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Content Marketing- Introduction
Content marketing is the organized approach to attract & increase the customer base with the help of regular
creation, publish and sharing of quality and engaging content. It not only builds awareness, but also it
accelerates consumers’ decision making process.
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Content Marketing Fundamentals
Identify Your Target Audience
• Demographics
• Interest
• Context
Create & Share Content
• Selection of CMS
• Unique & Engaging Content
• Sharing on blogs, social media, youtube
Measureing the Performance &
Improve
• Google Analytics Report
• Facebook Insights
• Youtube Analytics
• Site Traffic
• Page Views
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Business Case for Content Marketing
It is always a dilemma among business people that how a piece of content can help them realize the
goals. The, they should go with following findings:
88% of B2B marketers in North America are using content marketing to promote their business.
[Content Marketing Institute/MarketingProfs]
76% of marketers are increasing their investment in content marketing to increase their customer
base. [Curata]
Content marketing related activities: Original visual assets (73%); Original videos (72%); Original
written content (69%); Original audio (26%). [Social Media Examiner]
67% of B2B buyers rely more on content to research and make B2B purchasing decisions than they
did a year ago. [DemandGen Report]
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Content Marketing Strategy
Performance Measurement
Page views Lead Generation Sales performance
Content Creation, publish & Share
Blogs Webinars Videos ebooks Infographics
Acquisition of tools to deliver and monitor the work
Content Management System Analytics Application Social Media Management System
Hire People to build a Team
Content Writer graphics Designer Social Media Expert SEO
Identify the person who will lead the team
Blogging SMEs Coporate
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Content and Customer Service
A carefully written content gives confidence to customers as far as customer service is concerned. Sometimes, it
becomes a differentiating factors between two competing business. So, content becomes a king maker in this
scenario of winning a customer.
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User-Generated Content
It is the specific medium to create and publish the content related the product and services on offer. Many
reputed bloggers and or customers can be involved through this medium that attracts new customers.
User-Generated Content
Guest Blogging
Product Reviews Guest Commenting
Social Share and Comment
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Content Audit
It is a process that involves review of existing content, making edits / updates / delete the content and making it
more relevant to the target audience as per the present and future needs.
In first Step:
Gather All the content and URL available on a website
Identify the keywords most appropriate for the business
Review the content with respect to the target audience, keywords and business objectives
Identify the content quality gap
In Second step:
Analyse the existing content marketing strategy
Redesign it as per the present business scenario
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Content Audit
In third step:
Create / update new content
Delete / remove obsolete content
Follow and apply latest algorithm updates
Optimize the content as per the present and future needs
It is a process that involves review of existing content, making edits / updates / delete the content and making it
more relevant to the target audience as per the present and future needs.
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Analysing Content Needs
As a part of content marketing, a business offer informative and quality content to its target audience. For example,
sending one newsletter in a week to your subscribers, posting 1 – 2 social postings on Facebook and creating an “up
to 5 minute” video on YouTube is considered to be a good practice as it doesn’t annoy the target audience
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Metrics & Measurement
Performance of content marketing initiatives should be measured and analysed on the basis of following
metrics. Performance should always be understood on comparative analysis.
Consumption Metrics
Page views
Video Views
Blog Reading
Lead Generation Metrics
Subscriptions
Downloads
Registration
Contact Us form fillups
Request for a Demo
Sharing Metrics
Likes, +1s, & Shares
Comments
Forwards
Link building
Sales Metrics
Online Sales
Online assistance to Offline sales
Referral sales