CONTENT MARKETING FEARS & CHALLENGES

RP SINGH, REGIONAL MEDIA HEAD – SEA & INDIA

CAN YOU SELL AIRCRAFTS USING

CONTENT MARKETING?

BUT THAT SOUNDS EXPENSIVE AFFAIR

Producing Engaging Content

36%

Producing Enough Content

21%

Budget to Produce Content

20%

Lack of Manage-

ment Buy-In

11%

Producing a Variety of Content

12%

TOP CHALLENGES

CHALLENGE #1 INSUFFICIENT RESOURCES

GOOD

FAST CHEAP

EXPENSIVE SLOW

CRAPPY

KEEP DREAMING

PICK TWO

OUTSOURCE Vs IN-HOUSE

5 MINUTES 2-3 DAYS

VIDEO CONTENT

CHALLENGE #2 PRODUCING ENGAGING CONTENT

WHAT IS ENGAGING CONTENT?Grabs the audience’s attention and compels them to read more

Is relevant and helps the audience with their issues

Resonates with the audience on an emotional level

Gives your audience something that can’t be found anywhere else

Is entertaining or informative (or both)

HOW TO OVERCOME THIS CHALLENGE?

Clarity

A structure: Logic & Visual

A conclusion: How does your article end?

A question: Questions make people think

A bit of controversy: Controversy can get readers more emotionally invested in the conversation.

AND TAKE HELP FROM EVERYWHERE

Google TrendsSocial Listening Data Google Keyword PlannerSocial Media response to your own postsYouTube trends

CHALLENGE #3 VARIETY & CONSISTENCY

CREATING VARIETYTurn data into graphic storytelling.Turn on video camera as you read the advice from a how-to blog post. Turn a live presentation into a whiteboard-based masterpiece Turn ideas in motion into interactive gifographics.

CREATING CONSISTENCY Having an Editorial calendar is a very

good idea

CREATING CONSISTENCYGather your stakeholders

Document your distribution points

Align your process with your people

Set/adjust your schedule

CHALLENGE #4 MEASURING ROI

MEASURING THE ROI- RIGHT METRICS

SOME USEFUL INDICATORS

Are leads turning into customers?

Are you saving money?

Are you keeping customers?

Lets create some magic with Content together!

GROUP EXERCISE

GROUP EXERCISE TASKChoose a brand Choose a marketing/business objectiveWrite a content marketing strategy for your brand Create an editorial calendar

THANK YOU