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Brand Building through Digital. Customer Engagement Tactics that go beyond tweets and shares which will help you yield good results out of content marketing. How to strengthen the path from likes, shares, pageviews to sales.
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Khushbu Pandya Founder Konvophilia Communica7ons
Navneet Kaushal CEO PageTraffic
Moving beyond Facebook Updates
WHAT IS CONTENT MARKETING
The art of communicating with your customers without selling
WHAT IS CONTENT MARKETING
Inbound/Content Marketing
Why is it important?
Three Content Channels Today’s content is EVERYTHING you publish on the web.
Social
Crowd Sourced
Visual
YouTube
Infographics
Written
Blogs
Articles
Email Marketing
Press Releases
Content spans across
channels
“...the [potential] customer needs evidence that we understand their problem better than they do
before they’ll buy, share or recommend us...” @juntajoe
When it comes to producing content
Make content that audience will want to see
And figure out how to remove as much branding as possible.
Which content engages for you? • Information and news
– Links to blog posts • Yours AND Others
– Free downloads – Zeitgeist – Questions – Customer service Q&A – Polls/surveys
• Promotions – Sweepstakes
• (Contribute to win)
– New product info – Product discounts – Live events – Product reviews
Social content • Drives traffic and conversions
Your Online Store
(Search dependent
.)
Your Online Store
Why social Content? • Nice to have or necessity? • Necessity • Increases the KLTC (Know, Like, Trust and Convert )
factor of your brand – Brands that show up consistently, with interesting content
build a following – Brands who personally engage with individuals create
customers – Customers buy from brands they know, like and trust
• Builds credibility
• Differentiates you from the competition • Enables people to share and talk about your brand • Drives traffic
Facebook Advantages ① Turn your friends into agents. ② Read news feed. Someone may post a “does anyone
know...” ③ Just like LinkedIn, there are Facebook groups. Watch and
get active. ④ You can email anyone in Facebook. ⑤ Research and join (“like”) company pages. Watch and
participate.
Create content that’s both high- quality and high-impact
Use Tweeter Effectively • Tips related to you products • Sales, discounts • New product announcements • Ask questions/for opinions • Ask which of your products
they like the best? • Tweet cool pictures of your
product • Ask for the retweet! • Tweet recent blog posts • Tweet a video
Moving Beyond Social • Facebook updates, tweets, pins, shares, likes, etc are
simple ways to spread the content and make it viral.
#smwbangalore
What after social sharing? How you
would convert them after the content goes viral?
Measure Content Marketing Efforts • Content Consumption
– Downloads, page views, particular queries relating specific content, etc.
• Content Sharing – If your content is shared, measure what is shared
the most, frequency of sharing, etc • Lead generation or Conversion
– Actions taken after consuming content like filling up contact forms, makes a purchase, inquires about your offerings, etc
#smwbangalore
Power of Content
Content creates WEAVE &
WEAVE creates a Social Business
#smwbangalore
What’s WEAVE? “That’s my Book” J
#smwbangalore
If integrated in your content strategy -
#smwbangalore
Content Marketing forecasts for 2014
• More marketers will realize that they need to move beyond publishing in order for their content marketing efforts to be effective. - Connie Bensen, Dell
• Visual storytelling will become the next battleground for content marketing. Whether it’s vines, slideshare or brand videos, marketers need to learn to tell stories in an emotional and visual way. - Michael Brenner, SAP and B2B Marketing Insider
#smwbangalore
Content Marketing forecasts for 2014
• Content marketing will become less of a buzzword and more of a way of life. - Lisa Buyer, Author of Social PR Secrets
• It will become increasingly difficult to attract an audience to your content as more people produce content. So promotion of your content will be key. This will be through blogger and influencer outreach, social advertising, co-creation of content to get exposed to new audiences etc. - Ian Cleary, Razor Social
#smwbangalore
Website: www.pagetraffic.in Email: [email protected] Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com
THANK YOU!
