Be Your Own Digital Content MarketerARUNIMA SHEKHAR

“Content marketing is the only marketing left.” - Seth Godin

WHY? 3.17 billion users on the Internet

Spend an avg. 8 hours a week reading and sharing content 49% of time on mobile is spent consuming content

That’s ~3.6 billion hours worth of content consumed daily!

Content Engineering & Marketing – The Mantra

Strategize

Develop

PublishPromote

Analyze

Content Engineering & Marketing – The Mantra

Strategize

Develop

PublishPromote

Analyze

Strategize – How? Step 1 - Get Answers To 2 Questions Where does your target audience reside online?

Social Media Social Networks Search Engines Long-format Content Sites

Where does your target audience reside in the physical world? - Demographic Data Age Group Gender Geographic Location

Strategize – How? (Contd.) Step 2 – Shortlist maximum 4 channels based on your answers in Step 1

Short Format

•Facebook•Twitter•Google+•LinkedIn•Reddit

Long Format

•Flipboard•Newsvine•Quora•Medium•Digg

Media•Flickr•Pinterest•Instagram•Pixabay•Vimeo•Youtube•Vine•Dailymotion

Search•Optimize Page Content

Strategize – How? (Contd.) Step 3 – Create a Budget

Content Creation | Content Publishing | Content Marketing

Content Engineering & Marketing – The Mantra

Strategize

Develop

PublishPromote

Analyze

Content EngineeringContent production

Content management

Content modelling

Content conversion

Content use and repurposing

Develop – How?Text/Copy

• Include at least 2 keywords from keyword list created

• Supplement words with an image• Short Copy – Facebook,

Twitter, Google+• Long Format – Blog,

LinkedIn, Medium• Images – Creative

Commons, Pexels, etc.

Image• Message/Self-

explanatory• Illustration• Pictures• Infographic

GIF/Video

• Convey a story• Animated• Virtual Reality• Motion Picture

Developing Content – Text/Copy The Lede – The opening paragraph of an article (publishing term)

Who | What | Where | When | Why | How

Short Copy Content – Tips First Line

Not exceeding 10 words DO NOT STUFF KEYWORDS

A Catchy image to go with it Know the color palette and the emotion you want to invoke. E.g.: Yellow/Orange in the image catch the eye faster, Purple/Red are good for festive seasons, avoid using grey

monotones

Sample >>

Developing Content – Text/Copy (Contd.) More Tips

Convey ONE thing “Checkout the latest sale at BrandZero on fresh arrivals. Great cashbacks and discounts on

purchases above Rs. 1000. Share with friends and avail a further 10% off!” “SALE on fresh arrivals at BrandZero! Click here to check it out right now!”

Be Explicit - State the action you want reader to perform. Pl RT, Share with friends, Like the post, CTA, etc.

Tools Text – Google Webmaster Tools, Grammarly, Headline Analyzer Raw Images – Creative Commons, Pixabay, Pexels Processed Images - Canva, PlaceIt

Developing Content – Text/Copy (Contd.) Long Format Content Title

Not exceeding 12 words Use at max 3 keywords The first paragraph of the article must contain the keywords

Tips Adding numbers to the Title gives it better ranking.

E.g. Where Is The US$48 Billion Indian Food Tech Industry Headed Quote trusted sources Format content for readability – Starting paragraph should be maximum 100 words. Use lists as far

as possible Use h3/h4 tags for in-article headings Always add descriptions to images within the blog

Developing Content – Text/Copy (Contd.) Tools

Text – CoSchedule’s Analyzer for Headlines Google Keyword Analyzer

Images – Creative Commons Flickr Pixabay Pexels Wallpapers

Activity You’re an e-commerce portal owner and you just added the following item to your inventory. Write a Facebook post and a Twitter post to notify your customers about this addition.

Developing Content – Images/Infographics Tips for Creating Images for Social Media

Image should complement the copy – Use high quality images, pay if you have to! Sample>> Even quotes are more shareable when accompanied by an image Tools – Canva, Imgflip, Piktochart, Pixlr to get the correct image sizes for different channels.

Tips for Creating Infographics Use Infographics to convey - Processes, Comparisons, How-To’s, Data & Research ALWAYS Quote the source of your data Tools that offer readymade infographic templates

Hubspot Visual.ly Easel.ly Canva ThingLink

Some Interesting Facts About Infographics

Source: visual.ly

Developing Content - Video 90% of Consumers preferred video content to know and understand products. Tips The ideal video length to go on

Social Media – 1 to 1.5 minutes Blog/Vlog – Maximum 20 minutes Company Culture videos – Maximum 5 minutes How-To/ About Product Videos – Maximum 10 minutes

Developing Content – Video (Contd.) Tools Your Smartphone Whiteboard Animation Videos

VideoScribe WhiteboardAnimation

Animation Videos Animoto Flixpress

Content Engineering & Marketing – The Mantra

Strategize

Develop

PublishPromote

Analyze

Publishing Where?

Blog – WordPress, Blogger Social Media Publishing Websites - Medium Content Curation Websites

Tips Publish during peak traffic hour – Get maximum eyeballs Use a publishing tool to schedule posts in advance Use hashtags to maximize discovery, especially with trending topics – Maximizes discovery

on content curation sites as well Tag people, groups and places

Publishing (Contd.) Tools – Social Media

Hootsuite – Free + Premium Buffer – Free

Tools – Blog Free Wordpress

Hosted on Wordpress.com Wordpress analytics Limited customization options

Hosted Wordpress – Wordpress.org Self-hosted Analytics integration – Google Analytics

Tips Optimize images for size and add a description Use tags and categories effectively (for SEO) Use SEO plugin such as Yoast

Content Engineering & Marketing – The Mantra

Strategize

Develop

PublishPromote

Analyze

Promote Organic

Use Keywords and hashtags for discovery Cross-promotion and tagging on Social Media Submit your content to Blog Directories and Content Aggregation Websites Tap into Influencer outreach

Paid Paid Marketing on Social Media – Facebook

Boost Post on Facebook for potential viral posts. Make sure to add a relevant and stunning visual to complement your campaign. Promote Page to get more likes – Again be very careful about the visuals you are using. Don’t stuff keywords into the 100

characters available Promote Website Link

Affiliates Promote on Content Affiliate Sites – Outbrain / Shareaholic / Inbound AdWords / AdSense

Content Engineering & Marketing – The Mantra

Strategize

Develop

PublishPromote

Analyze

Analyze

Social Media analytics - Facebook, Twitter, Pinterest, etc.

Google Analytics integrated on your site/blog

Web Analytics Tools – Moz, Alexa, SemRush

WordPress Analytics/Jetpack

“Data! Data! Data!” he cried impatiently. “I can’t make bricks without clay!” – Sherlock Holmes

Content Engineering & Marketing – The Mantra

Strategize

Develop

Publish

Promote

Analyze

Get In Touch

LinkedIn : https://www.linkedin.com/profile/view?id=AAIAAAE6X5oBA_N1rqdqwORozHApmUj2UjTqVkw

Twitter : http://www.twitter.com/shekhararunima

Website : http://www.scrambledworks.com