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1. Welcome Build your brand using Content Marketing

2. What is the most commonly produced content by yourcompany Blogs Video Social media creatives GIFs Infographics

3. How do you generate the content in your company? In house creative team Freelancers Agencies Do it yourself Other – like find and paste??

4. Most popular certifications offered by Googleare Google Adwords Google Analytics Mobile Advertising Shopping Certification You tube Certification Google Adwords planner

5. Running Facebook campaign is marketing Tr u e False

6. Names of companies that you use as marketingtool H u b s p o t Mailchimp Hootsuite Buzzsumo Kissmetrics Other

7. MonikaPrasad Founder –Allkonnect Helping companies build brand using contentmarketing Entrepreneur, Innovator,Executioner. Worked in marketing, branding, thought leadership in corporate world in USA, UK, Singapore and India

8. Let’sdiscuss… Marketing in the digitalage How to use Content Marketing to build your brand Best practices of DigitalMarketing

9. “Content Marketing is the only marketing thatisleft. ~ SethGodin “ Todifferentiate Percentage of B2B Marketers Using ContentMarketing % of B2B Marketersusing ContentMarketing No get CONTENT excellent % of B2B MarketersNot-using ContentMarketing 11% Note: Of the 11%non-users, Yes 52% plan to launchcontent marketing Effort within12 months 89%

10. 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 customeraction” Content MarketingInstitute

11. The NewNormal Content Consumptionpattern I search for relevant content insearchengines Read my facebook feed and click interesting articles/videos Go directly to apublicationwebsite Through mobilenotifications Read my twitter feed and click interesting articles/videos Go to specificblogs Read my LinkedIn feed and click interesting articles/ videos Through notifications via slack or other messagingplatform I find contentonmedium I find content though anRSSfeed Through flipbook, or another readingapp 79% 22% 76% 19% 55% 22% 48% 14% 41% 16% 37% 18% 36% 16% 26% 13% 22% 13% 21% 18% 17% 13% CurrentlyUsed 2 yearsago

12. Inbound Vs Outboundmarketing Search Engine Optimization LandingPages Onlinecontent Newsletters Webanalytics Cold calling Sales flyers Print Ads Tradeshows TV/Radio

13. Benefits of ContentMarketing • Awareness/Visibility • Traffic • Trust • ThoughtLeadership

14. Content MarketingSuccess • Social Media Sharing • WebsiteTraffic • Downloads • Eventattendees

15. Content MarketingStrategy • Identify the goals of your business (next 6months) • Identify your targetaudiences • Identify your customerbuying stages • ContentAudit • SEO Keyphrases • Editorialcalendar • Tone andStyle

16. BusinessGoals • Generateleads • Increaserevenue • Increasetraffic • DriveEngagement • RetainCustomers • Establish ThoughtLeadership • Open newmarkets • Lower customer servicecosts

17. Persona of thecustomer • Demographics • OrganizationalInfo • Customer Psychographics • CustomerProfile • CustomerJourney

18. BuyersJourney Map out content that aligns with the buyer’sjourney- Infographics Article Tool Guide Events/Community Problem recognition/Awareness Informationsearch/Fimiliar Evaluation ofalternatives/ consideration Purchasedecision Purchase/loyal

19. {2 } How to use ContentMarketing to build yourbrand

20. “Your brand is what other people say about you when you are not in theroom” Jeff Bezos, Founder and CEO ofAmazon

21. Brand – It is yourpromise INR120 INR25 It is set of perceptions and images that represent your company, product orservice.

22. Creating yourbrand 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. That’s a result, it is a purpose, cause or belief. It is the very reason your organizationexists.

23. {3 } Best practices inDigital Marketing

24. Research shows that search engines often bring 300% more traffic than social media for mostwebsites • The better your content, including long form blog articles and guides with 1000 plus words thebetter • The quality of websites linking to your site alsocarries • weights.

25. Website Company goals BuildTrust UserGoals ProductSpec SignUp • Mission • Value creation • Case • Studies • Testimonials • Positive tweets • AboutUS • What will user getby using the product • FeatureList • FAQ • Detailed Spec • Subscription • details • Legal

26. 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 moretraffic. WHEN All the time –SEO is an ongoingprocess

27. The importance ofkeywords Keywords are ideas and topics that define what your content is about. In termsof SEO, they're the words and phrases that searchers enter into search engines, also called "search queries : Moz

28. ContentTypes • 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 youraudience. • 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 officeetc

29. Challenges of ContentMarketing • Resources • ContentStrategy • Return OnInvestment • EfficientProcess

30. ContentDistribution 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 isimportant. 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 improvingrankings and more leads. Syndication: It is reposting your content on other websites and will earnbacklink. Influencers: Building relationship with influencers and encouraging them to mention your content on their website is great way to distributecontent Advertising: You can use traditional advertising channels like TV, Print media to distribute thecontent 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 aspossible.

31. ContentAudit 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 performingbest What topics does your audience most connectwith Which posts most people spend timeon? Locate gaps in the content based on different stages of sales funnel Generate ideas for future contentideas Remove the content that is notworking

32. 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 attracttraffic.

33. Social MediaMarketing Business- to-consumer and peer to peercontent sharing “In the moment” news and topical discussion. Quicklink sharing A place for business professional s tonetwork andconnect Which Social media platform? Product or services with a relianceon SEOvalue Forimage friendly business

34. Social MediaAdvertising • Academia • Authors and managementthinkers • Business and TradeJournalists • Buyersgroups • Commentators and otherindividuals • Competingvendors • Complementary partnerbrands • Conferences andEvents • Consumer and consumergroups • Government agencies andregulators • Individualconsultants • Industryanalysts • Industry bodies, forums andfederations • NicheConsultancies • Online forums andblogs • Top tier managementconsultancies • Channelpartners • Venture capitalist andfinanciers

35. 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

36. SearchMarketing PaidAdvertising OrganicSearch

37. InfluencerMarketing TargetMarket Organization Marketing Influencers

38. Who are yourinfluencers? • Academia • Authors and managementthinkers • Business and TradeJournalists • Buyersgroups • Commentators and otherindividuals • Competingvendors • Complementary partnerbrands • Conferences andEvents • Consumer and consumergroups • Government agencies andregulators • Individualconsultants • Industryanalysts • Industry bodies, forums andfederations • NicheConsultancies • Online forums andblogs • Top tier managementconsultancies • Channelpartners • Venture capitalist andfinanciers

39. We should think of content marketing and influencer marketing as two sides of the samecoin Without relevant content, influencers have nothing to promote, and without influencers,content creators aren’t amplifying theirmessage Michael O Neill, BraftonInc

40. Get inTouch https://www.facebook.com/allkonnect/?ref=bookmarks https://www.linkedin.com/company/allkonnect/ @Allkonnect2017 https://www.youtube.com/watch?v=lC2PUSJqDSY

41. Questions andAnswers RajeevRanjan Co-Founder -Allkonnect MBA – UCLAAnderson M.S. – Texas A&M Univ.,USA MonikaPrasad Founder -Allkonnect MBA – University ofCalifornia M.S. – Purdue,USA Marketing Strategy Digital Execution (+91)7799432255 rajeev@allkonnect.com (+91)9949072579 monika@allkonnect.com Content Creation Yesz Think Content Marketing, Think &Konnect AllKonnect

42. THANKYOU