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Chapter: 5 Content Marketing - Blogging & Google AdSense (7 Hours)
Lesson Objective: After completing this lesson, you will be able to:
 Define Content Marketing and its types.
 Analyze the concept of Blogging.
 Describe Google AdSense and its working.
 Work with AdSense and Blogger.com
 Demonstrate the working with Adsense and placing the Ads on Blog post.
Duration: Theoretical: 2 hours. Practical: 5 hours.
5.1 Content Marketing
Content Marketing is a form of marketing that is focused on creating, publishing and distributing
content for the targeted audiences present online. It is the process of creating high-quality, valuable
and unique content to inform, attract, and engage audience, while at the same time helps in promoting
the brand.
The major objectives of Content marketing are:
 Attracts attention and generates lead.
 Expands the Customer base.
 Generates online sales.
 Engage an online community of users.

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Types of Content Marketing
Content is an all-around marketing medium which helps in building the brand awareness of the
business, connecting with the targeted audience, building trust, and showcasing the identity of the
business. With these benefits, content marketing is growing its fame with the each passing days and
bringing online success to the business present on the web. There are several ways you can use to
share your message on the web, and they are:
 Social Media Posts: Sharing messages through the social media platform like Facebook,
Twitter, LinkedIn and more is easy to reach to the targeted audience who are already existed
in the account. A proper social media content is very essential in order to help the customers
engaged with the businesses.
 Blogs: A Blog is the shortened version of weblog. It is the perfect way to spread message as
it is very similar to a website. The blog is a diary that is maintained by one person or by a
blogger.
 Videos: Video is the perfect way to share the messages online. It is an effective medium of
content marketing that uses both audio and visual tool to deliver messages to the targeted
audiences. This provides an attractive as well as an engaging way of connecting people with
the messages.
 Infographics: Infographics as the name itself explains is the presentation of information in a
graphics format. It is the visual representation of information and data. With the help of
infographics, readers can follow the message from the text present in the images.
 Whitepapers: A whitepaper is an authoritative report or guide which inform readers about a
complex issue which is often used to convey an organization’s philosophy and persuade
potential customers.
 How-to Guides: The how-to guide is an informal guide which is often short and gives the
description of how to accomplish a specific task. The how-to guide is usually developed by
experts to help the non-experts to achieve a particular task.
 Webinars: The Webinars are similar to how-to guides. It is an online meeting, interactive and
audio-visual broadcast or presentation held through the internet real-time. This one of the
effective marketing strategies that helps to grow the business by connecting and engaging
people.
 Images: An image tells the story in a very presentable manner. An image connects the readers
in a visually appealing manner. It strengthen the messages by adding new and old pictures,
and helps socializing those pictures in the social media platforms.

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5.2 Understanding the Concept of Blogging
Blogging is a discussion or any informational website published on the web. A blog is very similar to a
website. It is a journal which is maintained by one person alone. Usually, all blogs are being updated
quite often. Blogs can be private or for business, but most of them are available on the internet for
other.
The major blogging sites on the internet are:
 Blogger.com
 WordPress.com
 Medium.com
 Wix.com
 Weebly.com

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5.3 Google AdSense and Its Working
The AdSense is a program which allows the bloggers and website owners to earn money by displaying
Google Ads. It is the best way to make money online from the web. This program is run by Google
itself, which allows the publishers in the Google Network of content sites to serve automatic text,
images, videos, or interactive media advertisements that are targeted to the website content and
audience. These advertisements are basically administered and maintained by Google and generate
revenue on either a pay-per-click or based on per-impression basis.
Google AdSense provides a way for website owners to earn money from their online content. AdSense
works by matching text and by display ads to your site based on your content and visitors. The ads
are created and paid for by advertisers who want to promote their products. Since these advertisers
pay different prices for different ads the amount you earn will also vary.

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How Google AdSense Works?
AdSense is a free, simple way to earn money by displaying targeted ads next to your online content.
With AdSense, you can show relevant and engaging ads to your site visitors and even customize the
look and feel of the ads to match your website.
1. You make your ad spaces available:
You make your website ad spaces available by pasting ad code on your
site, and choose where you want the ads to appear.
2. The Highest Paying Ads Appear On Your Website:
Advertisers bid to show the ad in the ad spaces in a real-time auction.
And this determines that the highest paying ad will show on the site.
3. You Get Paid:
AdSense handles the process of billing all advertisers and networks
for the ads on your site, to make sure you receive your payments.

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5.4 Working of AdSense with Blogger
With Blogger, it’s easy to make money with your blog by showing the AdSense ads on your page. All
you need to do is to create unique and great content to attract the visitors. Now, let’s find out how it
actually works.
Setting Adsense Account
Step 1. Sign in to Blogger: https://www.blogger.com
Step 2. Next click on ‘Sign up for AdSense.’

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Step 3. With the Sign up option, you can use another account and proceed. A link with the host
account with your AdSense account is easy for the setup.
Here, you will find your blogspot URL that you have made with Bloggers.com
You can check the field you want as displayed.

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From the drop-down option, select the country. In this case, India is selected.
Next, agree with the Google Adsense Terms and Policy to create an account.

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Step 4. Now get started with the new AdSense Account by clicking on ‘Get Started.’

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Step 5. Provide your details as per the field, for a secured payment, and then click on submit. Once
the Google Adsense approves your application, you can start creating ad on your blog.

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5.5 Working with Adsense and Placing Ads on Blog Post
When it comes to generating Google AdSense revenue, there are certain kinds of websites that do the
better job. The two major things you need to make money with AdSense are, a great content and a
lot of traffic.
In terms of content, there are two types of contents. There is content that attracts new people to your
site every day, and there is content that brings visitors back every day. In general, you want to have
a good balance of both. This way you can bring in new traffic and make sure that a good portion of
that new traffic becomes the loyal visitors.
Sites that are perfect for content that attracts new and repeat visitors include the following:
 Blog sites
 News sites
 Forums and discussion boards
 Niche social networks
 Free online tools
While these are not the only types of sites that you can create, they are the easiest ones to optimize
with great content, promote, and find a layout that works well with both displaying content and getting
clicks to your Google AdSense ads. Further, the types of ad that Google Adsense offers matches well
with the sites mentioned below:
The Types of Ad Includes:
 Text Ads: A text Ad includes a title that has a clickable link to the webpage with one or two
lines of text, and the website address. The Text-ads are displayed in different formats namely
Horizontal, Vertical, and Square.
 Text & Display ads or Display ads: Display ads are graphical ads offered in several ad
formats like Horizontal, Vertical and Square.

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Placing Ads with AdSense
If you run a Blogspot blog, and getting traffic for your posts, then you can surely put ads on your
Blogspot to earn money online. With Blogger, placing ads on blog post is quite simple. Here’s the
way how you can put ad on your blog.
Step 1. Sign up to Google AdSense: www.google.co.in/adsense/start and open your Blogger
account: www.blogger.com simultaneously.
Step 2. Next click on ‘My Ads’ as shown.

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Step 3. Give a name of the ad as shown and select responsive ad size for device compatibility.
Step 4. Now select the Ad type from the drop down list. In this case, ‘Text and Display Ads is
selected.’ And continue by clicking on ‘Save and get Code.’

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Step 5. Once you click on ‘Save and get Code,’ this will generate a JavaScript Code, which you
need to copy and paste in your blogger account.
Step 6. Now navigate to your Blogger account, and select ‘Layout.’

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Step 6. Since you are adding the ad on the sidebar, click on Add a Gadget present in the sidebar
right section as displayed. And next select the HTML/JavaScript to add code.
Step 7. Add the JavaScript Code in this section as shown, and save changes.

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Step 8. Now when you refresh your blogspot page, you will find the Adsense ad displayed on your
blog post as shown. However, it may take some time to show the ad in your post.
Blogging makes it extremely easy for anyone to become an online publisher with its easy to use
publishing platforms. And with Google AdSense, you can earn from what you create. Therefore,
creating a successful blogspot will not only help in establishing your identity as a blogger, but also
help you make money from your write-up.

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Activity.
1. Answer appropriately to the questions.
1. What is Content Marketing?
2. What are the key objectives of content marketing?
3. What are the types of Content Marketing? Briefly describe.
4. How do you define a blog?
5. What is the major difference between Infographics and Video?
6. What is a Webinar?
7. Give the major differences between a blog and a whitepaper?
8. Explain the purpose of how-to guides.
9. Name the major blogging sites on the internet.