Name: -Nikhil Gupta

College: - Kohinoor Business School

City: - Mumbai

Assignment on Content Marketing

1. Explain different types of Content in Digital Marketing.

Ans: - Types of Content Marketing are as follows –

a. Blogs: - Blogging is one of the most popular types of content marketing for

small businesses. And for good reason! Blogs are one of the best ways
to improve SEO and drive more organic traffic to your site from the search
engines. This can help you make the most of your limited marketing budget
by supplementing any advertising with inbound content. This means
that sites with blogs have a greater chance of ending up on the first page of
search engines like Google when consumers search for relevant keywords.
Additionally, business sites with blogs have 97% more inbound links, which
also helps with search engine optimization.

b. Videos: - Consumers today are viewing more video content than ever before.

In fact, one-third of all online activity is spent watching video content. This
fact makes video one of the best types of content marketing for reaching and
engaging your target consumers, no matter what industry you are in. Video is
a great content marketing tactic for small businesses because it provides such
an appealing return on investment.

c. Infographic: - Infographics help businesses educate their audiences and

provide useful information that can add value for leads and customers. This
visual content marketing format helps viewers better visualize data such as
statistics so that they can have a better idea of why something is valuable or
how something works. If your business chooses to use infographics to attract
and engage your audience, consider which topics are best suited for this
format.

d. Case study: - Another one of the most valuable types of content marketing is

the case study. Case studies are basically customer stories that illustrate how
your business has helped a specific client or customer become successful.
Businesses can use case studies to highlight special applications or uses for
their services and products. Consumers like case studies because this type of
 content helps them better understand how your brand can add value in their
lives or businesses.

e. EBooks: - eBooks are an effective type of long-form content that businesses

can use to provide value for their leads and customers. The keyword here is
value. Your eBook should not be a 5 to 10 page ad. Instead, it should provide
some type of useful information and insight for your target audience about
their needs and challenges. Like many other types of content marketing, it’s
not about selling to your audience, it’s about building a relationship with
target consumers so that they trust your brand and come to you when they’re
ready to make a purchase.

f. White paper: - White papers are similar to eBooks in a lot of ways. The
whitepaper is another type of long-form content that can be effective as a lead
magnet. However, the main difference between eBooks and white papers is
that white papers tend to be a bit more information-dense, data-driven, and
detail-focused. This makes whitepapers one of the best types of content
marketing for B2B and other small businesses that want to build thought
leadership and gain more respect in their industry.

g. Checklists: - Checklists are a type of worksheet that provide a list of things to

do in a step-by-step process in order to achieve some type of desired
outcome. These are great content assets for small businesses because they
are easy to create and promote, yet still provide a significant value for the
target audience.
2. Explain the difference in B2B & B2C content marketing.

Ans: -

B2B B2C
Aims to increase brand awareness, Aims to create excitement around
generate leads and boost engagement. products and increase brand loyalty.

Use content as a way to build excitement Use content as a way to position your
around your brand and products. brand as a thought leader and innovator.

Content should educate and inform Content should inspire and entertain.

Must appeal to large organizations and Must appeal to individuals and their
groups. peers.

Employee or stakeholder tasked with Individual consumer researching or

vendor evaluation and procurement of intent on buying a particular product or
business equipment or product or service for personal use.
service.

Collective decision-making process with Making individual decision-making

multiple stakeholders, need for process, often not answerable to anyone
consensus sale. else needs individual persuasion.

Looking for increase business value Looking for personal or emotional

(increase productivity or revenue). fulfilment (fitting in or staying in style).

Identify client pain points so as to Study lifestyle trends that influence

provide a relevant solution. consumers.

Highlight business value, trust, Highlight the satisfaction of one’s

credibility and thought leadership. personal preferences.
3. What are the top challenges of producing relevant content?

Ans: - The challenges face by producing relevant content: -

a. Insufficient resources: - Producing content is easy. Producing good

content is much harder. It takes time and skill to produce quality
content consistently. Many small businesses tackle their own content
marketing efforts, and for good reason. After all, nobody knows your
business better than you, so you’re the perfect person to blog about
whatever it is that you do. Unfortunately, producing consistently great
content can get in the way of other things, like actually running your
business.

b. Increasing competition: - Whether you’re blogging about your small

needlecraft business or enterprise-level IT hardware, someone else has
already been blogging about it for a long time. To make matters worse,
there has never been such intense competition for your audience’s
attention. In addition, as competition for audience attention escalates,
the expectations of your readers become higher, placing you under
even greater pressure to consistently deliver not just good content, but
truly exceptional content.

c. Maintaining ambitious publishing schedules: - The term “signal vs.

noise” comes up frequently in discussions about content marketing. In
this context, the signal is your content, and the noise is everything else.
Simply put, with so much content being produced, the sense of urgency
to publish as much as you can with the ultimate goal of brute-forcing
your way through the sheer volume of articles being published every
day is often too great to ignore.

d. Keeping quality consistently high: -As a content producer, reading is a

significant part of my job. During the course of an average day, I read
dozens of blog posts, news stories, and in-depth articles. I’m going to let
you in on a little secret. At least half of them are terrible. Out of respect
and a keen sense of professional self-preservation, I’m not going to
name names or point the finger of blame at specific publications aside
from the dig at TIME above, which is obviously well deserved.
e. Shifts in trends toward paid promotion: - Sometimes, simply publishing
great content just isn’t enough. Sure, “organic” social media promotion
most definitely still has its place, but with platforms such as Facebook,
Twitter, and LinkedIn offering a range of increasingly sophisticated
ways to segment audiences and reach the right people – for the right
price, of course – greater emphasis is being placed on paying to get
your content in front of the people you want to see it.

f. Impatience and unrealistic expectation: -If you’ve ever had to make a

business case for content marketing to your managerial team, you
probably already know how imposing these challenges can be.
Although content marketing has been in vogue for several years,
misconceptions abound about how it works and what management can
expect from an investment in content marketing. The first distinct
challenge is impatience. Mention the word “years” in any pitch meeting
with management and you’ll likely be met with cold stares and
uncomfortable silences.
4. Explain 3 content marketing types in detail?

Ans: -

a. User generated content: - User-generated content is an amazing content

marketing method because it gets customers involved. People respond to
others like them, and it’s more likely to make them interested in your
business. These are user-generated content examples from Twitter. Netflix has
a stand-up from Hannah Gadsby and this retweet is from a fan tweeting a
quote from the special they enjoyed. A single tweet provided instantly
shareable content for Netflix’s comedy account. This Wendy's fan tweet gave
the fast-food giant a way to celebrate Friday the 13th, and promote their
customers as well as their fries. As a bonus, Twitter users got to see a spooky
Jason/Wendy mashup.

b. Memes: - A form of content marketing best described as, "Don’t knock it 'til
you try it." Memes are a relatively new type of content marketing, but they
work extremely well. A meme is an image set with culturally relevant text that
is rapidly circulated online. If you can time a meme perfectly, and  align it with
your social aesthetic, it’s a savvy way to increase traffic. Hulu loves using
memes to promote what’s on its streaming service. That’s not surprising,
considering they’re some of Hulu’s most popular tweets. Memes require
digging into the current social climate and seeing where your company fits.
Social listening can help with that.

c. Influencers: - Industry influencers can be highly beneficial to a marketing

campaign. Having influencers promote your content can attract an entire
audience you weren’t previously able to reach. To connect with an influencer
in your industry, simply email their representation with a press release or
reach out to their company or manager directly. While these are our must-
haves for content marketing, this definitely isn’t a definitive list of content
marketing types. When it comes to content marketing, choose the types that fit
your business the best and don’t be afraid to experiment. For a complete guide
on content marketing, be sure to check out this post.

5. Explain the 3 ways of Blogging.

Ans: - A blog is an online journal or informational website displaying information in
the reverse chronological order, with the latest posts appearing first. It is a platform
where a writer or even a group of writers share their views on an individual subject.
There are many reasons to start a blog for personal use and only a handful of strong
ones for business blogging. Blogging for business, projects, or anything else that
might bring you money has a very straightforward purpose – to rank your website
higher in Google SERPs, increase your visibility.

a. Personal Brand Blogging: - This blog focuses on the blogger as the brand.
They’re used to build credibility for the blogger as a thought-leader, speaker,
and teacher within a specific niche. It’s often used for coaching, consulting,
guidance, personal development, spirituality, etc. They often provide free
downloadable content such as e-books, checklists, guides, etc. The focus is on
building a relationship with the audience for lead-generation. This type of blog
is successful when it empowers readers through to the call to action. Those
with ads and affiliate sales will need to attract a large audience in niches that
include lots of ad network and affiliate products. Those that sell their own
products will either need a large audience or expensive products to sell. Those
with the goal of being hired only need a smaller audience, but they’ll need to
build strong relationships with their audience.

b. Guest Blogs: - The content for these blogs written by guest writers who are
typically experts in the field. This is different from hiring writers. This is
bringing in guest bloggers that already have a following of their own in order
to grow the audience. This leaves the blog owner free to manage and promote
the blog while providing content that might even be beyond the blog owner’s
expertise. The blog owner will sometimes write some of the content as well,
but they’re not the primary authors. This is successful when you get bloggers
that can bring their audience to your blog. They will also help promote the
content so the articles can have a larger reach than those written by the blog
owner. The blog will need a good following in order to bring in guest bloggers
that have a large audience. If you get good enough guest bloggers, you’ll have a
variety of content and voices which can draw a larger audience.

c. Niche blog: - A niche blog focuses on a specific topic. Some are extremely
specific while others niche-up one notch to appeal to a slightly wider audience.
A lot of times these are hobby blogs and end up turning into small personal
business blogs. Niches include anything someone is interested in and they’re
usually more successful if the blogger is passionate about the topic. This
passion keeps them going even with low traffic. They can also be created for
the purpose of business. In this case, the blogger would need to analyse the
audience, monetization opportunities, and competition before starting the
blog and make adjustments to the idea for the best marketing strategies.
They’re the most successful when they find a niche that isn’t too saturated.
Topics like: -
1. Finance.
2. Sports.
3. Business.
4. Word press.
5. Food.