Content Marketing: How to make a good content and its impact

Ms. Anubha Rastogi
Astt. Prof, Vidya School Of Business
2017-18

• It is a strategy of producing and publishing
information that builds trust and authority among
your ideal customers.
• It is a way to build relationships and community, so
people feel loyal to you and your brand.
• It is a strategy for becoming recognized as a
thought leader in your industry.
• It is a way to drive sales without traditional "hard
sell" tactics.
WHAT IS CONTENT MARKETING?
Anubha Rastogi | VSB

BEFORE YOU START……
 Purpose and Goals: Why you are creating content, and what value it will provide
• What are your business goals
• To whom can you deliver value in order to satisfy these goals
• What is the valuable content experience you will deliver at the particular stage of your
customer’s journey?
• How is your voice/value unique
So you may choose or optimize between three goals
› Campaign goals
› Cost-savings goals
› Business-growth goals
 Audience: Who you are creating content for, and how they will benefit
 Story: What specific, unique, and valuable ideas you will build your content
assets around
 Process: How you will structure and manage your operations in order to activate
your plans
 Measurement: How you will gauge performance and continually optimize your
efforts

WHAT IS CONTENT STRATEGY ?
Core strategy:
This defines where you will focus your efforts to
improve content substance, structure, workflow,
and/or governance. It must provide clear boundaries
for what you will do … and what you won’t.
Substance:
Story, topic, brand elements,
voice and tone
…fulfills business objectives
by meeting audience needs.
Structure:
Organization, categorization,
component elements
…makes content findable and
usable for users, and
manageable for technology.
Workflow:
Roles, processes, tools
...creates efficiencies
across content
properties.
Governance:
Policies, standards,
Guidelines
...empowers, facilitates,
and aligns.

TYPES OF CONTENT STRATEGY ?

SO, WHAT IS A CONTENT STRATEGY ?
• A content strategy—any strategy—is the path you’ll take
towards meeting your goals and fulfilling your vision. It
may be one of a few parallel paths towards the same
goals.
• A content strategy helps define what you WILL do and
what you WON’T do.
• All tactical content initiatives must map back to your
strategy.
• Your content strategy should force you to prioritize and
to say “no.” Anubha Rastogi | VSB

2. DECIDE HOW YOU'LL USE CONTENT MARKETING TO
GROW YOUR BUSINESS
• Prospecting. Generate leads for follow-up by sales and marketing teams.
• Sales. Help your sales team close sales more quickly.
• Marketing. Generate interest in your products.
• PR. Build and repair public opinion about your brand and products.
• Community. Develop friends and fans who interact with your brand socially.
• Customer support. Help customers get the most from your products.
• Thought leadership. Develop name recognition and respect, and to influence your
industry.

3. DECIDE HOW CONTENT MARKETING FITS INTO YOUR
OVERALL MARKETING PLAN
Directed Traffic
Single Focus on Sales
Integrated Messaging Anubha Rastogi | VSB

4. LOCATE YOUR IDEAL CUSTOMERS WITH
Research.ly. | KISSmetrics. | Forrester
5. DECIDE ON THE SPECIFIC TYPES OF CONTENT YOU WANT TO CREATE

6. SET YOUR
PUBLICATION SCHEDULE
• DECIDE HOW OFTEN YOU'LL PUBLISH.
• DECIDE ON LENGTH.
• DECIDE ON STYLE.
7. CHOOSE THE PUBLISHING PLATFORM
FOR EACH TYPE OF CONTENT YOU
WILL CREATE.
• Wordpress.org is one of the most popular platforms for a
website/blog combination.
• YouTube and Vimeo are popular video platforms.
• Blubrry, Stitcher and iTunes are excellent podcast platforms.
• PDFs sold on your website may work for ebooks and special
reports. You may want to publish them on Amazon as well.

8. SET UP GOOGLE ALERTS FOR YOUR PRIMARY KEYWORDS.
VISIT HTTP://WWW.GOOGLE.COM/ALERTS.
9. USE GOOGLE KEYWORDS (AS DISPLAYED IN CLASSROOM ACTIVITY)

12 CONTENT WRITING SECRETS
1. STAY IN RESEARCH MODE AT ALL TIMES.
2. WRITE IN YOUR OWN UNIQUE VOICE.
3. TALK ABOUT ONE THING ONLY.
4. DEPTH AND LENGTH SHOULD MATCH.
5. FIND A UNIQUE ANGLE TO COVER YOUR TOPIC ( Topic | Point| Slant)
6. SPEND AS MUCH TIME ON YOUR TITLE AS YOU DO WRITING
7. MAKE THE FIRST SENTENCE YOUR BEST
8. CRAFT AN IRRESISTIBLE LEAD (INTRODUCTION) Types of leads that perform well in content:
Fascinating story | Little-known fact | Contrarian viewpoint | Promise of information available
nowhere else | Breaking news
9. KILL THE HYPE. KEEP IT BELIEVABLE
10.THE CLOSE IS AS IMPORTANT AS THE LEAD
11. PLAIN WRITING IS BEST
(PARAGRAPH 6 lines max | SENTENCES 25 word max | SYLLABLES 1-2 syllable )
12. EDIT. EDIT. EDIT.

BUILDING COLLABORATIVE CUSTOMER RELATIONSHIPS
Consumer Engagement
Consumer engagement can be defined as ‘repeated interactions that strengthen
the emotional, psychological, or physical investment a customer has in a brand’.
Engagement Marketing
Engagement marketing, sometimes called ‘experiential marketing’,
‘event marketing’, ‘live marketing’, or ‘participation marketing’, is a
marketing strategy that directly engages consumers and invites and
encourages consumers to participate in the evolution of a brand.
Consumer Engagement and Web Analytics

ONLINE METRICS TO CAPTURE ENGAGEMENT
• Subscribing (feed, email, newsletter)
• Registering
• Feedback (comments, complaints, inquiries etc.)
• Ratingtaggingfilteringbookmarking its content
• User submissions (UGC)
• Printing or downloading a piece of content
Degree of Engagement:
Ghuneim’s Typology
of Engagement

Customer Engagement Framework
Content Typologies
-Organisational Content
-Promotional Content
-Relational Content

Content Marketing: How to make a good content and its impact

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