social beat at the nasscom content marketing masterclass
TRANSCRIPT
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?