content marketing: how to make a good content and its impact

Ms. Anubha RastogiAstt. Prof, Vidya School Of Business2017-18

• 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 objectivesby meeting audience needs.

Structure:Organization, categorization,component elements…makes content findable andusable for users, andmanageable for technology.

Workflow:Roles, processes, tools

...creates efficienciesacross 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 taketowards 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 SalesIntegrated 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


http://rs.peoplebrowsr.com/

https://www.kissmetrics.com/

http://www.forrester.com/

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.Anubha Rastogi | VSB

8. SET UP GOOGLE ALERTS FOR YOUR PRIMARY KEYWORDS.VISIT HTTP://WWW.GOOGLE.COM/ALERTS.

9. USE GOOGLE KEYWORDS (AS DISPLAYED IN CLASSROOM ACTIVITY)Anubha Rastogi | VSB

http://www.google.com/alerts

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 WRITING7. MAKE THE FIRST SENTENCE YOUR BEST8. 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 BELIEVABLE10.THE CLOSE IS AS IMPORTANT AS THE LEAD11. 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 EngagementConsumer engagement can be defined as ‘repeated interactions that strengthen the emotional, psychological, or physical investment a customer has in a brand’.

Engagement MarketingEngagement 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.)

• Rating\tagging\filtering\bookmarking 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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