Workshop on Role of Communities, Content & Influencer Marketing on Consumer Behaviour taken at India's leading business school - MDI, Gurgaon by Vikas Chawla, Co-Founder, Influencer.in & Social Beat
6. Content Marketing – how should one approach it?
Connectivity has changed everything!
And more so in the last 10 years!
7. Content Marketing – how should one approach it?
1. Content Marketing - & Why
2. How it evolved into Influencer Marketing &
Online Communities
3. How does all this impact consumer behavior &
eventually business results!
8. Conventional Mediums of Print, Outdoor, TV, Radio
One to Many One Way
Owned by
Media Houses
Static / Audio
/ Audio Visual
9. Digital has invoked a paradigm change
Many to Many
Interactive /
Two-Way
Owned by
Users
Audio Visual +
User Generated
Content
10. Based on our survey results, digital is already a dominant channel
21. Content Marketing – how should one approach it?
Guess which was one of the earliest automotive
brands to experiment with
Content Marketing?
22. 8 iconic films, 8 famous directors, took the world by storm, shared over the Internet
23.
24. 1 million articles analysed to reach the results of what gets shared most
25. 1 million content pieces analysed to reach the results of what gets shared most
Videos
Lists
How To
Why posts
Infographics
Research Reports
Surveys & Quizzes
36. So Brands have started seeing real results from content marketing
Sales / Leads over a long-term
Reach users who use Ad-blocking
Get organic traffic / SEO
Tackle Ad Fatigue
38. Content Marketing – how should one approach it?
So, Why Influencer Marketing?
39. Why did Influencer Marketing start coming into purview
92 %
consumers trust
recommendation from
other people more
than from brands
33 %
customers fallback on
blogs and reviews
before making the
purchase decision#
46. Our criteria for shortlisting influencers
Size & Quality of followers/influence
across relevant channels
Domain Authority
Relevance to the
brand / genre /
campaign
Previous
Performance
Data
Unique
visitors to blog
Quality of
Content
56. With an advertising budget the content can also be amplified in the right channels
Social Networks – Facebook, Twitter,
G+, LinkedIn, etc.
Blogger Networks & Content
Discovery Platforms – Influencer.in,
Indiblogger, BlogAdda, Outbrain,
Content.Ad, Taboola
Forums & Communities – Quora,
MouthShut
69. Content Marketing – how should one approach it?
1. Content Marketing is here to grow
2. Influencer Marketing is still in nascent stages in
India but creates a word of mouth
3. It’s possible to get higher engagement as well as
business results via content & influencer
marketing!