MANUJ BAJAJ, RAHUL JAIN

Quick Recap of last session…

1. What’s your market size online? Share Category wise numbers.
2. How much share do you want to capture? (Value???)
3. How much does your business grow with each lead email?
4. If you have existing website, Have you got the Goal / Conversion
tracking installed?
1. Analytics, AdWords, Facebook
5. Free Zendesk Chat installed?
6. Did you check your site? Did you find any issues?
Don’t SCARE your current team / agency…
at this juncture…
• Effective Alignment needed (Extremely Important)
 Content Marketing Strategy
Building Online business for success
(Week – 2)

X
Is creating fresh content a challenge?
• For your website
• For your blog
• For your emails
• For Landing page
• For your social media presence
• For your overall marketing communication
Content problems… solved
forever
Alright! Let’s begin.
Get ‘The fundamentals’ in place
How do you buy online?
How do your potential buyers buy online?
Let’s understand the buying process…

Search Google, YouTube, Blogs

Check product options available, compare

multiple sites, Compare specs, Compare pricing,
Evaluate company / products, Read Reviews,
Check unboxing videos, discuss friends

Find best deals, best prices,

Group discounts, coupons, Offers
Statistically speaking…

95%
What do people do online?

95% people online are there to research and

not to buy

70% of these people shall buy from you or

from your competitors
So… If you help people complete their
research cheaper, better and faster…
• You shall earn their trust, credibility, respect…
• You shall either be one of the final options to do business with

OR BETTER YET…

• You shall be the only option to do business with.

What content should you have?
• For your website
• content pages
• Sections
• Categories
• Products / Services
• On your landing pages
• In your emails
Deciding what content is needed?
Content strategy
1. Show / give / tell people what they want
2. Seduce people to read your content
3. Reason(s) to “force” visitors to generate leads (Lead Magnet)
4. USPs / Mafia offers (for generating sales)
5. Reason(s) for existing buyers to buy again and more often
What do people want to see / hear / buy?
• Let’s find out (Live Demo)

• AdWords Keyword Planner

Strategy: Website content based on AdWords
research…
• Choose the keywords that you think are searched by people looking
for you
• Remove irrelevant keywords (negative keywords) that you do not
want to cater to
• Look for relevant Long Tail (longer than 3 – 4 words)
Example: Lead Gen
B2B Manufacturing vertical (Lead Gen)
Live Demo…
eCommerce
Now just give / show / tell what “they”
want…

BUT HOW?
6 step Content Structure
(Refer Content Marketing strategy document)
1. Problem
2. Expand the problem (Make them feel the pain)
3. Solution
4. Results
5. Social Proof
6. Your Offer with CTA
OSDS

pcmbtoday.com/osds/index.html
Types of content, How they work
and which do you need?
Content for Traffic
(Website / Blog)

Traffic • Articles  Site Content / Blog

• Infographics
Content for Leads / Sales (Lead / Sales Magnets)
(on site / Landing Page / Email marketing)
Lead Gen E-commerce
Use these content types to generate leads from • Educational content on how to achieve / build
website visitors. stuff with what you sell
• Articles • Guide to saving money when shopping for X
• E-books / Whitepapers • Product description
• Mini courses via email • Product reviews
• Free trial / Demo of your product / service • Usage tips and benefits
• Case studies • Testimonials
• Success Stories • Blog website articles
• Testimonials
---
What title would you like to give to your
Articles, eBooks, Whitepapers???
Please share your ideas… to build curiosity, fear or show benefits…

1. Facts
2. Secrets
3. Top
4. Best
5. Tips
The Science of Numbers in Marketing…
• Always use numbers
• Odd numbers sound more authentic
• Percentages and Fractions seem highly researched and analyzed
How to ensure that they read
your content…?
#Pro Bonus Tip: How to seduce people to
want your content…
• Use this awesome tool built in Excel (in this week’s Hand-Outs…)
Customer Seduction Title + Topic Tool.xlsx
Customer Seduction Title + Topic Tool Download
link
Live Demo… Let’s see the tool in Action…
How to get the content…?
Getting the content
• Get it written from someone else
• Copy / Paste content from other sites
• Legally Steal world’s best content to market your business

OR

• Write it yourself
Get your content…
Do your homework first…
1. Identify the Content Type (site content / type of lead magnet)
2. Identify the keywords
3. Identify the title
4. Mention the purpose (how the content is going to be used?)
5. Mention and enlist important points / details that you need to
cover in the content
Awesome content resources to get all content
requirements fulfilled
Text based content
• Textun
• HireWriters
#Bonus Pro-tip: Easiest… get started with…
• Get articles re-written
Why Visual Content?
• Fiverr (Infographics, audio
podcasts, videos, etc.)

(Walk through)
Checkout this infographic
• Any idea about the design fee for this
info graphic?

Fiverr.com (everything for $5)

$25
Introducing… Fiverr.com (everything from $5)
More Examples from Fiverr…
Logos = $5 (Rs 350)
Infographics… ($5 = Rs 350) …
Product / Branding videos ($5-$10 = Rs 350 – Rs 700)
Product / Branding videos
• $5-$10 = Rs 350 – Rs 700
Play Video >>>
$50
Explainer / Whiteboard videos
($50 = Rs 3500/-)
Includes
• script writing
• video animation
• Narration
• Background music

• Full HD 1080p files

Video recordings if you provide the script
• $5 - $10 (Rs 350 – Rs 750)
Tips for Fiverr
• Find Best Selling gigs
• Connect with them and share project / task brief
• Get their approval (fee and time)
• Buy gig

• (Always try with smaller project / task before hiring for bigger
projects)
Bonus Strategy:
Get Hi-Quality Visual Content for your business

PlaceIt.net
(walk through)

GreyBox Technologies (US team)

discussing new Client
Acquisition Strategy
PlaceIt.net (Example -2)

GreyBox Technologies launches

the new responsive website…
PlaceIt.net (Example - 3)
Announcing my latest book

120 Days
to
Explosive Business
Growth using
Digital Marketing
Copy / Paste content resources (NOT for SEO)
• eZineArticles.com Use these resources for content
• Wikipedia.com marketing (in Whitepapers, How to
Guides, eBooks, info-graphics,
Newsletter, Email Marketing, etc.)

Do NOT use this content on YOUR

OWN website. Duplicate Content
Penalty shall screw your SEO
effort.
eZineArticles.com
• (walk through)

Similar sites
• Wikipedia
Write content yourself?
• Write it yourself (not recommended though)

OR
• Use software like Dragon Dictate / Naturally Speaking (Indian Edition) Rs 6,500/-
• SpeechNotes.co

OR
• Use your phone and record your self (English Only)
• Go to fiverr
• get it transcribed (10-20 min)
• Get transcription edited (simple edits and para splits)
Make your own videos using your laptop
Stick to the
marketing
fundamental
principles
Problems most businesses face…
And how to avoid them…
Problems…
Your website is ready to go live, waiting for your content
• I don’t have the time to write the content
• I hired the content agency / free lancer but it didn’t give great content
• I have got the content but its not there yet, I shall improve it myself

And it never gets done!

Bonus: Use World’s best content
to market your products /
services
Bonus Strategy: Snip.ly
Bonus Tool: Steal content Legally
Go to this link: (Links are case sensitive)

http://snip.ly/nzlel
Action Points – Week - 2
• You
• Choose 15 content topics you would like to write (based on AdWords demand strategy)
• Choose the Titles of your content based (for 1st 3 articles)
• Get your first 3 content pieces ready (from outsourcing)
+
Create 7 x 1min videos in this week
+
Start your Facebook Ads (Rs 2000, 1 week strategy), if not already.

• Your Team / Agency

• AdWords Conversion Pixel on thank you page
• Analytics (with goals)
• Analytics Remarketing pixel
• Facebook Conversion + Remarketing Pixel
Thank you. All Yours!