Content Marketing Is Growing In Popularity In India

History of Content Marketing

The beginning of content marketing is credited to John Deere, an American producer of farm vehicles and horticultural gear. Toward the finish of the nineteenth 100 years, he composed articles exhorting ranchers in The Wrinkle Paper. A couple of years after the fact, in India, the Michelin brand distributed its popular aid whose goal was not to sell tires straightforwardly but to offer appeal and their renowned city maps. 

By distributing for nothing (the aid just became payable in 1920) locations of cafés or arrangements of mechanics, André and Edouard Michelin, in a roundabout way, welcomed perusers to consume… tires. Their addresses are worth the diversion.

Definition: What Is Content Marketing?

The objective of content promotion differs from an item’s immediate and fast offer. It is for its advertisers to acquire permeability. In Modern times, permeability is estimated by the number of snaps. Computerized showcasing procedures efficiently remember a reflection for content enhancement. 

Content advertising assumes control over the web, from the friendliness business to PC makers to monetary warning firms. Dissimilar to coordinating publicizing activities, the substance remains for however long it is current (we talk about evergreen substances). The outcomes are not prompt and rely definitively upon the substance’s quality, pertinence and strength.

Example: The Lenovo Brand

The Chinese Lenovo has developed a very effective content strategy to appeal to new technology professionals. He created a hub directed towards IT decision-makers by providing quality technical information. The hub contains nearly 300 technical articles with over thirty million views. The brand is also very present on LinkedIn with Sponsored Updates, which allow it to reach all technology enthusiasts.

The Benefits Of Content Strategy

Investing in content marketing is a profitable long-term option. The main advantages are:

1. increased visibility
2. a stronger brand image
3. the multiplication of new prospects
4. the perceived value of the company is on the rise

For companies with little means to finance expensive advertising campaigns, the content strategy can be limited to a regular newsletter and posts on LinkedIn. Others invest more in terms of skills and time, creating ad hoc media and multiplying distribution channels.

The Main Stages Of Content Marketing

Regardless of the company’s size, there are certain steps to follow to develop a successful content strategy.

1. Choose a relevant theme likely to interest your target audience
2. Know the needs and expectations of your target
3. Choose SMART goals: branding, acquiring leads, boosting brand image, etc.
4. Analyze the topics of interest on social networks
5. Define a long-term editorial line (editorial planning)
6. Isolate Internet user query trends related to the chosen theme
7. Define the best formats: blogs, posts, etc.
8. Adapt content to chosen formats
9. Define results indicators: interactions, visits, clicks, leads, etc.

Find The Right Editorial Line

The editorial line, known in the press, is the DNA of content strategy in Web marketing. It brings long-term consistency that strengthens the brand. A good editorial line reconciles content (themes) and form (tone). A high-tech company will naturally choose a technical and friendly tone. A financial advice company will avoid a humorous tone and favor seriousness and accuracy. The basic objective is to convey to the target audience a consistent image of the company over the long term. It is recommended to establish a principle document which defines the editorial line. It is a very useful medium to guide content creators.

Choose Suitable Formats

An effective content strategy involves careful choices of formats. The hotelier who adds a blog to his site by publishing weekly articles on the extraordinary sites of his region or the best culinary specialities sees a significant increase in visits to his web page in less than three months. 

In addition, editorial content, videos, infographics or audio must find the best support. For this, it is important to know the channels frequented by potential prospects: YouTube, Instagram, TikTok, etc. For example, quizzes or surveys are welcome on LinkedIn. A video on Facebook sometimes allows a high engagement rate. It is a popular format that continues to grow.

Track Performance

Completing the steps does not guarantee a perfect strategy. Media may prove to be faulty, and content needs to be better. Also, it is essential to analyze the results and adjust its strategy. This allows us to :

1. determine the most useful keywords
2. stick to search trends

The analysis, through Google Analytics and Google Search Console, takes into account the metrics adjusted to the initial objectives:

1. SEO results / natural referencing (keywords, backlinks)
2. User behaviour
3. Internet user engagement (sharing, likes)
4. Sales (conversion rate)

This work, sometimes tedious, makes it possible to prioritize the content, keep the best, update the obsolete content, and delete the less good (pages without any traffic).

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