2. Content marketing is the creation and sharing of content in
order to :
 Engage current and potential customers
 Building trust with the audience.

5.  Increasing brand awareness
 Lead generation
 Converting leads into customers
 Building the image as the industry leader
 Customer engagement
 Customer retention
 Website traffic
 Sales

6. Brand
recognition
Customer
loyalty
Higher
sales

8. ◦ More inbound approach
◦ Customer engagement and innovation
◦ Search Engine Optimisation
◦ Development of knowledge culture
◦ Better use of company resources

11. Each content marketing tool has different objectives to achieve

12. Basically we can indicate the following factors:
 Drive traffic on the social web and company’s website.
 Ensure quality and consistency.
 Have a holistic view of the marketing strategy you should apply.
 To answer the question how your content fulfils the expectations
of your customer.
 To control and manage online content.
 To create, gather and distribute content.

13.  Carefully cultivate your social experience:
◦ Each social platform you consider must be a good fit for
your outreach intentions.
 Listen and learn:
◦ before you start to share your content be prepared to
join in the stream .
 Don t be afraid to get creative:
◦ try creating something original and less formal, such as
an informal photo tour of your office.

15.  Write a strong headline to spark interest.
 Summarize the main point in the beginning.
 Reinforce your message with images you choose to
accompany the post.
 Restate your points in bulleted or numbered lists to
make it easier for skimmers to absorb the information.
 Use subheadings to emphasize the supporting points of
your argument.
 Summarize your main point again at the conclusion for
readers who jump right to the end.

16.  Demo on your product or service.
 Educate viewers on the issues relevant to your
business by offering video tutorials.
 About Us page to give website visitors a
glimpse of what makes your team special.
 Record your response to sensitive public
relations issues. Video press releases can
convey the appropriate emotional tone in a way
that text alone just can’t manage.

17.  Align your visual story with your content
marketing strategy.
 Know the rules of good design. General theme
the most sense both creatively and strategically.
 Create a signature style for your visual content
 Avoid generic stock images.
 Add your logo and/or a link to custom photos
and illustrations
 Add the proper alt tags to every image for search
results

18. • Foster a sense of belonging among your readers
publishing your favorite reader comments .
• Provide exclusive content or benefits that aren’t
available anywhere else.
Give them access to discounts, downloads or
other special assets and offers.
• Use progressive profiling
Collect additional data on your subscribers, then
use that information to customize your email
experience to better suit their needs and interests.

21.  Client questions you receive
 Case studies
 Industry articles (offer your analysis)
 Your keywords

22.  Interview your partners
 Social media conversations
 Other websites and forums
 Conversations you have at industry events
 The news

24. 1. Analyse company business and perform SWOT analysis on your
content marketing efforts and develop a plan to improve them.
2. Define the right objectives and KPIs for that plan
3. Identify your customer
4. Choose your content marketing mix
5. Create a timeline for your content plans
6. Chose team and assign budged
7. Brainstorm content ideas and find the gap in what you and/or your
competitor's are not covering

28. Objectives

31.  Concept with mind
 Contents are
◦ Deeply researched, useful and meaningful
◦ It solves problem in a profound way
 How to hit the goal
By extremely shallow educational pieces missed

33.  Concept with the news
 Contents related to
◦ Something current newsworthy or trending
 How to hit the goal
Do not reiterate the news ,find a way to connect the news to the client’s
industry

35.  Concept with personal identity
 Contents directly connect with
◦ Part of intimate world OR identity
 How to hit the goal
Give the reader a way to see themselves in the content,
Let the reader identify with the content

37.  Concept with real life
 Contents tells
◦ Real personal story
◦ Shares a case study
▪ How to hit the goal
• Make sure there is a moral real life example
• Stories matter if they share an insight or
massage

39.  Concept with many more concepts
 Contents is
◦ A collection of other popular content
▪ How to hit the goal
• Make a complete and/or unique collection
• Do not curate small lists that have been repeatedly done.

41.  Concept with unrelated concept
 Contents is
◦ Spins an old ide and offer a new way of looking at it
▪ How to hit the goal
• Do not reiterate old ideas.
• Find a surprising , unique or interesting way to show ideas

48. This step focuses on identifying any possible gaps in your
current content marketing efforts.

50.  The content marketing matrix is used to map relevant content
in two ways to help identify the suitability of content to:
1. Support the purchase process across the buyer journey.
2. Achieve audience engagement using different types of
psychological engagement from emotional to rational.

52.  Create a realistic timeline for your content plan.
 This timeline is used for your internal team.

55. You are assigned to create campaign for the following
 ??????