Content Marketing
MODULE 3
Content Marketing
Content marketing is a strategic marketing approach focused
on creating and distributing valuable, relevant, and consistent
content to attract and retain a clearly defined audience and,
ultimately, to drive profitable customer action.
• Cost of acquiring new customer is higher than retaining old customers.
• Plays an important role in remarketing, making this a very valuable
strategy.
AIDA Funnel
v
Case Study for Travel Industry
What? Who? Where? How?
Questions to ask yourself:
• What do we bring to the table? (Why do people choose us over our competitor?)
• What benefits does our brand promise to deliver?
• Who are our target customers?
• What do we hear our customers saying? (What are their common questions,
needs and concerns?)
• What’s the purpose of our content? (build authority, increase awareness, engage
customers, get conversions, etc.)
• What content do we already have in place to educate, promote and build trust?
• Competitive Analysis
• Style Guides
• Pillar Pages
• Content Testing
• Website Audits
• Setting KPIs
• What resources do we have right now to carry out our marketing?
• What do we need, if resources are lacking, in order to reach our goals?
• User Generated Content
• Who will create and maintain our content?
• What forms of content are we the most comfortable with?
• Collaboration
• Where will our content reside (what platform will you build from)?
• How often should we publish?
• Where will we distribute our content?
IT IS A DYNAMIC PROCESS
Content Creation
IT IS A CREATIVE PROCESS
• Textual
- Blog, Articles, etc.
Website, Everywhere
• Graphical
- Infographics, Flyers, etc.
Off-page, Ads
• Photographic - Images
Social Media
• GIFs
- Animations
Ads, Social
• Videos
- Vlogs, Corporate Videos, etc. Social, Website
• Audio
- Podcasts, Songs, etc.
Specific Platforms
Content Writing
Copy Writing
• Have a clear objective
- Be to the point
• Understanding your niche
- Touch your audience emotionally
• Using the correct and powerful words - Focus on benefits, not features
• Outlining your content
- Cut to the chase
• Storytelling is a key influencing
- Generate Curiosity
factor
- Have fun, be creative
• Improve your language and grammar - Headline for an article, Email
• Be creative & think outside the box
subject line, Social media captions,
etc.
Content Writing
- Website
Blogging
- Blogs (onsite / offsite)
• Improve website SEO
- Technical Details
• Increase website traffic
- Emails
• Demonstrate our expertise
- Social Media
• Increase brand loyalty
- SEO
• Checklist, Listicles, Infographics, How-to,
Case Studies, Comparisons, Recipes,
- Video & Scripts
Ultimate Guides, Reviews, News, Events, etc. - Literally everywhere
Content Writing
- More Reviews, Better Ranking
ORM – Online Reputation
- Essential part of Branding
Management
- Respond to all –ve comments
• 97% consumers read online reviews
- Acknowledge your mistakes
• 85% customers trust online reviews
- Take your conversation to emails
• On an average customer read 7 reviews
• 49% consumers need at least 4+ star rating
• 68% customers leave reviews when asked
- UberVU, Radian6, Reputation
Defender
- Use Google Alerts
Content Designing
- Photos
• Create a focal point to guide the eye
- Infographics
• Arrange the elements in the evenly
- Typography
• Align all elements to work together in harmony
• Highlight differences to add focal point
• Use of repetition of shapes, lines, or colors
• Scale elements to compare through sizes
• Utilize different shapes, colors & texts to keep
the image interesting
- Web Design
- UI-UX Design
- Print Design
- Brand Design
- Social Media
Video Content Creation
- Vlogs
• Agenda / Takeaway Value
- Webinars
• Length
- Testimonials
• Script
- BTS / Event
• Quality
- Product Review
• Product or brand placement
- Cinematic
• Pre & post production
- Live Streaming
• CTA
- Interview / QnA
Most Effective Content Formats for Building
Relationships to Generate Leads that Convert
Content Curation
• Add value in your own style
• Try to make it better than original
- Conversion Optimization
- Search
- Evaluate
- Interpret
• Link the original content
• Use RSS feed to get updates
• Dig deep for content
• Collaborate with original creators to
increase engagement
- Personalize
- Plagiarism free
- Aim to provide value
- Don’t Steal
Content Marketing
• Publishing content on website, blogs,
forums, social media, guest blogging,
profiling sites.
• Engaging with your audience
everywhere. Always focus on creating
your value and a brand image.
Quick Checklist
- Understand your audience
- Set desired KPIs
- Planning content strategy
- Defining your niche
- Creating content
- Publishing & Optimizing
- Measuring performance
Defining your Goals & Objectives
CONTENT MARKETING FUNNEL
AWARENESS
INTEREST
DESIRE
ACTION
SALE