Unit-4

Content marketing
Content marketing is a marketing strategy used to attract, engage, and retain an audience by
creating and sharing relevant articles, videos, podcasts, and other media. This approach
establishes expertise, promotes brand awareness, and keeps your business top of mind when
it's time to buy what you sell.

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, to drive profitable customer action.

Content creation and distribution

Content creation and distribution are integral parts of any successful marketing and
communication strategy. Whether you're a business, blogger, or content creator, effectively
creating and distributing content can help you reach and engage your target audience.

Here's a key aspect in both content creation and distribution:

Content Creation:

1.Define Your Goals:

• Understand the purpose of your content. Are you looking to educate, entertain, inform, or
sell?

• Why do you want to create a specific type of content? What is it that you want to
accomplish? Does the content strategy match your overall business goals? These are the
questions to be answered.

• Always use your business goals to frame your content ideation process. Return to them
frequently throughout the process.

2.Know Your Audience:

• Create content that resonates with your target audience. Understand their needs,
preferences, and challenges.

• list out the problems and preferences of your audience and figure out what kinds of content
will they like best.

• Also, you need to answer the important question - what is the unique thing that you have to
offer to you customers?

3.Keyword Research:

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• For online content, use relevant keywords to improve search engine visibility and attract the
right audience.

• Performing keyword research is one of the best ways to truly understand what type of
content best appeals to your target audience

• Popular tools like the Google Ads Keyword Planner can help you uncover useful phrases,
topics and questions that your customers are searching for online. These ideas will help you
generate high-quality content that appeals to your audience.

4.Quality Content:

• Ensure your content is well-researched, valuable, and engaging. High-quality content builds
credibility.

• This content establishes your brand’s thought leadership while providing readers with the
information they need to make a purchasing decision.

• To stand out and make an impact on your customers, your content needs to be of a high
quality. That means it’s not only written and designed well, but also that it’s developed with
the needs of your audience in mind.

5.Diverse Formats:

• Experiment with different content formats like articles, videos, infographics, podcasts, and
more. Content is a broad term that can take many forms. Plus, new forms of content arise
alongside new technologies.

• Brands use different types of content at each stage of the marketing. Search engine
optimized (SEO) blogs organically attract new visitors.

• Landing pages keep readers engaged, and highly detailed content like white papers and
eBooks drive conversions.

6.Consistency:

• Establish a consistent posting schedule to keep your audience engaged and informed.

• Consistency will help to: Stand out as an authoritative thought leader. Grow your
subscribers and email list. Increase your website traffic. Keep your customers engaged.
Generate revenue.

7.Visual Appeal:

• Use visuals (images, videos, graphics) to enhance the appeal of your content. Content
templates can speed up your creation process, enabling you to spend more of your time
innovating.

• There are several categories of tools to consider:

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Content research tools (Google trends, BuzzSumo, etc.)

Analytics tools (Google Analytics) Writing tools (Google Docs, Unicheck, etc.)

Image tools (Adobe Photoshop, Shutterstock, etc.)

8.Calls-to-Action (CTAs): Clearly guide your audience on the next steps, whether it's
subscribing, sharing, or making a purchase

Content distribution
Content Distribution is the act of promoting content to online audiences in multiple media
formats through various channels. These channels can be categorized into three groups:
Owned, Earned, and Paid.

• Content distribution is the process of sharing, publishing, and promoting your images, blog
posts, videos, and other content formats.

• Content distribution is an essential part of any content marketing strategy because it

increases your brand awareness, builds loyal followers, and encourages your target audience
to take action on your products or services.

• Distributing your content properly can lead to more social shares, drive traffic to your
website, and create more conversations across your social networks.

Three Kinds of Distribution Channels to Focus On

1. Owned Channels

Owned channels are the content platforms and channels that belong to your company or
brand.

2. Earned or Shared Channels

Earned or shared channels are those that belong to external third parties who have shared
content about your brand. Think of bloggers, social media influencers, journalists, or review
sites.

3. Paid Channels

Paid channels are pay-to-play. In exchange for promoting your content on an external site,
you pay a fee.

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Content promotion and amplification
Content promotion is the process of getting your content in front of your target audience.
Content promotion can include sharing content via email, social media, paid advertising,
content syndication, backlinks, and influencer marketing.

Or

Content promotion is a process of communicating different forms of content to the target

audience through free and paid marketing channels. It helps generate traffic, enhance reach,
increase conversions, and boost ROI.

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Content Promotion Tools
You can distribute your content successfully with the help of professional tools. In this
section, we’ll review the 3 most powerful content promotion platforms.

➢ Buzz Sumo

➢ Hootsuite

➢ Buffer
Content amplification describes the steps content producers take to reach larger audiences.
Amplification comprises multiple strategies and techniques to improve audience reception to
content and drive site traffic.

Content marketing metrics and analytics:

Here are key content marketing metrics and analytics you should consider tracking:

Consumption Metrics:

• Page Views

The total number of times a page or piece of content has been viewed.

• Time on Page

The average amount of time visitors spends on a particular page. Longer time often indicates
engaged readers.

• Bounce Rate

The percentage of visitors who navigate away from the site after viewing only one page. A
high bounce rate may indicate content that doesn't resonate.

Engagement Metrics:

• Social Shares

The number of times your content is shared on social media platforms. Indicates audience
engagement and interest.

• Comments and Interactions

The number of comments, likes, and other interactions on your content.

• Scroll Depth

How far down the page users scroll. Helps identify the point where interest may drop off.

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Conversion Metrics:

• Click-Through Rate (CTR)

The percentage of people who clicked on a link compared to the total number of people who
saw it.

• Conversion Rate

The percentage of visitors who completed the desired action (e.g., filled out a form, made a
purchase) compared to the total number of visitors.

• Lead Generation

Track how many leads are generated through your content, such as sign-ups, downloads, or
subscriptions.

Search Engine Optimization Metrics:

• Keyword Rankings : Monitor the ranking of your content for target keywords on search
engine results pages.

• Organic Traffic : The number of visitors who find your content through organic search.

Customer Retention and Loyalty:

• Customer Retention Rate Measure how well your content keeps existing customers engaged
over time.

Financial Metrics:

• Return on Investment (ROI)

Calculate the revenue generated compared to the cost of your content marketing efforts.

• Customer Lifetime Value (CLV)

Predict the total revenue a business can reasonably expect from a single customer over their
entire relationship.

Analytics Tools:

• Google Analytics

Provides comprehensive data on website traffic, user behavior,number of users visiting the
website, source of traffic.

• Social Media Analytics

Each platform (e.g., Facebook, Twitter, LinkedIn) has its analytics tools for tracking
engagement and reach.

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 MOBILE MARKETING

Mobile Marketing Overview

Mobile Marketing is a next generation trend of marketing products and services. Today, the
strategy of mobile marketing is being practiced by most of the traders and businessmen across
the globe through which they communicate or engage with their potential audiences/customers
in an interactive and relevant manner. The companies create short, but interactive messages (to
promote their business) specifically to deliver on mobile devices.
The importance and structure of a mobile marketing strategy; ways to create different types of
mobile marketing campaigns; and finally understand how to calculate the Return on Investment
(ROI) of a campaign. Further, we will also cover other aspects such as mobile technology, web-
resources, and the behavior of mobile users.

Advantages of Mobile Marketing

Mobile marketing allows you to reach highly targeted customer segments and engage with
them through relevant marketing campaigns. Advantages of mobile marketing include:

● Accessible and Immediate – you can reach an audience from anywhere at any time, the
fastest way to communicate with customers
● Global Audience – people have mobile phones across the world, so you can reach who
you choose
● Multiple Channels – provides flexibility and opportunity to reach customers through
websites, apps, text, social media, and more
● Personalization – mobile devices are an extension of the user, so any information
customers receive from their mobile devices will seem much more personal to the
customer
● Viral Potential – content is easily shared creating free exposure and the potential for
your content to be shared everywhere

Disadvantages

● Bad User Experiences – bad ads can also go viral, which can be detrimental to your
business
● Navigation Issues – different devices have different screen sizes making it difficult to
standardize an image, some people may not want to or be able to go to your ad with
their type of device
● Privacy and Permission – people are concerned about privacy on their mobile devices,
so consider how customers protect themselves online and offer ways to opt out of
communications

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 ● Constant Updates – technology is continually updated, so you will constantly have to
educate your team on how to use the latest updates and ensure your customers also
know how to access your ad with new updates

Purpose Of Mobile Marketing

1. Reach specific audiences: Mobile marketing allows you to reach more specific
customer segments in comparison to traditional marketing which only reaches a general
audience
2. Engage your audience: Mobile marketing provides opportunities to interact with
customers in real-time and on a more personal level. Moreover, customers cannot
directly respond to traditional marketing because it is a one-way message. However,
customers can interact with mobile marketing content through mobile apps, SMS (text
message) marketing, and mobile websites.
3. Maintain strong customer relationships: Mobile marketing, if done right, will improve
customer retention rates, and increase long-term loyalty

Mobile Marketing
Mobile marketing is a digital marketing strategy that uses multiple channels to reach target
audiences including smartphones, tablets, mobile devices, social media, and apps.
Mobile marketing is any marketing campaign that promotes products or services through
mobile devices. By connecting with customers through mobile devices, you can create a
cohesive customer experience. Most people always have their phones with them, allowing you
to connect with customers in real time. Mobile marketing is used to attract customers in an
interactive and personalized way.

Mobile Advertising Strategies

Mobile marketing works by connecting with customers through their mobile devices
encouraging them to interact with your brand. Here are some types of mobile marketing:

1.In-App Marketing
In-app marketing is marketing through mobile apps. In-app marketing can be either for your
own brand or for other brands. For your own brand, In-App marketing refers to the use of
banners, overlays, and inbox messaging to market your products to your app users. You can
engage customers who are active users of your brand’s app and guide their user experience in
your app. For other brands, ads can be included on popular apps or your brand’s app. The ads
can be banners, a full page, or videos. In-app marketing also allows you to increase your
customer base through advertisements on popular apps.

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2. Mobile Push Marketing
Mobile push marketing sends marketing messages on mobile devices using push technology.
It allows you to deliver relevant information to users even if they are not on your website or
app. Mobile push notifications allow you to communicate with existing and potential customers
in a simple and effective way.

3.SMS Marketing
SMS marketing is a marketing campaign via text message. You can send promotions, alerts,
offers, and more to current and potential customers’ phones. Text marketing campaigns can be
successful because most people have their phones with them, and it is difficult to ignore push
notifications.

4.Social Media Marketing

Social media platforms typically have billions of users, making social media a great place to
advertise and promote your business. Social media marketing allows you to make a more
personal connection with consumers through Facebook ads, promoted tweets, or shoppable
pins on Pinterest.

5. Location-Based Marketing
Location-based marketing allows you to target a customer on their mobile device based on their
location. You can create specific marketing campaigns based on your customers’ location,
making the marketing campaign more relevant.

6.QR Code Marketing

QR code marketing allows you to create a link to your website, download your app, review
your business, or signup for your newsletter. Customers can scan the QR code with the camera
on their smartphones and it is simple to use. QR code marketing allows you to engage more
customers and can be used for almost any marketing purpose.

Mobile app Marketing:

• Mobile applications are in rage today and will be for a long time to come. The reason is simple
– a mobile application is more personal than a website.

• Customers download an application if they like what it offers or if they have a need for it.
That’s one of the reasons why a mobile application often brings in more revenue to a business
than a website.

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• Mobile app marketing is the set of strategies and techniques used to promote and drive the
adoption of a mobile application (app) among potential users.

• Effective mobile app marketing is essential for attracting new users, retaining existing ones,
and ultimately achieving the app's goals, whether they be generating revenue, increasing brand
awareness, or serving a specific purpose.

Here are some key elements and strategies of mobile app marketing:

1.Market Research: Understand your target audience, their preferences, and their needs.
Analyse your competitors and identify gaps in the market.

2.App Promotion Campaigns: Run paid advertising campaigns, such as pay-per-click (PPC)
ads, on various platforms to reach potential users. Google Ads and Apple Search Ads are
commonly used for this purpose.

3.App Website: Develop a website or landing page for your app. It should provide detailed
information, features, user testimonials, and a download link.

4.App Analytics: Implement analytics tools to track user behavior within your app. Analyze
data to understand how users engage with your app and identify areas for improvement.

5.App Updates: Regularly release updates to improve app functionality, fix bugs, and add new
features. Promote these updates to keep users engaged and informed.

6.App Referral Programs: Create referral programs that reward users for referring friends or
family to download and use your app.

7.App Store Optimization (ASO): Optimize your app's visibility and ranking on app stores
(e.g., Apple App Store, Google Play Store) through keyword research, compelling app
descriptions, high-quality visuals, and positive user reviews.

8.Social Media Marketing: Utilize social media platforms to create a presence for your app,
share updates, and engage with your audience. Paid advertising on platforms like Facebook,
Instagram, and Twitter can be effective.

9.Content Marketing: Create valuable content related to your app's niche or industry. This can
include blog posts, videos, infographics, and more to attract and educate potential users.

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10.Email Marketing: Build an email list of app users and prospective customers. Send
newsletters, updates, and promotions to keep users engaged and informed.

11.Influencer Marketing: Partner with influencers in your app's niche to reach a broader
audience. Influencers can create content, reviews, or endorsements to promote your app.

12.User Reviews and Ratings: Encourage users to leave reviews and ratings on app stores.
Positive reviews can enhance your app's credibility and visibility.

13.App Store Advertisements: Consider running advertisements within other apps to promote
your app. This is a way to reach users who might not be actively searching for a new app.

14.Community Building: Create and nurture a community around your app. This can be done
through social media, forums, or in-app features that encourage user interaction.

15.Data-Driven Optimization: Continuously analyse data and user feedback to improve your
app and marketing strategies. Make data-driven decisions to refine your approach.

• Effective mobile app marketing requires a mix of these strategies, tailored to your app's target
audience and goals. It's also important to adapt and evolve your marketing efforts as the app
matures and user preferences change.

Location-based marketing:

• It is a marketing strategy that targets potential customers in a specific geographic area, using
the location data of mobile devices, such as smartphones and tablets, to deliver personalized
and relevant content or advertisements. This approach leverages a user's physical location to
provide them with information, offers, or experiences that are more pertinent to their current
context.

• Location-based marketing can be highly effective in reaching customers at the right place and
time, but it also requires a thoughtful approach to avoid being perceived. It's crucial to strike a
balance between personalization and respect for user privacy. Here are key aspects of location-
based marketing:

1.Geofencing: Geofencing is a popular technique in location-based marketing. It involves

creating virtual perimeters or boundaries (geofences) around physical locations. When a mobile
device enters or exits these predefined areas, it triggers automated actions, such as sending

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notifications, offers, or advertisements to the user's device. Geofencing can be used for retail
promotions, event marketing, and more.

2.Beacon Technology: Beacon technology uses small Bluetooth devices, known as beacons, to
transmit information to nearby smartphones. When a user's device is within the proximity of a
beacon, it can trigger specific actions, such as delivering product information, discounts, or
alerts. Retailers often use beacons to enhance the in-store shopping experience.

3.Location-Based Advertising: Marketers can target users with location-specific

advertisements through mobile apps, social media, or other advertising channels. For example,
a coffee shop might display ads to users in the vicinity to entice them to visit.

4.Location-Based Offers and Coupons: Businesses can send location-based offers or discounts
to potential customers when they are near a store or restaurant. These personalized promotions
can incentivize users to make a purchase.

5.Local SEO: For businesses with physical locations, optimizing for local search engine
optimization (SEO) is crucial. This involves ensuring that your business appears in local search
results when users are looking for products or services in their area.

6.Location-Based Content: Create content that is relevant to specific geographic areas. This
can include location-based blog posts, videos, or social media content that resonates with local
audiences.

7.Check-in and Social Sharing: Encourage users to check in at your physical location or share
their experiences on social media platforms. User-generated content and word-of-mouth
marketing can be powerful in the context of location-based marketing.

8.Event Promotion: Use location data to promote events and activities that are happening in
the user's vicinity. This is particularly useful for businesses, museums, theatres, and event
organizers.

9.Data Privacy and Consent: It's essential to prioritize user privacy and obtain proper consent
when collecting and using location data. Compliance with relevant data protection regulations
is crucial.

10.Analytics and Measurement: Track the effectiveness of your location-based marketing

efforts through analytics tools. Measure metrics like foot traffic, engagement, conversion rates,
and return on investment to refine your strategies.

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Mobile Marketing Analytics:

• It is the process of collecting, analysing, and interpreting data related to mobile marketing
campaigns and strategies. It helps businesses and marketers understand how users interact with
their mobile apps, websites, or advertisements, enabling them to make data-driven decisions to
optimize their mobile marketing efforts.

• Mobile marketing analytics is an ongoing process that should inform the continuous
improvement of mobile marketing strategies. Regularly review and refine your strategies based
on the insights gained from analytics to achieve better results and ROI

1.User Behaviour Analysis: Understand how users interact with your mobile app or website.
Analyze user journeys, funnel conversion rates, and behaviour flow to identify points where
users drop off or convert.

2.Attribution Analysis: Determine how users discover and engage with your mobile app. This
includes identifying the sources (e.g., organic search, paid ads, social media, referral) that lead
users to install or use your app.

3.App Store Analytics: For mobile apps, track and analyse data from app stores (e.g., Apple
App Store, Google Play Store), including download numbers, reviews, ratings, and keyword
performance. App store optimization (ASO) is essential to improve visibility and conversions.

4.Mobile Ad Campaign Analytics: Monitor the performance of mobile advertising campaigns,

including click-through rates, conversion rates, return on ad spend (ROAS), and ad spend
efficiency. Understand which ad networks and creatives work best

5.Retention Analysis: Evaluate user retention rates and identify factors contributing to user
churn. Retaining existing users can be more cost-effective than acquiring new ones

6.Social Media Analytics: Monitor the effectiveness of mobile marketing campaigns on social
media platforms. Track engagement, shares, comments, and conversions resulting from social
media efforts.

7.Push Notifications and In-App Messaging Analytics: Track the performance of push
notifications and in-app messages to understand engagement and conversion rates. Map out the
entire customer journey, from awareness to conversion and post-conversion stages. Understand
touchpoints and interactions that influence user decisions

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