Unit VII:

Content Marketing

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 What is Content Marketing?
• Content marketing is the process of developing
and sharing relevant, valuable, and engaging
content to a target audience with the goal of
acquiring new customers or increasing business
from existing customers.
• Content marketing is the marketing and business
process for creating and distributing valuable and
compelling content to attract, acquire, and engage
a clearly defined and understood target audience
with the objective of driving profitable customer
action.
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 What is Content Marketing?
• Content marketing is the art of communicating
with your customers and prospects without
selling. It is noninterruption marketing. Instead of
pitching your products or services, you are
delivering information that makes your buyers
more intelligent or perhaps entertaining them to
build an emotional connection. The essence of
this strategy is the belief that if we, as
businesses, deliver consistent, ongoing valuable
information to buyers, they ultimately reward us
with their business and loyalty.
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 Need of Content Marketing
● Content marketing helps businesses establish
credibility and authority in their industry.
● It generates leads, increases website traffic, and
improves search engine optimization (SEO)
efforts.
● Content marketing allows businesses to connect
with their target audience on a deeper level,
fostering trust and loyalty.
● It provides value to customers by offering
informative, educational, or entertaining content.
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Content Marketing Goal

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Business Model of Content Marketing

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 1. Player – content as contributor
• Content marketing is seen as a contributor to
broader and deeper demand generation, product
marketing, or other business communications
strategies. Many organizations begin content
marketing with this model.
• This model is primarily seen as a supporting
element of integrated marketing campaigns.
• Content marketing is developed by highly refined
content creation and production teams that feed
demand generation, brand awareness, or even
native advertising campaigns.
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 2. Performer – content as center of
excellence
• Content – and most importantly, building
addressable audiences through owned media
platforms – is seen as a discrete and focused
strategy. Content may also be a support system
to other parts of the organization.
• The primary driver for this business model is
direct access and use of a relationship with
audiences to drive marketing and
communications goals.

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 3. Processor – content as a service
• In many businesses, content as a function can be
highly specialized, and thus the need for specific
strategic content services emerges.
• In the Processor business model, a direct team
may take responsibility for some centralized
content functions but not for the creation of
content.

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 4. Platform – content as integrated
business
• The business views content marketing as an
integrated and often fully functional business
within the business. Whether the model comes
through acquisition or through an original build,
the teams are responsible for managing all
aspects of a media operation within the confines
of the brand.
• The team may be responsible for a set of
corporate publications or media platforms
separate and discrete from the marketing and
communications departments of the business.
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 Case Studies (1)
Salesforce
• Salesforce is a US-based software company specializing in CRM
(Customer Relation Management) applications focused on marketing
automation, customer service, analytics, and application development.
Moreover, they create web series besides other live-streaming
initiatives. In addition, Salesforce produces extensively researched
reports for sales and marketing insights into industries.
Strategy
• The salesforce campaign theme aims to maximize organic viewership
and engagement with the audiences. In addition, the company looks to
reach the right people at the right time and get noticed. So, it is
imperative to position Salesforce as a trusted and authoritative data
source.
Result
• The global success of Salesforce is evident in the significant spikes
in Linkedin engagement and 20% higher report downloads. Thus, the
company has cemented its position above their competitors with the
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power to convert.
 Case Studies (2)
SAP
• SAP is a Germany-based software company focusing on enterprise
software to manage business and customer relations. It enjoys a global
presence with customers spread over 190 countries. Accordingly, SAP
intended industry-specific content to reach out to their international
clients.
Strategy
• The campaign theme was the digital transformation to rise above the
noisy marketplace and reach out to people with valuable content. The
challenge was to prevent the colossal campaign from spinning out of
control. Accordingly, the promotion campaign emerged from writing
specific content and related themes.
Result
• The complement of business-specific content reached 19 industries
besides developing digital hubs. The campaign’s lasting impact included
white papers, videos, infographics, blogs, surveys, and email
promotions.
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 Case Studies (3)
Walmart
• Walmart is the world’s largest retail company operating since 1962, aiming
to provide consistent discounts and friendly customer service. One of the
vital company targets is expanding in large cities and retail stores
worldwide. As of today, nearly 100 million customers patronize Walmart
Stores.
Strategy
• Walmart’s marketing strategies evolved according to its signature theme of
everyday low prices. Therefore, the company generates substantial profits
following a cost-leadership model. Consequently, Walmart offers
customers low prices through bulk purchases. Moreover, it goes well with
the company’s “customer is the king” theme.
Result
• Thus, Walmart sold products directly to customers and services to other
businesses. In addition, Walmart has 28 acquisitions, including Flipkart in
India. Moreover, the acquisition allows Walmart to tap its leadership in
lucrative sections, besides accessing its payment platform and talent pool,
turning the Indian e-commerce industry more competitive than ever.. 13
 Case Studies (4)
Microsoft
• Microsoft is a technology company based in the USA dealing in software
development, cloud computing, and related services. However, its
leadership in operating systems has been undeniable since its inception in
1975. Accordingly, their new slogan, “Your potential our passion,” finds
traction to be the third highest global brand valuation.
Strategy
• Microsoft’s marketing strategy revolves around the STP model to its benefit.
Segmentation, Targeting, and Positioning help the company divide the
market for targeted promotion of their products. Accordingly, Microsoft
promotes their products in the digital world with a significant social media
presence.
Result
• Microsoft’s social media foray is a successful strategy targeting the urban
population. And it is here that the company finds a vast captive audience.
Accordingly, they have 3.2 million followers and more than 14 million
followers on Instagram and Facebook, respectively. In addition, the social
media algorithms keep posting images and videos to increase the reach14and
the consequent new followers.
 What is Epic Content Marketing?
• It’s a known fact that successful content
marketing requires you to produce high-quality
content. But epic content is even better than that.
It stands out from the rest and it presents
something that hasn’t been done before.
• Unlike most generic, low-quality content that
lacks detail and useful information, epic content is
very thorough and offers comprehensive detail.
• Detailed information is what makes the content
useful to the readers and it also gives it an
authoritative feel.
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 What is Epic Content Marketing?
• Epic content is highly engaging and gives specific
actionable tips. It has the ability to change your readers’
lives by inspiring them to take action and achieve a
specific result.
• This impact the content has on the readers is exactly what
makes it epic.
• All epic content has one thing in common – it evokes a
similar emotion in a large number of people. The fact that
epic content gives your readers insight into useful
information and triggers emotion is what makes people
want to share it.
• It is important to realize what makes content epic,
because once you do, you can easily recreate it
constantly. 16