Content marketing
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Content marketing is a marketing strategy that focuses on creating and distributing valuable, relevant content to attract and acquire customers. It involves creating content like blogs, videos, social media posts, and ebooks. The goal is to attract new customers by providing useful information to the target audience. Companies are adopting content marketing because it helps build trust with customers and can be more effective than traditional advertising which customers often ignore. Creating engaging content requires resources like time, labor, and skills in areas like content creation, social media management, and analytics.
Content marketing
- 1. CONTENT An Insight By: Smit Patel - 141155 Sajni Chokshi - 141247 Divya Kaushik - 141219 Debanjan Biswas - 141311 Suket Gupta - 141351
- 2. What is Content Marketing ? Content marketing is a marketing program that centres on creating, publishing, and distributing content for your target audience, usually online. The goal of which is to attract new customers , it is a subset of Digital Marketing. The most common components of a content marketing program are social media networks, blogs, visual content, and premium content assets -- like eBooks or webinars. HubSpot and Marketo are the leaders in Content Marketing. Some emerging ones are : Influence & Co. ,
- 3. What is the Job of a Content Marketer ? In terms of your content marketing responsibilities, your job is to: • Create content : written and visual, long-form (often placed behind a form) and short-form (publicly available, like a blog post). • Optimize that content for SEO. • Manage social media. Analytics and Photoshop also comes handy. Data Mining and Content reusability helps in great cost cutting.
- 4. Why are companies opting for Content Marketing ? What do you think ?
- 5. Some Commonly Used Tools for Content Marketing. Infographics. These are generally long, vertical graphics that include statistics, charts, graphs, and other information. A decent Infographic will usually cost you at least $1,000 to have designed, but can cost several thousand dollars if you are hiring a contractor or agency to include strategy and planning, research, copywriting, and design. Webpages. What’s the difference between a normal webpage and a webpage that is content marketing? Infographics : An Example.
- 6. Some Commonly Used for Content Marketing. Podcasts. A digital audio file made available on the Internet for downloading to a computer or portable media player, typically available as a series, new instalments of which can be received by subscribers automatically. Videos. Gary Vaynerchuk is a master of content marketing using online video, just take a look at his YouTube channel. He got his start creating videos to promote his family’s wine store and through those videos and other online marketing he eventually grew it to a $45M empire.Rihanna VEVO One Direction VEVO
- 7. Stages. • Awareness. Prior to awareness a customer may have a need, but they are not aware there is a solution. • Research. Once a customer is aware there is a solution, they will perform research to educate themselves. For example, a car buyer will try to find out what different types of cars exist, and which one will fit their needs. • Consideration. At this point the customer starts comparing different products from different vendors to make sure they’re getting a high quality product at a fair price. • Buy. Finally, the customer makes their decision and moves forward with the transaction.
- 8. Challenges In Content Marketing • Takes too much time. • Too much labour intensive. • Cant get customers to talk. • Not enough content for all cases. • Cant get specific stats or metrics. Challenges
- 10. Case Study - 1 “Does content marketing pay?” -by Lucy Tesseras The article highlights the findings of a study by the Chartered Institute of Marketing (CIM), UK on how brands prepare and implement their content marketing strategy, the apparent disruption of conventional marketing, and how content resonates with the audience with genuineness. It also points out that consumers have trained themselves to ignore ads, so if a marketer wants to engage them, he has to craft something substantial for his audiences, and not push products. If one has this, as well as trust in the brand and the source, content marketing really works.
- 11. The paper quotes the example of Waitrose, a chain of British supermarkets, in the food retail division. The retailer features a live programme on TV where chefs such as Heston Blumenthal and Michel Roux Jnr cook up seasonal recipes using Waitrose ingredients. The top-management executives believe that an audience watching a 60-minute, content-led programme will be far more engaged than the huge number of viewers watching a 30-second TV commercial. According to Nick Dutch, head of digital at Domino's, businesses should create a kind of content customers would expect to see if a brand wasn't producing it. Also, even though engagement is clearly important, there must also be a clear business case for any content marketing activity or it simply isn't worth it.
- 12. Case Study - 2 • Walt Disney’s Corporate Infographic
- 13. Following are the key points that can be inferred from Disney’s Case: Integrate – One look at the map itself shows that all of Disney’s teams were constantly working together, around their central hub: creative talent and films. They kept their teams talking to each other to maximize the usage of all of their material. Repurpose – Everything Disney does is repurposed and repackaged into each of its entities – music, theme parks, print publications, etc. Today, as the internet has changed the way any content is marketed, Disney has also innovated itself to keep the pace. Their newest blog, Oh My Disney, is a hub Disney content modeled after BuzzFeed, with memes, animated gifs and more. Innovation at the center – The central to Disney’s content is their creative talent. With their integrated content marketing plan in place they seldom fail. Thus, before investing in any content effort, one should map how the idea best fits into their existing content mix, tap into what’s working and work on what isn’t—all in the context of
- 14. References • http://www.inc.com/christina-desmarais/how-to-grow-on-a- shoestring-budget-7-tips.html • http://blog.hubspot.com/blog/tabid/6307/bid/33505/10-B2B- Companies-That-Create-Exceptional-Content.aspx • http://www.forbes.com/sites/marketshare/2012/11/27/5-big-brands- confirm-that-content-marketing-is-the-key-to-your-consumer/ • http://www.forbes.com/sites/joshsteimle/2014/09/19/what-is-content- marketing/ • http://www.sproutworth.com/b2b-content-marketing-statistics-2015/ • http://www.business2community.com/content-marketing/content- marketing-strategy-stats-2015-01178687