AgendaCONTENT DRIVEN MARKETINGDavid Appasamy

16th Nov, 2017

Difference between traditional media and Internet

Marketing Objectives

•Create awareness

•Build image/credibility

•Buy or contract

•Differentiate

• Increase knowledge

•Preferred choice

Conventional Media

•Print•Radio•Television•Outdoor

Nature of conventional media

• One to many

• One way

• Print & outdoor: static

• Radio: audio

• TV: audio visual

• Proprietary content

• Owned by media houses

Nature of the Internet

• Many to many

• Two way, interactive

• Dynamic: print, audio & AV

• User generated content

• Owned by users

Use of the Internet

• Discovery/ search

• Purposeful

• For leisure

• Socializing

• Networking

• Work related

Two key parameters

•Owned by users

• Initiated by users

Digital Marketing is Permission Marketing!

Marketers must:

•Be relevant•Reward•Engage•Be Share worthy

How has the Internet affected behavior?

Connectivity has changed everything

Especially in the last 10 years

Internet users in India

About 450 000 000

Facebook Users in India

215 000 00066% active daily

Indian Users on Whatsapp ?

215 000 000

Indian Viewers on YouTube ?

180 000 000

Indian Users on Instagram ?

42 000 000

Indian Users on Linkedin ?

42 000 000

Content Marketing – how should one approach it?

Content Driven Marketing

Can it drive business results?

They say Content is King!

Incredible amount uploaded everyday

How did content become so important?

Discovery Mindset

Search

I know what category,product or brand I am looking for

DisruptionTV/Pre-roll

Brands interrupt content I want to watch

DiscoveryBlogs, content,Social media

I am open to discover content & messages from friends, family,

public figures, publishers & brands

Content on 3 kinds of online media

Earned media has sustained, long term impact

1 million articles analyzed for share-worthiness

Videos

Lists

How To

Why posts

Infographics

Research Reports

Surveys & Quizzes

Content Marketing – how should one approach it?

Marketing = Story Telling

8 iconic films, 8 famous directors, took the world by storm, shared online

https://www.youtube.com/watch?v=m9fgiE1JU9o&t=413s

Creating interest in a new sector

https://www.youtube.com/watch?v=Bl7xl3IiAqE&t=3s

List of Top Things

Leveraging infographics

Maintenance Guides

Leveraging expertise

Microsoft article on AI

What is Content Driven Marketing?

• Strategy, not marketing tactic

• Marketing & content strategists

• Fully integrated approach

- website

- blog

- SEO

- PPC campaigns

- Social media

• Both marketing & content metrics

What can it do for your brand?

• Build expert position & reputation

• Establish credibility & trust

• Differentiate your brand

• Create preference

• Build relationship with prospects

• Gain insights into demand

• Generate leads

Blog content results in more leads

Source: NeilPatel

Content Driven Marketing Funnel

Brand Awareness

Consideration

Conversion

Loyalty

Step 2: Content Creation + Amplification + Influencer Marketing + Search Engine Optimization

Step 4: CRM + Lead Nurturing + Keeping in touch

Step 1: Brand Website + Video

Step 3: Drive Interest +Enquiries + Sales

Creating compelling content

• Blog posts

• Articles

• Videos

• Infographics

• White papers

• Slide presentations

• Webcasts

• Case studies

Conversations vs Marketing

How do we find the sweet spot?

Google Keyword Planner

Moz Explorer Buzzsumo

Answer the Public QuoraBrainstorming

Consumer Intent

Other ways!

Using online tool Buzzsumo

Content ready for discovery

How do we make it 10x?

Make it longer, more detailed and

thorough

Include better visuals – Images,

Infographics, Videos

Ensure low page load time and an

enhanced UX

Address whatpeople are looking

for

Data shows that long form content with images work best

Long-form content (> 2000 words) tends to rank higher in search results than short-form content

Source - Hubspot

Content With At Least One Image Ranks Higher Than Content That Lacks an Image

Different types of content for stages of funnel

Make it creative in content & form

How do we amplify content?

Promote on Social Networks especially

Twitter, Linkedin, Slideshare

Use LinkedIn Ads, Facebook Ads &

Promoted TweetsNotify your email list

Respond to questions on Quora, Reddit,

comment on blogs, take part in industry forums

Reach out to people who have shared similar

content

Leverage the reach of influencers

One of our first Real Estate content articles

Ensure Call to Action with content

Different kinds of Call to Action

Create shareable content

Content marketing results in leads

Content marketing delivers business results

Use Influencers to amplify your efforts

Why use Influencers?

Source: AdWeek

Sustain, recommend, amplify content

Create compelling content over and

above what we can create

Recommend the Brand

Amplify and Build the Brand

Improve discovery, credibility & distribution

Trusted source writing about brand

Reach audiences using ad blockers

Engaging content created & amplified

Search Engine Rankings

Use Influencers to push prospects down funnel

92 %

Prospects trust recommendation from other people

more than from brands

33 %

Prospects search blogs and reviews before making the

final purchase decision

Use of Influencers growing rapidly in India

How does it work?

Criteria for shortlisting influencers

Size & quality of followers/influence across relevant channels

Domain Authority

Relevance to the brand / genre /

campaign

Previous Performance

Data

Unique visitors to blog

Quality of Content

Content Driven Marketing for Axis Bank

Axis Bank used leading Travel Influencers to cover their CSR initiative

The program impacted the lives of children in remote areas of Leh & Kargil

Focus on sustainable livelihoods and schools for the children

Senior management and Travel Influencers initiated activity on the ground on Sep 9th

Video viewed over 23,000 times

YouTube can engage with your audience

Interaction with locals in remote villages

Instagram a great way to present visual content

Content for SEO rankings and engagement

Advertising to amplify across the right channels

Social Networks Facebook, Twitter, G+, LinkedIn

Blogger Networks & Content Discovery Platforms

Influencer.in, Indiblogger, BlogAdda, Outbrain, Content.Ad,

Taboola

Forums & CommunitiesQuora, MouthShut, TechEnclave

Measuring outcomes

Overall Reach of Unique Users

Reach of Specific Content

Engagement (Shares,

Comments, Viewers beyond 30

seconds etc)

Top of Mind Recall via Brand Survey

Reach

Likes

Comments

Engagement + Shares + Participation

Sales

Metrics to track performance

Tangible

Intangible

Metrics that translate into visible business results: Leads Sales Registrations Traffic / App Downloads

Metrics whose results are not immediately visible: Brand Awareness Customer Engagement Customer Satisfaction Brand Reputation

Metrics to track

Lead Generation or Online Sales

Brand Awareness

Leads/Enquiries Generated Revenue from Sales / Conversion % App Installs Website Traffic

Reach Impressions Mentions Social Engagement Comments/Shares ReTweets/Reposts Likes/Fans/Followers

Objectives Metrics

Tools to measure metrics

Recap: Content Driven Marketing

• Strategy, not marketing tactic

• Marketing & content strategists

• Fully integrated approach

- website

- blog

- SEO

- PPC campaigns

- Social media

• Both marketing & content metrics

Suited for services & tech products

• Build expert position & reputation

• Establish credibility & trust

• Differentiate your brand

• Create preference

• Build relationship with prospects

• Generate leads

• Gain insights into demand

Compelling content to engage

• Blog

• Articles

• Videos

• Infographics

• White papers

• Slide presentations

• Webcasts

• Case studies

• Curated articles

Preparing for Content Driven Marketing

What is your core expertise?

How can you leverage this expertise?

Where do 80% of revenues come from?

How can we present expertise, experience, differentiation?

Where will our future revenues come from?

How can we build awareness, credibility and interest in this?

What are our strengths?

How can they be leveraged?

Where are my prospects?

Where are they online, and what are they looking for?

How can I engage with them?

Which platforms will work best for me, and what do I do to engage?