 Hello, Namaste. How are you? Okay, that's absolutely great to know that you're doing great. I also feel great and very happy to be here and share a few things that I've learned. So let's start. I am Sunita Rai. I am a WordPress content marketer. My presentation is how to help you build a robust content strategy. So let's start. First of all, here is the outline of my presentation. As you can see, i'm going to mainly talk about four points. It will be brief. So let's start with what is content strategy. So content strategy is basically a plan that connects your content with your business goals. Now, suppose you have a business or you are doing marketing for a business, whatever the case is, your business always has goals, right? So to achieve that goals, you need some marketing or you need a solid marketing. So if you choose content marketing as your technique for achieving those goals, so content strategy is that complete plan, a comprehensive plan that directs your content, overall content marketing. So content marketing strategy basically has three elements. And first one is audience. Your audience, they are a group of people who have a problem and they are looking for a solution to their problem. And next comes your product. Now that you identified that the problem exists and you have created a solution to that problem, that is your product. And then comes the content. Your product, you simply creating a product does not guarantee that the right audience will know about that, right? So to let people know that the product exists and your product solves that problem, you need content. So that is content. So content strategy basically evolves around these three main elements. So basically content marketing strategy informs who are you creating the content for? What is your content about? Why are you creating the content? How, where and when? All right. So it seems that content marketing strategy is really important if you really want to do you really want to succeed with content marketing, but how to create a winning content marketing strategy that actually works. How to do that? So this one is really important question. So you may have seen people saying that I have built a blog, but I really don't know what to write. Where does the idea come from? So that is actually where success gap comes. So success gap is really important. So let's see what it is. Any guesses? What do you think success gap is? Would you like to guess? Okay. So I'll just go. So what is success gap? Success gap is the gap before customer success. So in the term success gap, you don't see customer, but this one is the main hidden agenda. See there. What I'm trying to say is that when you have a product, that product is really great and you have your business goals to grow your business, expand your business, or more revenue, sell more of your products. To achieve that, first of all, what you should do is that you should make your customers successful in relation to your product. Here I would like to share an illustration and with That, you see, they're a person who looks quite confused And worried. That's your customer. Suppose they found your product from somewhere and now they Pursate your product, but they may be thinking, what should I do next? Or how can I use the product? Or they may be in confusion, will the problem actually Solve my problem? Will the product actually solve my Problem? They may be skeptical about that as well. So that's your customer. And on the left side, you can see An illustration with a golden flag, that's victory flag, and There you see the steps. So those are the steps that Your customer must take to be successful. So that is actually where you as a product vendor Must address. So those are the steps You have to help your customers to pass Through. Now let's see a more Specific definition. This one is from Lincoln Morphe of 16 Rangers, who is a customer success expert According to him, it is the gap that exists between Your customers, functionally completing the tasks Necessary in your product to be successful from your point of View and your customers actually Achieving their desired outcome. So what does it mean Is that your customers may have found your product Interesting. They may have purchased the product and they may have also completed The steps that they need to take, but still they fail But still they cannot achieve Their desired outcome. What goes wrong? That is Your success gap as a business. Now let's see it. Let's see it with an example So since most of the Nepali WordPress companies Still have WordPress theme as A form of product in most WordPress Companies case. So I would like to take an example of a WordPress portfolio theme So you have built a very Brilliant WordPress portfolio theme. And what you do Is that somebody found your product And they also found it interesting. They got attracted. They bought the product And so for example in their case What their desired outcome may be. They want to build a really Attractive portfolio site. With that portfolio Site they may want to attract their prospective clients Or they may want to attract their prospective employers Or they may want to get Some attention for their next project. So that's their desired Outcome. Now somebody found the Product. They purchased the product and they Customized the theme and their websites Now they share the website with their friends Or whoever their prospective audience is But what happens is that they get very negative feedback Or they do not get attention. They really were intending to get Their desired outcome is not achieved What went wrong? That's where the success gap is So in this case Many things could have gone wrong. Maybe they messed up with the color Combination. Everybody does not have that design sense That they can combine the proper state of colors Or maybe their website is super slow. That it takes hours and hours To load the website. Or it may be that their Website has some pages but they are not functional At all. So there may be many cases. So those cases Are what you have to address Alright. So I would like To now explain it more with the help of its types By explaining its types. So it's very simple. There are just two types of success Gap. Internal success gap. External success gap. So when You talk about internal success gap it is all about your product Only about your product. So it is the gap Between what your product does versus what Your customer thinks your product should do To become successful. So here you see Your product actually solves the problem that your customers or your target audience Have. But still they think otherwise Your product does exactly what they want. But still they think that it should do Something else. Why? It is because they do not Properly understand your product. It is because They do not know all the features that your product has. So See. Success gap. This is internal Success gap. So how can you close that internal success gap? By creating content about your product. By simplifying All those features that your product has in very simple or beginner Friendly manner. Now let's go about external Success gap. So external success gap is The gap between what your product does versus What are the things your customers need To become successful. So I was giving An example of WordPress portfolio theme. With just a WordPress portfolio theme Can a website be live? I would like to hear the answers With just a WordPress theme. Can you really make a website live? You just have one WordPress theme and nothing else. No, definitely not. You need many other Things with your WordPress portfolio theme. So for example, let's start with the basic setup. You need a hosting account. You need a domain name And WordPress installation. And only then comes the theme. And then after also they need additional plugins For their website to be functional. All those Factors maybe are going wrong. So in the example I gave before, maybe the website is super slow. That may be because they use free hosting or cheap hosting. Now how can you help them? You can help them by recommending The right hosting platform. Or in case Of plugins, you can help by creating smooth integrations With other products that are related to your product. So that is external success gap. So why should you care about success gaps? I would like to share this in a few points. First one is definitely directs your content marketing strategy. If you are planning to do content marketing, this one is really important. There is no writing a single article that won't take you anywhere. That will not take you anywhere. Because you will stop Getting ideas on what to write or what kind of content Should I create. So success gap is where ideas Come from. Success gap is what directs Your content marketing strategy. If you do not have the idea of content Success gap, what happens is that you may be simply guessing Or you may be copying the strategies of your competitors That won't take you anywhere. That will help you to a level But that won't take you to the goal that you really have. Next is it provides you with New product ideas. So as I mentioned before, when you know about When you think about success gap or when you Identify success gap, you really know where your customers Are in stock or what they are struggling with Means that you may find Ideas. Now I can create some other related product That really helps solve this another problem that's related to My first product. So this way you also get new product Ideas. Or if such kind of products already available On the market, maybe you can create An integration for your product and that product Or you may also want to collaborate with such companies Next is the competition, it goes without saying So if you are offering a product, means somebody Else company B is also doing the same. Now there are Two or multiple products. Which product will your audience use? Definitely the one that provides the best user experience How do you provide the best user experience? That comes When you really help them succeed. So how can you Help them succeed? You can help them succeed only when you really Identify what they are struggling with. Okay, and once when you provide them Good user experience, they are going to recommend the product to their Friends, they are going to come back, they are going to renew their service with You and they are also going to provide you positive reviews Which will bring you more customers and then comes The next point that will help you build a sustainable business. This is something related to fitness activities. Since i have tried and failed a few times, i think this one is very relevant. If you take some Fitness activity and you do it for some time and then you get fit And you stop doing that and what happens is that you again lose All the fitness that you gained and you again get fat So yeah, this is something like a fitness activity that you have to Keep improving and to improve you have to keep exploring the Success gaps. Alright now i come to the Last point of my presentation so how you see this Success gap is really important to identify but how can you do so To identify success gaps and build a robust content Strategy. So first of all you have to Listen to what your customers are saying or what they are asking You may have different support channels like Email support or live chat or forums Or on social media so on these different channels Your customers may be asking you questions they may have They may be sharing you problems their problems where their stock What problem they have right so you have to take a note of them Take a note of them do further research Categorize them and then prioritize them and then Start working on them. Also You may run online surveys and ask your customers What problems they are facing and how you can help Next is you can do keyword research starting with seed keywords So seed keywords are very short Keywords containing 1 2 3 words 1 2 3 words so these keywords as the name Seed has provide you with hundreds and thousands of other Keywords something like a seed that provides a plant That plant provides you with thousands of other seeds something similar So if your product is very popular your product's name can be The seed keyword for example contact form 7 which is very popular right So you can simply search on google and google will Recomment you with other expanded key phrases Seed that start from originate from The seed keyword contact form 7 so for example you can see contact form 7 Place all the documentation so and so Keyword research tools like same brass this one is my favorite so For example I searched And as you can see seed keywords are generally high difficulty Phrases they have a large global volume 99000 plus people are sourcing this keyword Every month which is very huge And you can see at the bottom there are 50,000 plus keywords that originate from this Seed keyword Next is researching your competitors If your competitor provides the exact same solution Means they have done their part of research They have also done their part of marketing So you can research their most popular products You can research their most popular keywords What keywords they are focusing on what kind of content They are creating if you look at that you'll get idea on What kind of problems you also might want to address Also you can compare your product with Your competitors product side by side and you can use Tools like content gap and keyword gap so for example This one is keyword gap again a screenshot from same brass You can simply enter your domain name and then your competitors domain name And it will provide you with all the keywords that your competitor is ranking But your website is not so it means there is the Gap you see it means that maybe those are the things you may also Want to focus and you may also want to create content about And then finally we come to content goals So content goals is the major part of your content Strategy since i have discussed content Strategy at the beginning now i would like to share a few things about That so in that illustration you can see the Grap that one is of marketing funnel top Of the funnel the top of the funnel the blue Part that is top of the funnel and First you may want to aware people let them know Educate that your product exists and your product Solves their problem just letting them know Next to evaluate means capture their attention Make arouse interest in them attract them And finally convert they were your target audience now to make Them your customers So goals are generally Mostly general ideas right So you may want to measure that so to measure you can Use performance indicators like Number of page views engagement For awareness and for evaluation you can Check the number of email sign-ups free trial version in defined time And for conversion you can definitely Check the number of sales and at last you Have to create amazing content you have to do thorough research and write amazing content So that's all thank you so much for Being here and listening very authentically thank you