Basics of content marketing by Sumati Ahuja

#DMAICMC
10th August, Mumbai
DECONSTRUCTING CONTENT
MARKETING - MASTERCLASS

#DMAICMC
About DMAi
( Association for Data Driven Marketing & Advertising )
● As an apex
● Not for profit DMAi, since 1992
● Collective action for advancing & protecting data-driven marketing &
advertising
● DMAi Advocates
● Creating industry standards
● Ethical conduct
● Effective self-regulation
● Co-founder of the
● International Federation of DMA
● Global alliance of DMA
● DMAasia and DMAmena

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DMAi Leadership
Shelly Singh
Founder & COO
Vatsal Asher
Founder & CEO

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ABOUT CMC –
The Charter, Objective, Vision
and Pillars

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● Evangelize Content Marketing as a discipline
● Connect the finest minds in the content space
● Bring industry perspective and share insights
● Propel the cause of content marketing
● Establish guidelines and best practices
Objective

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Vision
Help the entire industry ecosystem of marketers
Help them understand content marketing practices
which are:
● Advanced
● Measurable
● Ethical

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Pillars of CMC
• Masterclasses
• Digital Initiatives- Website and Newsletters
KNOWLEDGE SHARING &
GAINING
• Council Meets
• Breakfast Briefings
• Influencer Dinners
THINK TANK
DISCUSSIONS
• Annual Content Marketing Summit
• Content Marketing Awards
• Content Marketer of the Year Award
RECOGNITION FORUM

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CMC EXECUTIVE COUNCIL MEMBERS

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Namrita Mahindro
Senior General
Manager at Mahindra
Group
Ranjeet Nambiar
Director
Urja Communications
Pvt Ltd
Jyotsna Makkar
CMO
Microsoft India
Virginia Sharma
Director
LinkedIn
Bianca Ghose
Chief Content Officer
HCL Technologies
Namrata Keswani
Vice President & Head
of Office
OgilvyOne
Sheran Mehra
Head - Group Strategic
Marketing &
Communications
DBS Bank India

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OTHER COUNCIL MEMBERS

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NISHITA LALVANI SUMATI AHUJABIANCA GHOSE
INDIA MARKETING
LEAD – LINKEDIN
PRODUCT CONSULTANT
– LINKEDIN
CHIEF CONTENT OFFICER
– HCL TECHNOLOGIES

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AN INTRODUCTION TO CONTENT
MARKETING
Nishita Lalvani

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Content Marketing Helps Achieve Key
Marketing Objectives
Source: Octane Research, January 2015. The Digital DNA, State of e-Marketing India 2015

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#DMAICMC
Source: Octane Research, January 2015. The Digital DNA, Sta of e-Marketing India 2015

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The Shifting Paradigm
From Share of Wallet…..
…to Share of Experience
Source: Millward Brown 2020 Survey

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By The End Of This Session
You Will Learn:
 How to setup a basic framework to start a content marketing
program
 Key considerations to set up a Content Marketing Plan
 How to show ROI for content programs
 About key resources and tools to create and curate content

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DECONSTRUCTING CONTENT
MARKETING
Sumati Ahuja

#DMAICMC
THE PATTERNS OF MARKETING
ARE CHANGING. ARE WE?

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Content Marketing Breaks The Pattern
• We’re not creating a content
strategy for business.
• We’re creating a business
strategy for content.

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Inspiring A Revolution
Are we starting from scratch?
Look at the funnel
Identify the weakest point for priority
Or… fixing something broken?
Is it really content marketing
Or is it content IN marketing

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Put Simply:
• It’s not a campaign
• It’s a process that builds
content products

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Creating Values; Not Just Describing It
Integrated Marketing Strategy.
Business Data Campaign Customer

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Data Value
Helps enable decisions on how to sell products more effectively
Campaign Value
Shorten the time between creation of the product and purchase
Customer Value
“Content” enabling customers to more effectively use goods for
their desires
Business Value
Benefits that help the business operate better or more effectively

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In Each And Every Successful
Content-Driven Experience
It’s the collection of assets, not any one, that provides strategic value.

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One Thing That Needs To Change…

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One Year Later, Here’s What We Have…
A disconnected pile of assets
unable to measure strategic efficacy of the program, because it’s
not a program. It’s only tactical support of collateral-based
marketing.

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That We Store In A ‘Resource Center’
That’s Neither

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Leaves Us Asking The Same Questions…
Gated or ungated?
What’s the blog for?
Why does social matter?
Anything working?
What’s the ROI?

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B2C Isn’t Any Different
What’s connected?
What’s the purpose?
How can we measure?
What’s the ROI?

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Instead Work To Create An Asset

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That Provides Value In Multiple Ways
Integrated Marketing Strategy

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American Express Open Forum
Customer ROISubscription Data – Brand Loyalty
Mary Ann Fitzmaurice Reilly, SVP of Partnership & Business
Development, explains, “Through our semi-annual survey, nearly 60% of
customers told us that they found this new social media world really
challenging. Only 13% were tapping into social networking because they
didn’t know how.”
Today, OPEN Forum’s mission statement is, “Insights and resources
dedicated exclusively to the success of small business owners.”
Data ROI
First part audience – research on audience
Product consumptions & resonance
- Owned property. Embraced LinkedIn in 2007
- Business owners are consumers too
Campaign ROI
Bringing together offline and online
Blur the sell
- Events directory
- Content on the property for awareness stage, evaluation stage and purchase
stage
Business ROI
Business Banking acquisition
- Card member spotlight case studies

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Red Bull – Content Marketing To
The Extreme
Customer ROI
Subscription Data – Brand Loyalty
Formula One racing sponsor -> Printed race guide ->
Men’s lifestyle magazine -> Red Bulletin 550,000 subscribers
Data ROI
Product Consumption & resonance
- Content Marketing around the product/brand theme but never about
the product
- Engaging content that consumers spend significant time reading
Campaign ROI
Owned properties
- Edge sport athletes, base jumpers, BMX racers, mountain bikers,
formula one team
Business ROIRevenue from Red Bull Media House
- Red Bulletin, distribution of 5Million plus
- The Art of Flight movie - $10/download
- Awareness levels through the roof and media dollars saved outweighs
the expenses

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What If We Began With The End In Mind?
With the goal of building, or retaining an audience

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How To Do A Content Audit?
3 steps to perform a content audit

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Auditing Of Your Existing Pieces Of
Content
Inventory check of the ingredients required in the recipe
blog website social ebooks video
• How frequently do
you publish on
your blog?
• What information
about your
products do you
have here?
• What content are
you publishing on
other social
channels?
• The mother of all
content could just
be here
• YouTube, Vimeo
or other players
do you have
available here?

#DMAICMC
you publish on
your blog?
about your
products do you
have here?
you publishing on
other social
channels?
content could just
be here
• YouTube, Vimeo
or other players
do you have
available here?
Measure The Performance Of The
Current Content
Taste test

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you publish on
your blog?
about your
products do you
have here?
you publishing on
other social
channels?
content could just
be here
• YouTube, Vimeo
or other players
do you have
available here?

#DMAICMC
you publish on
your blog?
about your
products do you
have here?
you publishing on
other social
channels?
content could just
be here
• YouTube, Vimeo
or other players
do you have
available here?
Repurpose Content Like Leftover Turkey
you need more content or will the current content work?
Serve your dish and get feedback from your guest

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The Big Rockyou need more content or will the current content
work?
The Sophisticated Marketer’s Guide to LinkedIn

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Repurpose, Repurpose, Then Repurpose
Some Moreor will the current content work?

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Turn That Into A Content Calendarcontent or
will the current content work?

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3 Types Of CM Measurement
Attention Metrics
(Audience
development)
Measuring
consumption &
brand awareness
as a means of
widening the
funnel
Social Metrics
(Conversation
influence)
Measuring the
creation of
influence, the
power of sharing,
and the larger
discussion about
our approach
Effectiveness
Metrics (Content
purpose)
Measuring
intended purpose
at influencing
behavior at
various parts of
the funnel

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Measure Content, Not The Teams…

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When Choosing A Content Marketing
Agency
● Begin with the business objective
● Is there a match with the agency’s capabilities?
● Is there a capability gap or overlap with your own teams?
● Look under the hood
● Don’t stop at meeting the “heads”
● Do they have enough talent to manage the volume of work
● Look at their strategic capabilities
● Look at the clients they have supported from your industry
● Longevity of their client contracts
● Measurement tools on offer
● How will these technologies integrate with your existing assets

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Conclusion: A Checklist For Successful
Content Marketing

#DMAICMC
Email: sahuja@linkedin.com
LinkedIn Connect: https://in.linkedin.com/in/sumatiahuja

Basics of content marketing by Sumati Ahuja

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