SEMM Individual Assignment 2

Varad Hemant Vyapari (0153/56)

Index
• What is Content Marketing?
• Content Marketing Media
• Salient Benefits of Content Marketing
• Key Principles of Successful Content Marketing
• Content Marketing Frameworks
• Steps to Create a Content Marketing Strategy
• Content Marketing Sales Funnel
• Supplementing Content Marketing
• Content Marketing Campaigns
• Investopedia
• GoPro
• Spotify
• Amul
• Dunzo
• Learnings from Content Marketing Campaigns
• Conclusions
 What is Content Marketing?
• long-term marketing strategy
• that focuses on building a strong relationship with
your target audience
• by giving them high-quality content that is very
relevant to them on a consistent basis

• Content marketing is about storytelling

• Customers make the purchase decision when their loyalties already lie with you
• In contrast to one-off advertising, content marketing shows that you actually care about
your customers
 Content Marketing Media

Video Content Blogs Social Media Webpages

Infographics Case Studies, Search Engines

Whitepapers
 Salient Benefits of Content Marketing

1. Tighter Customer/Reader Relationships

2. Enhanced Brand Reputation

3. More Social Traffic

4. Higher visibility in Search Engines

5. Low marketing costs

 Salient Benefits of Content Marketing

6. Increased Conversion Potential

7. Universal Utility

8. More On-site Content

9. Higher Domain Authority

10. More Referral Traffic

 Key Principles of Successful Content Marketing

1 Providing Value to

4
Target Segment Engaging with
customers

2
Personalizing 5 meaningfully
content to make it
4
5
more relatable Altering content
dynamically to
3
3
increase relevance
Delivering credible
content consistently 2
1
 Content Marketing Frameworks
• 4Ps Plan Promote Produ Payoff
ce

Objectiv Technolog
• P-O-S-T e y
Peopl Strateg
e y

• 7Ps Purpo ProspectPersuasio Platfor Pieces Process Performance

se n m

What Where When

• 6 Pillars (Message (Target) (Time)
Who ) How Why
(Audience (Channels (Objective)
) )
 Steps to Create a Content Marketing
Strategy
1. Define the goals of the campaign
2. Define the target segment
3. Gauge existing brand perception
4. Gauge competitive position
5. Decide type of content – text, video, etc.
6. Decide propagation media
7. Create content
8. Distribute content
9. Engage with customers/readers
10. Measure the outcome
Content Marketing Sales Funnel
Supplementing Content Marketing

• Market Research – Creating Personas of Target Segments helps

to make the content more personalized & relatable

• SEO – In addition to good content, SEO can greatly enhance the

visibility of the content to make it reach a wider population

• Analytics – Analytics tools can help quantify the effectiveness of

the strategy and could indicate the need for modifications
Content Marketing Campaigns
Investopedia is almost always within top 5 search results for any topic in finance
The content is so well made that Investopedia gets over 33M visitors/month

There are two standout reasons for this:

• They create an amazing content architecture that satisfies search engines and users
• They make complicated topics easy to understand with real-world examples & concise explanations in plain English

This simple approach has helped them earn over $70 million per month in traffic value
without paying a cent to Google!
 Content Architecture Futures
• Investopedia uses a hub-and-spoke model for their
broader keyword pages (hub) which link to several sub- Investing Options
topics (spokes)
Equity
• Each subtopic has a concise explanation with links to an Markets
in-depth page for each sub-topic
Capital
Trading Gains
• The links enhance user experience by keeping the
explanation concise for readers who already know what Value
the term means while giving those who don’t, a chance to Stocks
read deeper. Google rewards this kind of internal linking Hub-and-Spoke Model

• However, it isn’t just on their hub pages where they

leverage internal linking. Even on subpages, internal
linking is leveraged to form a web of interlinked pages
Cross-Linking
 Content Lucidity
• Complex and imposing topics are presented in
a lucid, easy-to-understand manner

• Under each opening paragraph, they include a

“key takeaways” box that allows the reader to
get a snapshot of the post

• They also include hypothetical examples to

further explain their point.

• Just to drive home any examples they create,

they also illustrate those examples with charts
and images.
• GoPro is a manufacturer of action cameras that are mostly
used in adventure sports

• These cameras are usually used by their customers in

dangerous or envy-inducing locations, so it isn’t difficult to
encourage them to share their videos & thus the product

• Very little of the GoPro brand content is created solely by

GoPro themselves. It’s often well-edited video compilations
of users doing whatever activity they’re interested in with
their GoPro

• Their YouTube channel is filled with compilations of extreme

sports. GoPro has almost 10M subscribers and almost 3B
billion views on their YouTube channel!
 User Generated Content (UGC)
• GoPro has leveraged the idea of letting the
product advertise itself through UGC

• 79% of consumers say that UGC highly impacts

their purchasing decisions

• GoPro took the UGC idea to the next level by

creating a Million Dollar challenge

• People submitted their adventure videos for the

chance to win a million dollars

• GoPro used the winner’s video to create a

marketing campaign which was wildly successful,
not only by encouraging users to share their
videos but also by creating free marketing content
• Spotify is the world’s most popular audio
streaming subscription service with 299m users,
including 138m subscribers, across 92 markets

• Spotify transformed music listening forever

when it launched in 2008 through customization

• Spotify offers every user customized playlists

everyday based on their listening habits

• They also offer premium services which allow

for more customization, better sound quality
and an ad-free experience
 Customization
• Spotify is a master at customization
• Besides offering daily customized playlists, it even has a data-
driven microsite celebrating each user's individual listening habits

• In 2018, they launched their first “Wrapped” campaign where

users received an email that showed them their most listened to
music in a story-like fashion
• Amul is perhaps the most widely known brand in
India for it’s intelligent topical content

• Amul’s content marketing is an excellent example of

how content marketing can even help brands that
largely operate through offline channels

• Through this campaign, Amul has built a strong

connect with the Indian populace irrespective of any
distinctions whatsoever

• The most amazing fact is that Amul never explicitly

advertises a product through this campaign and yet
benefits from it by attracting mindshare of people
 Customer Engagement & Topical Content
• Amul has around 330K followers on Twitter, a
number which is unheard of for a dairy brand

• Amul also promotes news, achievements &

social causes through this campaign
• Dunzo is a intra-city delivery startup and is mostly
popular in tier 1 cities among young adults

• Dunzo has leveraged the social media savvy nature

of young adults and teenagers to create a brilliant
campaign focused on promoting the brand along
with its competitors

• This would also resonate with the modern day

youth that believes in the concepts of moral
correctness, healthy competition and free markets
 Customer Relationship & Social
Messaging
• During the COVID lockdown, Dunzo ran a viral
#EverydaySuperheroes campaign to make customers
aware about the plight of delivery executives

• Though it never advertised its services, it very

successfully boosted brand awareness which is
crucial for a start-up to build its brand
Learnings from Content Marketing
Campaigns
• Organizing/Linking the content is as crucial as the content itself
• Concise content is often times more attention-grabbing & engaging

• User Generated Content (UGC) is very effective similar to peer-reviews

• User Feedback is critical to improve the efficacy of content marketing

• Personalization as a business proposition is highly valued

• Analytics can be used to enhance content marketing

• Customer Relationships are more effective than you think

• Offline businesses can also greatly leverage content marketing

• Social Messaging gives more traction to the content

• Brand awareness can go through the roof through content marketing
 Conclusion
• When brands are continually increasing their spends on content adverting, the effectiveness of
content marketing as a complementary low cost tool cannot be overstated

• Content Marketing is effective for every type of a brand, right from start-ups to increase brand
awareness and also for established brands to fortify their customer relationships

• Content Marketing is crucial in post-COVID scenario of reduced marketing budgets to engage

customers organically and then retaining them at low incremental costs

• In today’s choice-oriented customers, content marketing and feedback could be used to understand
them better to engage them on an emotional level and increase their CLV

• Brands can also leverage content marketing to ride popular trends harness popular sentiments to
market their brand image rather than directly pushing their products

• Content marketing can be used to create a positive feedback loop to aid the brand to dynamically
alter its marketing strategy
Thank You