What is content marketing and how to develop a successful content marketing strategy?

1. What is content marketing and How to do it
successfully?
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2. Definition
Content marketing is a
strategic marketing approach
focused on creating and
distributing valuable, relevant,
and consistent content to
attract and retain a clearly-
defined audience — and,
ultimately, to drive profitable
customer action. So what’s
important in the above
definition is the stress on
content being Valuable,
relevant and consistent.

3. Quality content is part of all forms of
marketing
• Social media marketing: Content marketing strategy
comes before your social media strategy.
• SEO: Search engines reward businesses that publish
quality, consistent content.
• PR: Successful PR strategies address issues readers care
about, not their business.
• PPC: For PPC to work, you need great content behind it.
• Inbound marketing: Content is key to driving inbound
traffic and leads.

4. Content Marketing: Where to
start from?
Every successful Content
marketing plan has two
essential parts:
1. An understanding of
your goal(s)
2. A mission statement

5. Content Creation Based On Understanding Of
Goal(s)
There should always be a clearly understood purpose behind any
content creation.
• Is the content created to raise awareness for your brand?
• Is the content created to build your email list?
• Is the content created to nurture prospects along their buyer’s
journey?
• Is the content created to convert your audience to paying
customers?
• Is the content created to retain customers and/or increase their
purchases?

6. Content marketing based on a solid mission
As such, it should speak to three components of any successful
marketing endeavor:
• The Target audience: The type of person you can help most
with your content
• What will be the value addition to the audience: The types of
information you will provide through your content
• The desired outcome for the audience: Things your audience
will be able to do once they have consumed your content.

7. Creating Content

8. Blog Posts
Types of Blog Posts:
• How-to Posts : That teach readers how to do something; these typically perform
very well in organic search if they align with long-tail search terms.
• List Posts : Curated examples that can be informative, and thus also rather search-
friendly, or simply entertaining.
• Thought Leadership Posts : That explain fundamental shifts in an industry, or ask
the reader to rethink convention wisdom.
• News jacks :Timely content that either reports on industry news or finds
unexpected tie-ins with popular news items.
• Infographics / SlideShares :Blog posts that primarily use visual content to tell a
story.

9. Premium Assets
Types of Premium Assets to Create:
• Ebooks : An incredibly popular format, typically presented as a PDF and redeemed
behind a form.
• Research Reports : Often presented as a gated PDF or an ungated microsite.
• Webinars : Though time-intensive, webinars may feature a guest speaker who
brings his or her own audience, which can help broaden the top of the funnel.
Recorded versions of webinars can live behind a landing page to extend their
lifespan.
• Tools & Templates : Because they're extremely utilitarian in nature, tools and
templates often prove to be incredible for the long-term lead generation despite
the upfront resource investment required.

10. Visual Content
Types of Visual Content to Create:
• Infographics :These can be embedded in blog posts, and shared on
social media.
• SlideShares : Some social media managers focus a lot of energy on
SlideShare as a channel and create content exclusively for it.
• Video: Whether for YouTube or a blog post embed, short videos
for the sake of entertainment or education can help you diversify
your content portfolio and improve your SEO
(https://worldofwords1.wordpress.com/2015/10/27/search-engine-optimization-strategies-
and-tools-2015/)

11. Content Distribution
• Search Engines
• Social Media
• Email
• Pay Per click & Social
Ads

12. Search Engines
• Your job is to make sure as much content as possible
appears as high up on page one as possible .
• What keywords to go after -- ideally a combination of
long tail terms and head terms,
• Of course, that content should also be optimized for on-
page SEO to improve its chances of ranking highly.

13. Social Media
Google's algorithm considers social signals as one of its most
important ranking factors, Social media is essential during two key
content marketing processes:
• Listening to your audience to understand what they care about, so
you can create content that they will find engaging and relevant
• Distributing content
Click To know more about social media marketing strategy

14. Email
• They're a smart way to drive traffic, conversions,
and re-conversions on your content.
• No content distribution strategy is complete without
email.
• Mailchimp, in addition to having one of the best
brands out there, leads the way when it comes to
email distribution.

15. Pay per click (PPC)
& Social Ads
• Grow Your
Customer Base
• Generate Leads at
Low Costs

16. How to measure content marketing success?
Following key metrics might be used to determine success.
• Brand awareness: share of voice; website traffic; impressions; reach; video
views; mentions
• Engagement: Likes, shares, comments, retweets, etc; blog comments; link
clicks; inbound links generated
• Lead generation: form completions/downloads; email subscriptions; blog
subscriptions; conversion rates; cost per conversion
• Customer retention/loyalty: Brand evangelists; Net Promoter Score (NPS);
customer retention rate; customer reviews

17. Need More Information & Updates On
Digital Marketing
SEO
Social Media Optimization
Social Media Marketing
Content Marketing
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