Scribd
Upload
29 views51 pages

1 - Introduction To Digital Marketing and Content Strategy

Peter Kotikalapudi is a content head and podcast producer with experience in digital marketing and over 500 podcast episodes. The document discusses the evolution of digital marketing in India, highlighting the rise of smartphone users and the importance of content marketing strategies. It outlines various content types and marketing funnels, emphasizing the need for targeted content to engage audiences effectively.

Uploaded by

Anjali Pandey
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
29 views51 pages

1 - Introduction To Digital Marketing and Content Strategy

Peter Kotikalapudi is a content head and podcast producer with experience in digital marketing and over 500 podcast episodes. The document discusses the evolution of digital marketing in India, highlighting the rise of smartphone users and the importance of content marketing strategies. It outlines various content types and marketing funnels, emphasizing the need for targeted content to engage audiences effectively.

Uploaded by

Anjali Pandey
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 51

Welcome

Peter Kotikalapudi
Who am I?

Content Head, Podcast Producer and Host

Co - host of 2 weekly podcasts, one on parenting and the


other on heavy metal music. Released over 500 episodes in
the past 4 years.
The podcasts have been featured by Rolling Stone India, Apple
podcasts, JioSaavn and Gaana.

A former marketer that sold music festivals tickets, gym


memberships and even lottery tickets.
My podcasts
Who are you?

What is your name?

Why are you here?

What does Digital Marketing mean to you?

Favourite 3 mobile apps


Mediums of Marketing/Advertising

1. Print
2. Television
3. Radio
4. Advertorials
5. Outdoor
6. Mobile
7. Digital
According to the Ficci-EY sector report
India’s digital media will be worth around ₹86,200 crore by 2025,
upstaging television for the first time to become the largest media
segment by revenue,
This was not always the case, what changed
Access to Technology

Currently India has 600 million


smartphone users.
In 2017, it was 350 million.
Availability of content on multiple formats and devices.
Rise of users in non metro areas
Content Marketing
What is content?
What is content marketing?

It’s the process of publishing written and visual material online with the purpose
of attracting more leads to your business. These can include blog posts, pages,
ebooks, infographics, videos, and more.
Some news

● More Gen Zers trust YouTube vs. other social platforms, a new
Business Insider-YouGov survey found.
● Roughly 59% of Gen Zers ages 18 to 26 view YouTube as somewhat
or very trustworthy, the survey says.
● Of six platforms, Facebook fared worst, with 60% of adult Gen Zers
calling it untrustworthy.

Source -
https://www.businessinsider.com/gen-z-trusts-youtube-more-than-any-other-social-platform-2023
Oldest forms of Content marketing
Why Content?

A sound content marketing strategy is one of the better ways a business can help
shape its brand identity, garner interest from prospects, and retain an engaged
audience."
Why Content?

● Educates your leads and prospects about the products and services you
offer. According to 2023 HubSpot research, 29% of marketers use a blog or
website for lead attraction and conversion.Boosts conversions.
● Builds relationships between your customers and business that result in
increased loyalty, and 30% of marketers are creating content that reflects
brand values.
● Shows your audience how your products and services solve their challenges
● Creates a sense of community around your brand.
Content consumption

"As social media evolved, it popularized a different kind of content consumption


than search engines.
The difference boiled down to a matter of "pointed versus passive."
Content marketing funnel
Different stages

● TOFU
● MOFU
● BOFU
Different stages

● Top of the Funnel (TOFU)


● Middle of the Funnel (MOFU)
● Bottom of the Funnel (BOFU)
Top of the Funnel
Focus on brand awareness, brand pain points and common questions.
● Blog posts
● Social media posts
● Short-form video
● Podcasts
● Infographics
● Checklists
● Ebooks
● Webinars
● Video Ads
Middle of the Funnel
Build a relationship with the potential customer. Understand their problem and are
comparing possible solutions.
● Email newsletters
● Product demos
● Landing pages
● White papers
● Case studies
● Longer-form videos
● Blog posts
● Interactive content
● Webinars
Bottom of the Funnel
Focus on conversion. Content that converts should drive action and create a
sense of urgency.

● Personalized emails
● User-generated content, like customer testimonials
● Case studies
● Pricing pages
● Competitor comparison blog posts
● Video demos
● Remarketing campaigns
What content works in India?

A - Astrology
B - Bollywood
C - Cricket
D - Devotional
What content works in India?

Religion and Astrology is amongst the highest requested and highest consumed
content in India. An example of this is the Panchang (Religious calendar) app
which usually appears amongst the top 10 apps across all the major mobile app
stores in India.
Consumer brand focused on apparel, silver jewellery and puja items.
Let’s discuss some examples
An example of content marketing by Netflix
An example of content marketing by Neural DSP
More examples?

● Brand and activity


● Stage of the funnel, action
Content Marketing Strategy

● Find your target audience.


● Set SMART goals.
● Determine your KPIs.
● Decide on the type of content and content formats.
● Choose your content channels.
Content Marketing Strategy

● Set a budget.
● Create a content publishing schedule.
● Create and distribute the content.
● Analyze and measure results.
1. Find your target audience

● What do they need from you?


● What challenges are they looking to overcome?
● Why do they need your product or service?
● How can you help them succeed?
● Where do they spend their time?
SMART Goals

Specific,
Measurable,
Achievable,
Relevant,
Time-bound
These should be specific to your business — they’ll likely complement
your broader marketing strategy and company goals.
Determine your KPIs

SMART Goal KPI

Brand Awareness "Site traffic, social media


followers, subscription
sign-ups
Revenue Daily sales, site traffic
Brand Loyalty Returning customers,
promoters, product reviews,
referrals
Decide on the type of content and content formats

● Types of content are the broad categories of content you plan to produce.
● Content formats are the specific presentation methods within a content type

For example, blog posts are a content type, and a blog can include content
formats like listicles, how-tos, thought leadership, product reviews, and more.

For an existing brand, run a content audit to see what kind of content is already
resonating with your customers."
Choose your content channels

"Where will you share your content? Where will it live and be shared from?

For some of the content types, the channel you need to work with will be obvious.
Set a budget

● Do you need to purchase any software or technology to create the


content (such as graphic design software like Adobe Photoshop, a
subscription to Canva, a camera to take high-quality photos and
videos)?
● Do you need to hire any content marketers or designers (such as
artists, writers, editors, designers)?
● Do you need to pay for ad space?
● Do you need access to specific tools or resources to enhance or
measure your specific type of content?
Create a content publishing schedule

Create and distribute your content so your audience members can consume it —
and possibly convert.
Optimize the content using SEO
Promote your content on email, social media, and more.
Create and distribute the content

Use a content calendar to stay on top of all the content your team is
creating as well as allow you to schedule it ahead of time.
Analyze and measure results

Look at your SMART goals and KPIs to track the success of your
content marketing strategy. Did you achieve your goals and KPIs?
Were you close to reaching them, or were you off in your
estimations?
Let’s get to work now!

You might also like