This document provides an overview of content marketing and how to create and distribute content effectively. It discusses that content marketing is about creating useful and valuable content for customers. It outlines the importance of content marketing in building digital engagement and standing out. It then covers content creation processes like understanding customer needs, developing a content asset portfolio, and repurposing content for different mediums. The document also discusses marketing content through various paid, owned, and earned channels. Finally, it addresses measuring the effectiveness of content marketing through metrics like leads, traffic, engagement, and inquiries over time.

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3. Digital Marketing for Startup
Session 9
Content Marketing

4. In this Session
• Understand what Content Marketing is
• Content Creation
• Content Distribution

5. Importance of Content Marketing in
building Digital Engagement
Content Marketing is the Art of
creating useful & valuable content
that customers want
&
The Science of marketing that
content to customers who want
it.
Pic courtesy:cloudpitcher.com

6. Content is growing fast- way to fast
Every Day
 2 Million Blog Posts are written
 300 Million Photos are uploaded on Facebook
 8.64 lac hours of video are uploaded on YouTube
 500 Million Tweets are sent
How do you make your content marketing efforts
stand out ?

7. Content
is always the king and is the
first essential building block to
build a successful digital
presence.
The nature of your
business & your TA will
define your content format

9. Importance of Content Marketing
Drive your SEO page
and domain rank
upwards
Build your company as
a domain expert
Drive a continuous flow
of In-bound enquiries
and customers

10. 4 Values that make content marketing worth its while
Content is lasting and permanent on the web Published Content remains in the digital archives and are continuously
consumed months & Years after its original publication
Content helps improve search rankings Since Google Panda update, good quality Content is the cornerstone
of successful SEO practices
Content builds trust. Trust builds customers A Neilson report found that 53% of consumers said that they were
more likely to buy a product after learning about it from an online
article
Advertising=Falsehoods, Content=Truth According to CrowdTap in a survey of 1000 people, 73% decided to
buy something that a friend or family member had recommended
online

11. Product Discovery
Customer discovers the
existence of a product or
service that seems to address
his problem situation
Discovery usually
happens through blogs,
articles, news write ups
& industry white papers,
infographics etc
The customer begins to
understand the various
component of the
solution and how it
applies to his industry.
This discover is usually
via client case studies,
video tutorials,
Webinar, Hands on Labs,
and Demo Days help in
giving customers a
product feel
The customer becomes
an advocate for the
product application and
agrees to give out client
case studies creating
further content for the
next customer to
discover more solutions
Solution
Understanding
Application area content
articles drive deeper
understanding of the
product application across
multiple use areas
Trials
Content driven invitations
to attend webinars, case
fora discussions help in
driving product trials
Advocacy
The customer becomes a
content source
Role of Content Marketing- Customer Journey

12. What content marketing is not
Content Marketing Only Blog writing
Content Marketing SEO
Content Marketing A nice looking Social Media Post
Content Marketing
Understanding what your customer
wants to consume and giving it to him in
the format he wants to consume in
Knowing what Content Marketing is not,
is half the battle towards better content
marketing

13. Lets talk about what customers want-B2B
 What is Digital Marketing and how you can use it
 10 B2B marketplaces to peg your business with
 Why traditional SEO is loosing steam after Panda
& Penguin updates?
 How to create your own Google AdWords account
 5 ways to make your business debt free
 10 growth hacking ways to make your startup grow
 Awards
 Case Studies
 White Papers
 PR/Event Speeches
 3rd Party Content

14. Lets talk about what customers want-B2C
 Stories that make one Laugh, Cry or
Inspire
 Posts that make me feel good about
Me, myself or my family
 What are the best places to travel in summer?
 What are the best clothes to wear for Prom?
 Where can I find the cheapest places to shop?
 Why is Brand X better than Brand Y
 How to apply Kaajal ?
 How to set up Windows on your own
 How to create your own mutual fund portfolio

16. Content Creation Process-1
Understand
what your
customers
want
Segment your customers into discreet sub groups for better
understanding
Talk to them to gain an understanding of how they view your
domain or product or service and what their informational
needs are
Use Keyword Planner to gain a better understanding of what
your customers are searching for

17. Content Creation Process-2
Develop your
Content Asset
Portfolio
Write out your primary talking points. Build extensions and
variations of these talking points to extend your content talking
points
Plan your Content Consumption Format
Calanderize your content- what gets published when.
VideoArticlesGraphic Infographic Case study
White Paper Presentations InfomercialsNewsletter
Webinars
Webcasts
Podcasts

18. Content Creation Process-3
Repurpo
se your
content
to suit
the
consump
tion
medium
s you
have
chosen
Different
mediums
need to have
tailor made
content best
suited for
that
medium.
Article 10 Must See American Family Tourist spots
Graphic
Stunning Visuals of different holiday spots with a strong emotive
‘what’s your best holiday shot?
Newsletter
10 Family Vacations - customer blogs
Video 4 minute videos of each tourist destination
Infographic Way around 10 must see American Tourist Spots
Infomercial Video Blogs of Tourist Bloggers on shopping in each of these 10 spots
Webcast Live Holiday in USA !
Lets take an example of Content Asset Creation across
formats for a “Travel & Holiday Firm”

19. Blogging
helps you
get onto
page 1 of
Google
Search

21. You can’t go wrong with
• How To’s
• Top , Best
• 4-5-6-7-10 Things
• Listicles
• Free
• Personal Experiences
• Insights
Stick to long form content only + ensure
there are visuals to break the reading
monotony

22. Marketing of content
• If you don’t market your content , you’re
unlikely to create much impact.
• This is essential during the initial phase to get
your content consumed by the right audience.
• Creating content and not marketing is like
making a TVC and then not broadcasting it.

23. Marketing of Content
Paid Advertising
Paid Influencers
Paid Content Promotion
Shares
Re-posts
Reviews
Mentions
Promote shares and
engagement with new
customers with paid promotion
Websites
Social Media Platforms
Email/Newsletters
Blog sites/ Company Personnel social platforms
Branded Content will improve SEO
leading to higher outreach to organic
searches
Gain more exposure with new audiences
through paid promotion of owned media
including paid influencer and paid blogging
Leverage Paid, Owned & Earned media
effectively to gain maximum exposure

24. Content Marketing- Content Distribution Channels
Social Media
Platforms
LinkedIn
CEO Social
Platform
Facebook
Twitter
Other social
channels
Content
Curation
Platforms
Digg
Reddit
Discuss
Delicious
Mashable
Blog/Directory
platforms
Ontoplist
Bloglisting.net
Blog
Directory
submission
Discussion
Forums
Quora
Reddit
LinkedIn groups
Community
Forums
Blogger Marketing
Reach out to other
blogging sites that cater
to your target audience
and seek out
opportunities to have a
relationship with them
Others
The choice of distribution channel must
be governed by your business needs &
resource availability

25. Key aspects to bear in mind for content distribution
• Distribute regularly across all your key
platforms.
• Identify key content on your site that
your prospects are consuming
– run re-marketing campaigns targeting
relevant content to them.
• Set up content conversion pop ups on
your site to drive people to consume
your content
• Set up a regular email marketing calendar
based on your content plan
Content Marketing is like
working out. You wont see
immediate results but the
ultimate payoff is beautiful

26. Measuring your content marketing
effectiveness
Tracking Content Marketing ROI should be
based on your business objectives and
measured vis-à-vis other marketing actions

27. Setting Effectiveness Metrics
Business Objective
Content Marketing
Objective
Return on
Investment
Sales Leads Traffic Awareness Loyalty
Leads Traffic Engagement
Likes Comments
Shares Inquiries
Measured
over Time

28. In the next session
• We look at Email Marketing
• Next class will be on Monday the 18th

29. Question Time
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