If you know that you need content that is more aligned with your consumer, but do not know how to go about the process, then this is for you. A step-by-step guide to content creation and deployment for any organization, big or small.

1. 1
REATING
ONSUMER CENTRIC
ONTENTC

2. KEEPING THE CONSUMER AT THE CORE
• Shift focus from a brand telling it’s story to what holds
consumer attention
• Create content with the objective of fitting seamlessly
into her life
• Content tailored around consumer’s interests,
concerns and responsibilities
• Consumer-first strategies make content more
relatable, valuable and shareable
2
Keep the
consumer
always at the
core

3. KEEPING THE CONSUMER AT THE CORE
3
WELL SUITED
Part of
her Life
Stop and
think

4. KEEPING THE CONSUMER AT THE CORE
4
LIFE CENTRIC
Concerns &
connections
Live life to
the max

5. KEEPING THE CONSUMER AT THE CORE
• Attention Getting: Consumer-first strategies, relatable
content
5
DRAW INTEREST
Consumer-
first vision
Relatable
content

6. KEEPING THE CONSUMER AT THE CORE
• Shift focus from a brand telling it’s story to what holds
consumer attention
• Create content with the objective of fitting seamlessly
into her life
• Content tailored around consumer’s interests,
concerns and responsibilities
• Consumer-first strategies make content more
relatable, valuable and shareable
6
SHIFT FOCUS
Telling the
Brand
Story
What
consumers
listen to

7. KEEPING THE CONSUMER AT THE CORE
• Shift focus from a brand telling it’s story to what holds
consumer attention
• Create content with the objective of fitting seamlessly
into her life
• Content tailored around consumer’s interests,
concerns and responsibilities
• Consumer-first strategies make content more
relatable, valuable and shareable
9
Consumer
at the core
CONTENT
PLAN
CONTENT
STUDIO

8. CONTENT STUDIO
10
Compare Conceptualize Create
CONTENT
PLAN

9. CONTENT PLAN
11
Contextualize Connect Current Cultivate
CONTENT
STUDIO

10. COMPARE
The map does not matter if
you don’t know where you
are.
12
Compare
Own content
Competitor Content
Content performance

11. COMPARE
Section Outline:
• Assess where we are and what we are doing right.
• Learn from the competition who are communicating to the same
audience with a similar objective
• Arrive at simple guidelines that can help ensure we don’t go wrong.
At the end of this section:
Understanding of what existing content initiatives have worked well with
consumers and initial benchmarks for performance
13

12. CONTENT AUDIT
14
Where are we now
Own Content Competitor
Content
CONTENT AUDIT
Content Scorecard Learnings &
Insights

13. AUDITING & SCORING CONTENT
• Analyze impact of content title & format
• Identify the territory & theme in focus
• Identify the reason why the consumer shared the content
– Utility, Interest, Emotional Reaction, Surprise
• Channels used for sharing and amplification
• Record engagement metrics
– Likes, shares, embedded links comments, retweets, back
links, views
15

14. CONCEPTUALIZE
I belong to the people I
love, and they belong to
me. This is my identity.
16
Conceptualize
Personas
Role of brand
Content territories

15. CONCEPTUALIZE
Section Outline:
• Plan for content that is true to the role of the brand in the consumer’s life
• How can this content be made relevant & interesting to the consumer
• Guidelines for crafting the content so that she finds it valuable &
shareable
At the end of this section:
Ascertain the brand POV on content and the content territories and topics
that work well with the consumer
17

16. CONTENT IDENTIFICATION
18
Who are we
creating for
Role of Content/
Editorial POV
Content
Persona
Content
Pillars
Content
Identification
UNDERSTANDING
CONTENT

17. CONTENT IDENTIFICATION
• Based on Audience Personas
– Focus personas around Social Objects.
– Derive from wants, needs, interests & responsibilities
• Content pillars are found in the space where the brand and consumer
overlap and impact their behaviour
– Role of Brand in consumer’s life, Functional benefit, Emotional Pay-off,
cultural and local insights
– Relevance, value to consumer shareability and role in supporting
purchase decision making must be considered
• Content persona captures the language, tone of voice & personality of
the brand
• Be clear on the role content should play in her life and ergo, the editorial
standpoint on all content.
19

18. CREATE
Without cultivating desire
everything loses it’s value
20
Created
Curated
Commissioned
Create

19. CREATE
Section Outline:
• Plan for content that is authentic to the role of the brand in the
consumer’s life
• Guidelines for crafting content so that she finds it valuable & shareable
• Ascertaining amount of brand presence in content
At the end of this section:
Content that is created is packaged around people, their concerns and
their passions making it relevant, interesting and shareable.
21

20. CONTENT CREATION
22
Who is
responsible
Unbranded vs
Branded Ratio
Commissioned
Content
Curated
Content
Created
Content
• Other’s story, Our POV
• User Generated Content
• Opinions & Reviews
• Content from 3rd part
sources
• Our story, KOL tells it
• Influencer Engagement
• Sponsored Content
• Content from
collaborations
• Our story, Our POV
• Product /brand focussed
• Created by brand team/agency
• Content ownership with the brand.
• Share-ability factor lower than rest.
CONTENT
MIX
Responsibilities
& Governance Content Team
STRUCTURE &
ORGANIZATION

21. CONTENT CREATION
• Responsibilities for Content Creation should be shared among
stakeholders
– Include the Brand team, content hub & Market Teams
• Over branding of content will be viewed as intrusive and
undesirable, therefore it’s important to maintain a balance.
• Consumers share and trust content created by brands much
less than they do influencer led content
• Therefore the burden of being more relevant, valuable &
sharable is higher on brand created content
23

22. CONTEXTUALIZE
Context and memory
together are the biggest
influence on one's choices.
24
Contextualize
Content
Purchase Funnel

23. CONTEXTUALIZE
Section Outline:
• Identify the right context for delivering the message
• Pinpoint formats that work best to trigger specific reactions
• Use content engage people along the path to decision making
At the end of this section:
Identify specific formats that are better suited to specific
engagement goals and why
25

24. CONTENT MAPPING
26
AWARENESS PURCHASE
EMOTIONALRATIONAL
VIRALS
QUIZZES
COMPETITIONS
BRANDED VIDEOS
GAMES
WIDGETS
ENDORSEMENTS
COMMUNITIES
& FORUMS REVIEWS
ARTICLES E-BOOKS E-NEWS EVENTS RATINGS
INFOGRAPHICS PRESS RELEASES DEMO
VIDEOS
INTERACTIVE
DEMOS
PRODUCT
FEATURES
CASE STUDIES
DATA SHEETCHECKLIST
WEBINARS
CALCULATIONS
REPORTS
GUIDES TREND
REPORTS
Source: Smartinsights.com

25. CONNECT
If a tree falls in a forest and
no one is around to hear,
does it make a sound?
27
Connect
Channels
Call to Actions
Social Calendar

26. CONNECT
Section Outline:
• Role of bought, earned & owned channels in promoting content
• How a content strategy helps form an integrated channel
ecosystem
• How channel roles & strategy can drive amplification
At the end of this section:
Create an integrated ecosystem of channels that interact and talk
to each other to amplify content.
28

27. • Reach & Targetting
• Context based Message
• Content featured in iMedia
• Kick start discovery through
reaching early-adopters
• CTA-discover content & build
traffic
• Share content relevant to voice &
personality of channel.
• Customise content based on
audience and involvement in said
channel.
• Build new and engage existing
audiences
• Amplify & echo consumer
opinions.
• Nurturing & sustaining
discussion to drive sharing.
• Keeping the conversation going
via sharing of POVs and related
content.
CONTENT AMPLIFICATION
29
Owned
Channels
Earned
Channels
Bought
Channels
COMMUNITY
MANAGEMENT
CONTENT CALENDARMEDIA PLAN
SOCIAL &
BOUGHT
CHANNELS
Integrated Channel
Ecosystem &
Strategy
How will we
share it

28. CURRENT
Boring is the right thought at
the wrong time
30
Current
News-desk
Current Affairs
Marketing & Brand
Promotions
Event Management
Crisis & Escalation Plan

29. CURRENT
Section Outline:
• Focus on how to create and nurture conversations
• Role of social listening in a content plan
• Importance of community management & escalation
• Turning offline events into online content
At the end of this section:
A robust plan for nurturing and amplifying content & related
conversations across channels
31

30. NEWSDESK MANAGEMENT
32
Keeping the
conversation
going
RESPONSES, REACTIONS
& TIMING
Responding to
Conversations
Triggering
Conversations
Harvesting topics &
insights through listening
ORGANIC
CONVERSATIONS
Community Management
& Escalation Plan
ONLINE FANS &
COMMUNITY
Awareness for promotions
Turning Events into Online
content
PROMOTIONS &
EVENT SUPPORT
Delivering brand POV on
current events
Engaging reactions to
relevant triggers
CURRENT EVENTS &
REACTIVE CONTENT
Learnings:
Informs Content
Strategy
Maximizes
Conversation
opportunities

31. CULTIVATE
Error analysis is the sweet
spot for improvement.
33
Cultivate
Process Management
Conversation Analysis
Content Evaluation
Optimization

32. CULTIVATE
Section Outline:
• Importance of regular health checks & scorecards in the content
framework
• Reinvesting learnings in order to optimize the process.
• How content can inform brands place in the consumer’s mind
At the end of this section:
The content framework is proven actionable and sees incremental
improvements.
34

33. PROCESS MANAGEMENT & IMPROVEMENT
35
Managing the
Process
UPDATES,
SCORECARD &
PERFORMANCE
EVALUATION
• Amplifies reach & buzz around
events & promotions
• Measure interest &
engagement for event related
content on
• Establish relationship
between topics & increase in
engagement.
• Determines channel specific
content performance
• Measure Social
Sentiment, Brand
Upliftment & Topic
Saliency
Channel &
Sentiment
Tracking
Social
Listening
Reach &
Engagement
Tracking
CONVERSATION
ANALYSIS
CONTENT EVALAUTION
AMPLIFICATION PLAN
How will we
track &
manage
• Higher SOV on social media
• Improvment in Brand
Sentiment
• Impact on Product Sales
CONTENT
OPTIMIZATION
Winning Content