Managing Content in Digital Age,

Content marketing

Dr M.Rahman, Professor, SOB, Galgotias University

 What is a Digital content?
 Digital content is any content that exists in digital form.
ALSO can be Called Digital Asset

 Digital content comes in many forms

In the form of text, image, audio and videos files, animations etc.

CONTENTS IN Chennai express case study>

 Quiz
1. Which type of content is the best for a company marketing
microwave oven?
a) Social media posts (twitter)
b) How-to-guides
c) Case studies
d) None of these

2. Content is the king as it helps in:

a. SEO performance
b. PPC mktg performance
c. conversion
d. All of the above
 Importance of content in digital world
 Content is the KING in the digital world……
 Google loves content --- Original, Easy to read/understand, no keyword stuffing
 Crawl, Index, Check relevance

 Content should be relevant to the uses as well as comply with the search
engines
 A good CONTENT improves site ranking in organic list in SEO –
 Content is one of the key factors considered in site ranking by search engines
 CONTENT, Backlinks, website technicalities, User experience, Site popularity

 Useful in PPC/Paid promotions/adv, SMM, e-mail marketing etc.

 To attract customers and get customer traffic,

 To get high CTR, Low bounce rate

 To engage customers, and to compel them to share

 Apple Vision Pro content marketing
• https://www.youtube.com/watch?v=1VAeNIZ0Vow
• Apple Vision Pro First Look - Game Changer
• Technical guruji youtube channel –
• 2.23 crores subscribers.
 DEFINITION - Content marketing
 Content marketing is a strategic marketing approach focused on creating,
publishing and distributing valuable, relevant, and consistent content to
attract and retain a clearly defined target audience online – and, ultimately
drive profitable customer action.
 Key components of this definition:
 Strategic marketing approach – a long term approach (for gaining competitive adv)
 Valuable ---- the information must provide value to the target audience/market.
 Relevant --- Content must be related to Relevant to the audience
 Consistency (always having the same std of content or time gap between vids)
 Publishing --- Publish the content on platforms/channels where the targets are present.
 Defined target audience – e.g. undergraduates for MBA institute creation and
distribution of content intended to engage a clearly defined andunderstood target audience in order to drive profitable customer
 Rise of content marketing
• Earlier Indian brands would target their audience through
traditional offline or online marketing, especially paid ads.

• However, with the increasing number of digital platforms,

these businesses began sharing informational content with the
audience to help them realize the need for that particular
product / brand and engage/connect with them.

• In India, the fanatical era of content marketing started around

the year 2017.
 https://www.nestle.in/
Why should people visit Nestle company’s website? What are the contents that you find
attractive?
 Nestle website provides a lot of relevant and valuable information:
Nutrition, Health and Wellness section
• Nutrition basics – For
• Healthy living
• Recipes and cooking
• Healthy living

 India’s First Corporate Service Brand That Answers All Queries Related to Child
Nutrition
• https://www.nestle.in/asknestle
• AskNestlé is the new Nestlé India Corporate Service Brand in the form of a mobile
first website (AskNestle.in) that revolutionizes how parents feed, and cook for their
children upto 12yrs of age.
• AskNestlé is also India’s First AI Assistant-NINA (Nestlé India Nutrition Assistant),
built in association with Google.
Why Content Marketing is Important?
 Importance of Content Marketing
• It educate your leads and prospects about products you offer.
According to 2023 HubSpot research, 29% of marketers use a
blog or website for lead attraction and conversion.
• Boosts conversions.
• Builds relationships between your customers and business
that result in increased loyalty,
and 30% of marketers are creating content that reflects brand values.

• Shows your audience how your products and services solve

their challenges.
• Creates a sense of community around your brand.
 .

Does Content Marketing Really Work?

41%
of people are more likely
to express an intent to buy
when looking at web pages
with branded content.

Source: Adweek, “Branded Content Moves the Needle, per Forbes”, Oct. 21,
2013. Research by IPG Media & Forbes Media

Source: ADWEEK - “Branded Content Moves the Needle, per Forbes”, October 21, 2013
Research done by IPG Media and Forbes Media
 70% of Internet Users Would Rather Read About
a Brand Than See an Ad

• Buyers expect to be entertained with stories as they get educated.

• Buyers look for content personalized to them and their contextual
needs.
• 78% of consumers believe that organizations providing custom
content are interested in building good relationships with them.
• 61% of consumers say they feel better about
a company that delivers custom content
and are more likely to buy
from that company.

Source: Inc., “Marketing Trend: Shift to Native Advertising Explained,” April 2014; IDG Connect North
American IT Buyer Survey, TGM Custom Media, Custom Content Council.
 Did you know?
• 65% of people use
Social Media Content
to “inspire them to
decide on taking a
vacation!”

Source: Google “Road to Discovery” Study

 Did you know?
• 57% of leisure
travel start with a
Google search
first!

Source: Google “Road to Discovery” Study

 WHY CONTENT MARKETING IN B2B
B2B BUYING PROCESS

Content fuels every aspect of your marketing strategy

67% of B2B buyers base their buying decisions

on content.
 Use of Content Marketing

 It is often used by businesses in order to:

• Increase brand awareness or credibility
• Attract attention and generate leads
• Expand their customer base
• Generate or Increase online sales
• Engage an online community of users
 Content types in content marketing
 Blog posts
• Blog is a frequently updated web page used for personal commentary or
business content. Blogs are often interactive and include sections at the bottom of
individual blog posts where readers can leave comments..

 There’s a good reason for this:

 Blog posts typically don’t take too long to write
 They’re easily found by Google,
 Users are happy to read and share them, and
 It’s a quick way to offer value at a relatively low cost .
 Content types in content marketing
 Social media posts
Through platforms such as Twitter, Facebook and LinkedIn, it is easy to
spread messages and to get in contact with your customers.
 Maximum characters in Twitter – 280 since 2017 (Before 140).
 Facebook is the perfect place to share long-form content, with the platform
allowing up to 63,206 characters in regular posts.

 Videos (Video consumption is increasing)

 Videos can be a perfect way to deliver your message.
 It is far more attractive and entertaining than a simple text and you can
easily show viewers who you and/or your company are.
 There are several places where you can share your video content,
including your website, social media and blogs.
 Content types in content marketing?…..contd

 How-to guides/Practical guides

 Practical guides that tell people how to do or operate something are
very valuable.
 Not only is it very user-friendly to your visitors, you will also come across
as an expert in your field.
 Microwave oven (IFB, Samsung etc.) --- How to operate, How to prepare cakes or
tandoori chicken using the OVEN.

 White Papers
 “Whitepaper" is an informational document usually issued by a
company to promote or highlight the features of a solution, or product
that it offers or plans to offer.
 They’re exceptional when you want to build thought leadership and
respect within the industry, and can make great lead magnets….
IBM (https://www.ibm.com/blogs/internet-of-things/category/white-paper/)
 Content types in content marketing?…..contd

 Case Studies
 It is a detailed study of a specific subject, such as a person, group, place,
event, organization, or phenomenon.

 Case studies are in-depth examinations covering a specific scenario or

example, which should provide both knowledge and actionable information.

 They’re fantastic for several reasons:

they allow you to establish thought leadership, are unique, and are highly
shareable. ecaus
 IBM case studies https://www.ibm.com/case-
studies/search
 Vodafone Idea Limited IBM case study
With help from IBM Services, Vodafone Idea Limited (Vi) completed a
major merger in a fraction of the expected time. Vi has achieved its vision
of becoming a digital-first organization.

 IBM Systems Manufacturing

A US-based manufacturer of computer systems increases manufacturing
efficiency when it automates deployment and management of AI-powered
inspection apps across the enterprise using IBM Hybrid Cloud and edge
application management technology.
 Content types in content marketing?…..contd

 Infographics
 Infographics show readers all relevant
figures that you wish to communicate
at a glance.

 It is a popular way of easily spreading

your message in a clear and attracting
way.
 Content types in content marketing?…..contd

 Email message –
 A brief message that has been sent using email service to the target
users/customers.
 If people have signed up to your emails then chances are they want to
hear from you…….. Best to generate leads in B2B.
 Risk of send to spam.

 E-books (electronic book)

 A book published in digital form.
 For marketers an eBook is an opportunity to give detailed insight on an
area of expertise, enhance their reputation and most importantly to
generate new leads.
The Best Content is when Someone
Else is Advocating for you!
• Nobody likes the cheesy guy bragging about himself!
 Content Marketing Process
• Content planning

• Content creation

• Content publishing and measurement performance

 1. Content planning
• Content planning is the act of developing a plan that will guide a brand’s content
marketing efforts.

• Important content planning decisions are:

1. Articulate measurable objectives for their content marketing efforts.
Goals may be getting user traffic, Engagement, Lead generation, Sales.

2. Decisions regarding the Target market and “buyer personas” (Audience research) and;
and the “user personas”,

A Buyer persona is simply a profile which a content marketer creates which covers the
characteristics of a target audience for whom they are writing

3. Decisions regarding the “content plan” or “content calendar”, that entail scheduling and planning
the content within specific time frames. Topics?

4. Decisions on Contributors for content - Contributors can include internal employees or

external groups such as influencers (for collaborative content).
 The 70/20/10 Content Planning Model
• Seventy percent of content should be informative.
Offer relevant, valuable content to your audience. The content should be to be fun,
engaging and interesting without direct reference to your brand. …… Like Nestle
provides recipe, tips for healthy life etc.

• Twenty percent of content should be content shared from other sources.

This twenty percent can include posts from partners in your business, customers,
vendors, fans and more. The point of these posts is to show your audience that you are
listening and that you are up-to-date with what others have to say about your business
or industry.
• Ten percent of your posts should focus on deals and specials relevant to your
business.
Focus on having ten percent of your posts relate to new specials, deals, new product
launches and special or unique promotional posts without being too aggressive.
 2. Content creation
• Content creation focuses on the creation of content to achieve the pre-
defined goal. Identifying specific topics that content should be built around is
critical.
Content should be based on “the audience or buyer persona”. One must know
the brand essence, buyer/audience persona, and goals.

• As content planning is concerned with setting the boundaries of clearly defined

target groups, the strategic objective of content creation is to produce highly
relevant content that will not only attract these well-targeted audiences, but
will also retain them in a long run.

• Decisions in this phase relate to the different types of content - like blog post,
social media post, articles, Whitepapers, videos, etc. and the ways to brand
them.
• During content creation, it’s important to utilize technology that allows for the
efficient creation and collection of content.
Tools that help in content creation – smallseotools.com --- plagiarism check,
article/content rewriting, image to text converter etc.
 Make use of storytelling techniques to create
compelling and memorable content.

• Craft content using storytelling elements like relatable

characters, conflict, and resolution. Share personal anecdotes,
customer journeys, or brand history to evoke emotions,
create connections, and make the content relatable.
• This approach captivates audiences, enhances engagement,
and leaves a lasting impact, making the content compelling
and memorable.
3. Content distribution and performance measurement

 In this stage, the prepared content is released or published in various

platforms in a way that it brings measurable success for the brand.
 There are a variety of both free and paid tactics available including search
engine optimization, paid search, social sharing, and email marketing.

 Two types of content distribution strategies were identified.

• First, pull distribution strategy relates to delivering content through own
distribution channels such as the company website, blogsite and social media
pages.
• Second, push distribution strategy entails a more aggressive approach and
relates to promotional activities such as paid advertising and email marketing.

• Metrics that tell content marketers how content is performing in terms of

traffic acquisition, engagement, and conversion.
 Buyer’s journey
• Buyers don't wake up and decide to buy on a whim, all of a sudden. They go through a
process/stages to become aware of, consider and then finally evaluate, and decide to
purchase a product…

So, they have to travel a path that lead to final purchase.

• The buyer's journey describes "the customer's path to purchase" during which they
research a problem, find potential solutions to it, and then choose one of those
solutions.

• The buyer's journey can be broken down into three "stages" that describe how they
advance along their path to purchase:
 Awareness stage - The buyer becomes aware that they have a need/problem (Need/Problem of
deciding a program/course after graduation)
 Consideration stage - The buyer defines their problem and considers options to solve it.
 Decision stage - The buyer evaluates and decides on the right provider to administer the
solution.
 keyword match types
 Keywords are the heart and soul of an online marketing campaign,
and so you need to pay special attention to the ones you choose.
 The keyword match types (Keywords with symbols) dictate how
closely the keyword needs to match with the user's search query so
that the ad can be considered for the auction.
 Keyword match types:
 Broad match keywords
 Modified Broad match
 Phrase match
 Exact match
 Negative match
 Keyword match types (Keywords with symbols)
 Broad match Keywords (max reach, min relevance) – No symbol used
• Broad match keyword: women’s hats
• Matching searches: buy ladies hats, women’s clothing
 Modified Broad match (slightly lower reach, greater relevance) –’+’ Symbol
• Modified Broad match keyword: +women’s +hats
• Matching searches: women’s scarves and hats, winter hats for women
 Phrase match (medium reach, medium relevance)
• Phrase match keyword: “women’s hats”
• Matching searches: women’s hats in delhi stores
 Exact match (min reach, max relevance)
• Exact match keyword: [women’s hats]
• Matching searches: women’s hats, ladies hats
 Negative match (usually used to increase the relevance of the website
visitors) Symbol used is ‘minus sign’ -traditional -----Means No
matching searches if traditional women’s hats are searched
 What is a website?
 Website is a set of related web pages located under a single domain
name.

 A Static website is one that has web pages stored on the server in the
format that is sent to a client web browser. This type of website usually
displays the same information to all visitors and nothing can change
unless the website admin make changes from the backend.
It is not at all interactive. HTML is used to develop.
 A Dynamic website is one that changes or customizes itself frequently
and automatically. A site can display the current state of a dialogue
between users, monitor a changing situation, or provide information in
some way personalized to the requirements of the individual user.
MySQL, PHP, Python etc. are used to develop.
Examples of dynamic: Websites like Facebook. Google, Blogspot Blogs, Wordpress
Blogs, Any E-commerce sites
For a non-technical person with no coding
knowledge, it is better to use content
management system (like WordPress) to
write and manage content of a website
 Content Management System
• A content management system (CMS) is a software
that helps users create, manage, and modify content on
a website without the need for technical knowledge.

• Some of the popular CMS:

 www.wordpress.com
 Wix
 Drupal
 Blogger
 What is WordPress?
• WordPress is a free and open source “content management
system” (CMS) based on PHP and MySQL for creating and
managing websites.

It contains many themes, plugins and widgets

• It was released on May 27, 2003.

• WordPress is the world’s most popular tool for creating and managing
websites – any kind of website, from a simple blog to a full-featured business
website.
 Components of Wordpress CMS
• Website theme is the overall look, feel and style of your website. This includes
things like the color scheme, layout and style elements

Themes allow users to change the look and functionality of a WordPress

website without altering the core code or site content.

Some of the popular wordpress themes names are Astra, Divi, Sydney, Spencer.

• Plugin is an add-in software that allow users to extend the features and
architecture

functionality of a website or blog.

e.g. SEO plugin, slider plugin, form plugin, Social share plugin etc.

• Widgets are blocks of content that you can add to your site’s sidebar. It can be
calender, recent posts etc.
 Astra WordPress theme
If you use this theme, your website layout will be like this
THANK YOU