CONTENT MARKETING

FOR BRAND CURIOSITY

By- Tanmay Gupta
Nikhil Jeswani
Nirbhay Singh Chauhan
Vinay Parasar
 MEANING

Content marketing is a marketing strategy

used to attract, engage, and retain an
audience by creating and sharing relevant
articles, videos, podcasts, and other media.

The consistent use of content marketing

establishes and nurtures relationships with
your prospective and existing customers.

 IMPORTANCE OF CONTENT
MARKETING

• Your audience will stick around longer.

• You'll have better traction on social media.
• Gaining the trust of audience.
• Generates more and better leads.
• Quality content can build brand awareness.
• Saves money on marketing strategy.
 STEPS IN CONTENT MARKETING

Content marketing involves content production and content distribution.

Steps in effective content marketing are:
1. Goal Setting
2. Audience Mapping
3. Content Ideation and Mapping
4. Content Creation
5. Content Distribution
6. Content Amplification
7. Content Marketing Evaluation
8. Content Marketing Improvement
 GOAL SETTING

❖ Before embarking on a content-marketing journey, marketers

should define their goals clearly.
❖ Their goals should be aligned with their overall business
objectives and translated into key metrics, against which the
content marketing will be evaluated.
❖ Defining their goals helps marketers to better design a content-
marketing strategy.
❖ If the objectives fall into the sales-related category, marketers
need to make sure that the content distribution channels are
well aligned with the sales channels.
 AUDIENCE MAPPING

❖ Once the objectives have been clearly defined, marketers should determine the
audiences they want to focus on.
❖ Defining a specific audience subset will help marketers create sharper and deeper
content, which in turn contributes to the brand's effective storytelling.
❖ After marketers have set their audience boundaries, they need to profile the
audiences and describe their personas, which will help them imagine what the
audience actually looks like in real life.
❖ The clearly defined audience segment helps Airbnb develop content that is relevant
and compelling.
 Content Ideation and Mapping
❖ The next step is to find ideas about what content to
create and to perform proper planning.
❖ A combination of relevant themes, suitable formats,
and solid narratives ensures a successful content-
marketing campaign.
❖ Marketers should also explore the content formats.
❖ Another element that marketers need to explore at
the ideation and planning stage is the overall
content-marketing narrative.
 CONTENT CREATION

❖ Successful content marketers know that content creation is not a part-time

job that can be done half-heartedly.
❖ Some brands choose to create the content themselves.
❖ Good in-house content producers should uphold high standards of
journalism and editorial integrity.
❖ Therefore, marketers need to be sure that they have the in-house capability
to deliver content over the long term.
 CONTENT DISTRIBUTION

❖ Even digital natives use non-digital content marketing.

❖ There are three major categories of media channels that
content marketers can use: owned, paid, and earned
media.
❖ A brand's paid media, on the other hand, are the
channels that the brand pays to distribute its content.
❖ A brand's earned media include the coverage and
exposure gained by the brand due to word of mouth or
advocacy.
 CONTENT AMPLIFICATION

❖ The key to a strong earned media distribution is a content amplific tion

strategy.
❖ When the content reaches key influencers in the intended audience group,
that content is more likely to go viral.
❖ For these influencers to endorse and spread branded content, the quality of
the content is often not sufficient.
❖ Once the content has been amplified, marketers need to follow through by
engaging in conversations.

a­
 CONTENT MARKETING EVALUATION

❖ The key advantage of content marketing over traditional marketing is that it is highly
accountable; we can track performance by content theme, content format, and
distribution channel.
❖ Since content is very dynamic, periodic improvements of co tent marketing is
essential.
❖ However, it is important to note that content marketing often requires time to have its
impact and therefore requires a certain degree of persistence as well consistency in
implementation.

n­
 CONTENT MARKETING
IMPROVEMENT
Improving existing content marketing.
● Focus on building an audience
● Get better at content creation to boost overall
success
● Streamline your workflow
● Set realistic expectations about what content
marketing can achieve
● Make a commitment to content marketing and
stick with it.

THANK YOU!