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W e l c o m e
B u i l d y o u r b r a n d u s i n g C o n t e n
t M a r k e t i n g
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What is the most commonly produced content by
your company
B l o g s V i d e o S o c i a l m e d i a c r e a
t i v e s G I F s I n f o g r a p h i c s
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How do you generate the content in your company?
I n h o u s e c r e a t i v e t e a m F r e e l
a n c e r s A g e n c i e s D o i t y o u r s e l
f O t h e r l i k e f i n d a n d p a s t e ? ?
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Most popular certifications offered by Google are
G o o g l e A d w o r d s G o o g l e A n a l y
t i c s M o b i l e A d v e r t i s i n g S h o p
p i n g C e r t i f i c a t i o n Yo u t u b
e C e r t i f i c a t i o n G o o g l e A d w o r
d s p l a n n e r
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Running Facebook campaign is marketing
Tr u e F a l s e
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Names of companies that you use as marketing tool
H u b s p o t M a i l c h i m p H o o t s u i t
e B u z z s u m o K i s s m e t r i c s O t h e
r
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Monika Prasad
Founder Allkonnect Helping companies build
brand using content marketing


Allkonnect A smarter Content Marketing

Monika Prasad Founder - Allkonnect (91) 9949072579 MBA University of California monika_at_allkonnect.com M.S. Engineering Purdue, USA www.allkonnect.com


Entrepreneur, Innovator, Executioner. Worked in
marketing, branding, thought leadership in
corporate world in USA, UK, Singapore and India
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Lets discuss

1. Marketing in the digital age
2. How to use Content Marketing to build your brand
3. Best practices of Digital Marketing

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Content Marketing is the only marketing that is
left. Seth Godin

To differentiate
Percentage of B2B Marketers Using Content
Marketing of B2B Marketers using Content
Marketing
get CONTENT excellent
No
of B2B Marketers Not-using Content Marketing
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Note Of the 11 non-users, Yes 52 plan to
launch content marketing Effort within 12 months
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What is Content Marketing ?
Content Marketing is a strategic marketing
approach focused on creating and distributing
valuable, relevant and consistent content to
attract and retain a clearly defined audience
and ultimately drive profitable customer
action Content Marketing Institute
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The New Normal
Content Consumption pattern
I search for relevant content in search engines
Read my facebook feed and click interesting
articles/ videos Go directly to a publication
website Through mobile notifications Read my
twitter feed and click interesting articles/
videos Go to specific blogs Read my LinkedIn
feed and click interesting articles/ videos
Through notifications via slack or other
messaging platform I find content on medium I
find content though an RSS feed Through
flipbook, or another reading app
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76
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55
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48
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37
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Currently Used
2 years ago
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Inbound Vs Outbound marketing
Search Engine Optimization Landing Pages Online
content Newsletters Web analytics
Cold calling Sales flyers Print Ads Tradeshows
TV/Radio
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Benefits of Content Marketing

• Awareness/Visibility
• Traffic
• Trust
• Thought Leadership

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Content Marketing Success

• Social Media Sharing
• Website Traffic
• Downloads
• Event attendees

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Content Marketing Strategy

• Identify the goals of your business (next 6
  months)
• Identify your target audiences
• Identify your customer buying stages
• Content Audit
• SEO Key phrases
• Editorial calendar
• Tone and Style

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Business Goals

• Generate leads
• Increase revenue
• Increase traffic
• Drive Engagement
• Retain Customers
• Establish Thought Leadership
• Open new markets
• Lower customer service costs

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Persona of the customer

• Demographics
• Organizational Info
• Customer Psychographics
• Customer Profile
• Customer Journey

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Buyers Journey
Map out content that aligns with the buyers
journey-
Infographics Article Tool Guide
Events/Community
Problem recognition/ Awareness
Information search/Fimiliar
Evaluation of alternatives/ consideration
Purchase decision
Purchase/loyal
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2

How to use Content Marketing
to build your brand
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Your brand is what other people say about you
when you are not in the room

• Jeff Bezos, Founder and CEO of Amazon

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Brand It is your promise
INR 120
INR 25
It is set of perceptions and images that
represent your company, product or service.
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Creating your brand
What Every organization on the planet knows
what they do. These are products or services
they sell or they offer How Some organization
know HOW they do it. These are the things that
make them special or set them apart from their
competition. Why Very few organizations know
Why they do what they do. Why is not about
making money. Thats a result, it is a purpose,
cause or belief. It is the very reason your
organization exists.
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3

Best practices in Digital
Marketing
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Research shows that search engines often bring
300 more traffic than social media for most
websites

• The better your content, including long form blog
  articles and guides with 1000 plus words the
  better
• The quality of websites linking to your site also
  carries
• weights.

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Website
Company goals
Build Trust
User Goals
Product Spec
Sign Up

• Mission
• Value creation

• Case
• Studies
• Testimonials
• Positive tweets
• About US

• What will user get by using the product

• Feature List
• FAQ
• Detailed Spec

• Subscription
• details
• Legal

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Search Engine Optimization (SEO)

• WHAT
• The purpose of SEO is to make it easy for search
  engines to find your website and list in their
  organic (as opposed to paid results).
• WHY
• People tend to trust search engines, so websites
  that appear high in result are likely to receive
  more traffic.
• WHEN
• All the time SEO is an ongoing process

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The importance of keywords
Keywords are ideas and topics that define what
your content is about. In terms of SEO, they're
the words and phrases that searchers enter into
search engines, also called "search queries Moz
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Content Types

• Written blogs, whitepapers, guides, checklists,
  reports, presentations, e-books,
• Visual product imagery, team photography,
  infographics
• Audio and Video event coverage, demonstration,
  interviews, webinars, podcasts
• Interactive Quizzes, calculators, polls, games,
  co
• Content Curation It is the process of
  discovering, compiling and sharing existing
  content with your audience.
• User Generated Content This is to encourage
  prospects to talk about your product and create
  buzz. Brands can offer something of value in
  return like discount, coupon, visit to the
  office etc

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Challenges of Content Marketing

• Resources
• Content Strategy
• Return On Investment
• Efficient Process

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Content Distribution
Social Media It offers free, fast and effective
way of distributing content to a broad audience.
Picking the right platform that makes most sense
to your audience and business needs is
important. Email It is perfect for small
businesses that must stick to a tight budget. It
helps nurture your leads and turn into loyal
customers. So take advantage of it and build a
lasting relationship. You can capture emails on
the websites too. Blogging and SEO Website
that is not updated regularly with content is
considered to be dead. Hence publishing blogs
regularly on your website is mandatory. It also
helps in improving rankings and more
leads. Syndication It is reposting your content
on other websites and will earn
backlink. Influencers Building relationship
with influencers and encouraging them to mention
your content on their website is great way to
distribute content Advertising You can use
traditional advertising channels like TV, Print
media to distribute the content Guest posting
Post content on credible websites like Medium,
Huffpost which can also backlink to your website
Sponsored content Paid content on other people
websites can be as effective as possible.
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Content Audit

• A content Audit involves taking a look at all the
  content on your website and assessing its
  strength in order to prioritize your future
  marketing activities. A good audit will reveal
  answers to following questions
• Which content are performing best
• What topics does your audience most connect with
• Which posts most people spend time on?
• Locate gaps in the content based on different
  stages of sales funnel
• Generate ideas for future content ideas
• Remove the content that is not working

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Social Media offers the promise of attracting
global traffic and is one of the best ways to
attract traffic quickly
The channels and networks you concentrate on will
vary according to your business target audience.
Your website or blog is the hub that you want to
attract traffic.
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Social Media Marketing
Business- to-consumer and peer to peer
content sharing
In the moment news and topical
discussion. Quick link sharing
A place for business professional s to network
and connect
Which Social media platform?
Product or services with a reliance on SEO
value
For image friendly business
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Social Media Advertising

• Government agencies and regulators
• Individual consultants
• Industry analysts
• Industry bodies, forums and federations
• Niche Consultancies
• Online forums and blogs
• Top tier management consultancies
• Channel partners
• Venture capitalist and financiers

• Academia
• Authors and management thinkers
• Business and Trade Journalists
• Buyers groups
• Commentators and other individuals
• Competing vendors
• Complementary partner brands
• Conferences and Events
• Consumer and consumer groups

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Emails can be used to drive traffic and create
online attention
Optimize email marketing using A/B tests and
build relationships with your subscribers so
they keep coming back
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Search Marketing
Paid Advertising
Organic Search
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Influencer Marketing
Target Market
Organization
Marketing
Influencers
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Who are your influencers?

• Government agencies and regulators
• Individual consultants
• Industry analysts
• Industry bodies, forums and federations
• Niche Consultancies
• Online forums and blogs
• Top tier management consultancies
• Channel partners
• Venture capitalist and financiers

• Academia
• Authors and management thinkers
• Business and Trade Journalists
• Buyers groups
• Commentators and other individuals
• Competing vendors
• Complementary partner brands
• Conferences and Events
• Consumer and consumer groups

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We should think of content marketing and
influencer marketing as two sides of the same coin
Without relevant content, influencers have
nothing to promote, and without influencers,
content creators arent amplifying their
message Michael O Neill, Brafton Inc
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Get in Touch
Email Phone LinkedIn
monika_at_allkonnect.com 9949072579 https//www.linkedin.com/in/allkonnect/
https//www.facebook.com/allkonnect/?refbookmarks
https//www.linkedin.com/company/allkonnect/
_at_Allkonnect2017
https//www.youtube.com/watch?vlC2PUSJqDSY
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Questions and Answers
Rajeev Ranjan Co-Founder - Allkonnect MBA UCLA
Anderson M.S. Texas AM Univ., USA
Monika Prasad
Founder - Allkonnect MBA University of
California M.S. Purdue, USA
Marketing Strategy
Digital Execution
(91) 7799432255 rajeev_at_allkonnect.com
(91) 9949072579 monika_at_allkonnect.com
Content Creation
Yesz
Think Content Marketing, Think Konnect
AllKonnect
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THANK YOU