Digital content marketing for startups

1. Be Your Own Digital Content Marketer ARUNIMA SHEKHAR

2. “Content marketing is the only marketing left.” - Seth Godin WHY? 3.17 billion users on the Internet Spend an avg. 8 hours a week reading and sharing content 49% of time on mobile is spent consuming content That’s ~3.6 billion hours worth of content consumed daily!

3. Content Engineering & Marketing – The Mantra Strategize Develop Publish Promote Analyze

5. Strategize – How?  Step 1 - Get Answers To 2 Questions  Where does your target audience reside online?  Social Media  Social Networks  Search Engines  Long-format Content Sites  Where does your target audience reside in the physical world? - Demographic Data  Age Group  Gender  Geographic Location

6. Strategize – How? (Contd.)  Step 2 – Shortlist maximum 4 channels based on your answers in Step 1 Short Format • Facebook • Twitter • Google+ • LinkedIn • Reddit Long Format • Flipboard • Newsvine • Quora • Medium • Digg Media • Flickr • Pinterest • Instagram • Pixabay • Vimeo • Youtube • Vine • Dailymotion Search • Optimize Page Content

7. Strategize – How? (Contd.)  Step 3 – Create a Budget Content Creation | Content Publishing | Content Marketing

9. Content Engineering Content production Content management Content modelling Content conversion Content use and repurposing

10. Develop – How? Text/Copy • Include at least 2 keywords from keyword list created • Supplement words with an image • Short Copy – Facebook, Twitter, Google+ • Long Format – Blog, LinkedIn, Medium • Images – Creative Commons, Pexels, etc. Image • Message/Self- explanatory • Illustration • Pictures • Infographic GIF/Video • Convey a story • Animated • Virtual Reality • Motion Picture

11. Developing Content – Text/Copy  The Lede – The opening paragraph of an article (publishing term)  Who | What | Where | When | Why | How  Short Copy Content – Tips  First Line  Not exceeding 10 words  DO NOT STUFF KEYWORDS  A Catchy image to go with it  Know the color palette and the emotion you want to invoke.  E.g.: Yellow/Orange in the image catch the eye faster, Purple/Red are good for festive seasons, avoid using grey monotones Sample >>

12. Developing Content – Text/Copy (Contd.)  More Tips  Convey ONE thing  “Checkout the latest sale at BrandZero on fresh arrivals. Great cashbacks and discounts on purchases above Rs. 1000. Share with friends and avail a further 10% off!”  “SALE on fresh arrivals at BrandZero! Click here to check it out right now!”  Be Explicit - State the action you want reader to perform.  Pl RT, Share with friends, Like the post, CTA, etc.  Tools  Text – Google Webmaster Tools, Grammarly, Headline Analyzer  Raw Images – Creative Commons, Pixabay, Pexels  Processed Images - Canva, PlaceIt

13. Developing Content – Text/Copy (Contd.)  Long Format Content  Title  Not exceeding 12 words  Use at max 3 keywords  The first paragraph of the article must contain the keywords  Tips  Adding numbers to the Title gives it better ranking.  E.g. Where Is The US$48 Billion Indian Food Tech Industry Headed  Quote trusted sources  Format content for readability – Starting paragraph should be maximum 100 words. Use lists as far as possible  Use h3/h4 tags for in-article headings  Always add descriptions to images within the blog

14. Developing Content – Text/Copy (Contd.)  Tools  Text –  CoSchedule’s Analyzer for Headlines  Google Keyword Analyzer  Images –  Creative Commons  Flickr  Pixabay  Pexels  Wallpapers

15. Activity You’re an e-commerce portal owner and you just added the following item to your inventory. Write a Facebook post and a Twitter post to notify your customers about this addition.

16. Developing Content – Images/Infographics  Tips for Creating Images for Social Media  Image should complement the copy – Use high quality images, pay if you have to! Sample>>  Even quotes are more shareable when accompanied by an image  Tools – Canva, Imgflip, Piktochart, Pixlr to get the correct image sizes for different channels.  Tips for Creating Infographics  Use Infographics to convey - Processes, Comparisons, How-To’s, Data & Research  ALWAYS Quote the source of your data  Tools that offer readymade infographic templates  Hubspot  Visual.ly  Easel.ly  Canva  ThingLink

17. Some Interesting Facts About Infographics Source: visual.ly

18. Developing Content - Video  90% of Consumers preferred video content to know and understand products.  Tips  The ideal video length to go on  Social Media – 1 to 1.5 minutes  Blog/Vlog – Maximum 20 minutes  Company Culture videos – Maximum 5 minutes  How-To/ About Product Videos – Maximum 10 minutes

19. Developing Content – Video (Contd.)  Tools  Your Smartphone  Whiteboard Animation Videos  VideoScribe  WhiteboardAnimation  Animation Videos  Animoto  Flixpress

21. Publishing  Where?  Blog – WordPress, Blogger  Social Media  Publishing Websites - Medium  Content Curation Websites  Tips  Publish during peak traffic hour – Get maximum eyeballs  Use a publishing tool to schedule posts in advance  Use hashtags to maximize discovery, especially with trending topics – Maximizes discovery on content curation sites as well  Tag people, groups and places

22. Publishing (Contd.)  Tools – Social Media  Hootsuite – Free + Premium  Buffer – Free  Tools – Blog  Free Wordpress  Hosted on Wordpress.com  Wordpress analytics  Limited customization options  Hosted Wordpress – Wordpress.org  Self-hosted  Analytics integration – Google Analytics  Tips  Optimize images for size and add a description  Use tags and categories effectively (for SEO)  Use SEO plugin such as Yoast

24. Promote  Organic  Use Keywords and hashtags for discovery  Cross-promotion and tagging on Social Media  Submit your content to Blog Directories and Content Aggregation Websites  Tap into Influencer outreach  Paid  Paid Marketing on Social Media – Facebook  Boost Post on Facebook for potential viral posts. Make sure to add a relevant and stunning visual to complement your campaign.  Promote Page to get more likes – Again be very careful about the visuals you are using. Don’t stuff keywords into the 100 characters available  Promote Website Link  Affiliates  Promote on Content Affiliate Sites – Outbrain / Shareaholic / Inbound  AdWords / AdSense

26. Analyze  Social Media analytics - Facebook, Twitter, Pinterest, etc.  Google Analytics integrated on your site/blog  Web Analytics Tools – Moz, Alexa, SemRush  WordPress Analytics/Jetpack “Data! Data! Data!” he cried impatiently. “I can’t make bricks without clay!” – Sherlock Holmes

28. Get In Touch LinkedIn : https://www.linkedin.com/profile/view?id=AAIAAAE6X5oBA_N1rqdqwORozHApmUj2UjTqVkw Twitter : http://www.twitter.com/shekhararunima Website : http://www.scrambledworks.com

Digital content marketing for startups

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Digital content marketing for startups

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