Content

Marketing

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 What will you learn ?

• What is Content Marketing

• How Content Marketing Really Works

• Types of Content

• 7 Qualifications of Content Marketing

• Buyer Persona

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What is Content Marketing

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CONTENT MARKETING
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.
When done correctly,
content marketing
helps build a
relationship with your
audience which leads
to trust
Content is the
message that your
CONTENT
content marketing
strategy delivers.
WITHOUT
CONTENT, YOU’D
HAVE NOTHING TO
DELIVER
Content marketing is the art of communicating with your
prospects without having to sell to them
INBOUND MARKETING METHODOLOGY
INBOUND & CONTENT MARKETING
BOTH FOCUS ON

• Empowering potential customers

• Building a lasting relationship with your audience

• Creating valuable content that both entertains & educates

Success relies
on both.
Content Marketing has a long term impact
Content Marketing
Framework

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 CONTENT MARKETING APPROACH

STORY IDEAS PLANNING PROCESS WRITING

GROW MEASURE PROMOTE REPURPOSE

 Stories are how
audiences remember.

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“People don’t buy what you do,
they buy WHY you do it.”
- Simon Sinek

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“I am a Teapot”

I’m a little teapot short

and stout here is my
handle, here is my spout.
When I get all steamed up,
I just shout. Tip me over
and pour me out.

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Character

I’m a little teapot short and stout

here is my handle, here is
my spout. When I get all
steamed up, I just shout. Tip me
over and pour me out.

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Conflict

I’m a little teapot short and stout

here is my handle, here is
my spout. When I get all
Steamed, up I just shout. Tip me
over and pour me out.

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Resolution

I’m a little teapot short and stout

here is my handle, here is
my spout. When I get all
steamed up, I just shout. Tip me
over and pour me out.

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Content Clusters

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Topic Clusters

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“Weight Loss” Topic Cluster
Justin builds a guide.

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Meet Justin
+ Ariele’s
truck:
A 2009 Ford
f250 Super Duty
work truck.

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They decided to repurpose their
truck into a storage unit that
doubles as a camper

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 Their goal was to help
other like-minded,
repurposing minimalists
by documenting their
experience.

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8 STEPS TO RECYCLING
CONTENT INTO A LONG-FORM
OFFER

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8 STEPS TO RECYCLING
CONTENT INTO A LONG-FORM
OFFER

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8 STEPS TO RECYCLING
CONTENT INTO A LONG-FORM
OFFER

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8 STEPS TO RECYCLING
CONTENT INTO A LONG-FORM
OFFER

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8 STEPS TO RECYCLING
CONTENT INTO A LONG-
FORM OFFER

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They started the project and documented
progress via Instagram.
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They wrote a blog post for each subtopic
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They created a video
for each blog post

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See how they used
Instagram
photos and
videos to help
tell the story

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They inserted a
YouTube video at the
end of the post.

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8 STEPS TO RECYCLING
CONTENT INTO A LONG-
FORM OFFER

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8 STEPS TO RECYCLING
CONTENT INTO A LONG-
FORM OFFER

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They adjusted, expanded upon each of the
blog posts content to provide additional
context
Blog Chapter

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8 STEPS TO RECYCLING
CONTENT INTO A LONG-
FORM OFFER

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All they needed to do to complete the guide was
add an introduction and a conclusion.

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8 STEPS TO RECYCLING
CONTENT INTO A LONG-
FORM OFFER

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They didn’t
have a relevant
call-to-action to
offer.
Instead of just leaving the call-
to-action out, they allowed
visitors to subscribe to email
updates.

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Once the offer was
launched, they went
back and inserted an
image call-to-action.

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Once you have a content offer, start thinking
about how you can reuse this content.

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“How else might this content be consumed?”

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Letsquicklyrecapourexample

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They decided to first
recycle the guide into a
checklist.

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http://www.wildwewander.com/diy-truck-camper

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Types of Content

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Infographics
These are generally long, vertical
graphics that include statistics, charts,
graphs, and other information.

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Videos
Videos can achieve multiple objectives
– they can improve branding,
demonstrate instructions, answer
questions, provide customer reviews,
and/or entertain your audience

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eBooks

Ebooks are one of the most common

forms of content marketing, especially
in the B2B world. These digital books
vary widely in length, level of design,
and subject matter, but typically follow a
narrative from start to finish, have some
element of design, and contain
educational, informational material

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Case Studies

Often the most compelling story comes

from your current customers.

“
Slide Decks

Slide decks tend to be highly designed

and visual, rather than text heavy, for
easy consumption.

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Web Pages
A webpage that offers value, brings
countless customers & drives leads.
That’s the difference between simply
putting content on your website, and
content marketing.

“
Webinars
A webinar is an online discussion
among participants on a particular topic
of interest.

“
Blogs
A company blog is a great place to
share educational thought leadership,
industry insight, upcoming events/
announcements, and awesome new
content.

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Content Marketing
Qualifications

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7 Qualifications of Content
1. It engages individuals on their own terms, using buyer personas

2. It’s based on interactions buyers have with your brand, and mapped directly to their buying
stages

3. It tells a continuous story, with a unified narrative that evolves throughout a customer’s
journey

4. It’s the right fit for your channel –whether it’s being used on your website, in email, on social,
or elsewhere

5. It has a clear purpose, and a clear call-to-action for your audience to follow.

6. It has pre-defined metrics, and is designed to be measurable

7. It is created in the most efficient, effective way possible –without sacrificing quality 76
Buyer Persona

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Buyer Persona
1. Buyer personas are, essentially, fictional
representations of your buyers. In the
process of researching and creating these
personas, you’ll learn who your buyers are –
and define how best to market to them.

2. Your buyer personas will uncover your

audience’s top concerns, consumption
preferences, and goals – all of which will
help you create content that engages your
buyers.
Buyer Persona for Fitness App

Sharmila
34 Year Old Mother, Annual Income INR 10 Lac

Sharmila is responsible for:

1. Taking care of her 2 boys,

2. Managing a demanding, high-stress corporate finance job
3. Trying to stay active and maintain her fitness level.

Typical Week
In a typical week, Sharmila works from 9 -5 in the office, eats lunch at her desk, and
then goes to pick up her boys from after school day care. She often logs back on and
does more work after her boys go to bed. To work on her fitness, she always takes
the stairs and tries to do an at-home fitness video two days a week. Sharmila is
organized, busy, and tired but likes to work out; she cooks her own meals, and is
willing to try fitness trends. She is health conscious and tries to cook organic,
nutritionally balanced meals. She primarily shops online at Big Basket or visits Godrej
Natures Basket, and subscribes to multiple fitness magazine publications.

Biggest Challenge
Is finding the right balance of healthy eating and a manageable fitness routine.
She is looking for motivation, maintainability and convenience.
Buyer Persona for HR Management Software
 In-class Exercise: Build a Buyer Persona

Background

Demographics

Communication Preferences

Goals

Challenges

What We Can Do?

Common Objections

Marketing Messaging Statement

Elevator Pitch
THANK YOU

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