CONTENT MARKETING

CONTENT MARKETING Content marketing is a marketing strategy that revolves

around the creation, publication, and distribution of
VALUABLE, RELEVANT and CONSISTENT content to a
target audience in order to bring new traffic (and therefore
new customers) to your business.

VALUABLE The people who read your blogs or watch your videos
must get something worthwhile out of it. They may
come back feeling like they have learned something or
for entertainment.

RELEVANT Your content must address the audience's wants,

needs, and interests. Be that trusted expert they can
turn to for answers.

CONSISTENT Effective content, delivered over a period of time makes

you recognizable which helps consumers grow familiar
with your organization.
 Content is anything that will
communicate a message to the
audience. Anything an individual
or company or brand creates for
consumption is content.

Anything or Everything can be termed as content- written, verbal, visual, audio-

visual or digitally empowered.

Content as a term is generic. Content is the heart of what we do as a marketer.

In 1996, Bill Gates wrote an essay with a title "Content is King" and it still
generates a lot of buzz among marketers.
 TYPES

OF

CONTENT
CONTENT MARKETING HISTORY
 RECENT FAMOUS EXAMPLES OF
CONTENT MARKETING
LANDROVER No other car brand is as related to the outdoor adventures
like Land Rover. Land Rover stories section of the website
features travelogues in which photographers document
their experiences riding a specific Land Rover model
through harsh and stunning landscapes. Every story
includes large, stunning visuals. Land Rover also has a
strong social media presence on Youtube and Instagram. It
also created a 360-degree video where viewers could go
sailing with the Land Rover team in Bermuda. They also
have a good presence on Facebook and Twitter.
RED BULL Red Bull's Red Bull TV is a website that provides videos and live
streaming of events from across the world. They are very active on
all social media platforms especially Youtube and also on
Facebook, Instagram and Twitter. They constantly upload videos on
extreme sports and athletes and sports activities around the world.
Red Bull barely promote his energy drink, rather they just promote
valuable content which public can use or can get entertained.

ADIDAS The company launched a digital magazine GamePlan A which is

specifically developed to build the culture of the company and
attract customers. The magazine is designed for those who believe
in the power of sport. GamePlan A is here to make work life better,
more inspiring, and fun. GamePlan A is a mindset and a platform
which tells us about tackling the work life with an athlete’s
heart. Adidas LinkedIn community's numbers have grown to be
more than 33,000.
DELL Dell's Perspectives hub features strong thought leadership pieces
and new features like the "Trailblazers" podcast that highlights
stories of innovation. Stories range from converting brain waves to
operate prosthetic devices to the rise of the smart apartment.
However, the common thread is looking at the world through a
technology lens. And also, Dell Technologies enlists influencers
ranging from YouTube creators to small business mavens and
entrepreneurs to share their stories.

NIKE Nike created a campaign called breaking2(documentary

on running a marathon in less than 2 hours produced by
national geographic and the track was Italy's Monza F1).
More than 13.1M people watched it live streaming over
Twitter, Youtube, and Facebook. Nike also has a good
presence on Instagram too.
BARCLAYCARD Barclaycard launched The Fast Track, an impressive and
interactive online course for small business owners and
entrepreneurs. Each of the five learning modules spotlights
a local business, plus video, audio, written content, and
downloadable guides. To create an ongoing dialogue with its
target audience of small business owners, Barclaycard for
Business has spent the last few years building up its News
and Insights content hub.

BEN & JERRY'S We only have to go to the Ben & Jerry's website to see its
commitment to content. Though the ice cream company
could easily fill its homepage with photos of sundaes, it
instead opts to highlight content on its blog What's New –
including blog posts about social issues, rather than desserts
like racial justice, refugees, climate change, voting rights,
and LGBT equality.
BED BATH & BEYOND
Bed Bath & Beyond, In addition to populating the Above & Beyond content hub, They launched
the One More Thing blog along with the acquisition of "Of a Kind", the boutique e-commerce
marketplace. Shoppable features linked below the stories make it easy for the readers to
research and buy products. On the main website, visitors can explore a new feature called
"Shop the Room" an online catalog full of beautifully photographed room inspiration and
design ideas. They also acquired Decorist, an interior design platform so users can initiate
and/or enhance our design consultation offerings for some of our concepts.

AWAY
Away’s impeccably cool and new digital magazine "Here" has a curated selection of
photography and the occasional illustration invites readers to explore everything the site
has to offer, with striking choices drawing attention directly to the headlines. The brand
created a print publication of "Here" producing high-quality content by and for travelers.
They also developed a podcast "Airplane Mode", which shares tales of travel, journeys, and
lives lived on the road by all kinds of adventurers.
CONTENT MARKETING BENEFITS
INCREASE SALES
RETAIN CUSTOMERS
BUILDS BRAND
DOMAIN AUTHORITY
ENGAGE CUSTOMERS
CREDIBILITY
REMAIN COMPETITIVE
ONLINE VISIBILTY
BUILDS TRUST
TRAFFIC
CONTENT MARKETING STRATEGY
DEFINE YOUR GOAL
HAVE A PLAN
RESEARCH YOUR AUDIENCE
CREATE A WEBSITE/SETUP A BLOG
KNOW WHAT, WHEN AND WHERE TO POST
CHOOSE RICH CONTENT FORMAT
QUALITY OVER QUANTITY
MIX UP YOUR CONTENT
EXPERIMENT
OPTIMIZE YOUR CONTENT
TEST, ANALYZE AND IMPROVE
 THANKS
FOR
WATCHING