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Content Marketing Explained
- 2. CONTENT MARKETING Content marketing is a marketing strategy that revolves around the creation, publication, and distribution of VALUABLE, RELEVANT and CONSISTENT content to a target audience in order to bring new traffic (and therefore new customers) to your business. VALUABLE The people who read your blogs or watch your videos must get something worthwhile out of it. They may come back feeling like they have learned something or for entertainment. RELEVANT Your content must address the audience's wants, needs, and interests. Be that trusted expert they can turn to for answers. CONSISTENT Effective content, delivered over a period of time makes you recognizable which helps consumers grow familiar with your organization.
- 3. Content is anything that will communicate a message to the audience. Anything an individual or company or brand creates for consumption is content. Anything or Everything can be termed as content- written, verbal, visual, audio- visual or digitally empowered. Content as a term is generic. Content is the heart of what we do as a marketer. In 1996, Bill Gates wrote an essay with a title "Content is King" and it still generates a lot of buzz among marketers.
- 13. RECENT FAMOUS EXAMPLES OF CONTENT MARKETING LANDROVER No other car brand is as related to the outdoor adventures like Land Rover. Land Rover stories section of the website features travelogues in which photographers document their experiences riding a specific Land Rover model through harsh and stunning landscapes. Every story includes large, stunning visuals. Land Rover also has a strong social media presence on Youtube and Instagram. It also created a 360-degree video where viewers could go sailing with the Land Rover team in Bermuda. They also have a good presence on Facebook and Twitter.
- 14. RED BULL Red Bull's Red Bull TV is a website that provides videos and live streaming of events from across the world. They are very active on all social media platforms especially Youtube and also on Facebook, Instagram and Twitter. They constantly upload videos on extreme sports and athletes and sports activities around the world. Red Bull barely promote his energy drink, rather they just promote valuable content which public can use or can get entertained. ADIDAS The company launched a digital magazine GamePlan A which is specifically developed to build the culture of the company and attract customers. The magazine is designed for those who believe in the power of sport. GamePlan A is here to make work life better, more inspiring, and fun. GamePlan A is a mindset and a platform which tells us about tackling the work life with an athlete’s heart. Adidas LinkedIn community's numbers have grown to be more than 33,000.
- 15. DELL NIKE Dell's Perspectives hub features strong thought leadership pieces and new features like the "Trailblazers" podcast that highlights stories of innovation. Stories range from converting brain waves to operate prosthetic devices to the rise of the smart apartment. However, the common thread is looking at the world through a technology lens. And also, Dell Technologies enlists influencers ranging from YouTube creators to small business mavens and entrepreneurs to share their stories. Nike created a campaign called breaking2(documentary on running a marathon in less than 2 hours produced by national geographic and the track was Italy's Monza F1). More than 13.1M people watched it live streaming over Twitter, Youtube, and Facebook. Nike also has a good presence on Instagram too.
- 16. BARCLAYCARD BEN & JERRY'S Barclaycard launched The Fast Track, an impressive and interactive online course for small business owners and entrepreneurs. Each of the five learning modules spotlights a local business, plus video, audio, written content, and downloadable guides. To create an ongoing dialogue with its target audience of small business owners, Barclaycard for Business has spent the last few years building up its News and Insights content hub. We only have to go to the Ben & Jerry's website to see its commitment to content. Though the ice cream company could easily fill its homepage with photos of sundaes, it instead opts to highlight content on its blog What's New – including blog posts about social issues, rather than desserts like racial justice, refugees, climate change, voting rights, and LGBT equality.
- 17. BED BATH & BEYOND AWAY Bed Bath & Beyond, In addition to populating the Above & Beyond content hub, They launched the One More Thing blog along with the acquisition of "Of a Kind", the boutique e-commerce marketplace. Shoppable features linked below the stories make it easy for the readers to research and buy products. On the main website, visitors can explore a new feature called "Shop the Room" an online catalog full of beautifully photographed room inspiration and design ideas. They also acquired Decorist, an interior design platform so users can initiate and/or enhance our design consultation offerings for some of our concepts. Away’s impeccably cool and new digital magazine "Here" has a curated selection of photography and the occasional illustration invites readers to explore everything the site has to offer, with striking choices drawing attention directly to the headlines. The brand created a print publication of "Here" producing high-quality content by and for travelers. They also developed a podcast "Airplane Mode", which shares tales of travel, journeys, and lives lived on the road by all kinds of adventurers.
- 18. CONTENT MARKETING BENEFITS INCREASE SALES RETAIN CUSTOMERS BUILDS BRAND DOMAIN AUTHORITY ENGAGE CUSTOMERS CREDIBILITY REMAIN COMPETITIVE ONLINE VISIBILTY BUILDS TRUST TRAFFIC
- 19. CONTENT MARKETING STRATEGY DEFINE YOUR GOAL HAVE A PLAN RESEARCH YOUR AUDIENCE CREATE A WEBSITE/SETUP A BLOG KNOW WHAT, WHEN AND WHERE TO POST CHOOSE RICH CONTENT FORMAT QUALITY OVER QUANTITY MIX UP YOUR CONTENT EXPERIMENT OPTIMIZE YOUR CONTENT TEST, ANALYZE AND IMPROVE