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Engage Bali 2016: RP Singh, VML

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Content marketing fears & challenges

Publicado en: Redes sociales

Engage Bali 2016: RP Singh, VML

  1. 1. CONTENT MARKETING FEARS & CHALLENGES RP SINGH, REGIONAL MEDIA HEAD – SEA & INDIA
  2. 2. CAN YOU SELL AIRCRAFTS USING CONTENT MARKETING?
  3. 3. BUT THAT SOUNDS EXPENSIVE AFFAIR
  4. 4. TOP CHALLENGES
  5. 5. CHALLENGE #1 INSUFFICIENT RESOURCES
  6. 6. GOOD FAST CHEAP EXPENSIVE SLOW CRAPPY KEEP DREAMING PICK TWO
  7. 7. OUTSOURCE Vs IN-HOUSE
  8. 8. 5 MINUTES 2-3 DAYS
  9. 9. VIDEO CONTENT
  10. 10. CHALLENGE #2 PRODUCING ENGAGING CONTENT
  11. 11. WHAT IS ENGAGING CONTENT? Grabs the audience’s attention and compels them to read more Is relevant and helps the audience with their issues Resonates with the audience on an emotional level Gives your audience something that can’t be found anywhere else Is entertaining or informative (or both)
  12. 12. HOW TO OVERCOME THIS CHALLENGE? Clarity A structure: Logic & Visual A conclusion: How does your article end? A question: Questions make people think A bit of controversy: Controversy can get readers more emotionally invested in the conversation.
  13. 13. AND TAKE HELP FROM EVERYWHERE Google Trends Social Listening Data Google Keyword Planner Social Media response to your own posts YouTube trends
  14. 14. CHALLENGE #3 VARIETY & CONSISTENCY
  15. 15. CREATING VARIETY
  16. 16. CREATING CONSISTENCY Having an Editorial calendar is a very good idea
  17. 17. CREATING CONSISTENCY Gather your stakeholders Document your distribution points Align your process with your people Set/adjust your schedule
  18. 18. CHALLENGE #4 MEASURING ROI
  19. 19. MEASURING THE ROI- RIGHT METRICS
  20. 20. Lets create some magic with Content together! GROUP EXERCISE
  21. 21. GROUP EXERCISE TASK Choose a brand Choose a marketing/business objective Write a content marketing strategy for your brand Create an editorial calendar
  22. 22. THANK YOU

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