This presentation is a brief snapshot of global content marketing strategy and content planning. This helps in corporate communications and building effective content for messaging to audiences across countries and disciplines. The idea is to share concepts that can be applied in day to day work situations and find new ways to solve business problems in communication and content space.

1. Online Content Marketing
Introduction & Fundamentals

2. Topic Structure
• Fundamentals of Content Marketing
• Building & Designing Content – Visual & Copy
• Content & SEO
• Building Audience for Content
• Measuring Content
• Content Syndication & Distribution
• Case Studies
• Global Content Marketing
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3. What is 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.
Video by Joe Pulizzi, author of Epic Content Marketing & Founder of Content
Marketing Institute
https://youtu.be/9OHgMMpGLzk
Ref: http://contentmarketinginstitute.com10-02-2016 Compiled by Anupriya Deepak 3

4. Why content is important
Content creates perception
Search on content and
information is autonomous
Content creates a perception of
your brand
Perception is reality – from the
lens of the audience
Therefore, content should be
addressed as part of your
marketing strategy
Search
Driver is real-
time need
Multiple
Devices
Social
Media
Opinion based
on content
Multiple
platforms
Blog
Depth and
knowledge
through content
Authored
by many
experts
AppsTransact or Play
Availability
and
Access
Online Behaviour and Content response
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5. Building & Designing Copy Content
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6. Visual content design
5 important aspects of Visual design
• Should be designed keeping the final purpose of the message in mind
• The visual element must comply to the specifications of the platform
where it will be hosted and viewed by audience
• It has to be appeal to the audience – taste and relevance
• Must not to be too intricate to comprehend
• Should have something unique visually – colour, design or style
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7. Copywriters for Content
A few points to be kept in mind while writing a copy
• Good writing skills
• Creating easy-to-read content, good vocabulary mix in the copy
• Making complex topics simple
• Crafting compelling conclusions
• Developing an attention-grabbing opener
• Headline creation
• David Ogilvy said, “Five times as many people read the headlines as read the body copy”
• Headlines also need to be short. Most search results won’t show more than 65 characters of a
headline
• Awareness of the user experience
• Context and situation that influence the copy is called user experience
• Copywriter must be focussed on the Reader experience via the content
• Device and Platform>> Mobile, Tablet or Blog, website, facebook, twitter
• Specialization of the topic at hand for depth and knowledge
• Marketing awareness of the content
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8. Content & SEO
• This framework is like a T shaped expertise developed around SEO
• The closest ally on digital to content is SEO and social and this combination renders a strong effect on garnering
traffic
• On the other side the ability to retain traffic is the contents sole job which leads to conversions and therefore
business. Ofcourse certain amount of sales incentives will act as catalyst to speed up the conversion process.
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9. Building Audience for Content
 Clear objectives for content
 Specific Target Audience in Mind through the content
 Objective as to why you want to make this content
 Change a behaviour of the audience – correct product usage
 Drive customers to buy more often or usage
 Clarifying your product proposition in the market
 What is the outcome that you desire from the content
 Problem at the root that it should solve
 Replacement factor of your content, If you didn’t provide this kind of information for your audience,
would they care — or notice? Could they find the information elsewhere? Is what you are saying really
that important?
 Targeting to primary segment
 More audience mix, prefer to use another platform or initiative to communicate with your secondary
audience
 Every audience does not need content marketing initiative
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10. Measuring Content
Consumption
• Time Spent on
content
• Number of
pages clicked
• Email
subscriptions
• Open Rates
• Action on
Content
Sharing
• Social Shares
• Link Shares on
Blogs or other
websites
• Email referrals
• Reviews
Lead Generation
• From Various
channels
hosting content
• Audience type
• Quality of leads
from content
• Cost of
acquiring that
lead
Sales Metric
• Size of the
converted lead
• Loyalty to
content
• LTV of
customer from
sales leads
Google Analytics and a combination of tools can be deployed for measuring the above10-02-2016 Compiled by Anupriya Deepak 10

11. Content Syndication & Distribution
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12. Content Distribution
Engaged Users Influencers
Own
social
channels
Opinion
Leader’s
Social
Channels
Advertorial
Space
Promotional
Content
Viral Content
Exclusive Content –
News, Media Byte,
Public
Statement/Release
Mass Audience
Maximize Reach Word of Mouth Impact of Content
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13. Content Syndication
Content syndication is the process of pushing your blog, site, or video content out into third-
party sites, either as a full article, snippet, link, or thumbnail.
The reverse has be to done with utmost care
• Google loathes duplicate content. Their algorithm is designed to prevent a user from
seeing exactly the same content in every search result for their given keyword.
• Hence use a backlink in the post on someone else’s portal/website/blog while posting, of
the original site so that it keeps google happy
• Content Syndication Techniques
There are two ways to go about doing this the right way:
rel=canonical
Add a rel=canonical tag on the new page with your article, and point that tag back to the
original article on your site. This gives Google a heads up that the syndicated copy is just a
copy, and that you are the original publisher. All links to the syndicated copy will give the
benefit of the original article.
NoIndex
The second best choice is to NoIndex the copy of the article. This tells Google to keep the
syndicated copy out of its index, but it will still pass the valuable “link juice” between
articles.
Ref: http://blog.hubspot.com/marketing/how-to-syndicate-content10-02-2016 Compiled by Anupriya Deepak 13

14. Global Content Marketing
Inspired by the Author Pam Didner
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15. 4 P’s of Global Content Marketing Cycle
Plan
Produce
Promote
Perfect
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16. First P of the Global Content
Marketing Cycle
Plan
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17. What is a Plan
• Collaborate with relevant stakeholders on regional and country
teams to create a global content marketing strategy that aligns
target audiences, key success metrics, priority countries, and
strategic editorial topics with your business objectives.
• Alignment of objectives and strategy is vital because it dictates
content creation, promotion and measurement.
• Planning activity is an active way of discussing the goals,
objectives, strategies and tasks that we need to accomplish.
• It is a never ending saga and hence you are putting together a
documentation of the planning activity.
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18. The essential elements of Global Content Plan
Business
Objectives
SWOT
Marketing
Objectives
Target
Audiences
Product
Focus/Launch
Timelines
Region Priority
Budget
Strategic
Editorial Topics
Go to Market
Plan by
Personas
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19. Tying up Global Content Plan elements to
Business Objectives and Metrics
Content can only play a critical role as part of the marketing strategy if
content is quantified as part of the success metrics that management
cares about
• Identify the metrics that determine success
• Sales Metrics – content needs to contribute to leads and potential
sales opportunities
• Brand Awareness and Equity – Content needs to tie overall marketing
campaigns that drive brand awareness
• Customer Service – Identify formats of customer service training to
accelerate the response time
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20. Second P of the Global Content
Marketing Cycle
Produce
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21. Content Repurposing & RepackagingE-book
Article
Infographic
Short blogs
Podcasts
SlideShare
Webinars
Physical Book
E-book
Translate in
Languages
Version for
different Verticals
Different Audience
Segment
PromoteContent
Twitter
LinkedIn InMail
E-mail
Display Ads
Guest Blogs
Sponsored
Updates
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22. Content Curation
• Content Curation is the act of discovering, gathering, and presenting
digital content that surrounds specific subject matter. Though it is still
considered a "buzz word" by many in the content world, content
curation is now becoming a marketing staple for many companies
with a successful online presence.
• Unlike content marketing, content curation does not include
generating content, but instead, amassing content from a variety of
sources, and delivering it in an organized fashion. For instance, a
content curator is not necessarily responsible for creating new
content, but instead, for finding relevant content pertaining to a
specific category and funneling this information to readers in a mash-
up style.
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23. Chase Content and couch tracking
• Chase content and couch tracking mean that preferences are often
formed well in advance of the purchase intent
• Some people don’t see the need to postpone information acquisition
until a specific purchase intention is formed
• They track and follow products and technology on a regular basis
• It means preferences are often formed well in advance of the purchase
intent
• Customer actions>>Search and read
• Types of content we create and syndicate
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24. Tips for Global Content Production
• Understand the overall content landscape by conducting an audit..
Event if the audit is only done in one language on limited pages for
specific personas, the team can still draw information from the
content audit analysis
• Conduct global content audits with guidance, questions, and tools
provided by corporate but allow the execution and analysis to be
done at the local level
• Sales enablement materials need to be reviewed as part of the
content audit
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25. Purchase Funnel & Content Production
Awareness Interest Desire Action
Sell Up & Post Sales Support– version of the AIDA model
Take the content to where the customer goes via content placement and distribution techniques
Modern Concept of the purchase funnel – AIDA model of consumer interest and behaviour
Awareness Consideration Preference Purchase Post sale
The
purchase
funnel is
linear yet
our
purchasing
behaviour is
not. You
need to
create
content for
all these
stages.
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26. Third P of the Global Content
Marketing Cycle
Promote
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27. Content Promotion
• Promote content is to establish a market-drive content distribution
process with paid and social media
• Publish the appropriate formats of content with the optimal
frequency in targeted channels
• Remember to register any message atleast it must be seen 7 times
• Use tools and data to optimise the media buy and social-media
content distribution
• Promotion is about placing your content so its appropriately
accessible to the target audience
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28. Different types of Content Promotions
• Traditional Promotional programs
• Paid Media
• PR
• Broadcast media coverage
• Modern Promotional programs
• Social Media
• Affiliate Marketing
• Types of Promotions
Major launches or corporate announcements
Special and targeted promotions for the hero or flagship content pieces
Routine content promotion of daily blogs and regularly featured content
Limited time offer promotions
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29. FOURTH P of the Global Content
Marketing Cycle
PERFECT
Don’t measure what you can. Measure what you should.
- Philip Sheldrake’
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30. Importance of aligning key success metrics
with business and marketing objectives
• Examples of marketing objectives:
• Establish your company’s products as preferred choice by doctors and hospital administrators
etc
• Deliver 5000 leads per quarter from inbound traffic through progressive nurturing using
content marketing
• Enable sales team wins by delivering sales training and sales enable content
• The measurements should align with the examples of marketing objectives above:
• Brand preference
• Lead generation
• Sales enablement
• Its important to understand what your create content for and understand how that content
relates, directly or indirectly, to your marketing needs
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31. Measure the Impact of Content
• Content tends to be viewed as an enabler, not an outcome. Its easy to measure
an outcome and much harder to measure an enabler
• Content cannot be measured alone. It needs to be measures as a function of
something
Foresights
• Trending Analysis &
Optimization
Growth
• Drive Business Results
Services
• Enable Internal Teams
Value of Content = F (Content Usage to Deliver Organisational Impact)
PERFECT
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32. Future of Global Content Marketing
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33. Future of Global Content Marketing
Future
Rethink
Content
Search/Machi
ne Filtering
Personalizatio
n/Big Data
Analytics
Voice
Recognition/G
estures
Wearable/Virt
ual Reality
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34. Let’s Summarize
 Start with a great product or service; one that is desired by your customers
 Start with the mind-set where you must educate, entertain, and challenge your
customers. Start by thinking about your customers’ needs. How can you help them?
 Plan and strategize your content
 Produce and create relevant content
 Promote and syndicate the content where your customers will find it. Its ok to focus on
two or three media channels, but do them well
 Establish processes and tools to measure and optimize continuously
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35. THE END
Note: This is a compilation from various sources from books and internet. Slides also include conceptual ideas and
observations by the author. This is purely for educational purpose. Please do not reproduce without prior permission.
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