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• Consumers look at na.ve ads 53% more
frequently than display ads. -‐ Sharethrough
Survey
• People don’t want ads when making purchase
decisions, they want useful content
• Content, when .mely, moves quickly across social
networks and generates word-‐of-‐mouth
• Content marketng leverage exis.ng consumer
behaviour, provoke conversa.ons and help
brands develop deeper connec.ons
79% of B2B marketers use Content Marketing to achieve brand awareness
goals.”
90% of consumers find Custom Content very useful.”
62% of companies outsource their content marketing.”
-Industry Reports
68% of CMOs say they are shifting their budget from traditional advertising to Content
Marketing.”
Why Go Na0ve?
1. Define your audience archetypes
Who is your prospec.ve consumer? A twenteen looking for adventure or a professional looking for business success? What kind of people does s/he follow more? Poli.cians and entertainers or peers and influencers in relevant industries? What content does s/he ac.vely seek? News that informs and updates or trends and analyses that educate and engage? How does s/he want to find out about something new? As it happens or on demand, in context, with search/sort buHons? When is s/he likely to buy more? ALer seeing an ad or when s/he recalls your brand’s content for enabling and empowering? Next, how can you help this audience instead of selling to them?
Find a category that is a knowledge gap for all your target audience archetypes Pick a topic that will connect instantly + be their currency on social networks Use an author whose name/designa.on conveys exper0se in the subject and your brand’s associa0on with it. Note how FedEx, instead of selling its courier services, is helping its biggest client segment — ecomm businesses. Create the content in a way that clearly shows your brand’s thought leadership in this and related spaces. Next, how can you show up where your audience is Instead of forcing them to come to your party (read brand site)?
2. Produce a useful piece of content
3. Move from ad boxes to content streams
They want content, not ads. Be part of the space in focus. You are now playing na0ve adver0sing. Align with the format, context and purpose of the plaXorm’s editorial content. Note how Kawo’s sponsored post integrates with the site experience, in fact contributes to it. Next, how else can you ride content?
4. Get links back from publisher content
Sponsored content is part of the site, which means it goes everywhere our content goes. Your content can now get links back from channels like the related stories sec.on under our ar.cles, and all our social pages, email newsleHers and alerts on mobile. Note how Kawo’s story on Chinese tourism is now a sponsored link on Facebook, aLer its debut on the site. Next, how can you use mul0ple pieces of content?
5. Go superna0ve, upgrade to the widget Why should your content be just text? Try mul0media content like infographics, photos, videos, live chats, ebooks, more. Note how IBM chose power of data as the single theme for content pieces in various formats, then aggregated them in one unit. Sponsored widgets are a tremendous way for your brand to build a reputa0on as a source of useful content in your niche, by delivering collec.ons of shareable assets and an engaging user experience. Next, how can your content evolve into a bigger and stronger narra0ve on the same plaXorm as our wide-‐read writers?
6. Build an all-‐in-‐one brand channel
You have both niche content and a very interested audience. Now, push to scale. Become a firehose in your niche. Build brand leader profiles of your best people. Promote your best performing content. Your audience will search for and demand an archive. Next, how can you drive more tune ins?
7. Set up a content marke0ng calendar Like TV, your brand channel needs programming. Recurring themes or series can build audience habits over .me. Plan in layers. Assign weekly cycles to content formats like charts and videos, then produce them in weeklong themes. Your marke.ng calendar may be product-‐centric, but your content calendar needs to have only buyer-‐centric campaigns. Sync the two. Got a product launch coming up? Publish a related whitepaper to generate leads in the month before it. Next, how can you make sure that your content contributes to other func.ons across your organisa.on and vice versa?
2016
8. Integrate with non/marke0ng func0ons
Convert everything that your brand and organisa.on does into shareable content. From job posts and new hires to financial reports and acquisi.ons, research and reports to company plans and history, everything has the poten0al to engage. So, source content from all marke.ng and non-‐marke.ng departments. Build on the exper.se of senior employees across func.ons. Let younger ones get crea.ve. Show how everyone behind your brand is focused on your customers’ needs Next, how can you assess the impact of building a content culture for your brand?
9. Measure, analyse, op0mise, repurpose
Segment your content and audience. Set goals and benchmarks for your brand’s traffic and engagement in each segment. Establish clear loops for user feedback. Adapt to their needs and numbers. Test new content formats and post schedules. The ROI is more than just quan.ta.ve. A healthy content marke.ng channel impacts everything — brand reputa.on, prospect educa.on, client reten.on, employee training, network growth, customer trust, innova0on, much more. Next, how can you build content that enables beHer tracking and targe0ng?
10. Innovate with structured content Break content pieces into smaller assets with clear rela.onships between them. Track changes, iden.fy paHerns in how these values change over .me. Note how, by breaking each acquisi.on story into cost, sector, acquiring company, the content was reused to create this interac.ve chart. Structure is what makes content adap0ve and future ready. But let’s get from step 1 to 9 first.
1. Define your audience archetypes
2. Produce a useful piece of content
3. Move from ad boxes to content
streams
4. Get link backs from publisher content
5. Go supernative, upgrade to the widget
6. Build an all-in-one brand channel
7. Set up a content marketing calendar
8. Integrate with non/marketing functions
9. Measure, analyse, optimise,
repurpose
10. Innovate with structured content
Recap
Plan
Audience
Story
Process
Conversion
Measure
Channels
Pawan Gupta Founder & CEO, www.comezzo.com
+91 90087 88500
LinkedIn: https://www.linkedin.com/in/pawanguptacomezzo
Twitter: https://twitter.com/guptapawan
Lead with content...