Presentations
Phase - 3

33. EvaluationDistributionProductionPlanning
Mapping content needs
Defining desired
audiences and actions
Auditing content assets
Considering resources,
capacity and limitations
Collecting Assets
Revising Story Formats
Creating Stories
Choosing Channels
Integration with Media
and Platforms
Considering Facts
Set KPI’s
Measuring CTA’s
Choosing Appropriate
benchmarks
Evaluating KPI’s
Growing the Culture
Phase - 4

34. Execution

35. Listening
Gain Information
Develop Trust
Maintain Reputation
Reduce Conflict
Motivate Employees

36. Consumer Purchase Funnel
Interest
Evaluation

37. Content Creation
Create
Buy
Borrow

38. What are the types of content out there?
70% 20% 10%
Real-world
Editorial
Timeless
Audience focused
Premier
Seasonal
Attributable
Product/Brand
centric
Custom
Experimental
Short-term
Branded
Brands are currently focused on
20% & 10% content, which is
brand-centric and self-serving.

39. Content Asset Audit
Brand To
Consumer
Expert To
Consumer
Consumer To
Consumer

40. Content Buckets
Educate Engage ConvinceInspire

41. Diversifying Content Types

42. Key Performance Indicators
Unique Visits
Geography
Mobile Readership
Bounce Rates
Click Patterns/ Heat Maps
Page views
Social Sharing
Comments/Reviews

44. ROI of Content Marketing
Lead Generation
Increases Reach
and Awareness
Brand Value
Recognition
Customer
Development

45. Content Marketing Award Winning Initiatives

46. Red Bull – Space jump 2015

47. Lego

48. Share a Coke

49. Learnings

50.  Establishes Business as a Thought Leader
 Acquire potential customers
 Get to people talk about you.
 Why SEO is important
 Reasonable budget allocation with maximum
returns
 Build brand recognition and attracts job seekers

51. Exercise - 2

52. To formulate a content marketing campaign for a NGO initiative by an
individual.
Client – You
Objective – Brand Awareness
Budget – 10,000
Do’s –
Audience Classification
Strategy Planning
Content Types
Content Creation - Sample Posts
Distribution and Promoting Platforms
KPI’s Time - 30 minutes

53. When Content is King,
And, Context is Queen.
Then, Conquer the Kingdom.
Happy to Connect!
@NaliniKher
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