SEMM Individual Assignment 02

Submitted by-
Dipti Choudhary (0340/56)
 Introduction

“ “The technique of creating and distributing valuable and relevant content to attract,
acquire and engage a clearly defined target audience – with the objective of driving
profitable customer action.”
“
- Joe Pulizzi the Content Marketing Institute

The typical customer Journey of a customer in content marketing is following

Characteristics of Content Marketing
Compelling
Content needs to promise value. It should address needs that are immediately relevant to the
target audience. Clearly, there is potential for “over-promising,” but the key is to state succinctly
why your content is of interest to the audience. For example, if created something that offers
information to a certain industry sector, make that clear in the title rather than using a general
heading.
Fulfilling
Having promised value, the content must deliver it. Not only does this avoid the negative effect
of disappointing the reader, but it also increases the chance of the content being further
distributed/recommended amongst peer communities.

Convenient
The content must be provided in the most convenient and appropriate format for the target audience. For
example, complex information might require illustration that cannot be easily delivered via a podcast.
Similarly, a distinction should be made between content that is designed for print and that which is
designed to be viewed on-screen.

Efficient
Content costs money, so   any content production schedule must be closely planned to
optimise efficiencies. Repurposing into various ways, such as recording an interview with the
writer of a whitepaper, will expand the usefulness of a piece of material. But to capitalise on
economies of scale, careful preparation is necessary.
 Why is it an important tool?

It is a successful PR strategy. It lets one

It focuses on owning media rather than
01 simply borrowing it. 04 address issues readers care about rather
than just promoting your business

It helps your SEO(search engine ranking

It enhances your social media strategy. and results), because search engines
02 Helps understand the customer better. 05 reward businesses that publish unique,
quality content.

It creates content which drives inbound It creates a persona to the brand and
03 traffic and leads 06 helps the brand communicate its offering
in a better way
 Principles that dictates the success

Originality Value Consistent Engagement

The idea should be The content should give That means maintaining Users crave more is
original and it should value to the customers a consistent brand voice content they can
offer something and it can be anything that fits in with your engage and interact
unique to the from entertainments to ideals and brand with; opt for debatable
customers. It can be providing tips or tutorials personality, and topics, quizzes, and
something niche as publishing at regular, other forms.
well. consistent intervals
Develop the customer ‘Persona

Create the Engagement Cycle 01

02

Develop the Brand Story

03

Develop the content marketing

04

channel plan
Principles of making content
 Best practices

Glimpse of the company Answer Q&A

The strength of this type of information is that it doesn’t Extend the value of content by answering questions that
need to be created in the same format as the rest of your have been posed by audience, or industry colleagues
content. In fact, it’s often better if it’s complementary.  and peers.

Create special content Create Outtakes

Provide exclusive information that your audience won’t No movie or video is successful now-a-days without extra
find elsewhere. It’s useful for getting people to visit your footage. Backstage work etc will engage the customer
other content and social media locations, and you can more and will increase tractions.
utilize a wide range of content formats, such as
checklists, videos, how-to articles, and worksheets.

Adding Interview Transcripts Background

Assess the potential to explore additional information on Don’t assume that your audience will be familiar with all the
the topics you use for your main content assets. Also, ins and outs of your chosen topic. Create content that
con-sider talking to key people related to the topic.  delivers the information they need to better understand the
issues you discuss in your content offerings —without
talking down to them.
 Content Marketing Strategies
Go on

Tell me more
Since time immemorial, Identifying what people With memes, images, other Make sure you are using
succ--essful business have want is not easy. Once a items going viral, a well On-Page Optimization and
known how to attract clients. trend and market is constr-ucted piece of content including your target keyword
One of the perennial sales identified, a party must can be shared not only when optimizing your web
tactics is simple: know what dive deeper into question thousands, but millions of pages and blogs. Along
you are selling and who you and answer forum, social times. While the written word these lines, make sure that
are selling to. groups, reddit, key word will always be important, images are crisp, clean, and
research and various other visual images attract people’s well presented
online sources. attention
 Best Content
Marketing Examples
 Amul
Your Picture Here Your Picture Here
 Amul
This Indian brand is known for creating content related to
trending news. If there’s something trending, you will find
Amul coming up with creative and pun poster ads. The ever-
green Amul girl is always available in their content as if she is
conveying the story from Amul’s point of view. In fact, they
are bold to take a stand on any social issue and create
content accordingly. So whether it is any cause or issue,
this brand always has an opinion. The image is a funny
poster by Amul based on the latest controversy that
surrounded around the DRS (Decision Review System) in
the series between India and Australia.

You will find the ever-green Amul girl

in each of their content, as if she
conveys the story from her
perspective-making the brand even
more human.
 Paytm
Paytm has a very unique way of
marketing its offerings. Its unique
strategies are as following :
1. Memes : This has become a
very popular mode of
communication for
companies. Recently when it
was removed from playstore,
it used the famous “Kokila
ben- Rasode me kaun tha” to
come back.
2. Videos : As being a payment
gateway its very important for
it to be safe it communicates
the safety for its customer in
various ways. It recently
launched “ Rasode me kaun
tha” viral celebrity to warn
customers to beaware of
frauds which went viral
3. Consistent : It engages with
customers with regular
 Netflix
Showing Backstage stories Movie suggestion in a unique way

Using trending people for videos Memes from movies

 Netflix
Interviews and challenges with celebs Promotes its shows in multiple ways
Whenever any show is going to be aired, It promotes its shows through memes,
before and just after it is launched it interaction and interviews with stars,
engages with casted celebrities for challenges etc
increasing customer engagement
Consistent content
Backstage clippings
It keeps uploading some or other
For any real life documentary it
content even if its memes from its
collaborates with featured
older shows and movies.
celebrities for interviews
Memes Movie Suggestions
It creates memes for frequent It collaborates with various
engagement for its various shows influencers for its shows and
and movies movies by making short video
clips.
Interviews and challenges with celebs
Diversified portfolio
Whenever any show is going to be aired,
It offers a range of shows which covers
before and just after it is launched it
almost all ranges of shows one could
engages with casted celebrities for
possibly think of from fashion to food
increasing customer engagement
and much more
Mc Donalds
Mc Donalds
For a classic brand, McDonald’s certainly innovates on social media. Two of the
standouts in its content strategy are its Spotify channel and completely adorable
Instagram, both of which invite digital audiences to “put a smile on.” The Spotify
channel features playlists that align to McDonald’s mealtimes (“Wake Up!,” “Late
Night”), and the Instagram feed is full of creative, artsy fry-centric posts as well as
user generated images.

Social Strategy : McDonald’s displays wonderful visual content and recycles it

across channels. Their blog posts and text-based content has a hip and fresh
voice that plays into social media speak. McDonald’s smartly aligns social posts
with events: there’s a #McdOneGoal World Cup hashtag as well as World Cup
party social posts.
Usefulness to customers : McDonald’s puts nutrition content front and center
on its site, anticipating questions from consumers — a smart PR move as well as
a smart SEO strategy. The site also includes tales from 
Moms’ Quality Correspondents – an ambassador program for healthy eating
options at McDonald’s, with stories of food suppliers splashed across social
media as well. These tactics put a human face on McDonald’s’ sourcing methods
and reassure their consumers about food quality. 
Zomato
Their content includes blogs, infographics, videos and images. Through their creative and engaging content for their audience
who are foodies, they have created a top of the mind awareness when it comes to restaurant or food. Their content features
• pictures of delicious food,
• quirky blogs, and
• Memes
• Being really active over social media
• excellent online reputation management by responding back to their followers. They focus on producing great content and
promote them well on their social media platforms. Recently a meme also went viral from one of the response from
customer service guy
• It also organizes zomaland which is like a carnival, it gains huge customer engagement
In July 2019, Zomato’s funny tweet, ‘Guys, kabhi kabhi ghar ka khana bhi kha lena chahiye’ was a great success with likes over
 Benefits of Content Marketing
E
ING EDG
CR UIT
OU A RE
IV EY
T C AN G
In a competitive industry, recruiting top-caliber talent is a priority of the TEN
CON
hig-hest order. In fact, according to venture capitalist (and content
MO RALE
marketer extraordinaire) Fred Wilson, recruiting top talent is one of only M PANY
O
three priori-ties for every CEO ST C
L P BOO
E
C AN H
TENT
When you publish a popular asset, the cheering it receives on the social CON ION
web can validate the efforts of the entire company. Your victory lap is UNICAT
MM
everyone’s victory lap, SO F CO
UP LINE
NS
OPE
Remarkable content doesn’t just get customers and prospects talking; it TENT
CON
also gets your internal clients buzzing. It gives colleagues something to
share with one another, something to debate, or something to challenge.
T
R S TRUS
OSTE
F
TENT
Creating content that is so valuable that people would pay for it, yet you CON
give it away for free, is a reliable way to earn the public’s trust.
Where you stand in content marketing ?

At the base of this scale is This is where, as a brand, you At this stage, the brand
what I call “content aware.” create content that delivers integrates content into a
This is simply using content to value beyond the scope of your larger brand narrative and
cut through the noise of product or service. The aligns its content strategy
interruption-based advertising business claims and earns completely around a
and drive trusted awareness leadership in the industry customer engagement
to your product or service. The category by creating and strategy. The business goes
classic example of this is facilitating content that not only beyond becoming a thought
inbound marketing (companies meets demand but also creates leader in the industry by
that use content to “be found”). trust in the brand beyond just drawing prospects,
It’s a strategy that meets how to use the product or customers, and influencers
 References
• https://www.slideshare.net/SteveRaybould/an-introduction-to-content-marketing-56602217
• https://www.slideshare.net/autopilot_hq/an-introduction-to-content-marketing-59746852
• https://www.slideshare.net/introtodigital/5-creative-content-marketing-strategies
• https://contentmarketinginstitute.com/2010/08/checklist-effective-content/
• https://www.amplifymm.com/content+marketing#:~:text=Why%20is%20content%20marketing%20important,that%20publish%20
unique%2C%20quality%20content
.
• https://www.huffpost.com/entry/the-7-basic-principles-th_b_11432784
• https://contentmarketinginstitute.com/2013/07/10-content-marketing-best-practices-efficiency/
• https://spacebar.in/4-examples-of-creative-content-marketing-in-india/
• https://insights.newscred.com/fast-food-content-marketing/