INTERNET MARKETING

Content Marketing and Strategy

QUIZ 1) Defining KPI’s for display campaigns is
important because _______

a) It helps measure cart abandonments

b) It helps optimize campaigns
c) It helps manage costs
d) It helps focus on the business performance
2) Which one of the below is of least importance
while devising a digital campaign?
a) The campaign’s single-minded proposition
b) Integrating the campaign into the core brand idea
c) Consumer insights
d) Employee engagement
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QUIZ

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 • Content Marketing
• “A marketing technique of creating and distributing
valuable, relevant and consistent content to attract
and acquire a clearly defined audience – to drive Defining
profitable customer action."
Content
• What does it mean Marketing
• Content marketing means creating and sharing
valuable content to attract and convert
prospects into customers and customers into
repeat buyers.
• A brand can share:
• Any content that is aligned with the brand’s
philosophy and features.
• Any content that meets its consumer’s expectations.

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 Core elements governing content marketing
There are three core elements
that govern content marketing:

The target audience The content

The brand
medium

The entire audience that The brand and its The channel that will be
brand is desiring to target philosophy, promise and used to share the
positioning content/message

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 Features of good content
• Relevance: Good content is relevant
to the interests of your target
audience. Quality: Good content is
well-written, informative, and
engaging.
• Unique: Good content is unique and
original. It doesn't simply rehash the
same old information that's already
available online.
• Viral: Good content is shareable. It's
the kind of content that people will
want to read, share, and comment on.
• Search engine optimized
(SEO): Good content is SEO-friendly.
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•Consistent: Your content should be
consistent with your brand voice and
messaging. This will help you to build
trust and credibility with your audience.
•Up-to-date: Your content should be up-
to-date with the latest information on
your industry. This will show your
audience that you're a reliable source of
information.
•Promoted: You should promote your
content through social media, email
marketing, and other channels. This will
help you to reach a wider audience and
get more people to see your content.
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 Role of content marketing in brand building
• Content marketing helps brand in several ways, some of them are
mentioned below:
• Driving online buzz
• Increasing visibility and share of voice
• Influencing brand sentiment
• Deepening social influence
A Blog post
A Facebook post A tweet
An Instagram post
A Youtube video

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 Ways in which brands use content marketing
• Storytelling
Do’s Don'ts
• Customer relationship building
Brand should keep it
• Encouraging trials Content is self-
aligned to their brand
promotional
promise
• Generating brand recall
It is product-centric
• Customer loyalty Content should be
consistent
It is duplicated and
• Brand advocacy used across channels.
Content should be
customer centric

It should add value

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 Brand
Examples
American Express Open
Forum
A discussion forum that
uses the company’s own
expertise and the influence
of experts to create content.

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 Brand
Examples
Whole Story
Whole story’s CEO
writes a blog around
healthy eating,
building the credibility
of the health centric
brand further.

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 Brand
Examples

Kraft Foods

A platform for
consumers to share
recipes and cooking
tips generating high
value, quality content.
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 Steps to a successful content strategy
• Understanding content marketing strategy and content
strategy

Content marketing Content strategy

strategy
Here content marketers
build a content plan based
on the company’s future
vision and goals.
Here the team focusses on the
immediate tasks of content
generation, publishing,
distribution based on the
overall content marketing
strategy.

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 Building content
• There are five steps to do so:
1. Market research - Researching the market place, competitors,
industry
2. Defining objectives - Setting the objectives of the content marketing
plan
3. Understanding consumer’s expectations - Studying the consumers
desires
4. Generating ideas - Brainstorming on content ideas
5. Choosing the content form - Blog post, linkedin updates, webinars,
podcasts, youtube videos, facebook posts etc

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 QUIZ
1. Which of the below elements are crucial to build good content?

a) The brand

b) The channel/platform

c) The audience

d) All of the above

2. Which of the below is not a feature of good content?

a) Usability

b) Easy to ;ind

c) Action generating

d) Encourages sharing

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 QUIZ
3. What does the phrase ‘your content is a kind of an interactive tool’ imply?

a) Content us customisable

b) Content is like a tool bar

c) Content is a widget

d) Content is responsive

4. How does a strong ‘Information Architecture’ help brands?

a) Helps in content writing

b) Defines pages structure

c) Helps in navigation

d) Builds site pages

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 QUIZ
5. What of the following is a true statement?
a) It is always better to find what audience wants before creating content

b) Once content is created, let the audience start liking it and there is no need to change
it to suit their needs

c) All formats of content are a must, so that the audience can be reached in all possible
ways

d) There is no value in free content and the content mix should only have ‘paid content’

6. Which of the following is a good practice for building good content?

a) First write then see how consumers react

b) Look at competition and find what consumers like

c) Do web tutorials followed by DIY (do-it-yourself) content

d) Always have free content and charge for advertising

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 QUIZ
7. Digital campaigns once executed start seeing instant results in the shape of increased__________
a) Website traffic

b) Search results

c) Incoming emails

d) Incoming calls
8. Top market leaders categorise brand building as a discipline belonging to one of the
following:
a) PR

b) Digital and Social Media

c) Out of Home

d) All of the above

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 Summary
ü Content marketing means creating and sharing valuable content
ü Three core elements that govern content marketing – brand, channel,
audience ü Good content is accessible, shareable and usable
ü Content Marketing helps brands in multiple ways to tell stories and build
engagement
ü Learn what consumers want and then create valuable content for them
ü Paid v/s free content debate should be best approached by looking at each
situation individually
ü Consumers will pay for value
ü It is bad practice to make content that is self promotional or product-centric

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