Social Beat is proud to be part of the NASSCOM content marketing masterclass, led by David Appasamy. The session focused on the power of content in digital.

1. AgendaCONTENT DRIVEN MARKETING
David Appasamy
16th Nov, 2017

2. Difference between traditional media and Internet

3. Marketing Objectives
•Create awareness
•Build image/credibility
•Buy or contract
•Differentiate
•Increase knowledge
•Preferred choice

4. Conventional Media
•Print
•Radio
•Television
•Outdoor

5. Nature of conventional media
• One to many
• One way
• Print & outdoor: static
• Radio: audio
• TV: audio visual
• Proprietary content
• Owned by media houses

6. Nature of the Internet
• Many to many
• Two way, interactive
• Dynamic: print, audio & AV
• User generated content
• Owned by users

7. Use of the Internet
• Discovery/ search
• Purposeful
• For leisure
• Socializing
• Networking
• Work related

8. Two key parameters
•Owned by users
•Initiated by users

9. Digital Marketing is Permission Marketing!

10. Marketers must:
•Be relevant
•Reward
•Engage
•Be Share worthy

11. How has the Internet affected behavior?

16. Connectivity has changed everything
Especially in the last 10 years

18. Internet users in India

19. About 450 000 000

20. Facebook Users in India

21. 215 000 000
66% active daily

22. Indian Users on Whatsapp ?

23. 215 000 000

24. Indian Viewers on YouTube ?

25. 180 000 000

26. Indian Users on Instagram ?

27. 42 000 000

28. Indian Users on Linkedin ?

29. 42 000 000

30. Content Marketing – how should one approach it?
Content Driven Marketing
Can it drive business results?

31. They say Content is King!

32. Incredible amount uploaded everyday

33. How did content become so important?
Discovery Mindset
Search
I know what category,
product or brand
I am looking for
Disruption
TV/Pre-roll
Brands interrupt content
I want to watch
Discovery
Blogs, content,
Social media
I am open to discover
content & messages
from friends, family,
public figures, publishers
& brands

34. Content on 3 kinds of online media

35. Earned media has sustained, long term impact

36. 1 million articles analyzed for share-worthiness

37. Videos
Lists
How To
Why posts
Infographics
Research Reports
Surveys & Quizzes

38. Content Marketing – how should one approach it?
Marketing = Story Telling

39. 8 iconic films, 8 famous directors, took the world by storm, shared online
https://www.youtube.com/watch?v=m9fgiE1JU9o&t=413s

40. Creating interest in a new sector
https://www.youtube.com/watch?v=Bl7xl3IiAqE&t=3s

41. List of Top Things

42. Leveraging infographics

43. Maintenance Guides

44. Leveraging expertise

45. Microsoft article on AI

46. What is Content Driven Marketing?
• Strategy, not marketing tactic
• Marketing & content strategists
• Fully integrated approach
- website
- blog
- SEO
- PPC campaigns
- Social media
• Both marketing & content metrics

47. What can it do for your brand?
• Build expert position & reputation
• Establish credibility & trust
• Differentiate your brand
• Create preference
• Build relationship with prospects
• Gain insights into demand
• Generate leads

48. Blog content results in more leads
Source: NeilPatel

49. Content Driven Marketing Funnel
Brand Awareness
Consideration
Conversion
Loyalty
Step 2: Content Creation +
Amplification + Influencer
Marketing + Search Engine
Optimization
Step 4: CRM + Lead Nurturing +
Keeping in touch
Step 1: Brand Website + Video
Step 3: Drive Interest +Enquiries +
Sales

50. Creating compelling content
• Blog posts
• Articles
• Videos
• Infographics
• White papers
• Slide presentations
• Webcasts
• Case studies

51. Conversations vs Marketing

52. How do we find the sweet spot?
Google Keyword
Planner
Moz Explorer Buzzsumo
Answer the Public Quora
Brainstorming
Consumer Intent
Other ways!

53. Using online tool Buzzsumo

54. Content ready for discovery

55. How do we make it 10x?
Make it longer,
more detailed and
thorough
Include better
visuals – Images,
Infographics, Videos
Ensure low page
load time and an
enhanced UX
Address what
people are looking
for

56. Data shows that long form content with images work best
Long-form content (> 2000 words) tends to rank
higher in search results than short-form content
Source - Hubspot
Content With At Least One Image Ranks
Higher Than Content That Lacks an Image

57. Different types of content for stages of funnel

58. Make it creative in content & form

59. How do we amplify content?
Promote on Social
Networks especially
Twitter, Linkedin,
Slideshare
Use LinkedIn Ads,
Facebook Ads &
Promoted Tweets
Notify your email list
Respond to questions
on Quora, Reddit,
comment on blogs, take
part in industry forums
Reach out to people
who have shared similar
content
Leverage the reach
of influencers

60. One of our first Real Estate content articles

61. Ensure Call to Action with content

62. Different kinds of Call to Action

63. Create shareable content

64. Content marketing results in leads

65. Content marketing delivers business results

66. Use Influencers to amplify your efforts

67. Why use Influencers?
Source: AdWeek

68. Sustain, recommend, amplify content
Create compelling
content over and
above what we can
create
Recommend the
Brand
Amplify and Build
the Brand

69. Improve discovery, credibility & distribution
Trusted source
writing about brand
Reach audiences
using ad blockers
Engaging content
created & amplified
Search Engine
Rankings

70. Use Influencers to push prospects down funnel
92 %
Prospects trust
recommendation
from other people
more than from
brands
33 %
Prospects search
blogs and reviews
before making the
final purchase
decision

71. Use of Influencers growing rapidly in India

72. How does it work?

73. Criteria for shortlisting influencers
Size & quality of followers/influence
across relevant channels
Domain Authority
Relevance to the
brand / genre /
campaign
Previous
Performance
Data
Unique
visitors to blog
Quality of
Content

74. Content Driven Marketing for Axis Bank
Axis Bank used leading Travel Influencers to cover their CSR initiative
The program impacted the lives of children in remote areas of Leh & Kargil
Focus on sustainable livelihoods and schools for the children
Senior management and Travel Influencers initiated activity on the ground on Sep 9th

75. Video viewed over 23,000 times

76. YouTube can engage with your audience

77. Interaction with locals in remote villages

78. Instagram a great way to present visual content

79. Content for SEO rankings and engagement

80. Advertising to amplify across the right channels
Social Networks
Facebook, Twitter, G+, LinkedIn
Blogger Networks & Content
Discovery Platforms
Influencer.in, Indiblogger,
BlogAdda, Outbrain, Content.Ad,
Taboola
Forums & Communities
Quora, MouthShut, TechEnclave

81. Measuring outcomes
Overall Reach of
Unique Users
Reach of Specific
Content
Engagement
(Shares,
Comments,
Viewers beyond 30
seconds etc)
Top of Mind Recall
via Brand Survey

82. Reach
Likes
Comments
Engagement + Shares +
Participation
Sales

83. Metrics to track performance
Tangible
Intangible
Metrics that translate into visible business results:
 Leads
 Sales
 Registrations
 Traffic / App Downloads
Metrics whose results are not immediately visible:
 Brand Awareness
 Customer Engagement
 Customer Satisfaction
 Brand Reputation

84. Metrics to track
Lead Generation
or Online Sales
Brand Awareness
 Leads/Enquiries Generated
 Revenue from Sales / Conversion %
 App Installs
 Website Traffic
 Reach
 Impressions
 Mentions
 Social Engagement
 Comments/Shares
 ReTweets/Reposts
 Likes/Fans/Followers
Objectives Metrics

85. Tools to measure metrics

86. Recap: Content Driven Marketing
• Strategy, not marketing tactic
• Marketing & content strategists
• Fully integrated approach
- website
- blog
- SEO
- PPC campaigns
- Social media
• Both marketing & content metrics

87. Suited for services & tech products
• Build expert position & reputation
• Establish credibility & trust
• Differentiate your brand
• Create preference
• Build relationship with prospects
• Generate leads
• Gain insights into demand

88. Compelling content to engage
• Blog
• Articles
• Videos
• Infographics
• White papers
• Slide presentations
• Webcasts
• Case studies
• Curated articles

89. Preparing for Content Driven Marketing

90. What is your core expertise?
How can you leverage this expertise?

91. Where do 80% of revenues come from?
How can we present expertise, experience,
differentiation?

92. Where will our future revenues come from?
How can we build awareness, credibility and interest in this?

93. What are our strengths?
How can they be leveraged?

94. Where are my prospects?
Where are they online, and what are they looking for?

95. How can I engage with them?
Which platforms will work best for me, and what do I
do to engage?