7 out of 10 people try content marketing. Only 4 are successful. Why so? Are they doing something different? Or are the rest missing out on something essential? Read more to find out.

1. Contents Marketing: Do You
Have a Plan?

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• Content Marketing Institute and MarketingProfs points out
that 67 per cent of B2C firms use content marketing, and only
about 37 per cent say that their content marketing strategy is
effective

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Create your audience avatar
• Once you have a broad idea, you would need to understand
the audience, and create a persona/avatar for different kinds
of customers so you can take your content to these avatars
• Learn who each kind of persona/avatar is, their tastes, what
they like and how they interact on different channels

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Don’t forget mobile
• You would also need to understand that your content
marketing strategy will fall short without your optimising it
for mobile
• Apps will play a key role, even though consumers are said to
delete over 70 per cent of apps they download
• use a lot of social media baits and run a good mobile
retargeting ad campaign.

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Rich answers – how to cope with Google’s algorithm
• Google has now taken to providing rich answers to queries,
which means, the user will no longer need to go to a site for
answers
• To beat this new Google algorithm, your content should be
built around topics for which short answers may not be easily
found. Also, you should include a brief summary to answer a
query on your content site.

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Power of video
• Video is big this year, and if you miss out on using the power
of video, you will end up losing some customers. Videos could
be tutorials, how-to or DIY ones, and if you are a B2C brand,
you must certainly use them.
Bring in the influencers
• You could create brand awareness by tapping into the growing
trend of influencer marketing, wherein an influencer is
identified to share/promote content pertaining to your brand.
This works on social networking channels like Instagram or
Vine

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Get user/aggregated content
• One of the best ways to engage with your audience is to get
user-submitted or aggregate content as part of your
marketing strategy
• More and more people are interested in content that is user-
generated rather than from a brand
• Testimonials and reviews of products by users generate
greater engagement than the brands

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Track performance
• Once your content gets out there, you would need to track its
performance. Social media analytics tools, Google Analytics all
help. All this helps when you are looking at conversion
performance.

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Knct Lab Overview
• High performing digital
marketing solutions provider
• End-to-end services from data
analysis, market research to
campaign implementation
• Google certified professionals
• Experts across various functions:
advertising, paid media, creative,
analytics, web design &
development, and marketing
automation
• Located in Bangalore
• Visit us at www.knctlab.com

10. Ph: +91 80 88022000
info@knctlab.com
www.knctlab.com
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