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CONTENT MARKETING STRATEGY

As per the content marketing institute, content marketing is 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.
Objectives of content marketing can range from brand building, earning trust, engagement and sometimes sales.
Content marketing is a For more details on content marketing and its possible objectives visit.
https://bluesteelesolutions.com/content-marketing-objectives/
https://blog.hubspot.com/marketing/content-marketing-plan

It’s important to remember that content marketing is not a campaign, a brand talk or a specific goal oriented operation.
Rather is a long term strategy that aims to build a long term relationship with the target audience of the brand. The
content of a brand should not be just a sales pitch.

5 Techniques to use while writing content

Technique 1 – Share Trigger Technique

It is Designed that people gets influenced and share it. This technique has scientifically backed psychological
principles that encourage people to share your content. It is useful to include Share Triggers in Video, Article, blogs
as appropriate. The top 06 factors that lead to share triggers are utility, content length, memory glue, positive emotions,
social currency and story telling.

Technique 2 – Expert Positioning

Expert Positioning focuses more on other people sharing your content. An average person gets over 100 marketing
messages in varous forms and channels and hence, the tone that you use for your communication is key. When an
expert talks about your brand, it does make a difference. Expert positioning works as a powerful memory glue and
taps into share triggers. In many cases the content also acts as a trademark for the brand. For example – jingles that
have become everlasting

Teaching Note prepared by Dr. Bijal Mehta - Associate Professor / course faculty for the course on Digital Marketing. This document is meant for use by students of
Digital Marketing course at AMSOM, Ahmedabad University , Year 2021
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Technique 3 – One Stop Solution Technique - This is a technique where there is a curated lists of links to
exceptional content and it links us to other content and therefore improves the click through rate. For using this
technique the first thing to do is pick up a link creator friendly topic and then break the topic down into sub topics.
For example – the broad topic can be Travelling Sage During Covid 19 and the subtopics may be such as personal
hygiene, money safety, accommodation checklists etc. Eventually then one can add the links to each of the topics
directly from the top of the page.

Technique 4 – Extended List Post (ELP) – This technique can be combined with the Expert Positioning Technique
and it works very well. ELP can follow the standard format of Introduction, Body and Closing, where at the closing
point it would be good to close with a call to action. Best idea is to post like a doctor – introduce the problem, threat,
give solution and take credit.

Technique 5 – Rule of Reward -

o Step 1: Choose your topic
o Step 2: Find your winners
o Step 3: Feature your winners
o Step 4: Unique logo and Badge
o Step 5: reach out to the winner
Promote your Blog
o Blogger.com – publish it with website blog link
o Wordpress.com – publish it with your website blog link
o Social Media Marketing – FB, WhatsApp, LinkedIN, Instagram, Email
o Paid Marketing – FB, Instagram, Linkedin
o SMS Marketing
o Quora – put at least 10 links in comment
o Build Link (back links)
o Put link of your blog in description of your YouTube Channel
o Other Methods of promotion
Quick Strategies That Will Work in 2020
o Use in form of Text Videos Podcasting
o Keep Your Content Updated
o Don’t Regurgitate the same information again and again
o Use Video and Audio Based Content
o Use 80-20 Rule : 20% - Writing, 80% - Promoting
o Use Tools: Buzzsumo, Ahrefs, Hellobar, many other tools
o Get Social Shares
o Time to share the last most important strategy
User Generated Content
o U G C is becoming increasingly important
o It is one of the main points of connection with the masses
o No more restricted to text and videos alone

Teaching Note prepared by Dr. Bijal Mehta - Associate Professor / course faculty for the course on Digital Marketing. This document is meant for use by students of
Digital Marketing course at AMSOM, Ahmedabad University , Year 2021
3

o https://www.tintup.com/blog/user-generated-content-definition/
o Examples: https://www.bazaarvoice.com/blog/7-ugc-examples/
https://wedevs.com/blog/141859/user-generated-content-campaigns
Then what else can come under UGC ?
o LIVE
o User Reviews
o Review Sites
o App Stores
o Social Media platforms
o Topic focused opinion blogs
o News aggregator websites – TechMeme, Panda, Feedly, The Morning News (TMN)
Why have U G C? It allows consumers to be co-creators and marketers at the same time. In many cases the
consumer can also be an influencer who can increase the engagement with your brand.
How brands support UGC?
o Interactions with experts
o Opportunity to ask questions
o Opportunity to share images (you must curate it!)
o Holding LIVE sessions and inviting participation
o Asking for customer opinion and sharing it with the larger audience later !
Some Facts
o 64% of people are more likely to engage with a brand if it is promoted through UGC
o Visitors to websites that include UGC galleries spend 90 percent more time on the site.
o Social campaigns that incorporate UGC see a 50 percent lift in engagement.
o Ads with UGC generate five times greater click-through rates.
o UGC drives a 73 percent increase in email click-through rates.
o UGC increases conversions by 10 percent when included in the online purchase path.
o https://blog.hubspot.com/marketing/examples-of-user-generated-content – 10 UGC that actually
worked
o http://www.socialsamosa.com/2019/05/some-of-the-best-ugc-campaigns/
o https://stackla.com/resources/blog/42-statistics-about-user-generated-content-you-need-to-know/
o https://enhancebusinesssolutions.com/difference-between-ugc-and-pgc/

Teaching Note prepared by Dr. Bijal Mehta - Associate Professor / course faculty for the course on Digital Marketing. This document is meant for use by students of
Digital Marketing course at AMSOM, Ahmedabad University , Year 2021
4

How do I (as a marketer) measure UGC?

Teaching Note prepared by Dr. Bijal Mehta - Associate Professor / course faculty for the course on Digital Marketing. This document is meant for use by students of
Digital Marketing course at AMSOM, Ahmedabad University , Year 2021
5

COVID 19 changed a lot of things and the face of UGC changed too. Here are some links to what
happened in this area due to COVID 19.

• Why User-Generated Content Should Be at the Heart of Marketers' Post-COVID Playbooks

• https://www.socialmediatoday.com/news/why-user-generated-content-should-be-at-the-heart-of-marketers-
post-covid/577063/
• Why brands are leaning on user-generated content (UGC) content during COVID-19
• https://www.marketingmag.com.au/hubs-c/interview-why-brands-are-leaning-on-user-generated-content-
ugc-content-during-covid-19/

END OF TEACHING NOTE FOR CONTENT MARKETING STRATEGY

Teaching Note prepared by Dr. Bijal Mehta - Associate Professor / course faculty for the course on Digital Marketing. This document is meant for use by students of
Digital Marketing course at AMSOM, Ahmedabad University , Year 2021