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Namita Tiwari — Conquer Content Marketing
Business Storyteller, Brand , Digital & Content
Module «Marketing»
4 online-sessions. 16 October 2021
Namita Tiwari, a strategic marketing leader, has cracked the content code and conquered content marketing. She has rich experience of close to two decades, contributing to the growth journeys of many Fortune 500 companies like Accenture, Infosys, and HCL Technologies.
SAP
Lecture summary
Content is King
Traditional marketers have long used content to spread brand awareness and build brand reputation. Taking advantage of technological advances in transportation and communications, business owners began adopting content marketing techniques in the late 19th century. They also tried to connect with their clients.

YouTube, a subsidiary of Google, is an online video platform that is driving a surge in content marketing. YouTube had over 1 billion users, accounting for 33% of all users and reached more people between the ages of 18 and 34 than any cable TV provider in the United States.

Companies actively curate their content on these platforms in the hopes of expanding their reach to a new audience.

Content marketing is a form of marketing that aims to create, publish and distribute content to a target audience on the Internet. It is often used by businesses to achieve the following goals: grab attention and attract potential customers, expand their customer base, generate or increase online sales, increase brand awareness or credibility, and engage the online user community. Content marketing attracts new customers by creating and sharing valuable free content. It helps companies build enduring brand loyalty, provides valuable information to consumers, and creates the desire to buy products from the company in the future.
Content formats
Content marketing starts with identifying the customer's needs. The information can then be presented in a variety of formats, including news, videos, white papers, ebooks, infographics, email newsletters, case studies, podcasts, how-to guides, Q&A articles, photos, blogs. Content marketing requires the continuous delivery of large amounts of content, preferably as part of a content marketing strategy.

Using content marketing you sell your product or service due to the content demanded by your audience. By constantly creating new useful content, you strengthen the authority of your company and become a professional in your field. The level of trust in you increases, and interested users become buyers. What's more, if you post original content with your own photos, videos and, of course, texts, you make the brand more recognizable and the credibility even stronger.

Don’t forget about SEO promotion. Thanks to content marketing, a brand improves it’s position in the search engine results: the constant updating of the content on the site increases the number of promoted queries. At the same time, website promotion takes place naturally, and not using paid channels.
Trends in CM
1. Original research

Content marketing is incredibly rich in leaders and influencers, yet they are not entirely helpful in determining what works and what doesn't in an ever-changing digital landscape. Original research provides a deeper understanding of what industry professionals and startups alike are up to; Is it going to be good or bad.

2. Educational content provides great success!



3. Virtual events

While the pandemic has brought many challenges, restrictions are driving considerable innovation. A brand can use some tools like One24 or Streamyard to stay with customers during the pandemic. StreamYard can be used for Facebook, YouTube and Linkedin. Conduct broadcasts, webinars, online games, workouts (bachata, yoga, zumba) and even do simultaneous broadcasting both there and there.
It is convenient to use for working in closed FB groups if you plan to involve participants in the discussion or hold public sessions.