Content Marketing

Essentials
What is 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.

▪ Long term strategy

▪ Used to build strong relationship
▪ High quality content
▪ Relevant
▪ Consistent
Where can you use Content
marketing?
▪ Blogging
▪ Email Campaigns
▪ Social Media posts
▪ Infographics
▪ Website content
▪ Forums
▪ Directory submissions
▪ Youtube Videos
▪ Lead pages
How to strategise your content
▪ Use 3D content model
▪ Basically, it’s three individual steps.
▪ 1. Map the content to the pain point.
▪ 2. Use the right type of content for that problem
▪ 3. Finally, map the content to the buying cycle of the people
who have that problem.
 What should it include?
▪ Your business plan for content marketing: This covers the goals you
have for your content program, the unique value you are looking to
provide through your content, and details of your business model. It
also should outline the obstacles and opportunities you may
encounter as you execute your plan.
▪ Your audience personas and content maps: This is where you
describe the specific audiences for whom you will create content,
what their needs are, and what their content engagement cycle might
look like. You may also want to map out content you can deliver
throughout their buyer’s journey in order to move them closer to their
goals.
 What should it include?
▪ Your brand story: Here, you characterize your content
marketing in terms of what ideas and messages you want to
communicate, how those messages differ from the
competition, and how you see the landscape evolving once
you have shared them with your audience.
▪ Your channel plan: This should include the platforms you will
use to tell your story; what your criteria, processes, and
objectives are for each one; and how you will connect them
so that they create a cohesive brand conversation.
Type of
Content
Examples of Modern day Blog
content
▪ Even though the methods for content marketing have
changed over the years, the formula for great content has
stayed largely the same.
▪ It’s the same formula for getting people to buy your products.
▪ 1. Push on the person’s pain point.
▪ 2. Agitate that pain.
▪ 3. Solve their problem.
Examples
of Modern
day
content
Content Mapping
▪ Content mapping is the act of understanding your audience
so well that you can then create content for each stage of
their journey toward buying your product.
▪ This is important because usually people discover your
website, think about your product, spend a few months
thinking, see a retargeting ad, and then buy.
Content marketing sales funnel
Content
marketing
sales
funnel
Metrics to
check for
content
publishers
Use social
media for
awareness
stage.
Dove Campaign
That’s is exactly why massive
retailers like Dove use the platform
to spread brand awareness and
engage their audience.
Dove Campaign
Just remember that people don’t go
onto social media platforms because
they want to see your posts and buy
your products (unless we’re talking
about Pinterest).
For that reason, don’t get too sales-y.
Ideally, you want to spread your brand
message and strengthen your brand
identity without being too pushy about
it.
Most people on social media are
simply looking for entertainment.
Offer that entertainment, and people
will appreciate your business and be
more likely to buy from you in the
future.
Oreo Campaign
Oreo is another company that uses
social media to spread its message.
And since they are a big enough brand
with a strong enough message, they
can afford to be a bit more sales-y.
Consideration stage content
Consideration stage content
Different entrepreneurs and business people are using newsletters to
stay in constant contact with their prospects.
That way, their business is top-of-mind when the person is ready to buy.

SEO also works for the consideration phase. But it’s a different kind of
SEO. Long-tail keywords, in particular, focus on people who are in the
consideration phase more than their shorter counterparts.
If you’re really interested in a product from a business, then you’ll search
for something like “Buy shoes from Adidas” rather than “Shoes for sale.”

Long tail keywords are less competitive, which means you have a
higher chance of ranking for them.
Consideration stage content
Decision stage content
This is most interesting part of the buying process.
Namely, it’s the part where people actually buy. They already trust your
business, and they’re familiar with your products and what your business
represents. This is the place where your opportunity pipeline, average
size of orders, order frequency, and sales come into play.

And as that happens, you will want to target even longer keywords.
Generally speaking, the longer the keyword, the more interested
someone is in buying from you. If the long-tail keyword includes your
brand name, then people likely want to buy something specific from you.

Example - Shopify SEO strategy

Just consider this keyword: “how to start an e-commerce store.”
1.Seo result shows up.
2.Different CTA given in the middle of the content
Decision
stage
content
Decision
stage
content
Decision
stage
content
Social Media
Content
Innocent drink
campaign
Social Media
Content
Innocent drink
campaign
Social Media
Content
Innocent drink
campaign
 Social Media Content
Social media excels at promoting brands because it promotes relationships.
You can grow an organic following, drive traffic, and even encourage sales.
Once you have an audience of your own, then marketing to that audience
over and over again becomes easier and cheaper than ever before.
But remember: they follow you because they like your content, not just your
products. So spend a little time entertaining them, and they’ll pay you back in
cold, hard cash.
Social Media
Content
Staples
campaign
Social Media
Content
Staples
campaign
Social Media
Content
Staples
campaign
Videos - Live Videos
For some reason, people love video content. They remember it better, and
they even engage with it more.
Videos - Live Videos
Videos
- Live
Videos
Paid Advertising
Content marketing is primarily an inbound marketing tactic.
But, as with most marketing tactics, the lines are blurry somewhere in
between inbound and outbound. That’s because you can still create content
and then drive traffic to it through advertisements. Consider this ad from
Grant Cardone, for instance, where he markets his business certifications
and classes. Basically, it’s just a glorified piece of content that costs money.
Paid Ads -
Sponsored
Paid Ads -
Sponsored
Viral Content
▪ The word “viral” means “relating to a piece of content that
is circulated rapidly and widely from one web user to
another.” In other words, you want to create great content
that’s intended to be shared across social networks and
spread – like a virus.
Viral Content ingredients
▪ 1. Should have element for masses.

▪ Which can include

▪ People
▪ Places
▪ Events
▪ Interest
▪ Desires
▪ Belonging
▪ Knowing
Viral Content ingredients
▪ 2. Define the right Platform on social media – Youtube or FB
or Instagram etc.

▪ Know the platform

▪ Define the content length
▪ For FB – max 2 min
▪ For YouTube – Max 5 to 7 minutes
Viral Content ingredients
▪ 3. Element of Social Currency - people share and talk about
things that make them feel better or improve their self-worth,
this is one of the driving forces behind using a social network.
Viral
Content
ingredients
iral article, “What Career
Should You Actually
Have?,”

It was published in
January 2014 on
Buzzfeed.com. the post
has over 18,500,000
views and is one of the
most viewed posts on the
site.
Viral Content ingredients
▪ 4. Use numbers as triggers
Viral Content ingredients
▪ 5. Visual scan element
▪ usability expert Jacob Nielson conducted a study on eye-tracking
visualization, to determine the exact locations the human eye
frequents most, on a web page.

▪ The analysis revealed that users read the content on the web in an
F-shaped pattern.

▪ This means that when someone visits your site – at least, when
using a desktop computer or laptop, though not necessarily on
mobile – they’ll follow two horizontal stripes and then a vertical
stripe to give an F-shaped reading pattern.
Viral Content ingredients
▪ 5. Visual scan element
Viral Content ingredients
▪ 6. Buy time every 6th second.

▪ With an attention catching element for example, use

▪ Tones
▪ Visuals Images and videos
▪ Humor
▪ Thrill,
▪ Excitement,
▪ Surprise element
Viral Content ingredients
▪ 7. Use music to pump the emotion – Music can trigger the
right signals and feelings.
▪ Lamborghini video
▪ Drone Video
Viral Content ingredients
▪ 8. Make people a part of your content – Open comments for
viewers .
▪ A Marketo study found people shared and comment to:
▪ Give - offers, or discounts
▪ Advise - tips, helpful hints
▪ Warn - potential dangers
▪ Amuse – entertaining content
▪ Inspire - images and quotes
▪ Amaze - pictures and facts
▪ Unite - be part of the tribe
Viral Content ingredients
▪ 9. Share reasons - The New York Times interviewed 2500
people to determine why they shared a story online. The main
reasons were:

▪ To bring valuable and entertaining content to one another

▪ To define themselves to others (give people a better sense of
who they are)
▪ To grow and nourish relationships (stay connected with others)
▪ For self-fulfillment (to feel more involved in the world)
▪ To get the word out on causes they care about
Viral Content ingredients
▪ 10. Purpose – The ultimate tool
▪ Prince ea – To my future child