Content Marketing Fundamentals_Social media Marketing

Content Marketing
Fundamentals
Rafi Ullah Kaki
Digital Marketing Trainer (KP Youth Employment Program)
Contact email: Rafiullahkaki@gmail.com

Includes…
 Content Marketing
 The purpose of a content strategy
 Successful content strategy
 Content Types
 Major objectives of content marketing
 Three main categories of content objectives
 The Value of Content in a Social Media Strategy
 The Importance of Developing a Content Strategy
 Creating a Content Strategy for Social Media
 Creating a Content Calendar and Using it Effectively
Rafi Ullah Kaki

Content Marketing
 Content marketing is a marketing technique of creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly
defined and understood target audience
 content strategy is the planning, creation and distribution of content to an
interested audience with a goal to support larger business objectives
Rafi Ullah Kaki

The purpose of a content strategy
You have an organized game plan to make it easy to
 Produce your content
 share your content
 amplify your content
Rafi Ullah Kaki

A successful content strategy is
Keep track of
 Target audience in your mind
 Incorporates your company goals
 Smart distribution tactics to increase key metrics particular to your
business
Rafi Ullah Kaki

Content Types
 Entertainment (Quizzes, Competitions, Games, Articles, EBooks etc.)
 Inspire (Reviews, Ratings, Community forums, Events)
 Converse ( Discussion forums, Community forums, Live Video sessions etc.
)
 Educate (Guides, Trend Reports, Press Release, Demo Videos, Infographic)
 Convince (Events, Ratings, Product Features, Case Studies, Interactive
Demos, Webinars, Data Sheet and Price Guide, Calculations)
 What is the difference between converse and convert??
Rafi Ullah Kaki

Major objectives of content marketing
 Increasing brand awareness
 Lead generation
 Converting leads into customers
 Building the image as the industry leader
 Customer engagement
 Customer retention
 Website traffic
 Sales
Rafi Ullah Kaki

Three main categories of content
objectives
Depending on the approach, the objectives can be defined more or less
precisely. Some marketers agree that generating leads and converting them
into customers are completely
different actions
Main categories are
 Higher sales
 Customer loyalty
 Brand recognition
Rafi Ullah Kaki

The Value of Content in a Social
Media Strategy
 The most important aspect for you business and brand
 Great content is a critical part of building relationships with their followers
 a well planned and executed content program can help you achieve
business objectives such as lead generation and brand recognition
Rafi Ullah Kaki

The Value of Content in a Social
Media Strategy
 Your content must be relevant, valuable and educational in order to get
discovered by their prospective customers and to support ongoing
relationships with the customers they already have.
 Develop long term relationship
 Your contents should relate closely to your company’s mission and focus
on topics related to your industry
Rafi Ullah Kaki

The Importance of Developing a
Content Strategy
The purpose of developing a strategy for your content is to ensure
 You have set clear goals
 To know your target market
 To identify the best channels to distribute and share your content
 Have you established a set of topics that will interest/engage your
audience ?
 have you set a strategic content publishing schedule ?
Rafi Ullah Kaki

The Importance of Developing a
Content Strategy
A good content strategy will help you to ensure
 you get the most from the time in you invest in publishing and
distributing content through your social channels
Rafi Ullah Kaki

Creating a Content Strategy for Social
Media
Begin with taking a look at who your
 Target audience
 Their interests
 What kind of content they find valuable?
Rafi Ullah Kaki

Media
You have to
 Spend some time on forums and communities where your customers
hang out
 Pay attention to what content is successful for your competitors
 use this information to guide your own content creation and curation
efforts
 Think about what goals you want your content to achieve
Rafi Ullah Kaki

Media
 Think and make individual goals for each piece of content you produce
that support the larger objectives
 E.g.
 Creating content for increasing traffic to your website
 Creating content for 100 signups and 500 subscribers to your blog
Rafi Ullah Kaki

Media
Define the tone you want to use(how you want to speak to your audience)
 informative
 Fun
 Inspirational
 educational and positive
Rafi Ullah Kaki

Media
When and where you distribute your content?
Facebook, Twitter, Instagram, LinkedIn, Google Plus etc.
 It is a critical piece in your all strategy
 You have excellent in-depth articles on your blog, but if no one knows
about your blog, your effort and knowledge will be wasted and won’t
benefit you or your customers
Rafi Ullah Kaki

Media
You can distribute your content on the channels you own
 Such as your newsletter, social media properties website, Slide share,
Google slides etc.
Rafi Ullah Kaki

Media
It’s important to measure the results of your efforts, but how?
 Asking first time customers how they found your shop
 Use Google Analytics to track the sources of traffic to your website, your
blog
 Use social media analytics tools for tracking your page visitors
Rafi Ullah Kaki

Media
Most important points for your content strategy
 regular review and adjustment of your strategy
 Take the time once a quarter to see what has been working and what has
not
 Once a year, take a step back from the details of your strategy and think
about any new
 Innovative practices and objectives you can incorporate into your
strategy
Rafi Ullah Kaki

Creating a Content Calendar and
Using It Effectively
it’s time to map out what your publishing schedule will actually look like
 Content calendars can take many forms
 Notes on a whiteboard to detailed spreadsheets that track every possible
piece of information related to your content strategy
Rafi Ullah Kaki

 First dedicate space where you can store your content?
Few methodologies that work well and that you should incorporate into
whatever format you choose to use
 Dropbox folder or Google drive
 The Content Calendar itself will list the projected posting schedule for
your social sharing, blog releases and video posts, Color code your
entries to make it will be easy to organize your calendar
 Include all your social posts as well as the social promotions that will
support the content release
Rafi Ullah Kaki

 Plan your content releases around key dates and launches e.g.
independence day, religious dates winter and summer seasons etc.
 build a content bank where your owned content can be easily managed
and accessed by your team
 Use a Content Calendar to schedule everything from blog posts and the
social messaging that will support them
Rafi Ullah Kaki

Content Marketing Fundamentals_Social media Marketing

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