Content

Marketing
Session 3

This Photo by Unknown Author is licensed under CC BY-SA

 Consumer Journey Map

Source: Slideshare by Gianluca Brugnoli

How would you understand the consumer journey?

Interview Observe Your own

actual consumers in journey as a
consumers their setting consumer

Use existing
Survey and
consumer
other tools
journey details
Consumer
Experience
What is CX?

Customer May Start, Stop

Loop Back to Repeat Activity
Skip Activity Altogether
Comparisons for Customer Experience
Why customer experience important to the firm?

So how and where do you start building

your customer experience?

With Employees and Internal Processes!

Focus on providing a Integrated digital technologies and

meaningful, pleasurable, convenient, processes!
usable, reliable, useful experience
What creates a great experience?

Integrated platform that can recognize the

consumer regardless of the device used for
access

User must be at the centre of such digital

technology architecture

Each devise must support and enable

consumers to pursue their activity
continuously in an opportunistic way

User must be free to move around the

various digital devices and yet be in control of
their journey
Key Capabilities

Automation

Journey Customer Proactive

Innovation Experience Personalization

Contextual
Interaction

Digital is not a channel, it is a catalyst!

Turning the consumer journey to experience

•Calls the
•Customer •Salesperson consumer to •Calls to
searches for calls the get income identify third
“Term consumer and related party labs for Processing
AI Website documents Mobile app medical test
insurance” explains
various
Agent
and lands in
your website policies
•Helps •Consumer
consumer applies on the •Consumer to •Examines if all
decides webpage submit Medical documents
•Chatbot Processing acceptance of have been
SEO provides Sales terms and test in- received and
agent
information
and gets the
Person conditions by charge finally send
recording the insurance
phone video proposal
number of the
customer

Consumer interaction related data in database

Customer Experience → Success
 Content
Marketing
Digital Marketing Strategy
Goal setting 1
• What do you want to
achieve?
• What is your value
proposition? Whom do you want to
reach out to?
6 Analyze and Adapt • Consumer Experience 2
• Customer Touchpoints,
Journey, Persona

Operational Aspects
What do you want to
• How often to reach?
communicate?
5 • Who will manage?
3
• Timelines • Value Proposition ➔
• Budget Content Strategy
Where to be
present?
•Social media?
•Web assets?
•Mobile?
•Email? 4
Marketing Is No Longer About the Stuff
That You Make, It Is About the Stories
You Tell.
What is content marketing?
Your customers don’t care about you, your products, or your services! They
care about themselves, their wants, and their needs!

Content strategy deals with the

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.
planning aspects of managing
content throughout its lifecycle,
and includes aligning content to
business goals, analysis, and
modeling, and influences the
development, production,
presentation, evaluation,
measurement, and sunsetting of
content, including governance
 Why Content Marketing?

Increase in Web traffic (7.8 times higher)

More leads (3 times more)

Thought leadership

Higher conversion rate (6 times more)

Leaner budget (62% less than other campaigns)

More attention to brand

Fast and easy to get off the ground

https://marketinginsidergroup.com/content-marketing-workshop/
 Why are Indian firms using content marketing?

Lead generation 14%

Engage newer
audiences 27%
Attract and retain
existing customers
16%

Builds reputation
through thought Increase in brand
leadership 17% awareness 26%

Note(s): India; 2021; 250+; Chief marketing officers (CMOs), CEOs, founders, directors
Further information regarding this statistic can be found on page 8.
Source(s): Octane Research; ID 1302377
B2C versus B2B Goals in Content marketing?

B2C B2B Source: Statista

 Most commonly produced content marketing
types worldwide in 2020

100%
92%
90%

80%
66%
Share of respondents

70%

60%

50% 47% 45%

40% 37%
33%
30% 26%
22% 21%
20% 17% 15% 15% 13% 13%
10% 5%

0%

Note(s): Worldwide; 2020; 1,500 respondents; among marketing agencies, B2B and B2C companies, non-profits, and other organizations
Further information regarding this statistic can be found on page 8.
Source(s): Semrush; ID 251439
Content
Importance of “content”

Creative Connect
And the winner is…
Content Marketing
Strategy
Two key reasons for failure of content marketing

What is the
goal? Who is it for?

6M Communication Framework

Market Mission Message Media Money Measures

Content Marketing Strategy
Plan

Analyze Produce

Promote

6M Communication Framework

Market Mission Message Media Money Measures

1. Plan: Understand your audience

• Segment your audience

• Understand their preferences and constraints
• Relate to your audience
• Understand their Passions and Pains!
• Tailor content to make it personal
• Build a relationship with your audience! Build trust!
• Provide something of value to your audiences
• Use insights with data!
 Consumer journey and the consumer persona

Journey → Awareness Purchase Post Purchase

Upper: Awareness
Persona

End User How to renovate your Kitchen simulator Tricks to maintain

“Chefo’ Ramya” kitchen Configure the your kitchen Middle:
New kitchen designs modules for your Whom to call for Consideration
Maximise kitchen space! issues
space
Lower:
Designer Kitchen design Interviews with lead Reports on customer Purchase
“KitchenTech Raj” contest designer satisfaction
Inspirations for Technical information
designer’s kitchen on configuration
Plumber Influencer plumber Offline content at Installation tutorials
“QuickSeal Ramu” program distributors Engage
Post
Purchase
1. Plan: Understand the purpose of Content

Convince Entertain

Inspire Educate
Why consumers interact with your content?
1. Plan: Choose the right format!

B2B

Interactive • Information
Blogs Infographics
videos • Trust and Leadership
• Productivity
• Cost effectiveness
Videos –
Ebooks / News / Case
Product / B2C
Whitepapers studies
usage related
• Exclusivity
3D / VR • Emotional appeal
Simulations /
(remember
AR
lenskart?)
2. Produce: Four principles to respect
• Kitchen sink: • Aligned with
Design or Water brand’s identity
leakage? product offering
• School printer: and value
Quality or Color? proposition

Perspective Aligned
of the with value
consumer proposition

Low
Continuous advertising
tone
• Have regular • Genuine response
schedule for to questions
content posting customers may
that draws on and have in that point
continues the story in the journey
2. Produce: How to create engaging content?

Start with a hook

• Statistics? | Current status?

Shorter attention
span
Do not be business like

• Communicate an experience | Be consistent and use the same tone

Where to find topics?

• Look at what your audience is searching for

End with Call To Action (CTA)

• Download this book now! | Start now! |Get your coupon today!

Incorporate brand level qualities

• Trustworthy? | exciting? | rugged?

3. Promote your content
Owned Channels
Website / Blog/
Social media profile
Challenge: Only 10% of the content reach your audience through organic means

• Where do your audience spend their online time? Earned Channels

Another blogger who
• Instagram? YouTube? Pinterest? tracks you

• How and where to promote the content?

• Owned? Earned? Paid?
• Content marketing calendar Paid Channels
Advertisement
• Realistic timelines
• Consider optimal day of release (Sunday? Friday evening?)
3. Promote: Engineering Virality

Storytelling

Make sharing easy

Conversation related to your main value proposition

Reach out to those interested in the substantive area

4. Analyze: Tools to measure content strategy
Activity
Process
Engagement
Business
Bounce rate Traffic
# of comments Lead quality Leads
• Content marketing outcome # of views Cost per lead Conversion ratio
Sales
• Measurable and Trackable Sentiment Time on site
Cost per sale
• Number of page views that a blog Bring to site Convert &
receives Subscribe
• Number of transactions made on
the site
• Traffic to your website
• Time spent on the page
• Compare against previous period
• Direct feedback from consumers!
Storytelling
Story telling!

The story of a support ticket

 Why do consumer stories work?

Source: HBR: The power of consumer stories in digital marketing

How to best brands tell brand stories?

Don’t tell your stories, let your consumers do so!

 Best writing practices

https://www.umaryland.edu/cpa/toolbox/website-manual/prepare/web-writing/
Thank you!