Discover Content Marketing for Brands, get started with the basics and get buy-ins from your company's decision makers with this helpful introduction. The deck makes it simple to understand how branded content marketing can work for your business.

1. Content Marketing
for Brands

2. What is
Content
Marketing
?
Content marketing is the
creation and strategic
distribution of high-quality
content that attracts and
engages audiences online.

3. “Traditional marketing sells.
Content marketing invites.
But, what exactly classifies as content?

4. Content is
any written, verbal, visual media
or mix of the above media, that is
typically used to acquire
consumers, engage them, deepen
customer connections, and create
brand awareness.

6. Let’s look at how a brand
uses these different
content formats

7. Blog
imagery

8. Pop culture
imagery

9. Memes

10. Engaging
infographics

11. For
recruiting

13. Why does your brand need
content marketing?

14. Why do
brands
need
Content
Marketing
?
Great content with the right
placement rarely goes unnoticed.
What’s more, along with lasting
user interaction, it helps you get
discovered through search.
P.s. - Google loves content, both
quantity & quality
1. It creates visibility

15. Why do
brands
need
Content
Marketing
?
▫ Increased Airbnb’s brand
search volume by 9%
▫ The video uploaded in 10
languages got ~6mn views.
▫ “Live there” continues to be a a
major content peg for Airbnb,
driving traffic & social
discovery

16. Why do
brands
need
Content
Marketing
?
Users constantly seek out
recommendation and validation for
their choices. Shareable content
lets them do just that.
More shares = more visibility
More visibility = more familiarity
More familiarity = more interaction
More interaction = more intent
2. It creates a shareable commodity

17. Why do
brands
need
Content
Marketing
?
A little content goes a long way.
Content can be recycled,
redistributed and revamped to
help your brand stay relevant in
the long run.
It’s also easier to customize along
the user’s journey through various
touch points.
3. It builds lasting user relationships

18. Why do
brands
need
Content
Marketing
?
Each piece of informative content
you create and share solidifies
you as a top-of-mind resource
when questions arise — and when
it’s time to make a purchase.
Want to educate users about your
category? Create a blogpost.
Want to win over the DIY
audience? Create a social DIY
series.
4. It helps you OWN your category

19. “Now, let see how we can
build the right content
marketing strategy for
your brand.

20. Define overall marketing goals &
understand how content marketing fits into
them
Define
goals

21. Overall goals:
To increase the number of users on its platform, thereby
increasing native ad revenue for the company
How Content Marketing helps:
- Helping Zomato get discovered
- Helping Zomato become the topic leader
- Bringing more people on to the platform through strong audience
connect, consistent engagement through contests and offers, and
sharing links to help users find the product easily.

22. Create user personas
At the heart of any content strategy lies user
understanding. To create successful content,
answer the following:
1. Who is the user?
2. Where is the user?
3. What does the user do upon seeing good
content?
4. When does the user respond
to/consume content?
5. Why will the user respond to my content?
Identify,
understand
& chase
the user

23. Zomato’s user persona
▫ 13-45 y/o, both males & females
▫ India, US, Australia, UAE
▫ Apps enthusiast, web savvy, consumes social media
content, relies on social and interpersonal channels to get
information & recommendations
▫ Wants easy access to food services in their area
▫ Shares relatable content on social, humble-brags, Shares
funny content - twitter wars, memes, and infographics
▫ Zomato helps by creating unique, relatable, food oriented
content that immediately strikes a chord.
Who is the
User?

24. 1. Define the language
2. Define the key emotions
3. Define the relevant trends & topics that
matter to the user
4. Define their affinity & objections
5. Define do’s & don’ts
Define
content
tone &
voice

25. Who is the
User?
How Zomato talks to its
users:
▫ Demographically
relevant
▫ Timed well (posted at
the end of the month)
▫ Uses relatable
concepts: emojis &
money shortage
▫ Incentivises
▫ Drives shares
▫ Brands itself

27. 1. Buzzsumo (for social listening)
2. Google trends (general trends & brand
impact)
3. Keyword planner (blog)
Use
content
listening
tools

28. ▫ The key is to create lots of different
content consistently to gain visibility,
and relevance
▫ The platform where your users are most
abundant and engaged should be your
first choice
▫ Ensure Call to actions on each content
piece - urge users to like, share,
subscribe, sign up etc.
Create &
deploy

29. 1. Conduct tests between various content
formats and platforms (images, videos,
long form blogs, influencer content etc)
to see which performs the best
1. Make best performing content your
“HERO CONTENT” - your brand’s MVP
that connects strongly with users and is
highly aligned with your brand
1. Push your hero content through paid
promotions, alliances, and multiple
channels.
Suggested tool: Truesocial Metrics
Test,
Test,
Test!

30. Airbnb “live there” hero content

31. Airbnb “live there” supporting content

32. 1. Create content calendars, marking all
relevant occasions (product launches,
predictable trending days, promotional
activities etc)
2. Assign budgets for promotion
3. Maintain a content repository as a
safeguard
Suggested tool: Hubspot social calendar
Create
promotion
and
publishing
schedules

33. Beginner hacks
to get you started

34. ▫ Build skyscraper content
Beginner
hacks

35. “The two kinds of people”
already existed. Zomato saw
the opportunity and made the
content their own

36. Urban ladder builds value for
users by leveraging home
decor influencers

37. ▫ Learn about the platform you want to
publish your content on.
▫ Understand the platform’s discovery
mechanisms & algorithms.
Beginner
hacks
For instance:
▫ Facebook prefers videos over images
and images over text posts
▫ Facebook places value on the frequency
of posts as well as the engagement on
your page
▫ For blogs, google is likely to index your
page higher if it has rich backlinks and
traffic

38. ▫ Ride on the trend wave: Trending topics
get more tractionBeginner
hacks

39. ▫ Make thumb-stopping, mobile ready
content
▫ Go for square aspect ratios
▫ For videos, create mute-ready
videos
▫ Use bright colours that stand out
against the background of your
content platform
▫ Use strong CTAs : e.g. tag a friend
who…
Beginner
hacks

40. ▫ Validate effort v/s impact
▫ Low effort, high impact content will help you
build more content
▫ E.g. : Listicles, vector/stock image photo
series, memes, stock footage/animated
videos
Beginner
hacks

41. ▫ Lastly, remember:
Content always needs context: For every content piece,
ideate on headlines, taglines & imagesBeginner
hacks

42. Thank you for being a
wonderful audience
Connect with me at:
kaushiknishtha29@gmail.com