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A New Comprehensive Approach
to
Content Marketing Strategy & Planning
Lk Gupta
CMO/now
20 November, 2016
is no longer about the stuff that you make,
but about the stories you tell.
- Seth Godin
It’s about the purpose of your existence – help, educate and
inspire with your brand to fit the consumer’s journey
Storytelling
Lk Gupta | CMO/now
Marketing becomes a service and inspiration, not an interruption
Lk Gupta | CMO/now
Marketing becomes a service and inspiration, not an interruption
Marketing becomes a service and inspiration, not an interruption
Lk Gupta | CMO/now
Marketing becomes a service and inspiration, not an interruption
Lk Gupta | CMO/now
What Does This Do for Consumers?
I know how you feel
I care!
Let me make you smile
Let me make it easy
for you
I like your brand
I trust your brand
I’ll buy from you
I’ll recommend
you
Brand
Consumer
Lk Gupta | CMO/now
Data Supports Content Storytelling
92%Consumers trust other
people they know
51%Share online to
express preference
7.8xYoY growth in
unique traffic
for
content marketing
leaders
Sources: Aberdeen | DemandMetric | Hubspot | CMI | eyeviewdigital.com
62%Lower cost
Vs
Traditional Marketing
3xLeads
6xConversion rate
Vs non-adopters
Of content marketing
90%Amount of
information sent to
our brains is visual
Lk Gupta | CMO/now
30-86%
Better conversion
with video on
landing page
Define Your Marketing Problem
in the context of Content
My TG My Marketing
Problem
What I want
content to do
Lk Gupta | CMO/now
Category Truth
Consumer Persona
Buyer Journey
Brand’s Ability
Content Strategy
Lk Gupta | CMO/now
Think of Your Category in Context of
Channel-Involvement Matrix
Lk Gupta | CMO/now
Your Content Must Perform One or More of These Functions
Lk Gupta | CMO/now
In-depth content
to help choice
Learn
Factual information
to close sale
Buy
Engagement content
for brand affinity
Love
Predominance Of & Resources Behind Content Can Vary
High
Involvement
Offline
Low
Purchase Channel OnlineLk Gupta | CMO/now
Example: LEARN
Detailed explanation and demo for helping consumer
form a consideration set and take decisions
Lk Gupta | CMO/now
Example: LOVE
Exciting, inspiring and memorable feat
in line with the brand’s core values
Lk Gupta | CMO/now
Example: BUY
Knowing what the consumer needs to know
to make a buying decision RIGHT NOW
Lk Gupta | CMO/now
What Should Be YOUR Visual Content Priority?
Lk Gupta | CMO/now
What I want
Visual Content To Do
My Category
Quadrant
My Predominant
Visual Content
Why?
My Other Visual
Content
Why?
1 2
3 4
How Do I Decide
What to Put in My
Content?
Start With A Rich Persona Definition
Lk Gupta | CMO/now
Demographic
• Lives in a metro
• Born & brought up in a
metro
• 29 years old, Unmarried,
lives with his parents and
brother in Topsia, Kolkata
• Post graduate -MBA
• Works in a service sector
• Earns 10 Lakhs per annum
• Family has a car
Lifestyle
• Middle class serviceman
• During weekends, mostly goes for
long drive with friends
“We have plan to visit one base in a
week or two around city”
• Hangout with friends in lounges &
cafes on weekend
• Rarely watch TV, whatever shows
family is watching
• Reads Telegraph
• Owns Moto G, which he uses for
online shopping, have all possible
shopping app on mobile; also does
online shopping from laptop
Values & goals
• Fun loving guy with huge friend
circle
• Young generation looking for class
and status
• Miffed with people’s attitude and
reactions on present country
situation on social media
“People should be aware of system
before criticising it ”
Rooney
Serviceman, Kolkata
Problems & Triggers
• Just wanted a car of his own, and was tired of
driving family’s car
“I love Honda City, wanted to purchase it since
long time”
“4 hi log the family mein so badi gaadi ki
jarurat nahi hai abhi, so drop the plan for
XUV500”
• Wanted a car for travelling & trips
“Travel frequently out of city with my friends,
hence needed a car”
Consideration set
• Models considered were Sedan & SUV
segment- City, Sunny, Ciaz, Dzire,
XUV500 etc.
• Comfort is most important thing in his
mind while deciding the car followed
by look, design, brand of the car
• Other considered attributes are
mileage, safety, maintenance, music
system
“Also had Ciaz, Verna, XUV500 in my
mind while purchasing car but XUV500 ki
maintenance cost jyada hai, Ciaz is same
as Swift, Verna present model is
outdated, so finally purchased City “
Information needs &
sources
• Friends are one of the influencers
“Talked to friend about my needs and
specification requirements, they suggested me
this car”
“Just told family about my purchase decision”
• Internet helps further in information search,
everything available at one place
“I did compare my car with various other
models and also did comparison within variants
because during test drive they only show top
variants”
Pain points
• Not right information given by dealers
“I was eligible for corporate offer, they
told me about this thing after I had
made the purchase”
• Paperwork is tedious & also taking
time, need assistance
“They are saying that we will only
register car but won’t give registration
plate”
Would Our Content Focus & Tonality Be The Same?
Lk Gupta | CMO/now
Pramod
Businessman, Mumbai
He Needs :
• Prestige / Brand Image
• Comfort/ Safety / Style
• Advance Technology/
Eco-Friendly
Gagan
Manager, Delhi
He Needs :
• Upgrade
• Fuel Efficiency
• New or Used – Best
sellers / re-sale value
• Comparisons
• More space
• Festive offers
• Previous car evaluation
Ajit
Sales Officer, Indore
He Needs :
• Can I afford it?
• New or Used –
Options in budget
• Value for money
• Upcoming cars
• Low maintenance
• Better Mileage
• Offers & discounts
…And Create A Consumer Decision Journey Map
Lk Gupta | CMO/now
Understand Your Consumer Mind-State & Role of Content
High
Involvement
Offline
Low
Purchase Channel Online
Consumer State:
- Long purchase journey
- Changing emotional state along journey
- High anxiety; doubts
Job of Content:
- Inform in-depth; remove doubts
- Deliver advice as per stage of journey
- Help in shortlisting choices
- Help decide what is good for THEIR needs
Lk Gupta | CMO/now
Understand Your Consumer Mind-State & Role of Content
High
Involvement
Offline
Low
Purchase Channel Online
Consumer State:
- Carefree
- Impulse purchase
- Short-term enjoyment
Job of Content:
- Inform and entertain
- Fodder for conversation
- Bind socially
Lk Gupta | CMO/now
Understand Your Consumer Mind-State & Role of Content
High
Involvement
Offline
Low
Purchase Channel Online
Consumer State:
- Carefree
- Deal hunter
- Convenience seeking
Job of Content:
- Inform in-depth
- Peer reviews & recommendation
- Close the sale
Lk Gupta | CMO/now
Determine Fit Between Brand & Consumer Need
- What’s unique
- What can I own
- What’s my personality
Micro-moments
- I want to go
- I want to do
- I want to know
What does
my Brand
stand for?
What does
my consumer
care about?
SweetSpot
Don’t Create Aimless Content
Lk Gupta | CMO/now
What Content Should We Make – Ask A Lot Of WHY’s
Demographics
Lifestyle
Values
Needs/ Triggers
Buyer journeyUsage
Category Consumer Persona
Buyer Journey
Lk Gupta | CMO/now
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY? WHY?
Asking a Lot of WHY’s
• Why this audience?
• Why should they care about you and what you have to say?
• Why do you have the credibility to be having this conversation?
• Why is this considered storytelling and not repurposed advertising?
• Why did you select the story you are telling?
• Why would they have a barrier or even better trigger to receive it?
• Why are you choosing the distribution or influencer partner you are
choosing to share the story?
SEM
SEM
SEM
Sale
Prior Knowledge Search & Selection Buying Interest Conclude
Buy Now
Divide His Decision Journey Into Discrete Parts
STAGE 0:
Need Trigger
EARLY STAGE 1:
Budget decided
EARLY STAGE 2:
Initial Consideration
set; offline advice
EARLY STAGE 3:
Online search;
specs; prices;
social media
MID STAGE 2:
Back to online; new
consideration set;
detailed reviews
FINAL STAGE 1:
Back to online;
Compare; See
offers; price; loan
MID STAGE 1:
Back to offline advice;
Social media
MID STAGE 3:
Go to dealer; Quote; Test
drives; exchange price
FINAL STAGE 2:
Finalise and book
FINAL STAGE 3:
Post-purchase -
Maintenance; service;
Accessories
Lk Gupta | CMO/now
WHY?
WHY? WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
Create & Update Content For Every Stage Of Journey
Early Stages: Help him to…
• Do thorough initial research
• See all his choices
• Shortlist based on budget
and other needs
• Understand what’s good for
his needs and what isn’t
Mid Stages: Help him to…
• Do in-depth comparisons
and evaluation of choices
• Have conversations with
offline and online
consultation
• Understand cost of
ownership and other
financial implications
Final Stages: Help him to…
• Narrow down alternatives to
final 1-2 models
• Decide on price and offers
• Decide on loan options
• Pre-think on accessory choices
• Proactively think of post-
purchase maintenance
Lk Gupta | CMO/now
Everything That You Can Write, You Can Do Visually
Lk Gupta | CMO/now
Product Explainer
How-to Demo
Corporate Image
Interactive
User Generated
Detailed Review
Social Issue Awareness
Technical Capability
Engagement
Images
Video
Online chat
Vir. Reality
Webinar
Events
Infographics FB Live
However, Sometimes You May Not Use Visual Content
o When you want more time spent on website
o But combo of text + visual works better
o Product explainers for non-visual categories
e.g software, cloud computing
o Low internet bandwidth & no smartphone
o When you have Call-scripts as follow-ups
o When budgets are low-to-nothing
o But hey, use free online resources
- Canva, Flickr, Morguefile
o When audio reaches your TG better
o For masses, e.g. Mann Ki Baat
o TG is multi-tasking (podcast while driving)
Lk Gupta | CMO/now Source: https://boagworld.com
What Content Will You Serve At Different Journey Stages?
My Predominant
Visual Content Journey Stage
What is customer doing
at this stage?
Why is (s)he doing that?
In what emotional state?
What might s(he) need
from you?
My Content
What content will you create?
Which type of visual medium
will you use?
What will be the outcome…
- For customer?
- For You?
Do this for all the different stages of same customer’s decision journey
Repeat the exercise for all consumer personas
Lk Gupta | CMO/now
Executing Your Content
Find The Right Channel To Distribute Your Content
Consumer PersonaCategory
Lk Gupta | CMO/now
Buyer Journey
Stages
Content
Execution Tips You Mustn't Miss
Be Honest
Lk Gupta | CMO/now
Your Brand Values
Your Personality
No Misrepresentation
Tell A Human Story
Lk Gupta | CMO/now
Relatable
Tap into an Emotion
Netflix Women prison inmates story (Context – Orange Is The New Black)
http://paidpost.nytimes.com/netflix/women-inmates-separate-but-not-equal.html
Be Original
Lk Gupta | CMO/now
Unique
Hook Them With a Twist
Try Animation
Lk Gupta | CMO/now
Cheaper & Quicker
than shoots
Simple Storytelling
Repurpose
Lk Gupta | CMO/now
Use one content to
create multiple
snackable content
Pick Latest Trends
Lk Gupta | CMO/now
Latest tools online
Topical subjects
Optimise for mobile
Lk Gupta | CMO/now
Very short or no text intro
Prominent & clear CTA
Landing page optimized for mobile
Optimise with A/B testing
Lk Gupta | CMO/now
Test 2 to 3 versions of same
content to improve
performance continuously
Test different CTAs
Call to action
Lk Gupta | CMO/now
Simple & Prominent CTAs
Use hashtags &
comprehensive tagging
to get found
ONE DOES NOT SIMPLY
SHARE CONTENT WITHOUT
USING RELEVANT HASHTAGS
Have A Solid Process
Lk Gupta | CMO/now
Someone dedicated
Tap into All Parts of Company
Adhere to a Calendar
- Persona-wise & Journey-wise
Measure Everything
Lk Gupta | CMO/now
Prepare for the funnel
Know what you want to impact
- For consumer
- For business
Lk Gupta | CMO/now
Don’t Give Up Soon!
It’s a long-term game
And Finally…
Lk Gupta | CMO/now
Thanks For Your Attention!

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Content Marketing Strategy Framework

  • 1. A New Comprehensive Approach to Content Marketing Strategy & Planning Lk Gupta CMO/now 20 November, 2016
  • 2. is no longer about the stuff that you make, but about the stories you tell. - Seth Godin
  • 3. It’s about the purpose of your existence – help, educate and inspire with your brand to fit the consumer’s journey Storytelling Lk Gupta | CMO/now
  • 4. Marketing becomes a service and inspiration, not an interruption Lk Gupta | CMO/now
  • 5. Marketing becomes a service and inspiration, not an interruption
  • 6. Marketing becomes a service and inspiration, not an interruption Lk Gupta | CMO/now
  • 7. Marketing becomes a service and inspiration, not an interruption Lk Gupta | CMO/now
  • 8. What Does This Do for Consumers? I know how you feel I care! Let me make you smile Let me make it easy for you I like your brand I trust your brand I’ll buy from you I’ll recommend you Brand Consumer Lk Gupta | CMO/now
  • 9. Data Supports Content Storytelling 92%Consumers trust other people they know 51%Share online to express preference 7.8xYoY growth in unique traffic for content marketing leaders Sources: Aberdeen | DemandMetric | Hubspot | CMI | eyeviewdigital.com 62%Lower cost Vs Traditional Marketing 3xLeads 6xConversion rate Vs non-adopters Of content marketing 90%Amount of information sent to our brains is visual Lk Gupta | CMO/now 30-86% Better conversion with video on landing page
  • 10. Define Your Marketing Problem in the context of Content My TG My Marketing Problem What I want content to do Lk Gupta | CMO/now
  • 11. Category Truth Consumer Persona Buyer Journey Brand’s Ability Content Strategy Lk Gupta | CMO/now
  • 12. Think of Your Category in Context of Channel-Involvement Matrix Lk Gupta | CMO/now
  • 13. Your Content Must Perform One or More of These Functions Lk Gupta | CMO/now In-depth content to help choice Learn Factual information to close sale Buy Engagement content for brand affinity Love
  • 14. Predominance Of & Resources Behind Content Can Vary High Involvement Offline Low Purchase Channel OnlineLk Gupta | CMO/now
  • 15. Example: LEARN Detailed explanation and demo for helping consumer form a consideration set and take decisions Lk Gupta | CMO/now
  • 16. Example: LOVE Exciting, inspiring and memorable feat in line with the brand’s core values Lk Gupta | CMO/now
  • 17. Example: BUY Knowing what the consumer needs to know to make a buying decision RIGHT NOW Lk Gupta | CMO/now
  • 18. What Should Be YOUR Visual Content Priority? Lk Gupta | CMO/now What I want Visual Content To Do My Category Quadrant My Predominant Visual Content Why? My Other Visual Content Why? 1 2 3 4
  • 19. How Do I Decide What to Put in My Content?
  • 20. Start With A Rich Persona Definition Lk Gupta | CMO/now Demographic • Lives in a metro • Born & brought up in a metro • 29 years old, Unmarried, lives with his parents and brother in Topsia, Kolkata • Post graduate -MBA • Works in a service sector • Earns 10 Lakhs per annum • Family has a car Lifestyle • Middle class serviceman • During weekends, mostly goes for long drive with friends “We have plan to visit one base in a week or two around city” • Hangout with friends in lounges & cafes on weekend • Rarely watch TV, whatever shows family is watching • Reads Telegraph • Owns Moto G, which he uses for online shopping, have all possible shopping app on mobile; also does online shopping from laptop Values & goals • Fun loving guy with huge friend circle • Young generation looking for class and status • Miffed with people’s attitude and reactions on present country situation on social media “People should be aware of system before criticising it ” Rooney Serviceman, Kolkata Problems & Triggers • Just wanted a car of his own, and was tired of driving family’s car “I love Honda City, wanted to purchase it since long time” “4 hi log the family mein so badi gaadi ki jarurat nahi hai abhi, so drop the plan for XUV500” • Wanted a car for travelling & trips “Travel frequently out of city with my friends, hence needed a car” Consideration set • Models considered were Sedan & SUV segment- City, Sunny, Ciaz, Dzire, XUV500 etc. • Comfort is most important thing in his mind while deciding the car followed by look, design, brand of the car • Other considered attributes are mileage, safety, maintenance, music system “Also had Ciaz, Verna, XUV500 in my mind while purchasing car but XUV500 ki maintenance cost jyada hai, Ciaz is same as Swift, Verna present model is outdated, so finally purchased City “ Information needs & sources • Friends are one of the influencers “Talked to friend about my needs and specification requirements, they suggested me this car” “Just told family about my purchase decision” • Internet helps further in information search, everything available at one place “I did compare my car with various other models and also did comparison within variants because during test drive they only show top variants” Pain points • Not right information given by dealers “I was eligible for corporate offer, they told me about this thing after I had made the purchase” • Paperwork is tedious & also taking time, need assistance “They are saying that we will only register car but won’t give registration plate”
  • 21. Would Our Content Focus & Tonality Be The Same? Lk Gupta | CMO/now Pramod Businessman, Mumbai He Needs : • Prestige / Brand Image • Comfort/ Safety / Style • Advance Technology/ Eco-Friendly Gagan Manager, Delhi He Needs : • Upgrade • Fuel Efficiency • New or Used – Best sellers / re-sale value • Comparisons • More space • Festive offers • Previous car evaluation Ajit Sales Officer, Indore He Needs : • Can I afford it? • New or Used – Options in budget • Value for money • Upcoming cars • Low maintenance • Better Mileage • Offers & discounts
  • 22. …And Create A Consumer Decision Journey Map Lk Gupta | CMO/now
  • 23. Understand Your Consumer Mind-State & Role of Content High Involvement Offline Low Purchase Channel Online Consumer State: - Long purchase journey - Changing emotional state along journey - High anxiety; doubts Job of Content: - Inform in-depth; remove doubts - Deliver advice as per stage of journey - Help in shortlisting choices - Help decide what is good for THEIR needs Lk Gupta | CMO/now
  • 24. Understand Your Consumer Mind-State & Role of Content High Involvement Offline Low Purchase Channel Online Consumer State: - Carefree - Impulse purchase - Short-term enjoyment Job of Content: - Inform and entertain - Fodder for conversation - Bind socially Lk Gupta | CMO/now
  • 25. Understand Your Consumer Mind-State & Role of Content High Involvement Offline Low Purchase Channel Online Consumer State: - Carefree - Deal hunter - Convenience seeking Job of Content: - Inform in-depth - Peer reviews & recommendation - Close the sale Lk Gupta | CMO/now
  • 26. Determine Fit Between Brand & Consumer Need - What’s unique - What can I own - What’s my personality Micro-moments - I want to go - I want to do - I want to know What does my Brand stand for? What does my consumer care about? SweetSpot Don’t Create Aimless Content Lk Gupta | CMO/now
  • 27. What Content Should We Make – Ask A Lot Of WHY’s Demographics Lifestyle Values Needs/ Triggers Buyer journeyUsage Category Consumer Persona Buyer Journey Lk Gupta | CMO/now WHY? WHY? WHY? WHY? WHY? WHY? WHY? WHY? WHY? WHY? WHY? WHY? WHY?
  • 28. Asking a Lot of WHY’s • Why this audience? • Why should they care about you and what you have to say? • Why do you have the credibility to be having this conversation? • Why is this considered storytelling and not repurposed advertising? • Why did you select the story you are telling? • Why would they have a barrier or even better trigger to receive it? • Why are you choosing the distribution or influencer partner you are choosing to share the story?
  • 29. SEM SEM SEM Sale Prior Knowledge Search & Selection Buying Interest Conclude Buy Now Divide His Decision Journey Into Discrete Parts STAGE 0: Need Trigger EARLY STAGE 1: Budget decided EARLY STAGE 2: Initial Consideration set; offline advice EARLY STAGE 3: Online search; specs; prices; social media MID STAGE 2: Back to online; new consideration set; detailed reviews FINAL STAGE 1: Back to online; Compare; See offers; price; loan MID STAGE 1: Back to offline advice; Social media MID STAGE 3: Go to dealer; Quote; Test drives; exchange price FINAL STAGE 2: Finalise and book FINAL STAGE 3: Post-purchase - Maintenance; service; Accessories Lk Gupta | CMO/now WHY? WHY? WHY? WHY? WHY? WHY? WHY? WHY? WHY? WHY? WHY? WHY?
  • 30. Create & Update Content For Every Stage Of Journey Early Stages: Help him to… • Do thorough initial research • See all his choices • Shortlist based on budget and other needs • Understand what’s good for his needs and what isn’t Mid Stages: Help him to… • Do in-depth comparisons and evaluation of choices • Have conversations with offline and online consultation • Understand cost of ownership and other financial implications Final Stages: Help him to… • Narrow down alternatives to final 1-2 models • Decide on price and offers • Decide on loan options • Pre-think on accessory choices • Proactively think of post- purchase maintenance Lk Gupta | CMO/now
  • 31. Everything That You Can Write, You Can Do Visually Lk Gupta | CMO/now Product Explainer How-to Demo Corporate Image Interactive User Generated Detailed Review Social Issue Awareness Technical Capability Engagement Images Video Online chat Vir. Reality Webinar Events Infographics FB Live
  • 32. However, Sometimes You May Not Use Visual Content o When you want more time spent on website o But combo of text + visual works better o Product explainers for non-visual categories e.g software, cloud computing o Low internet bandwidth & no smartphone o When you have Call-scripts as follow-ups o When budgets are low-to-nothing o But hey, use free online resources - Canva, Flickr, Morguefile o When audio reaches your TG better o For masses, e.g. Mann Ki Baat o TG is multi-tasking (podcast while driving) Lk Gupta | CMO/now Source: https://boagworld.com
  • 33. What Content Will You Serve At Different Journey Stages? My Predominant Visual Content Journey Stage What is customer doing at this stage? Why is (s)he doing that? In what emotional state? What might s(he) need from you? My Content What content will you create? Which type of visual medium will you use? What will be the outcome… - For customer? - For You? Do this for all the different stages of same customer’s decision journey Repeat the exercise for all consumer personas Lk Gupta | CMO/now
  • 35. Find The Right Channel To Distribute Your Content Consumer PersonaCategory Lk Gupta | CMO/now Buyer Journey Stages Content
  • 36. Execution Tips You Mustn't Miss
  • 37. Be Honest Lk Gupta | CMO/now Your Brand Values Your Personality No Misrepresentation
  • 38. Tell A Human Story Lk Gupta | CMO/now Relatable Tap into an Emotion Netflix Women prison inmates story (Context – Orange Is The New Black) http://paidpost.nytimes.com/netflix/women-inmates-separate-but-not-equal.html
  • 39. Be Original Lk Gupta | CMO/now Unique Hook Them With a Twist
  • 40. Try Animation Lk Gupta | CMO/now Cheaper & Quicker than shoots Simple Storytelling
  • 41. Repurpose Lk Gupta | CMO/now Use one content to create multiple snackable content
  • 42. Pick Latest Trends Lk Gupta | CMO/now Latest tools online Topical subjects
  • 43. Optimise for mobile Lk Gupta | CMO/now Very short or no text intro Prominent & clear CTA Landing page optimized for mobile
  • 44. Optimise with A/B testing Lk Gupta | CMO/now Test 2 to 3 versions of same content to improve performance continuously Test different CTAs
  • 45. Call to action Lk Gupta | CMO/now Simple & Prominent CTAs Use hashtags & comprehensive tagging to get found ONE DOES NOT SIMPLY SHARE CONTENT WITHOUT USING RELEVANT HASHTAGS
  • 46. Have A Solid Process Lk Gupta | CMO/now Someone dedicated Tap into All Parts of Company Adhere to a Calendar - Persona-wise & Journey-wise
  • 47. Measure Everything Lk Gupta | CMO/now Prepare for the funnel Know what you want to impact - For consumer - For business
  • 48. Lk Gupta | CMO/now Don’t Give Up Soon! It’s a long-term game And Finally…
  • 49. Lk Gupta | CMO/now Thanks For Your Attention!