Content Marketing Strategy

Content Marketing

Process of creating and distributing valuable content to attract, acquire and engage a target audience.

Content Marketing is not product advertising.

Product advertising — Purely on selling

Content Marketing — Not purely on selling (A like, a share can be content marketing)

Content Marketing Strategy

A process that includes an understanding of all the content a brand is creating for those whom it is intended and to what purpose.

Objectives of Content Marketing

• Increase brand awareness
• Building relationship with the target market
• Need arousal between customers
• Attracting potential customers
• Developing customer loyalty
• Testing new product ideas
• Enhancing engagement with customers

Content Components

1. Substance — who are you trying to reach? why?
2. Structure — where? how?

People Components

1. Workflow — managing
2. Governance — policies, standards, guidelines

Elements of Content Strategy

1. Translating brand essence
2. Market research and consumer persona
3. Creating content pillars
4. Matching content formats to objectives
5. Content audit

White Papers — Research details published by companies. Not the complete research but a briefed one.

Content Planning — Integrated Approach

Offline (TV)+ Online (Facebook)

Engagement with Content — RACE

Reach

Building awareness, traffic.

1. Paid — TV time slots
2. Owned — company web
3. Earned — Facebook shares, likes

Act

How people interact on web, social media to generate leads.

Convert

Actual sales.

Engage

Building long term relationships with customers. Customer loyalty.

Assessment Based on Matrix

1. Consumption Matrices
2. Sharing Matrices
3. Lead Matrices
4. Sales Matrices