Great Storytelling With Visual Content

1. #DMAICMC
Welcome to
Deconstructing Content Marketing
Great Storytelling With Visual Content

2. #DMAICMC
YOUR COMPREHENSIVE GUIDE TO
CONTENT MARKETING STRATEGY
Lk Gupta
CMO/now

3. #DMAICMC
is no longer about the stuff that you make,
but about the stories you tell.
- Seth Godin

4. #DMAICMC#DMAICMC
It’s about the purpose of your existence – help, educate and
inspire with your brand to fit the consumer’s journey
Storytelling
Lk Gupta | CMO/now

5. #DMAICMC#DMAICMC
It Is Not Advertising, But Much More!
Advertising Content
https://www.youtube.com/watch?v=FHtvDA0W34ILk Gupta | CMO/now

6. #DMAICMC#DMAICMC
It Is Not Advertising, But Much More!
Advertising Content
https://www.youtube.com/watch?v=UF7oU_YSbBQ
Lk Gupta | CMO/now

7. #DMAICMC#DMAICMC
Marketing becomes a service and inspiration, not an interruption
Lk Gupta | CMO/now

8. #DMAICMC#DMAICMC
Marketing becomes a service and inspiration, not an interruption

9. #DMAICMC#DMAICMC
Marketing becomes a service and inspiration, not an interruption
Lk Gupta | CMO/now

10. #DMAICMC#DMAICMC
Marketing becomes a service and inspiration, not an interruption
Lk Gupta | CMO/now

11. #DMAICMC#DMAICMC
Marketing becomes a service and inspiration, not an interruption
Lk Gupta | CMO/now

12. #DMAICMC#DMAICMC
What Does This Do for Consumers?
I know how you feel
I care!
Let me make you smile
Let me make it easy
for you
I like your brand
I trust your brand
I’ll buy from you
I’ll recommend
you
Brand
Consumer
Lk Gupta | CMO/now

13. #DMAICMC#DMAICMC
Data Supports Content Storytelling
92%Consumers trust other
people they know
51%Share online to
express preference
7.8xYoY growth in
unique traffic
for
content marketing
leaders
Sources: Aberdeen | DemandMetric | Hubspot | CMI | eyeviewdigital.com
62%Lower cost
Vs
Traditional Marketing
3xLeads
6xConversion rate
Vs non-adopters
Of content marketing
90%Amount of
information sent to
our brains is visual
Lk Gupta | CMO/now
30-86%
Better conversion
with video on
landing page

14. #DMAICMC#DMAICMC
Visual Content: So Many Choices!
Lk Gupta | CMO/now
Images

15. #DMAICMC#DMAICMC
Visual Content: So Many Choices!
Lk Gupta | CMO/now
Infographics

16. #DMAICMC#DMAICMC
Visual Content: So Many Choices!
Lk Gupta | CMO/now
Emailers

17. #DMAICMC#DMAICMC
Visual Content: So Many Choices!
Lk Gupta | CMO/now
Events, AR, VR

18. #DMAICMC#DMAICMC
Visual Content: So Many Choices!
Lk Gupta | CMO/now
360 Videos

19. #DMAICMC
Exercise
5 Min
QUICK

20. #DMAICMC#DMAICMC
Define Your Marketing Problem
in the context of Content
My TG My Marketing
Problem
What I want
content to do
Lk Gupta | CMO/now

21. #DMAICMC#DMAICMC
Example: Auto Portal & App
My TG What I want
content to do
New car buyer; top 20 cities
Middle class, looking to buy
a car between Rs 5-10 lac;
Hasn’t decided which car
he’ll buy, but is looking for
the right car from amongst
top 3-4 manufacturers
Customer comes to our site only
to find out car specs and on-
road price and depends more
on friends and relatives for
advice – less than 50% of site
visitors actually read our expert
reviews. This limits our
pageviews and opportunity to
show expert content to them.
Create higher trust with
customers so that we become
the one and only destination
for car buyers to help them
decide their car purchase.
Increase our site visits and
position us as the best,
unbiased, in-depth auto
experts
Lk Gupta | CMO/now
My Marketing
Problem

22. #DMAICMC#DMAICMC
Getting Started

23. #DMAICMC#DMAICMC
Category Truth
Consumer Persona
Buyer Journey
Brand’s Ability
Content Strategy
Lk Gupta | CMO/now

24. #DMAICMC#DMAICMC
Channel-Involvement Matrix
Lk Gupta | CMO/now

25. #DMAICMC#DMAICMC
Your Content Must Help Do One Or More Of Three Things
Lk Gupta | CMO/now
In-depth content
to help choice
Learn
Factual information
to close sale
Buy
Engagement content
to build brand
Love

26. #DMAICMC#DMAICMC
Predominance Of & Resources Behind Content Can Vary
High
Involvement
Offline
Low
Purchase Channel OnlineLk Gupta | CMO/now

27. #DMAICMC#DMAICMC
Example: LEARN
Detailed explanation and demo for helping consumer
form a consideration set and take decisions
Lk Gupta | CMO/now

28. #DMAICMC#DMAICMC
Example B2B
Lk Gupta | CMO/now

29. #DMAICMC#DMAICMC
Example: LOVE
Exciting, inspiring and memorable feat
in line with the brand’s core values
Lk Gupta | CMO/now

30. #DMAICMC#DMAICMC
Example: BUY
Knowing what the consumer needs to know
to make a buying decision RIGHT NOW
Lk Gupta | CMO/now

31. #DMAICMC#DMAICMC
I know how you feel
I care!
Let me make you smile
Let me make it easy
for you
I like your brand
I trust your brand
I’ll buy from you
I’ll recommend
you
Brand
Consumer
Lk Gupta | CMO/now

32. #DMAICMC
Exercise
5 Min
QUICK

33. #DMAICMC#DMAICMC
What Should Be YOUR Visual Content Priority?
Lk Gupta | CMO/now
What I want
Visual Content To Do
My Category
Quadrant
My Predominant
Visual Content
Why?
My Other Visual
Content
Why?
1 2
3 4

34. #DMAICMC#DMAICMC
What Should Be YOUR Visual Content Priority?
Lk Gupta | CMO/now
What I want
Visual Content To Do
My Category
Quadrant
My Predominant
Visual Content
Why?
My Other Visual
Content
Why?
1 2
3 4
Create higher trust with
customers so that we
become the one and only
destination for car buyers
to help them decide their
car purchase.
Increase our site visits and
position us as the best,
unbiased, in-depth auto
experts
1
Videos to give in-depth review
of all cars. We will also make
videos for how to choose cars,
how to operate and maintain
the top models of cars.
Why? Videos best suited to give
demos and build brand image
and credibility. Consumer is
already watching lots of videos
online.
Images.
Why? Well suited to
showcase new car
launches and
comparisons quickly.
Fast, inexpensive and
very effective for social
engagement.

35. #DMAICMC
How To Decide
What Content
Goes Into My Visual Content?

36. #DMAICMC#DMAICMC
Determine Fit Between Brand & Consumer Need
- What’s unique
- What can I own
- What’s my personality
Micro-moments
- I want to go
- I want to do
- I want to know
What does
my Brand
stand for?
What does
my consumer
care about?
SweetSpot
Don’t Create Aimless Content
Lk Gupta | CMO/now

37. #DMAICMC#DMAICMC
Understand Your Consumer Mind-State & Role of Content
High
Involvement
Offline
Low
Purchase Channel Online
Consumer State:
- Long purchase journey
- Responsibility; answerability
- Anxiety; doubts
- Changing emotional state along journey
Job of Content:
- Inform in-depth; remove doubts
- Help decide what is good for THEIR needs
- Demonstrate RoI
- Deliver advice as per stage of journey
Lk Gupta | CMO/now

38. #DMAICMC#DMAICMC
Understand Your Consumer Mind-State & Role of Content
High
Involvement
Offline
Low
Purchase Channel Online
Consumer State:
- Carefree
- Impulse purchase
- Short-term enjoyment
Job of Content:
- Inform and entertain
- Fodder for conversation
- Bind socially
Lk Gupta | CMO/now

39. #DMAICMC#DMAICMC
Understand Your Consumer Mind-State & Role of Content
High
Involvement
Offline
Low
Purchase Channel Online
Consumer State:
- Carefree
- Deal hunter
- Convenience seeking
Job of Content:
- Inform in-depth
- Peer reviews & recommendation
- Close the sale
Lk Gupta | CMO/now

40. #DMAICMC#DMAICMC
Don’t Start Without A Persona
Lk Gupta | CMO/now
Demographic
• Lives in a metro
• Born & brought up in a
metro
• 29 years old, Unmarried,
lives with his parents and
brother in Topsia, Kolkata
• Post graduate -MBA
• Works in a service sector
• Earns 10 Lakhs per annum
• Family has a car
Lifestyle
• Middle class serviceman
• During weekends, mostly goes for
long drive with friends
“We have plan to visit one base in a
week or two around city”
• Hangout with friends in lounges &
cafes on weekend
• Rarely watch TV, whatever shows
family is watching
• Reads Telegraph
• Owns Moto G, which he uses for
online shopping, have all possible
shopping app on mobile; also does
online shopping from laptop
Values & goals
• Fun loving guy with huge friend
circle
• Young generation looking for class
and status
• Miffed with people’s attitude and
reactions on present country
situation on social media
“People should be aware of system
before criticising it ”
Rooney
Serviceman, Kolkata
Problems & Triggers
• Just wanted a car of his own, and was tired of
driving family’s car
“I love Honda City, wanted to purchase it since
long time”
“4 hi log the family mein so badi gaadi ki
jarurat nahi hai abhi, so drop the plan for
XUV500”
• Wanted a car for travelling & trips
“Travel frequently out of city with my friends,
hence needed a car”
Consideration set
• Models considered were Sedan & SUV
segment- City, Sunny, Ciaz, Dzire,
XUV500 etc.
• Comfort is most important thing in his
mind while deciding the car followed
by look, design, brand of the car
• Other considered attributes are
mileage, safety, maintenance, music
system
“Also had Ciaz, Verna, XUV500 in my
mind while purchasing car but XUV500 ki
maintenance cost jyada hai, Ciaz is same
as Swift, Verna present model is
outdated, so finally purchased City “
Information needs &
sources
• Friends are one of the influencers
“Talked to friend about my needs and
specification requirements, they suggested me
this car”
“Just told family about my purchase decision”
• Internet helps further in information search,
everything available at one place
“I did compare my car with various other
models and also did comparison within variants
because during test drive they only show top
variants”
Pain points
• Not right information given by dealers
“I was eligible for corporate offer, they
told me about this thing after I had
made the purchase”
• Paperwork is tedious & also taking
time, need assistance
“They are saying that we will only
register car but won’t give registration
plate”

41. #DMAICMC#DMAICMC
Questions to Ask For B2B Buyer Persona
• His Areas of focus and responsibilities
• Who are his influencers, stakeholders and participants
• What are his business goals
• What are his personal goals
• What are his values, perceptions and beliefs
• How does he make buying choices; what are his risks
• Find unarticulated ‘why’ reasons for buying
Lk Gupta | CMO/now

42. #DMAICMC#DMAICMC
Example of B2B Buyer Persona
Lk Gupta | CMO/now

43. #DMAICMC#DMAICMC
Example of B2B Buyer Persona
Lk Gupta | CMO/now

44. #DMAICMC#DMAICMC
You May Have Multiple Personas In Your Business
Lk Gupta | CMO/now
Pramod
Businessman, Mumbai
He Needs :
• Prestige / Brand Image
• Comfort/ Safety / Style
• Advance Technology/
Eco-Friendly
Gagan
Manager, Delhi
He Needs :
• Upgrade
• Fuel Efficiency
• New or Used – Best
sellers / re-sale value
• Comparisons
• More space
• Festive offers
• Previous car evaluation
Ajit
Sales Officer, Indore
He Needs :
• Can I afford it?
• New or Used –
Options in budget
• Value for money
• Upcoming cars
• Low maintenance
• Better Mileage
• Offers & discounts

45. #DMAICMC#DMAICMC
…And Create A Consumer Decision Journey Map
Lk Gupta | CMO/now

46. #DMAICMC#DMAICMC
What Content Should We Make – Ask A Lot Of WHY’s
Demographics
Lifestyle
Values
Needs/ Triggers
Buyer journeyUsage
Category Consumer Persona
Buyer Journey
Lk Gupta | CMO/now
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY? WHY?

47. #DMAICMC#DMAICMC
SEM
SEM
SEM
Sale
Prior Knowledge Search & Selection Buying Interest Conclude
Buy Now
Divide His Decision Journey Into Discrete Parts
STAGE 0:
Need Trigger
EARLY STAGE 1:
Budget decided
EARLY STAGE 2:
Initial Consideration
set; offline advice
EARLY STAGE 3:
Online search;
specs; prices;
social media
MID STAGE 2:
Back to online; new
consideration set;
detailed reviews
FINAL STAGE 1:
Back to online;
Compare; See
offers; price; loan
MID STAGE 1:
Back to offline advice;
Social media
MID STAGE 3:
Go to dealer; Quote; Test
drives; exchange price
FINAL STAGE 2:
Finalise and book
FINAL STAGE 3:
Post-purchase -
Maintenance; service;
Accessories
Lk Gupta | CMO/now
Example: Middle-class Car Buyer’s Journey
WHY?
WHY? WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?

48. #DMAICMC#DMAICMC
Create & Update Content For Every Stage Of Journey
Early Stages: Help him to…
• Do thorough initial research
• See all his choices
• Shortlist based on budget
and other needs
• Understand what’s good for
his needs and what isn’t
Mid Stages: Help him to…
• Do in-depth comparisons
and evaluation of choices
• Have conversations with
offline and online
consultation
• Understand cost of
ownership and other
financial implications
Final Stages: Help him to…
• Narrow down alternatives to
final 1-2 models
• Decide on price and offers
• Decide on loan options
• Pre-think on accessory choices
• Proactively think of post-
purchase maintenance
Lk Gupta | CMO/now

49. #DMAICMC#DMAICMC
B2B Journey Stages
Lk Gupta | CMO/now

50. #DMAICMC#DMAICMC
Customize B2B Content Marketing for Journey Stages
Lk Gupta | CMO/now

51. #DMAICMC#DMAICMC
When Should We Use
VISUAL CONTENT?

52. #DMAICMC#DMAICMC
Everything That You Can Write, You Can Do Visually
Lk Gupta | CMO/now
Product Explainer
How-to Demo
Corporate Image
Interactive
User Generated
Detailed Review
Social Issue Awareness
Technical Capability
Engagement
Images
Video
Online chat
Vir. Reality
Webinar
Events
Infographics FB Live

53. #DMAICMC#DMAICMC
However, Sometimes You May Not Use Visual Content
o When you want more time spent on website
o But combo of text + visual works better
o Product explainers for non-visual categories
e.g software, cloud computing
o Low internet bandwidth & no smartphone
o When you have Call-scripts as follow-ups
o When budgets are low-to-nothing
o But hey, use free online resources
- Canva, Flickr, Morguefile
o When audio reaches your TG better
o For masses, e.g. Mann Ki Baat
o TG is multi-tasking (podcast while driving)
Lk Gupta | CMO/now Source: https://boagworld.com

54. #DMAICMC#DMAICMC
Quick Examples of Visual Content at Different
Journey Stages
o B2B – Helping to Hire Talent Better
o B2C – Helping to Buy Cars
Lk Gupta | CMO/now Source: https://boagworld.com

55. #DMAICMC#DMAICMC
B2B – Early Stage Infographic
Lk Gupta | CMO/now
Early Stage:
Helping Define
Problem and
Success Parameters
Infographic:
Annual
Recruitment
Trends Report
• Thought Leadership Content
• Stake ownership of space
LinkedIn Talent Solutions
Targeting Recruiters and HR

56. #DMAICMC#DMAICMC
B2B – Mid-Stage Examples
Lk Gupta | CMO/now
Mid-Stage:
Generate Confidence
in What You Offer
On Demand
Video: Product
Demo
• Cover typical use cases of key
personas
LinkedIn Talent Solutions
Targeting Recruiters and HR

57. #DMAICMC#DMAICMC
B2B – Late-Stage Example
Lk Gupta | CMO/now
Late-Stage:
Convince prospect to
commit to you
LinkedIn Talent Solutions
Targeting Recruiters and HR
Slideshare: Case Study
• Spell out customer objectives and product benefits
• Highlight metrics to show business value from product usage

58. #DMAICMC#DMAICMC
STAGE 0:
Need Trigger
EARLY STAGE 1:
Budget decided
EARLY STAGE 2:
Initial Consideration
set; offline advice
EARLY STAGE 3:
Online search;
specs; prices;
social media
MID STAGE 2:
Back to online; new
consideration set;
detailed reviews
FINAL STAGE 1:
Back to online;
Compare; See
offers; price; loan
MID STAGE 1:
Back to offline advice;
Social media
MID STAGE 3:
Go to dealer; Quote; Test
drives; exchange price
FINAL STAGE 2:
Finalise and book
FINAL STAGE 3:
Post-purchase -
Maintenance; service;
Accessories; insurance
B2C - Visual Content Example at Early Stage
Lk Gupta | CMO/now
Early Stage:
Helping With
Consideration Set

59. #DMAICMC#DMAICMC
B2C Visual Content Example at Mid-Stage
STAGE 0:
Need Trigger
EARLY STAGE 1:
Budget decided
EARLY STAGE 2:
Initial Consideration
set; offline advice
EARLY STAGE 3:
Online search;
specs; prices;
social media
MID STAGE 2:
Back to online; new
consideration set;
detailed reviews
FINAL STAGE 1:
Back to online;
Compare; See
offers; price; loan
MID STAGE 1:
Back to offline advice;
Social media
MID STAGE 3:
Go to dealer; Quote; Test
drives; exchange price
FINAL STAGE 2:
Finalise and book
FINAL STAGE 3:
Post-purchase -
Maintenance; service;
Accessories; insurance
Lk Gupta | CMO/now
Mid-Stage:
Detailed Reviews &
Comparisons

60. #DMAICMC#DMAICMC
B2C Visual Content Example at Late-Stage
STAGE 0:
Need Trigger
EARLY STAGE 1:
Budget decided
EARLY STAGE 2:
Initial Consideration
set; offline advice
EARLY STAGE 3:
Online search;
specs; prices;
social media
MID STAGE 2:
Back to online; new
consideration set;
detailed reviews
FINAL STAGE 1:
Back to online;
Compare; See
offers; price; loan
MID STAGE 1:
Back to offline advice;
Social media
MID STAGE 3:
Go to dealer; Quote; Test
drives; exchange price
FINAL STAGE 2:
Finalise and book
FINAL STAGE 3:
Post-purchase -
Maintenance; service;
Accessories
Lk Gupta | CMO/now
Final Stage:
Talk About
Ownership

61. #DMAICMC
Exercise
7 Min
QUICK

62. #DMAICMC#DMAICMC
What Content Will You Serve At Different Journey Stages?
My Predominant
Visual Content Journey Stage
What is customer doing
at this stage?
Why is (s)he doing that?
In what emotional state?
What might s(he) need
from you?
My Content
What content will you create?
Which type of visual medium
will you use?
What will be the outcome…
- For customer?
- For You?
Do this for a specific stage of customer’s decision journey
Lk Gupta | CMO/now

63. #DMAICMC#DMAICMC
Executing Your
Visual Content

64. #DMAICMC#DMAICMC
Find The Right Channel To Distribute Your Content
Consumer PersonaCategory
Lk Gupta | CMO/now
Buyer Journey
Stages
Content

65. #DMAICMC
Execution Tips You Mustn't Miss

66. #DMAICMC#DMAICMC
Be Honest
Lk Gupta | CMO/now
Your Brand Values
Your Personality
No Misrepresentation

67. #DMAICMC#DMAICMC
Tell A Human Story
Lk Gupta | CMO/now
Relatable
Tap into an Emotion
Netflix Women prison inmates story (Context – Orange Is The New Black)
http://paidpost.nytimes.com/netflix/women-inmates-separate-but-not-equal.html

68. #DMAICMC#DMAICMC
Be Original
Lk Gupta | CMO/now
Unique
Hook Them With a Twist

69. #DMAICMC#DMAICMC
Try Animation
Lk Gupta | CMO/now
Cheaper & Quicker
than shoots
Simple Storytelling

70. #DMAICMC#DMAICMC
Repurpose
Lk Gupta | CMO/now
Use one content to
create multiple
snackable content

71. #DMAICMC#DMAICMC
Repurpose Example
Lk Gupta | CMO/now
12-min Full Review on YT Channel 60-sec Quick Bite on FB

72. #DMAICMC#DMAICMC
Repurpose Example
Long Advisory Article on Website Series of Three 5-min videos
on YT & Social
Lk Gupta | CMO/now

73. #DMAICMC#DMAICMC
Pick Latest Trends
Lk Gupta | CMO/now
Latest tools online
Topical subjects

74. #DMAICMC#DMAICMC
Optimise for mobile
Lk Gupta | CMO/now
Very short or no text intro
Prominent & clear CTA
Landing page optimized for mobile

75. #DMAICMC#DMAICMC
Optimise with A/B testing
Lk Gupta | CMO/now
Test 2 to 3 versions of same
content to improve
performance continuously
Test different CTAs

76. #DMAICMC#DMAICMC
Call to action
Lk Gupta | CMO/now
Simple & Prominent CTAs
Use hashtags &
comprehensive tagging
to get found
ONE DOES NOT SIMP
SHARE CONTENT WITHOU
USING RELEVANT HASHTAG

77. #DMAICMC#DMAICMC
Have A Solid Process
Lk Gupta | CMO/now
Someone dedicated
Tap into All Parts of Company
Adhere to a Calendar
- Persona-wise & Journey-wise

78. #DMAICMC#DMAICMC
Measure Everything
Lk Gupta | CMO/now
Prepare for the funnel
Know what you want to impact
- For consumer
- For business

79. #DMAICMC#DMAICMC
Lk Gupta | CMO/now
Don’t Give Up Soon!
It’s a long-term game
And Finally…

80. #DMAICMC#DMAICMC
Lk Gupta | CMO/now
Thanks For Your Attention!
Time for Questions