Download - Engage Bali 2016: RP Singh, VML
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CONTENT MARKETING FEARS & CHALLENGES
RP SINGH, REGIONAL MEDIA HEAD – SEA & INDIA
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CAN YOU SELL AIRCRAFTS USING
CONTENT MARKETING?
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BUT THAT SOUNDS EXPENSIVE AFFAIR
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Producing Engaging Content
36%
Producing Enough Content
21%
Budget to Produce Content
20%
Lack of Manage-
ment Buy-In
11%
Producing a Variety of Content
12%
TOP CHALLENGES
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CHALLENGE #1 INSUFFICIENT RESOURCES
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GOOD
FAST CHEAP
EXPENSIVE SLOW
CRAPPY
KEEP DREAMING
PICK TWO
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OUTSOURCE Vs IN-HOUSE
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5 MINUTES 2-3 DAYS
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VIDEO CONTENT
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CHALLENGE #2 PRODUCING ENGAGING CONTENT
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WHAT IS ENGAGING CONTENT?Grabs the audience’s attention and compels them to read more
Is relevant and helps the audience with their issues
Resonates with the audience on an emotional level
Gives your audience something that can’t be found anywhere else
Is entertaining or informative (or both)
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HOW TO OVERCOME THIS CHALLENGE?
Clarity
A structure: Logic & Visual
A conclusion: How does your article end?
A question: Questions make people think
A bit of controversy: Controversy can get readers more emotionally invested in the conversation.
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AND TAKE HELP FROM EVERYWHERE
Google TrendsSocial Listening Data Google Keyword PlannerSocial Media response to your own postsYouTube trends
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CHALLENGE #3 VARIETY & CONSISTENCY
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CREATING VARIETYTurn data into graphic storytelling.Turn on video camera as you read the advice from a how-to blog post. Turn a live presentation into a whiteboard-based masterpiece Turn ideas in motion into interactive gifographics.
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CREATING CONSISTENCY Having an Editorial calendar is a very
good idea
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CREATING CONSISTENCYGather your stakeholders
Document your distribution points
Align your process with your people
Set/adjust your schedule
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CHALLENGE #4 MEASURING ROI
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MEASURING THE ROI- RIGHT METRICS
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SOME USEFUL INDICATORS
Are leads turning into customers?
Are you saving money?
Are you keeping customers?
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Lets create some magic with Content together!
GROUP EXERCISE
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GROUP EXERCISE TASKChoose a brand Choose a marketing/business objectiveWrite a content marketing strategy for your brand Create an editorial calendar
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THANK YOU