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Content Marketing
Module – 5
By Tanveer Sahab

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Content Marketing- Introduction
Content marketing is the organized approach to attract & increase the customer base with the help of regular
creation, publish and sharing of quality and engaging content. It not only builds awareness, but also it
accelerates consumers’ decision making process.

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Importance of Content Marketing
Content marketing helps a business in many ways. Today, consumers want to research and analyse the
product before making a decision.

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Content Marketing Fundamentals
Identify Your Target Audience
• Demographics
• Interest
• Context
Create & Share Content
• Selection of CMS
• Unique & Engaging Content
• Sharing on blogs, social media, youtube
Measureing the Performance &
Improve
• Google Analytics Report
• Facebook Insights
• Youtube Analytics
• Site Traffic
• Page Views

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Business Case for Content Marketing
It is always a dilemma among business people that how a piece of content can help them realize the
goals. The, they should go with following findings:
 88% of B2B marketers in North America are using content marketing to promote their business.
[Content Marketing Institute/MarketingProfs]
 76% of marketers are increasing their investment in content marketing to increase their customer
base. [Curata]
 Content marketing related activities: Original visual assets (73%); Original videos (72%); Original
written content (69%); Original audio (26%). [Social Media Examiner]
 67% of B2B buyers rely more on content to research and make B2B purchasing decisions than they
did a year ago. [DemandGen Report]

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Business Case for Content Marketing

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Content Marketing Strategy
Performance Measurement
Page views Lead Generation Sales performance
Content Creation, publish & Share
Blogs Webinars Videos ebooks Infographics
Acquisition of tools to deliver and monitor the work
Content Management System Analytics Application Social Media Management System
Hire People to build a Team
Content Writer graphics Designer Social Media Expert SEO
Identify the person who will lead the team
Blogging SMEs Coporate

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Journey Mapping
It is a process of streamlining the understanding of your target audience, their planned visits to content channels,
serving the content to their needs and sensitizing them to take decisions

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Content and SEO
Content and SEO are combined together to deliver higher ranking & high ROI at relatively lower
investment. To achieve this purpose, content should always be optimized as per the target audience
that is identified as part of SEO strategy

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Content Marketing for Live Events
Content marketing is used to spread the message across the online channels to build awareness among the
target audience. It involves creating a niche content that will attract the audience, suitable for the live events.

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Content and Customer Service
A carefully written content gives confidence to customers as far as customer service is concerned. Sometimes, it
becomes a differentiating factors between two competing business. So, content becomes a king maker in this
scenario of winning a customer.

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User-Generated Content
It is the specific medium to create and publish the content related the product and services on offer. Many
reputed bloggers and or customers can be involved through this medium that attracts new customers.
User-Generated Content
Guest Blogging
Product Reviews Guest Commenting
Social Share and Comment

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Content Audit
It is a process that involves review of existing content, making edits / updates / delete the content and making it
more relevant to the target audience as per the present and future needs.
In first Step:
 Gather All the content and URL available on a website
 Identify the keywords most appropriate for the business
 Review the content with respect to the target audience, keywords and business objectives
 Identify the content quality gap
In Second step:
 Analyse the existing content marketing strategy
 Redesign it as per the present business scenario

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Content Audit
In third step:
 Create / update new content
 Delete / remove obsolete content
 Follow and apply latest algorithm updates
 Optimize the content as per the present and future needs
It is a process that involves review of existing content, making edits / updates / delete the content and making it
more relevant to the target audience as per the present and future needs.

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Analysing Content Needs
As a part of content marketing, a business offer informative and quality content to its target audience. For example,
sending one newsletter in a week to your subscribers, posting 1 – 2 social postings on Facebook and creating an “up
to 5 minute” video on YouTube is considered to be a good practice as it doesn’t annoy the target audience

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Content Marketing Process
Content marketing process can be broadly classified in to three steps that are create, promote and convert.

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Content Marketing Plan
A good content marketing plan not only increases the visitors count, but also it improves the ROI of the website

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Metrics & Measurement
Performance of content marketing initiatives should be measured and analysed on the basis of following
metrics. Performance should always be understood on comparative analysis.
Consumption Metrics
 Page views
 Video Views
 Blog Reading
Lead Generation Metrics
 Subscriptions
 Downloads
 Registration
 Contact Us form fillups
 Request for a Demo
Sharing Metrics
 Likes, +1s, & Shares
 Comments
 Forwards
 Link building
Sales Metrics
 Online Sales
 Online assistance to Offline sales
 Referral sales

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ThankYou
Digital Marketing Training Institute
SRA101-A, Shipra Riviera, Indirapuram
Ghaziabad-201014, U.P.
Ph. No. : +91-9716648313