Prepared  By:  

•  Consumers   look   at   na.ve   ads   53%   more  

frequently   than   display   ads.   -­‐   Sharethrough  

Survey  

•  People   don’t   want   ads   when   making   purchase  

decisions,  they  want  useful  content  

•  Content,  when  .mely,  moves  quickly  across  social  

networks  and  generates  word-­‐of-­‐mouth  

•  Content   marketng   leverage   exis.ng   consumer  

behaviour,   provoke   conversa.ons   and   help  

brands  develop  deeper  connec.ons  

79% of B2B marketers use Content Marketing to achieve brand awareness

goals.”

90% of consumers find Custom Content very useful.”

62% of companies outsource their content marketing.”

-Industry Reports

68% of CMOs say they are shifting their budget from traditional advertising to Content

Marketing.”

Why  Go  Na0ve?  

1.  Define  your  audience  archetypes  

Who  is  your  prospec.ve  consumer?  A  twenteen  looking  for  adventure  or  a  professional  looking  for  business  success?    What  kind  of  people  does  s/he  follow  more?  Poli.cians  and  entertainers  or  peers  and  influencers  in  relevant  industries?    What  content  does  s/he  ac.vely  seek?  News  that  informs  and  updates  or  trends  and  analyses  that  educate  and  engage?    How  does  s/he  want  to  find  out  about  something  new?  As  it  happens  or  on  demand,  in  context,  with  search/sort  buHons?    When  is  s/he  likely  to  buy  more?  ALer  seeing  an  ad  or  when  s/he  recalls  your  brand’s  content  for  enabling  and  empowering?    Next,  how  can  you  help  this  audience  instead  of  selling  to  them?  

Find  a  category  that  is  a  knowledge  gap  for  all  your  target  audience  archetypes    Pick  a  topic  that  will  connect  instantly  +  be  their  currency  on  social  networks    Use  an  author  whose  name/designa.on    conveys  exper0se  in  the  subject  and  your  brand’s  associa0on  with  it.    Note  how  FedEx,  instead  of  selling  its  courier  services,  is  helping  its  biggest  client  segment  —  ecomm  businesses.    Create  the  content  in  a  way  that  clearly  shows  your  brand’s  thought  leadership  in  this  and  related  spaces.    Next,  how  can  you  show  up  where  your  audience  is  Instead  of  forcing  them  to  come  to  your  party  (read  brand  site)?    

2.  Produce  a  useful  piece  of  content  

3.  Move  from  ad  boxes  to  content  streams  

They  want  content,  not  ads.  Be  part  of  the  space  in  focus.    You  are  now  playing  na0ve  adver0sing.  Align  with  the  format,  context  and  purpose  of  the  plaXorm’s  editorial  content.    Note  how  Kawo’s  sponsored  post  integrates  with  the  site  experience,  in  fact  contributes  to  it.    Next,  how  else  can  you  ride  content?      

4.  Get  links  back  from  publisher  content  

Sponsored  content  is  part  of  the  site,  which  means  it  goes  everywhere  our  content  goes.    Your  content  can  now  get  links  back  from  channels  like  the  related  stories  sec.on  under  our  ar.cles,  and  all  our  social  pages,  email  newsleHers  and  alerts  on  mobile.    Note  how  Kawo’s  story  on  Chinese  tourism  is  now  a  sponsored  link  on  Facebook,  aLer  its  debut  on  the  site.    Next,  how  can  you  use  mul0ple  pieces  of  content?            

5.  Go  superna0ve,  upgrade  to  the  widget  Why  should  your  content  be  just  text?  Try  mul0media  content  like  infographics,  photos,  videos,  live  chats,  ebooks,  more.    Note  how  IBM  chose  power  of  data  as  the  single  theme  for  content  pieces  in  various  formats,  then  aggregated  them  in  one  unit.    Sponsored  widgets  are  a  tremendous  way  for  your  brand  to  build  a  reputa0on  as  a  source  of  useful  content  in  your  niche,  by  delivering  collec.ons  of  shareable  assets  and  an  engaging  user  experience.    Next,  how  can  your  content  evolve  into  a  bigger  and  stronger  narra0ve  on  the  same  plaXorm  as  our  wide-­‐read  writers?              

6.  Build  an  all-­‐in-­‐one  brand  channel    

You  have  both  niche  content  and  a  very  interested  audience.  Now,  push  to  scale.    Become  a  firehose  in  your  niche.  Build  brand  leader  profiles  of  your  best  people.      Promote  your  best  performing  content.  Your  audience  will  search  for  and  demand  an  archive.      Next,  how  can  you  drive  more  tune  ins?  

7.  Set  up  a  content  marke0ng  calendar  Like  TV,  your  brand  channel  needs  programming.  Recurring  themes  or  series  can  build  audience  habits  over  .me.    Plan  in  layers.  Assign  weekly  cycles  to  content  formats  like  charts  and  videos,  then  produce  them  in  weeklong  themes.    Your  marke.ng  calendar  may  be  product-­‐centric,  but  your  content  calendar  needs  to  have  only  buyer-­‐centric  campaigns.      Sync  the  two.  Got  a  product  launch  coming  up?  Publish  a  related  whitepaper  to  generate  leads  in  the  month  before  it.      Next,  how  can  you  make  sure  that  your  content  contributes  to  other  func.ons  across  your  organisa.on  and  vice  versa?        

2016

8.  Integrate  with  non/marke0ng  func0ons  

Convert  everything  that  your  brand  and  organisa.on  does  into  shareable  content.      From  job  posts  and  new  hires  to  financial  reports  and  acquisi.ons,  research  and  reports  to  company  plans  and  history,  everything  has  the  poten0al  to  engage.    So,  source  content  from  all  marke.ng  and  non-­‐marke.ng  departments.  Build  on  the  exper.se  of  senior  employees  across  func.ons.  Let  younger  ones  get  crea.ve.    Show  how  everyone  behind  your  brand  is  focused  on  your  customers’  needs    Next,  how  can  you  assess  the  impact  of  building  a  content  culture  for  your  brand?  

9.  Measure,  analyse,  op0mise,  repurpose  

Segment  your  content  and  audience.  Set  goals  and  benchmarks  for  your  brand’s  traffic  and  engagement  in  each  segment.      Establish  clear  loops  for  user  feedback.  Adapt  to  their  needs  and  numbers.  Test  new  content  formats  and  post  schedules.      The  ROI  is  more  than  just  quan.ta.ve.  A  healthy  content  marke.ng  channel  impacts  everything  —  brand  reputa.on,  prospect  educa.on,  client  reten.on,  employee  training,  network  growth,  customer  trust,  innova0on,  much  more.    Next,  how  can  you  build  content  that  enables  beHer  tracking  and  targe0ng?  

10.  Innovate  with  structured  content  Break  content  pieces  into  smaller  assets  with  clear  rela.onships  between  them.    Track  changes,  iden.fy  paHerns  in  how  these  values  change  over  .me.    Note  how,  by  breaking  each  acquisi.on  story  into  cost,  sector,  acquiring  company,  the  content  was  reused  to  create  this  interac.ve  chart.    Structure  is  what  makes  content  adap0ve  and  future  ready.  But  let’s  get  from  step  1  to  9  first.    

1.  Define your audience archetypes

2.  Produce a useful piece of content

3.  Move from ad boxes to content

streams

4.  Get link backs from publisher content

5.  Go supernative, upgrade to the widget

6.  Build an all-in-one brand channel

7.  Set up a content marketing calendar

8.  Integrate with non/marketing functions

9.  Measure, analyse, optimise,

repurpose

10.  Innovate with structured content

Recap

Plan

Audience

Story

Process

Conversion

Measure

Channels

Pawan Gupta Founder & CEO, www.comezzo.com

+91 90087 88500

LinkedIn: https://www.linkedin.com/in/pawanguptacomezzo

Twitter: https://twitter.com/guptapawan

Lead  with  content...