It is an exciting time for the Indian marketer! The Indian consumer now wants rich and engaging content that educates or entertains - preferably both – rather than direct advertisements that promote brands. As a result, content marketing has earned a coveted place in the strategic framework of marketing experts. A significant 64 per cent Indian marketers believe that content marketing is the best way to increase brand awareness. But if content marketing is key, then why is success still eluding these marketers?
A successful content marketing program starts with answers to crucial questions: how will this content help customers? Will it create advocacy for the brand? Can it generate conversations that will actually convert into leads?
LinkedIn’s new e-book, ‘The Indian Marketer’s Guide to Content Marketing’, shows you how to achieve your content marketing objectives successfully and efficiently. From checklists and handy tools, to a detailed plan, it is all there!
Here’s a quick glimpse into what this Guide offers the Indian content marketer:
Lay a Solid Foundation: It is important to connect the dots working backwards. Align your goals with your customer’s needs. Create a profile or persona of your customers. This would include their decision making process, purchase motivators, and where they turn for reliable information. Research topics that matter to them, and own this conversation with relevant, not necessarily a large volume, of content.
Manage, Produce and Map Content: A well-planned editorial calendar is the backbone of a content marketing program. Offer an interesting and engaging mix of posts that include research, analysis, data, insights and how-to guides. Statements that challenge the status quo, and memorable thought provoking content that goes beyond your company and brand. This is the kind of content that can convert an audience into customers, so it is crucial that it strategically spans across the prospective buyer’s journey to hold his or her attention.
The Big Rock and the Pebbles: That single, powerful over-arching theme that interests your audience, and can establish you as the authority on the subject, is your ‘Big Rock’. Use consumer insights to find potential topics and choose the Big Rock carefully. Once done, chisel it into smaller pieces of content – these are the Pebbles that will sustain the conversation for months to come. The pebbles could be in a format that your audience prefers, such as blog-posts, infographics or even how-to webinars.
Visual Storytelling: We all know that an image can bring the story alive. Highlight the key takeaway of your content with a relevant image that evokes curiosity. This may include colorful, informative charts and infographics too.
Tap into influencers: Associating with a recognized personality or organization in the industry can help boost your company’s recognition. It’s important to identify the right influencer, cultivate a connection and invite them to share your content. This could be through a quote or a social media post.
Once you get your content marketing program on track, make sure you measure the rewards you reap! Continue to monitor brand engagement and use that insight to generate quality leads.
So start with listening to your consumers, engage them with interesting stories and be a part of their journey.
Note: The guide will be available on LinkedIn for download today i:e May 19, 2016, along with a blog post by Nishita Lalvani, Marketing Manager – India, LinkedIn Marketing Solutions (who also has authored a foreword on the guide.