CONTE

NT
MARK
ETING
Govinda Nathani
(0348/56)
 TABLE OF
CONTENTS
0 0 0
1 2 3
Working of Content Content marketing
Introduction
What is Content Marketing examples
Marketing Best Practices, Metrics DairyMilk Silk, Amul, Fevicol,
Why is it important Zomato, McDonald’s
 0
1
introducti
on
 “Traditional marketing and advertising is
telling the world you’re a rock star.
Content Marketing is showing the world that
you are one.”

— Robert Rose
 What is
content
marketing?
Content Marketing refers to the process of creating and
distributing relevant and valuable content to attract, acquire and
build customer loyalty among a clearly defined audience with
the goal of generating profitable actions among consumers

Is it a new phenomenon?
Content marketing is all about storytelling, and humans have told
stories for as long as they could speak. Our attention will always
go to those who tell great stories. It is just the same activity
performed via the digital medium in today’s context (blogs,
Twitter, Facebook, viral YouTube videos)
 MAIN
Attributes

Long-term
Content Business BRand
strategy
Focus on building High-quality content - Transmit business’s
strong relationships very relevant to them identity and values to
with the customer on a consistent basis customer’s minds
SOME Examples
 WHY is it
important
viewer Brand Brandi
attention Loyalty ng
Opportunity to create Increased customer retention Customer believes that
engaging content customized through multiple recalls via brand is thought leader and
to each viewer’s preferences different mediums industry expert

Long- More
SEO
term effective
Many businesses have SEO
Continuous engagement Majority businesses believe
and blogs as prime focus
creates a long-lasting it to be more effective than
for new marketing content
customer relationship current direct advertising
 0
2
Working of
content
marketing
 Best practices
Custo
mizedneeds that are
Content should address
immediately relevant to the target
audience. Customers shall be
automatically segmented based on their
following on different mediums
Conveni
ence
Content shall be provided in easy to access
and appropriate medium. Choice of medium
(print, podcast, video) based on content and
user compatibility is very important
delivery
Content must deliver on the promised value
via the ‘click-bait’ used. This is important
for further sharing/recommendation and
even more important to ensure no negative
impact of below par content
COST
efficient
Creating good content costs money. Thus
careful preparation before execution is
important. Economies of scale through
repurposing of old content is also useful
 Content marketing
approach
Create the Develop the content
Engagement Cycle marketing channel plan
02 04

01 03
Develop the Develop the
customer ‘persona’ Brand Story
 Success
factors
Engage
Origin
ment
ality
The idea should be original, offering Engaging and interactive content
something unique/customized to works better; Using two-way
the customers communication platforms and
engaging topics is recommended
Extra
value Consist
Customer should get something Maintaining a consistent brand
extra from the content - anything
enT
voice that fits in with firm ideals and
from entertainments to providing brand personality, and posting at
tips or tutorials consistent intervals
 Success
Metrics
Consum Leads
ption
Page Views, #subscribers, Bounce Leads Generated, Cost per Lead
Rates, Retention Rates

Sharin
g Sales
Retweets, Forwards, Likes, Deals, Funnel Conversion Rate,
Followers, Comments Revenue Influenced
 0
3
content
marketing
EXAMPLE
 Dairymi
lk silk
The brand thrives on people’s connections
They have connected with the right Target Group
through emotional content via romantic short
movie, ads, TV series, social media posts

Emotional Connect
There is a background story behind every ad with
activities revolving around Cadbury Silk
consumption in a cute way

Personalization
Provision of customized packaging for customers
to be able use Silk as personalized gift
 AMUL
Creates content on trending news
Amul’s creative and pun poster ads is an indicator
if any news is actually trending or not.

Taking a stand
However contentious the issue/news maybe, one
can find Amul ads on all the major topics with the
brand taking a stand

Personification of the brand

The Amul girl is present in each poster, with the ad
showing as if she is giving her own opinion. This
gives a human touch to the brand
 FEVIC
The touch of humor in ads
OL
Fevicol ads have always had humor in each ads
with each new ad based on an innovative and
interesting premise. It helps in garbing attention
of the customer

Brand Recall
These brands create a massive brand recall in
customer’s mind with ‘fevicol’ the more common
term use for adhesive than and generic name.
This has played a major role in Pidilite (parent
company of Fevicol) being the market leader
ZOMATO
Multiple blogs, infographics, videos and images
All their content has a creative blend to it and get
the foodies to engage while relating with their
reasons for food cravings

Major content characteristics:

• pictures of delicious food
• quirky blogs
• memes
• being very active over social media with direct
engagement with customers
 McDona
ld’s
Usage of multiple mediums innovatively

Spotify Channel - Playlists that align to

McDonald’s mealtimes (“Wake Up!,” “Late Night”)

Instagram Account - Full of creative, artsy fry-

centric posts as well as user generated images

Website - Nutrition content posted on its site,

anticipating questions from consumers (helps
with PR and a smart SEO strategy too). Tales of
customers ad ambassadors and its food suppliers
also give a human touch to the firm
Thank
You!