My session at B-school on GTM (Go-To-Market)

A few days ago, I was invited to take a session on GTM (Go-To-Market) at a B-school. It was great to go back to a B-school after so many years, and more so to share knowledge and insights based on my experiences. I wondered what I should cover in this session. After much consideration and deliberation, I decided to cover the subject from a practitioner point of view, covering specifically what I wished I had known about GTM before I did the GTM for several platforms / solutions / services.

My presentation for the session is here.

It was well recieved, and was great to interact and engage with some bright young minds and hear their ideas on the subject.

Some feedback from the session is below:

Wonderful session on Go-to-Market. Great insights and exercises. One of the brightest minds I saw.

Excellent session, extremely interactive with superb caselets. Will be looking forward to another session

The session was great and interactive. It gave us an understanding about GTM strategies with real-life examples

“It was a very different session from our daily sessions and I really enjoyed. Full of insights and examples ; and the choice of topic was extremely important for us.”

“Very interactive and information. Practical examples were very good”

“Engaging, informative and practical examples – very good”

“Engaging exercises and clarity of thought”

“Something that the institute has been missing so far – Highlight engaging informative and of course an excellent speaker”

“Refreshing activities for expanding our thoughts on marketing”

“Implications of what we have covered in text books”

“Very interactive session”

All this feedback is a good catalyst to continue engaging with B-schools !

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Columnist / Byline In:  Economic Times | Huffingtonpost |  Wipro NewsCred Marketo |  Finextra | Inc42  |  Business2Community | ProBlogger  | Famous Bloggers | TheNextWomen|Nasscom | SheTheTVPeople | PaulWriter |  WomensWeb |  Sheroes PeopleMatters |  YoWoTo | 12Most.com  | Parentous | The Change Blog | Women Inspiring Wednesdays

Blog:  Nischala’s Space, Thoughts, Expressions [ Top Marketing Blogs in IndiaDirectory of Top Indian Blogs and Most Widely read Indian BloggersDirectory of Best Indian BlogsAlltop]

Twitter:  @nimu9 [Featured among Must Follow Indian Women on Twitter (2014), 50 Indian Women to follow on Twitter (2012)]

 Industry Associations / Mentorships: SINE (Society for Innovation and Entrepreneurship – An IIT Mumbai initiative) | TLabs | Inc42 | SheroesIndia | BackToTheFront  

Interviews and Media Mentions:
Newspaper Interview | Twittering Heights (Deccan Chronicle)
Featured in | #PowerWomenAtWork – the drivers of change
Featured in | 101 inspiring women aka rockstars
Featured in | Passionate Bloggers you should follow
Quoted in “Open letter to women looking for job
Quoted in “The best advice you’ll receive as young women starting your careers
Interview | My blogging journey – How it came to be?
Interview | A wise blogger
Interview | Secrets to Successful Blogging
Quoted in “Are entrepreneurs born or made?”

Speaker Sessions, Panel Discussions and Events (Real and Virtual): 
Career Investments that every women at work should make” ; Speaker session at Intel
Navigating careers in large organizations” ; Tweetchat hosted by Wipro
Making your network your net-worth” ; Panel Discussion hosted by BTTF (Back To The Front)
MyDigitalStory” ; Tweetchat hosted by SheThePeopleTV
The Art and Craft of Content” ; Speaker session at Wipro
“Importance of Mentorship for women” ; Sheroes Summit

Other events / conferences that I’ve graced : Bhasha Shakti (Mar 2016), Surge , IAMAI (Feb2016),  TIE – Women Entrepreneurship (2015), EuroFinance Cash Management Conference (2014), Sheroes Summit(2014), PaulWriter -The Futurist CMO (2013)

Jan to Mar | Round-up of events to note, and attend ?

As I mentioned in my previous post – In 2016, I decided to attend more real-world events (face-2-face) – Be it industry, art, networking, technology, startups, academia  – It was a personal resolve to just get out there, hear / see / read to what’s happening in spaces outside of my world.. My only preference was that the event had to be in Delhi (or nearby) or Bengaluru which I travel for work.

In the process, I did manage to attend a couple of events so far, but what I also discovered was that there are a host of amazing events. In this post, I am sharing a list of events that I have come across in the past 3 months:

 

Jan-2016

Marketing / Leadership / Business / Industry / Technology

Great Indian IT Marketing Summit and Awards

Brand Partnership Meet

Others

Jaipur Literature Festival

Indian Art Fair

Dastkar Design Fair

 

Feb-2016

Marketing / Leadership / Business / Industry / Technology

IAMAI

Surge (Web Summit)

Others

Surajkund Crafts Mela

Auto Expo

 

Mar-2016

Marketing / Leadership / Business / Industry / Technology

The Coalition

Ad:Tech

Lets Ignite (Startup event)

Others

Shakthi 

Bhasha (Indian Language Festival)

World Culture Festival

 

Did I miss any interesting event? Leave a comment to let me know

 

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Columnist / Byline In:  Economic Times | Huffingtonpost |  Wipro NewsCred Marketo |  Finextra | Inc42  |  Business2Community | ProBlogger  | Famous Bloggers | TheNextWomen|Nasscom | SheTheTVPeople | PaulWriter |  WomensWeb |  Sheroes PeopleMatters |  YoWoTo | 12Most.com  | Parentous | The Change Blog | Women Inspiring Wednesdays

Blog:  Nischala’s Space, Thoughts, Expressions [ Top Marketing Blogs in IndiaDirectory of Top Indian Blogs and Most Widely read Indian BloggersDirectory of Best Indian BlogsAlltop]

Twitter:  @nimu9 [Featured among Must Follow Indian Women on Twitter (2014), 50 Indian Women to follow on Twitter (2012)]

 Industry Associations / Mentorships: SINE (Society for Innovation and Entrepreneurship – An IIT Mumbai initiative) | TLabs | Inc42 | SheroesIndia | BackToTheFront  

Interviews and Media Mentions:
Newspaper Interview | Twittering Heights (Deccan Chronicle)
Featured in | #PowerWomenAtWork – the drivers of change
Featured in | 101 inspiring women aka rockstars
Featured in | Passionate Bloggers you should follow
Quoted in “Open letter to women looking for job
Quoted in “The best advice you’ll receive as young women starting your careers
Interview | My blogging journey – How it came to be?
Interview | A wise blogger
Interview | Secrets to Successful Blogging
Quoted in “Are entrepreneurs born or made?”

Speaker Sessions, Panel Discussions and Events (Real and Virtual): 
Career Investments that every women at work should make” ; Speaker session at Intel
Navigating careers in large organizations” ; Tweetchat hosted by Wipro
Making your network your net-worth” ; Panel Discussion hosted by BTTF (Back To The Front)
MyDigitalStory” ; Tweetchat hosted by SheThePeopleTV
The Art and Craft of Content” ; Speaker session at Wipro
“Importance of Mentorship for women” ; Sheroes Summit

Other events / conferences that I’ve graced : Bhasha Shakti (Mar 2016),Surge , IAMAI (Feb 2016), TIE – Women Entrepreneurship (2015), EuroFinance Cash Management Conference (2014), Sheroes Summit(2014), PaulWriter -The Futurist CMO (2013)

Image

What career does she choose and why? | Part of series “Looks & Cooks to Voices, Choices & Joys”

WD-Career Choices

 

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Columnist / Byline In:  Economic Times | Huffingtonpost |  Wipro NewsCred Marketo |  Finextra | Inc42  |  Business2Community | ProBlogger  | Famous Bloggers | TheNextWomen|Nasscom | SheTheTVPeople | PaulWriter |  WomensWeb |  Sheroes PeopleMatters |  YoWoTo | 12Most.com  | ParentousThe Change Blog | Women Inspiring Wednesdays

Blog:  Nischala’s Space, Thoughts, Expressions [ Top Marketing Blogs in IndiaDirectory of Top Indian Blogs and Most Widely read Indian BloggersDirectory of Best Indian BlogsAlltop]

Twitter:  @nimu9 [Featured among Must Follow Indian Women on Twitter (2014), 50 Indian Women to follow on Twitter (2012)]

 Industry Associations / Mentorships: SINE (Society for Innovation and Entrepreneurship – An IIT Mumbai initiative) | TLabs | Inc42 | SheroesIndia | BackToTheFront

Interviews and Media Mentions:
Newspaper Interview | Twittering Heights (Deccan Chronicle)
Featured in | 101 inspiring women aka rockstars
Featured in | Passionate Bloggers you should follow
Quoted in “Open letter to women looking for job
Quoted in “The best advice you’ll receive as young women starting your careers
Interview | My blogging journey – How it came to be?
Interview | A wise blogger
Interview | Secrets to Successful Blogging
Quoted in “Are entrepreneurs born or made?”

Speaker Sessions, Panel Discussions and Events (Real and Virtual): 
Career Investments that every women at work should make” ; Speaker session at Intel
Navigating careers in large organizations” ; Tweetchat hosted by Wipro
Making your network your net-worth” ; Panel Discussion hosted by BTTF (Back To The Front)
MyDigitalStory” ; Tweetchat hosted by SheThePeopleTV
The Art and Craft of Content” ; Speaker session at Wipro
Importance of Mentorship for women” ; Sheroes Summit

Other events / conferences that I’ve graced : Surge (Feb 2016), IAMAI (Jan 2016), TIE – Women Entrepreneurship (2015), EuroFinance Cash Management Conference (2014), Sheroes Summit(2014), PaulWriter -The Futurist CMO (2013)

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Looks & Cooks to Voices, Choices & Joys | Who has powered this series?

Power Voices

Nischala’s writings of Jan 2016 | A round-up…

On popular demand … Starting 2016, I will be sharing a curated list of my writings for the month here on this blog.. I hope you enjoy reading as much as I enjoyed writing. In this post I am sharing a round-up of all my published posts for Jan 2016.

Blog – Nischala’s Space, Thoughts and Expressions

Marketing Campaigns – 12 points to fast-track your success

Round-up of all the Marketing Awards you can apply to

Women led startups – What impedes growth?

Keen to attend a marketing event in India? Here is a list for you

Huffington Post

10 M’s which can make or break a woman’s career

10 fail-proof ways to love yourself everyday

LinkedIn

The attitude matters : more than knowledge and skills? Leadership Lessons from kids

10 (+1) choices which can transform your life (and career)

After 100+ LinkedIn posts the most important lesson is | “The (personal) story matters, but the publishing platform matters even more”…

Why you should NOT do a startup?

What are your objectives for 2016?

The Attitude matters | Leadership Lessons from Kids

Time Management Tips to boost your productivity at work

My Payments Wishlist as a consumer – for 2016 and beyond

FinExtra

Why you should NOT do a fintech startup?

What is the most important decision a corporate treasurer makes?

Sheroes

Got cash? Invest in a startup

WomensWeb

How to get what you want? Leadership Lessons from kids

Blog – Verve : The Quintessence of my life

How to live fully and not die slowly

The best thing you can sometimes do

At the cross-roads

 

Keen to attend a Marketing Event in India? Here is a list for you!

I was in conversation with an old friend of mine who is a globe-trotter, and attends zillion business events every year. During one conversation,

Me: “Why do you travel all over the world to attend so many events..?

She: “Three reasons.. Networking Networking Networking

I think that pretty much sums up why anyone should attend an event. Be it a real-world / virtual event – my Top 3 reasons for why anyone should attend events are
1) Business / Professional Networking
2) Learning – Hear from the best-brains / most experienced thought leaders / influencers
3) Building a personal brand

As a marketing professional based in India, I was recently trying to create a calendar for Marketing Events in India that any marketing professional could plan to attend. In this post, I’m sharing the curated list based on month.

The aim is to create a handy reference for anyone who wants to attend marketing related events. Most of these events occur once a year. Below created based on 2015 schedule.

February

The India Digital Summit [IAMAI]

World Marketing Congress [AIMA]

March

Digital Marketing Forum [Adobe]

Ad-Tech

IT Marketing Summit [PaulWriter] 

May

Digital Marketing Conversations [IAMAI]

June

Marketing Conclave [IAMAI]

Digital Enterprise Transformation Summit [Frost & Sullivan]

Did I miss any event? Leave a comment to let me know..

Please Note:: I will be updating this list periodically.

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Columnist / Byline In : Economic Times | Huffingtonpost |  Wipro NewsCred Marketo | Finextra | Inc42 |  Business2Community |ProBlogger  | Famous Bloggers | TheNextWomen|Nasscom |  SheTheTVPeople | PaulWriter |  WomensWeb |  Sheroes PeopleMatters | YoWoTo | 12Most.com  | ParentousThe Change Blog | Women Inspiring Wednesdays
Blog : Nischala’s Space, Thoughts, Expressions [Featured in Top Marketing Blogs in IndiaDirectory of Top Indian Blogs and Most Widely read Indian Bloggers, Directory of Best Indian BlogsAlltop]
Twitter : @nimu9 [Featured among Must Follow Indian Women on Twitter (2014) ,50 Indian Women to follow on Twitter (2012)]

Interviews and Media Mentions
2015 101 Inspiring Women aka Rockstars
Newspaper Interview | Twittering Heights (Deccan Chronicle, 2015)
Quoted in “Open Letter to Women looking for job
Quoted in “The Best Advice you’ll receive as young women starting your careers
Interview | My blogging journey – How it came to be?
Interview | A wise Blogger
Interview | Secrets to Successful Blogging
Quoted in “Are entrepreneurs born or made?”

Looking for a Social Media Monitoring tool? First, read this post…

As a digital / social media / new age marketer and blogger, I am also looking for ways to track and monitor social media buzz. Over the years, I’ve realized that it is important to track and monitor social media across 2 parameters

1) Social Media Buzz for your brand – , i.e., What is being said / not being said about your brand

2) Social Media Buzz for your competitors brands – , i.e., What is being said / not being said about your competitor’s brand

Social Media Monitoring is critical because it can provide important insights to what the end consumer / users likes / dislikes, values and . This is an invaluable input for any business in defining / refining your strategy / service / solution portfolio.

A while back I was involved in an exercise to evaluate different social media monitoring tools and was impressed by the number of solutions available in the marketplace. I came across several articles which helped me in my analysis. In this post, I am sharing a round-up of some of the most useful articles. If you are planning to invest in tools for social media monitoring / listening, this post should help!

6 Social Media Monitoring Tools to Track Your Brand

Top 8 Social Listening Tools that do way more than listen

5 Social Media Listening Tools that every business should be using

Social Media Monitoring Tools

10 Sentiment Analysis Tools to track Social Marketing Success

Best Social Media Monitoring Software

Top 10 Free Social Media Monitoring Tools

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Columnist / Byline In : Economic Times | Huffingtonpost |  Wipro NewsCred Marketo | Finextra | Inc42 |  Business2Community |ProBlogger  | Famous Bloggers | TheNextWomen|Nasscom |  SheTheTVPeople | PaulWriter |  WomensWeb |  Sheroes PeopleMatters | YoWoTo | 12Most.com  | ParentousThe Change Blog | Women Inspiring Wednesdays
Blog : Nischala’s Space, Thoughts, Expressions [Featured in Top Marketing Blogs in IndiaDirectory of Top Indian Blogs and Most Widely read Indian Bloggers,Directory of Best Indian BlogsAlltop]
Twitter : @nimu9 [Featured among Must Follow Indian Women on Twitter (2014) ,50 Indian Women to follow on Twitter (2012)]

Interviews and Media Mentions
Newspaper Interview | Twittering Heights (Deccan Chronicle, 2015)
Quoted in “Open Letter to Women looking for job
Quoted in “The Best Advice you’ll receive as young women starting your careers
Interview | My blogging journey – How it came to be?
Interview | A wise Blogger
Interview | Secrets to Successful Blogging
Quoted in “Are entrepreneurs born or made?”

Social Media De-Addiction Anyone?

Let me start with a confession. I was a social media addict. I’m reformed today.

Why do I describe myself as a “social media addict”? For me, it started off with Blogs. At first, it was reading blogs. Then it was writing blogs. Then I moved to FaceBook. And then to Twitter. Briefly, Pinterest caught my fancy. At one time, infographics, videos and visuals were my muse. Because there have been times when I spent 5 / 10 / 15 / 20 hours on social media – all at a stretch and all in a day, and sometimes for days at length. I have no clue what I exactly did during those hours. But it felt good at the end! I have missed basic human needs – like food, sleep! I have missed paying bills (not taxes, Thankfully!), social appointments, pressing personal requests, urgent phone calls, work deadlines – All because I was hooked on social media. When I started using social media several years back, it was out of sheer curiosity. What started off as “Let me see what this beast is” quickly became “The beast controlled my priorities, my time, my life”.

But not anymore! And I’m thankful for that…  It took me a while to get here… But I succeeded..

Social media can be an addiction – like TV, or sports, or music, or dance, or alcohol, or art, or video games, or reading, or whatever else keeps you hooked.. It can slowly and steadily control your life, time and priorities..

But first? Why and how do people form addictions?  That is a interesting  topic in itself. I think there are plenty of reasons. From having lots of time, to lack of a purpose, to  lots of money, to lack of confidence, to a quest for doing nothing, to dealing with stress, crisis, emotional ups and downs, the good bad and ugly that life throws at you…. But most importantly, addictions are really about HABIT FORMATION.

Habits formed by repetition are hardest to change” BY Charles Duhigg [Book: The Power of Habit]

And I fully agree with the quote above. So, how did I go about my process of social media de-addiction? I have share a high level snapshot of what worked for me below. It took me about 6 months to get there, but totally worth it!  My greatest high was when I stayed away from social media for 5 days in a row! Trust me, it is possible and you will survive,and the world goes on (both the real-world and social media world).  And the good part was that I found time to revive several other old interests along the way – from running, to reading to creative art! So it’s all good now!

I hope it helps you or anyone else you know who is keen on embarking on this journey.

Social media de-addiction (4)

 

 

 

 

Aspire to craft content that converts? The 7 points which matter..

First published on Marketo

According to Gartner, Content Marketing is among the Top 5 trends in the space of Digital Marketing in 2015. The ability to “build a content marketing supply chain and determine how to create, curate and cultivate content” is critical. The importance of the rise of big content means that “content is the most important thing that marketers do

It is but obvious that every content marketer aspires to continuously and consistently publish “content that converts.”.

Your first thought might be “What exactly is content that converts?”. Well, simply put it is leveraging the power of content to achieve whatever content marketing objectives you set out with. These objectives can range from Brand Awareness to Lead generation to User / Customer engagement to Sales to Lead Nurturing to Social Advocacy to Professional Networking. The thing about objectives is that they are always specific to your context – whether you are an individual or a business.

As I look back at my own journey as a content marketer, I’m happy with the impact of B2B [Business to Business] content marketing initiatives. From global brand awareness and industry mind-share, to lead generation and social shares / engagement and advocacy, it has been a good innings.

What were the key factors which made a difference in the journey?” is what everyone wants to know. I can distinctly see seven key points. I also clearly recognize that first-hand experience have taught me these lessons – mostly because of a willingness to learn, an eagerness to try and an openness to fail. However, it would have been wonderful if someone had shared these insights with me at the onset.

In this post, I am highlighting the most important points which I wish I’d known at the start, with the hope that it helps content marketers at different stages of phases of their content journey

Define your content conversion metrics

“What gets measured, gets managed” BY Peter Drucker

This is true for almost everything in life, including content. Hence the most important step in any content journey in defining your content conversion metrics. Content Conversion metrics are unique to your industry, nature of business, customer base, organization phase of growth and marketing budgets. Hence the metrics defined need to be unique and relevant to your specific context. Once the conversion metrics are finalized, it should be communicated with all key stakeholders.

For e.g: Conversion metrics could be 100 downloads for a whitepaper, or 25 e-mail registrations for a service, or 1000+ social shares, or 5 leads. Most important in metrics definition is that they should be SMART (Simple, Measureable, Attainable, Relevant and Time-Bound) and well communicated to all key stake-holders

Have a realistic Content Plan in place

“Failing to plan is planning to fail” BY Alan Lakein

 A content plan which covers all aspects of the content life cycle is the key stepping stone for a successful content plan. Content Life cycle includes all phases from content ideation, creation, publishing, promotion, discovery, engagement, management and reporting.

Key to success in any content plan is to know

  • Who is the reader of your content? The clearer you are in your description of the demographics of the content reader, the better. For e.g: Potential readers of this blog post could be digital marketers, CMO’s, content authors, editors, publishers, content strategists, social media managers, etc.
  • What kind of content formats are popular with the target reader For e.g: Does your reader typically like visual communication like Infographics or photos; or prefers to read text in the form of blogs, white-papers or research articles?
  • What channels / devices do they typically use to read content? For e.g: Does your potential reader prefer to read on smartphone, laptop, iPad? Or do they like to read print media?
  • What content topics are trending / of value to them? For e.g.: Are new age digital marketers keen to know the latest product features of a new content automation tool or would they prefer to read about case studies on what marketing strategies worked for other competing brands in the industry ecosystem
  • What are the key drivers to convert your reader to a potential buyer of your product / service / offering / solution. For e.g: Are they looking for an easy-to-use subscription based marketing automation solution, or would they prefer a comprehensive marketing technology suite for 3 years? Your content strategy and plan need to be aligned accordingly.

The content plan should include details on:

Content Creation

  • The date on which a content piece will be published
  • The content format (blog, video, infographic, etc.)
  • The content topics / themes
  • What needs to happen before it is published (in terms of the process for editing, reviews, approvals, SEO, etc.),

Content Publishing

  • Where will the content be published (corporate / personal site / blog / page) or a community / partner / analyst / media publishing forum?

Content Promotion

  • Which social channels will the content be promoted on? This should be based on your reader demographics
  • How frequently should the content be shared?
  • How to best articulate the social shares so it works for a specific social channel?
  • What tools need to be leveraged for social sharing?
  • Which individuals / enterprises need to be notified of the published content?

Execution makes the real difference

According to the “2015 Content Marketing: Benchmarks, Budgets and Trends”, one of the key differentiating characteristic of great content marketers is that they follow a documented content marketing strategy on a consistent basis. So planning and execution are the two foundational pillars of effective content marketing. At the end of the day, how effective your content marketing is depends completely on what you actually do.

In my personal experience, to make content marketing happen – knowledge and skills are of paramount importance. Aspects of content around storytelling, creativity, design, visualization and articulation are what truly determine the impact of content initiatives.

Leverage the power of tools and technology

“Content and Technology are strange bed fellows. We are joined together. Sometimes we misunderstand each other. But isn’t that after all the definition of marriage?” BY Howard Stringer

The number of tools and technology available to make content marketing faster, easier, effective and simpler is amazing. From deciding what to write about to coming up with the most effective title for a content piece to determining who are the influencers for a particular topic – tools and technology are a powerful boon. The key is to know what technology and tools are relevant in your context, and to effectively use them.

Track and Report your Conversion Metrics

Constantly monitoring, tracking and reporting conversion metrics at regular intervals with all key stakeholders is the most important check-point in the content journey. With ample number of social media listening / analytics / monitoring tools, it becomes important to identify the right tools for your context, define a frequency for reporting and start using them. Key is to spend time analyzing the metrics to draw actionable insights.

As a case in point, your content metrics could read as below


Based on above metrics, you can identify that the time and effort required to create a blog is significantly lesser than an infographic/ blog. However, the infographics / videos might generate significantly more views. So as a content marketing team, you can decide on the content format mix for next month. This process is continuous, and based on how your content is being received by readers.

Review and Refine your content plan based on metrics

Based on the insights from your metrics, it is important to refine your content plan.

Simple rule of thumb is this | What is working, do more of it. What is not working | Do less of it.

Be patient ; Conversion based on content takes time

Conversion based on content takes time, and focused efforts. Patience, Persistence and a positive outlook yield results.

That’s my view. What do you think is the most important to create content that converts? Leave a comment to let me know…

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Connect with me on Nischala’s Social World
Columnist / Byline in : Economic Times | Huffingtonpost | Business2Community | WomensWeb | Sheroes India | PeopleMatters | YoWoTo | 12Most.com | Parentous
Blog : Nischala’s Space, Thoughts, Expressions [Featured in Directory of Best Indian Blogs, Alltop]
Twitter : @nimu9 [Featured among Sheroes Must Follow Indian Women on Twitter (2014) , 50 Indian Women to follow on Twitter(2012)]

Interviews and Media Mentions
Newspaper Interview | Twittering Heights (Deccan Chronicle, 2015)
Quoted in “Open Letter to Women looking for job
Quoted in “The Best Advice you’ll receive as young women starting your careers
Interview | My blogging journey – How it came to be?
Interview | A wise Blogger
Interview | Secrets to Successful Blogging
Quoted in “Are entrepreneurs born or made?”

Content Marketing lessons from crafting 3000+ content pieces

“Content is King, Social Media is Queen and together they rule the online and customer world

Here are your options as a content marketer:

1) Be the KING – By generating GREAT content!

2) Befriend the QUEEN – By understanding and leveraging the power of Social Media OR

3) Be prepared to let the KING and QUEEN rule your WORLD!

Which one will you pick?

 

Content Marketing has been a significant part of my marketing portfolio in the last 18 months. Looking back, the impact of digital content has brought exceptional results – in terms of external and internal branding, lead generation, partnership development, industry collaborations and social advocacy.

I wanted to share some best practices which I believe have been contributing factors to the success of our content marketing journey.

Launching Your Content Marketing Strategy

At the outset, answer these five questions.

Question 1: Who exactly is your content consumer? What is his or her persona? What is his or her buyer life cycle in context to your services, products, or offerings?

Question 2: What are your content objectives?

  • Is it for brand awareness?
  • Is it to build a customer database?
  • Are you looking for better social engagement?
  • Is the aim lead generation or new customer acquisition?
  • Is the focus on customer retention?
  • Is it to showcase your thought leadership?
  • Is it for social advocacy?
  • Should content to be the conduit for partnerships or collaborations?
  • Should content to be the conduit for thought leadership collaborations?

Question 3: What are the metrics to define your content objectives? How exactly will you capture the data to compute these metrics? For example: How will you measure social advocacy? Is it based on the number of customers, partners, or analysts who like, share, or comment on the content you shared? Is it based on the number of total number of likes, shares, or comments that your content received?

Question 4: How do these content objectives align to overall marketing objectives? How do the marketing objectives align to your business objectives? If this link is clear to your business, marketing and sales teams – half your battle is won.

Question 5: Do you have the right skills, team, or resources to start and navigate through your content journey?

Creating Your Content

Before you start creating content, it is important to have a content plan in place. The content plan should include

Duration ·         Start Date·         End Date

·         Duration

Content Frequency ·         Daily·         Weekly

·         Monthly

·         Quarterly

Content Format ·         Blog·         Tweets

·         Infographics

·         Videos

·         Podcasts / Audio

·         Images

·         Press-Release (PR)

·         Whitepaper

·         Book / eBook

·         Slides / presentation

·         Flyers

·         Case Studies

·         Blog comments

·         E-mail communication

·         CEO Communique

Content Theme ·         Single theme topic·         Content buckets
Content Monitoring ·         Frequency·         Tools used

·         Metrics Reported

Content Team ·         Content Author(s)·         Content Editor(s)

·         Content Analyst(s)

·         Community Manager

·         Visual designer

 

In the last five years, I have created, edited, or curated 3000+ content pieces by virtue of being a writer and marketer. I have easily read 30,000+ content pieces. From what I’ve observed, below are some of the key insights for content creation

  • Before you create content, answer the below questions
  • Who is going to read this?
  • What is the value for a reader? What is the key take-away?
  • How will your content reach them?
  • What content formats or channels do they prefer to consume content from?

 

A reader will remember your content only if:

  • They learn something
  • It compels them to think
  • It touches a deep emotional chord or
  • Does more than one of the above

So be clear in what you want a reader to take-away from your content piece.

  • Clarity is messaging and positioning is most important before you create content. Consistency of messaging across all content artifacts or formats is critical.
  • How to effectively optimize content for reading across any channel – like web, mobile, tablet, etc? This is especially important.
  • At the end of every content piece, cross-link to other content pieces (either authored by you or others) which are relevant and could be valuable to a reader.

 

Promoting Your Content

  • Determine the best platform for publishing based on your content objectives – could be your corporate blog, or a guest blog, or other blog platform. Ensure that the content is optimized for each.
  • Create a cross-channel distribution plan for sharing content. This should factor in the ‘content consumer platform preferences’ and ‘time when your target readers consume content.’
  • Synergize efforts between online and offline initiatives.

 

Ideas for Content Promotion on Facebook

  • Share as a FaceBook Status. As an option, you might consider tagging friends, family, advocates who might specifically find the content useful, interesting or insightful. Be judicious to avoid spamming.

 

Ideas for Content Promotion on LinkedIn

  • Update your LinkedIn Status.
  • Post on LinkedIn Pulse. You can cross-link to the actual post
  • Join the most popular LinkedIn groups in your focus area. Promote your content in LinkedIn groups for ‘relevant reach.’ Be judicious to avoid spamming.
  • Identify list of experts from the team who will be active on LinkedIn. Try to get them to comment or participate in group discussions.

Ideas for Content Promotion on Twitter

  • Use images and Hashtags to promote new content. Use Twitter cards, as appropriate. Determine the most popular hashtags related to the content topic and share with those.
  • Tag key Twitter influencers, experts, (potential) customers, brand loyalists and advocates in the space. Solicit opinion or feedback.
  • Ask leaders from your organization to share across social.
  • Generously share others content using hashtags, tagging the authors or publishers. If the topic is directly linked to any of your published content, cross-link and share
  • Reply, RT, and comment on tweets.
  • Use scheduling tools to ensure you have a consistent flow of tweets.

Ideas for Content Promotion with Email

  • Ensure you continuously build your e-mail database which includes names / e-mail of anyone who might find value in your content.
  • Create an e-mail subscription service for readers to subscribe based on interest.
  • Send an e-mail at regular frequency to your contact database. This can be customized and personalized based on the reader’s preferences or choices.
  • Create a strategy to cross-link your e-mail subscription with content promotion. For example, at the start or end of every content piece, give the reader an option to subscribe to your content through e-mail.

 

Finally, you must regularly and religiously track the content performance based on the metrics set at the outset.

In conclusion, I’d like to leave you with two points. One, the same content marketing strategy will not work for every brand, but applying best practices always increase your chances of success in content marketing. Two, Content Marketing is an exciting and evolving space – so the only way to have a fair chance at success is by experimentation and constantly upgrading your knowledge.

And of course, enjoy the journey.

What did you learn from your content marketing journey? Leave a comment to let us know

First published on Newscred

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Connect with me on Nischala’s Social World
Columnist / Byline in : Economic Times | Huffingtonpost | Business2Community | WomensWeb | Sheroes India | PeopleMatters | YoWoTo | 12Most.com | Parentous
Blog : Nischala’s Space, Thoughts, Expressions [Featured in Directory of Best Indian Blogs, Alltop]
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Interviews and Media Mentions
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Interview | My blogging journey – How it came to be?
Interview | A wise Blogger
Interview | Secrets to Successful Blogging
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