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Agenda
Role of Communities & Content on
Consumer Behaviour
29th Jul 2016
Content Marketing – how should one approach it?
Connectivity has changed everything!
And more so in the last 10 years!
Content Marketing – how should one approach it?
1. Content Marketing - & Why
2. How it evolved into Influencer Marketing & Online Communities
3. How does all this impact consumer behavior & eventually business results!
Conventional Mediums of Print, Outdoor, TV, Radio
One to Many One WayOwned by
Media Houses
Static / Audio / Audio Visual
Digital has invoked a paradigm change
Many to ManyInteractive /
Two-WayOwned by
Users
Audio Visual + User Generated
Content
Based on our survey results, digital is already a dominant channel
This is what our research showed us
Know your Basics!
Owned Media
Paid Media
Earned Media
Earned media like content marketing has more sustained long-term impact
Source: NeilPatel
AgendaContent Marketing 101
Too much content out there!
Source: http://www.exacttarget.com/blog/50-content-marketing-stats/
Too much content out there!
But just any content is not going to cut it anymore!
Relevant Reward Engage
Share Worthy
But just any content is not going to cut it anymore!
Source - Moz
Key is to ensure that its non-promotional
Content Marketing – how should one approach it?
Guess which was one of the earliest automotive brands to experiment with
Content Marketing?
1 million articles analysed to reach the results of what gets shared most
1 million content pieces analysed to reach the results of what gets shared most
Videos
Lists
How To
Why posts
Infographics
Research Reports
Surveys & Quizzes
DBS has done some phenomenal work on this
List of Top Things – Get a lot more shareability
Housing.com is leveraging infographics at its best
List of Top Things – Get a lot more shareability
Petwish leveraging infographics at its best
Zomato does this brilliantly on their social media
Event Social Media content can be made engaging & shareable
Research Reports – Consulting firms do this very well
Home Care Guide by India Home Health Care
So Brands have started seeing real results from content marketing
Sales / Leads over a long-term
Reach users who use Ad-blocking
Get organic traffic / SEO
Tackle Ad Fatigue
Content Marketing produces results
Source: NeilPatel
Content Marketing – how should one approach it?
So, Why Influencer Marketing?
Why did Influencer Marketing start coming into purview
92 %
consumers trust
recommendation from
other people more
than from brands
33 %
customers fallback on
blogs and reviews
before making the
purchase decision#
Content Marketing produces results
Source: AdWeek
What problem does Influencer Marketing help to solve
Create Amazing Content if the Brand
is unable to do so
Recommend the Brand
Build the Brand
How does it work
Hundreds of influencers in each field – need to find them!!
Results from our Influencer Survey
Results from our Influencer Survey
Our criteria for shortlisting influencers
Size & Quality of followers/influence across relevant channels
Domain Authority
Relevance to the brand / genre /
campaign
Previous Performance
Data
Unique visitors to blog
Quality of Content
When launching a product, initial organic boost is essential
When launching a product, initial organic boost is essential
When launching a product, initial organic boost is essential
Zespri – Creating new uses for a product
Screenshots with Links of some sample Engagement with Raintree Hotels
Screenshots with Links of some sample Engagement with Cambridge
2.5X Better Conversions in Leads via Parenting
Communities + Influencers
But does it give tangible results?
It can be a combination of different types of content
Housing.com is leveraging infographics at its best
With an advertising budget the content can also be amplified in the right channels
Social Networks – Facebook, Twitter,
G+, LinkedIn, etc.
Blogger Networks & Content
Discovery Platforms – Influencer.in,
Indiblogger, BlogAdda, Outbrain,
Content.Ad, Taboola
Forums & Communities – Quora,
MouthShut
Does all this product business results?
Aim is to create shareable content – For e.g. 378 shares in just 4 days
Right Call to Action is required to make this work
Right Call to Action is required to make this work
Engagement to Trend on Twitter - MomoeApp
Sometimes the results are intagible
Content Marketing – how should one approach it?
Is it really that easy to build a brand via a content marketing strategy?
A lot of companies invest in content marketing thinking this is how it works
This is how it really works!
This is how it really works!
Content Marketing – how should one approach it?
Wrapping Up
Content Marketing – how should one approach it?
1. Content Marketing is here to grow
2. Influencer Marketing is still in nascent stages in India but creates a word of mouth
3. It’s possible to get higher engagement as well as business results via content & influencer
marketing!
