Content marketing involves creating and distributing online content to attract an audience and drive business goals. It relies on developing valuable, consistent content across various formats and distributing it through owned, earned, and paid channels. Successful content marketing focuses on creating original, engaging content that provides value to the audience while maintaining consistency in brand voice and regular publication.
2. Content is the information and experience which
share and published in different forms.
What is marketing ?
Marketing refers to the activities of a company
associated with buying and selling a product or
service.
What is Content ?
3. What is content marketing ?
Content marketing is a type of marketing that
involves the creation and sharing of online
material that does not explicitly promote a brand
but is intended to stimulate interest in its products
or services.
4. Content Marketing
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.
50% creation of content
● 50% distribution of content
5. Creation of Content:
Content creation is the process of identifying a new topic you want
to write about, deciding which form you want the content to take,
formalizing your strategy (keyword or otherwise), and then actually
producing it.
Creating great content starts with a well-established ideas:
Content ideas can come from a variety of places, both from within
your content team, from your customers, from other stakeholders in
your company, from new data, or from something that inspires you.
6. What is Content Distribution ?
Content Distribution is the act of promoting content to online audiences in multiple
media formats through various channels. These channels can be categorized into three
groups: Owned, Earned, and Paid.
● Owned Content Distribution: This includes distributing content to web properties
that belong to you, like your blog, email newsletter, social media, or microsite.
● Earned Content Distribution: This is when third-parties distribute your content or
content about you through press coverage, guest article contributions, retweets
or shares, or product reviews.
7. ● Paid Content Distribution: This is when you explicitly pay for content distribution.
Payment could take many forms, but often works on a cost-per-click (CPC) model
where the owner of the content pays a certain amount every time someone clicks
through to view the content
8. •Content marketing = driving customer action
•Content marketing creates interest in a product
through educational, entertaining or informative
material. Successful content marketing relies on
providing "consistent, high-quality content that solves
people's problems".
9. 3S model of content
•Snackable (short & simple)
•Shareable
•Searchable
14. Content Marketing includes
Newsletters and news feeds (RSS) :
It is a blog’s RSS feed is a standardized web document that
contains recently published articles. This means that other
applications – including a system like MailUp – are able to retrieve
such content and make it available to you.
15. • Infographics
An infographic is a collection of imagery, charts, and minimal text
that gives an easy-to-understand overview of a topic.For eg.
16. • E-books
E-books is an electronic version of a printed book which can be
read on a computer or a specifically designed handheld device.
• Photographs
Photographs is the general impression that a person,
organization, or product presents to the public.
17. The most visually unique, creative infographics are often the most
effective, because they grab our attention and don’t let go.
• Case studies
It is through lead generation. Most marketers have concluded that
it is the case studies that bring in the most leads, and are thus the
most effective tool or tactic to use.
When B2B buyers conduct an online research for a product or
service, they look for reviews, testimonials, and most of all, case
studies. Case study, therefore, becomes the most effective digital
asset when it comes to B2B sales.
Case studies are thus a very important component of your content
marketing toolkit.
18. • Question and answer articles
Question and answer articleswhich content general questions
along with answer of question.
• Blogs
Blogs is a regularly updated website or web page, typically one
run by an individual or small group, that is written in an informal or
conversational style.
19. • Videos
Videos is the recording, reproducing, or broadcasting of moving
visual images.
• Apps
Apps is an application, especially as downloaded by a user to a
mobile device.
20. Principles of Content Marketing
Originality:.
First, your content needs to be original. On a basic level, this means
not plagiarizing your competitors, but on a higher, more conceptual
level, this means distinguishing yourself in the content field in some
way. If you’re writing on topics that have already been done, people
won’t be interested in reading yours—and you probably won’t stand
out in any news feeds. There are many possible ways to develop
more original content; for example, you can target a new niche,
provide a unique angle on older topics, or push your way into new
kinds of research. Just make sure you’re offering something new.
21. Value.
your content must also offer some kind of value to your users. The
term “value” is intentionally ambiguous, because there are many
ways to offer value to your readers. For example, you could give
them practical tips, tutorials, and how-to guides that help them do
things they otherwise wouldn’t be able to do. But on the other hand,
you could offer them some level of entertainment, making them
laugh or otherwise emotionally connecting with them. This value is
less tangible, but every bit as real. Every reader should walk away
with something more than they came in with.
22. 3. Consistency.
If you want your readers to become more passionate and your
customers to become more loyal, you need to be consistent in how
you present your brand and how you publish and syndicate your
content. That means maintaining a consistent brand voice that fits
in with your ideals and brand personality, and publishing at regular,
consistent intervals. If you break this consistency, people won’t
know what to expect from you, and they may lose interest in your
brand (or fail to develop a recurring interest in your brand in the first
place).
23. 4. Visibility.
There’s a common misconception that if you develop high-quality
content, people will naturally gravitate toward it. While there is a
grain of truth to this (especially at higher levels of search
optimization), the starker reality is that you need to work to make
your content visible before you can start reaping the benefits of
having “good” content. If you simply post it to your blog, people
won’t have a reason to seek it out, so you need to find syndication
channels that will allow you to push those posts to a wider, more
attentive audience.
24. 5. Engagement.
A few years ago, you could get away with producing one-sided
content that simply existed to inform audiences in a one-sided
monologue. Today, with the prominence of Wikipedia, the Google
Knowledge Graph, and other easy-to-access platforms of
information provision, these types of articles are essentially
unnecessary. What users crave more is content they can engage
and interact with; opt for debatable topics, quizzes, and other forms
that naturally encourage some form of user participation.
25. 6. Depth.
Your material also needs to offer some meaningful depth to it—and
again, I’m using depth as an ambiguous term, because the type of
depth you pursue will depend on your content. A research article
will need to explore a topic from multiple angles and with ample
sources of secondary research backing it up, whereas a how-to
guide will simply need more images and more detailed instructions.
Surface-level, fluff pieces aren’t going to cut it in today’s hyper-
competitive content market.
26. 7. Evolution.
I’m consistently surprised at the pace at which our online marketing
ideas develop. We’re constantly faced with new technologies,
changing demographic trends and patterns, and a fierce
competitive landscape bearing down on us. If your content
marketing strategy is going to survive that level of volatility, it needs
to be equipped to evolve alongside those changes. Picking a
strategy and sticking to it indefinitely is a sure way to dig yourself
into a hole; instead, it’s better to experiment with new tactics, weed
out the ones that don’t work, and integrate the successful ones into
your core strategy. It’s always a work in progress.
