 We had a nice discussion about Gutenberg and all the technicals clubs that we had quite a long and detailed discussion about the Gutenberg and they had technical upgrades that workplace is going to have in next few days. So, and we have been following something really very good session since the morning. Now, before I step into my session, I would like to have a small exercise. See, we all are here due to workplace, right? And we all know workplace. So, what we are going to do is, on the count of three, we all going to say loudly, Jai workplace. And I am going to do a more of that, okay? So, on the count of three, we all will be saying loudly, Jai workplace. One, two, three, Jai workplace. Now, talking about Myself, Myself Hikun Chauhan, I have an interactive strategist at Visabh at Technologies. And I love to travel and read. I am always up for 13 years' challenges. He is the student for my grade. And he got to know more about me at my workplace while I was in the class. And you can always visit WWFW.fisher.com to know more. So, now, talking about, I am going to talk about content marketing. So, let's, what will be there in content marketing in this session? First and the most important thing, how SEO and digital marketing has evolved over the years since I have been experiencing, I have been doing SEO since 10 years now. So, there are lots of things that has changed. And I am going to discuss what has changed during these 10 years of time. Then, what is content marketing? Marketing obviously. How can you master that art and science of content marketing? And most importantly, why content marketing is important? Firstly, those who has been knowing something about SEO or maybe the digital marketing, they must be knowing that there was a time that SEO was all different thing. And at the current time, at this point of time, SEO is all different. So, starting about content marketing, let's go back to the period of 2011 when there was a major SEO offsets. So, just those two updates were one like, you were Panda and another was Penguin. Yes. These two little cute animals, they have completely changed the how SEO has been done. See, I have been doing SEO. There was a time that people, SEO was all about LinkedIn. And I was one of those who was used to build 200 or 250 links per day. But now, time has completely changed and if you can find two or five good links in a month, that is also good in the current scenario. So, these are the things that has changed. And suddenly, after 2011, people have started talking about like SEO is dead. There is no future with SEO. Then, LinkedIn is also dead. So, if you can't build links, if you can't do SEO, what will you build? Content. Suddenly, all of a sudden, people have started talking about content and the quality of the content. How content affects your digital presence or maybe the online results. So, these are the things. People have started feeling that SEO will no longer make them a result. And as humans, we always look for the solutions. We always look for the alternatives. Now, SEO is not working. LinkedIn is not working. What will be the future? And they have started talking different things like paid advertising, social media. Some has gone from DTC. Some went for the Google AdWords. And according to recent studies, these are techniques that people are currently following. Maybe the marketers in 2017 are following. So, as you can see, content marketing is always on the top of the content market resolution in 2017. So now, content marketing, everybody is talking about it. Content marketing is the key of doing digital marketing nowadays. But as there are lots of people doing content marketing, and I have been interacting with lots of people who does content marketing or maybe who are putting to do content marketing or who have some experience in content marketing. And figure out that there are some myths or some misconceptions about content marketing, that what actual content marketing means. And the biggest myth or the basic concepts that I have found, that was content marketing is a good way to work. So, whenever you are talking about content marketing, people will think, okay, I will write a nice blog post that on certain platform and then share and people will start coming to me and I will have lots of business. No, the truth is that this blogging is not at all content marketing. Content marketing is lot more than this blogging. So, what is content marketing? But before we discuss content marketing, it also becomes important for us to actually understand what is content. See, what people used to understand by content is the piece of content maybe the blog post or maybe the article. But actually what the content is, it is an information that is created to present interesting, valuable and actionable. It is a type of content that is created to provide actionable, valuable and interesting information to the users. It could be a blog post, it could be a video, it could be a small tweet, it could be a picture, it could be an infograph or it could be a presentation like this. Now, content marketing. So, we know that content is not all about the blogging. It could be that there are many types of content available. So, now what is content marketing? You can find lots of definitions if you search for the content marketing definitions. There are lots of definitions available and this is what we will be there. Content marketing is the form of marketing, purpose of creating, publishing and distributing the content. So, here the same thing comes, creating content, distributing content and publishing content. So, but in today's era this was working, this was current definition, but it was a too old one. Current era content marketing is not all, only about creating and distributing content. Content marketing is a lot more than this. So, what actual content marketing? Whenever I am telling content through of the presentation, it does not refers to blog post only. Content through of the session means the presentation with the information that we have created to drive the actions. So, the actual content marketing is all about understanding your audience interest, the getting valuable content, delivering the right information in the right time and in a proper format and on a platform that drives the actions. This is all content marketing is all about. And there are, I have done a few things that are, that I think are most important in this definition and to understand this all things clearly, I have differentiated the process in the post-inverse steps following these four steps will help you master the art with the science of content marketing and you can definitely be able to drive these as results using these four steps. So, this is the first step, understanding your audience interest. This is the first and the far most important step of content marketing. Whenever you are doing content marketing with any brand, there will be any campaign understanding what your audience interest is and what they are expecting from you that becomes the key. And how can you understand your audience interest? How can you know that what we are expecting from you and what does understanding your audience interest means? It means that knowing whom you are talking to. See, your audience could be different from industry to industry, campaign to campaign, product to product, must add a new strategy. So, it is essential to know for whom you are creating the content. Then what is the age, gender, education level, language or culture, or maybe the most important, what is the interest of your audience? Where they spend that time online, whether they are doing post, whether they are reading blogs, we have more social media, we have community platforms, where they are spending their time, knowing that becomes very important. And how, what are the change points? Whenever you are knowing that your audience main point is these and therefore they are expecting the solution of certain problems that helps you create the content that interest them and that all these things starts with the market research. You need to thoroughly do detailed market research about your audience in order to identify that what they are expecting from you and how you can get in touch with your audience. And that with market research will lead us to the second step of the process that is generating every person main. Often happens that, it has happened to me also that I have created a great post thinking that this post will have a lot of traffic and conversion, it was a very detailed post, very technical. But unfortunately I could not get the result that I was expecting and then I have researched what was the cause of that and then I come to conclusions that it is not just important to create the content but it is important to create the content that provides the additional value to your audience. It is essential that your content must provide an additional value to the audience and what makes your content valuable content these are the characteristics of valuable content. Long post is not always not the good post people are running behind the long post, long form contents but long form contents are always not the good contents. Then when you know that what your audience is looking for what their interest is, what their pain points are then only you will be able to provide this solution and generate the content that interests them and whenever you are writing a content or creating a content make sure that you never sound over-promotional because over-promotional people are overrun with advertising and online these days so nobody likes to have over-promotional content. Content creators likes to create a content that gets scrolled very quickly and get content that gets ranked in search engines but the thing is that you should not only focus on the search engine and the other thing is that you should not only focus on the readers only. Whenever you are focusing on the search engines you are missing a part that includes the readers and when you are focusing on the readers only you might miss the opportunity to get ranked in the search engine and even if at all we have created a good content or we have content that is very much available and informative but if at all it does not get grout by Google or with a search engine you won't be able to get the best out of it so make sure that you not only create for the search engine you never create for results only but create the content that suits the both then most and the last and the most important thing is always create a content that drives the essence because the ultimate goal of our whole campaign is to drive xn or maybe the initiative is equal to do some work on some xn so make sure that you have enough cts in your content and have a persuasive language there prompt them to do some xn third step choose the right form of the content and the right form platform for that content see, not all content works for the oil industry some industry demands different set of content other industry demands different type of content see in the case of the platforms as well when we are talking about the Instagrams Instagrams it is more about the photographs when you are talking about the Facebook you can actually look at photographs videos, commercial, right, wrong, post, Facebook as well so not all content suits to all platforms make sure that you choose your type of content wisely then choose an appropriate platform for your content these are some of the types of content that you can choose from there are wrong posts, rich posts, rich posts there will be books, infographics, animated videos there will be photographs, products, demos, videos you need to identify that what type of content suits your audience and maybe your requirements and then identify the platform that is placed for this kind of content and post the content on the proper platform see, when you have certain so these are the type of content that you can choose from and make sure that you choose the right form of content that suits your industry and the platform that suits the content type of content that you have chosen social media this is the key in content marketing nowadays these are some stats there are 2.6, 2.6 million users on the Facebook there is a YouTube that has over 1500 million users and then WhatsApp, Instagram has 700 million users Twitter has 320 million users so everybody is on social media nowadays and 1 out of 3 people are using social media actively in the world now so you can imagine how big this platform is and how it can be a matter of time see the action when it comes to the marketing strategy see, there are 2.8, these are some stats that says there are 2.80 billion global social media users at the moment people spend every 135 minutes on social media every day 95% of the online readers likes, tends to like their favorite trends on social media so people are getting updates about the social media about the favorite trends on the social media this is the content and 40 times more likely to get shared on social media then the normal blog post will be the text content then visual content includes photographs, image then audio, maybe you can say audio or GIFs and small, any kind of videos as well so these are the points that shows how social media is important and the other thing that this is where people spend their time on daily basis people spend 30 minutes daily on YouTube videos that shows us how important YouTube is how famous YouTube is among the audience people spend 35 minutes daily on the Facebook on Snapchat they use they only need for almost 25 minutes on Instagram 15 minutes and people used to use 2 minutes of daily on Twitter so this shows that we need to check the content for the content that suits our industry and identify the platform that works best for the type of content that we have chosen your content becomes on the type of content so when it is about type of content there could be two major types of content one is that one that is seasonal and in content that you can say that maybe the promotional offers or maybe the seasonal content that you have created in order to promote certain campaign that is that the type of content is good spot and there comes the content that is universal or maybe the life problem you can keep the post and the content and it never gets old so life and certainly depends upon the type of content and timing of the content for your customers journey see you need to identify at which stage the customer is in your customer journey he could be in an awareness stage he could be in maybe consideration stage or maybe he can be in the decision making stage so you need to identify that where your targeted audience is and what type of content suits or maybe makes at that point of the content around that make sure that you understand where your target audience is in general and they are buying journey and create content according to their and third and the most important thing is timing of posting blog post or maybe the social media post or maybe checking an email as well to your target audience so these are some stats as we have already discussed that social media is becoming the biggest part these are some stats or maybe the timing that you should look for your next marketing campaign on Facebook, Twitter or YouTube so people tends to be more active on Facebook on Sunday, Thursday, Friday and Saturday almost at the 9am, 1pm and 3pm these are the studies that show and that makes the results that side the timing that drives the most most efficient results on the social media for that with that the day is the awareness day at which time you have to eat about your product is 12am, 3pm and 5-6pm so if you are running a Twitter campaign you can certainly look for that campaign and exactly opposite from the Facebook for the weekly Tuesday awareness day and Thursday at the day you should look for any campaign now first it is A and Sunday Instagram, Monday, Thursday at the day Instagram and always on the booker class the same breadless page they post on booker class so it's not like that if you post on this then you are going to get certain results but it is that if you can you can probably get more accurate results or maybe more conversant through your campaign some random stats from the content my 70% of the user needs to loves to read the product so make sure you have you are publishing your next post that then you post the blog with the email blog during the morning time of your time one out of every three of the world uses the social media regularly 55% of the online users videos every day there are more than 100 blog posts gets published in November and that is the reason why this blogging is not only the content marketing nowadays and almost 60 864,000 hours of video gets uploaded on YouTube every day that's a hell of a video content so whenever you are planning your mini if you are thinking that you should put a video or not this is the time that you should go for the video content maybe it could be the animated video promotional video product review video introduction video but this is the time to go for the video content and it's not always required to have professional skills that skill set to create the video content we can always use certain online free tools in order to create some videos so how to master content marketing in first step first is understand your interest and read the content that drives the value for them then choose the right form of content and the platform and the content is everything now we know that marketing is important we somewhat know that how to do content marketing now and now what is the digital marketing prediction going forward in 2018 how where the digital marketing world is going so this is where marketers are planning to do this in 2018 61% of the marketers are planning to invest in content creation in 2018 57% is they will invest more in digital marketing whereas 54% is they will invest in social media so in all three that content marketing, content distribution and social media that are the three main pillar of content marketing that are going to rule in 2018 so what will be the trends for content marketing these are the my five predictions that will be ruling the world in 2018 first, content will be the fuel for buyers and the brands are using content marketing to identify what their target audience is thinking about them and try to fuel them or maybe to feed them with the type of content so this was the case till the day that marketers used to create the message of the content they post their content for the audience to respond that might change now every first for the audience then create a message then select a channel that audience is using and create a content for that channel another one is content person no one likes to have a 2.100 email even if I don't know you have received any email we have we have not even personalized for email you might not get open that email content personalization will be the key people are looking for their expression so content personalization will be the transparency transparency will become also important part people use to read a lot online nowadays we are always looking for review and suggestions so transparency we are saying about transparency brands will be more clear about what they are seeing what they expect from their audience and they will keep on proving their person and proving how can they prove their worth by showing the social media reviews or maybe doing social boss campaigns and that will be the part of digital marketing nowadays and then interactive visual content so of course not only will be the type of content that will be used throughout 2018 visual content means infographics NGPGs, NGIFs animated videos all these types of content will also be used why more than ever in 2018 and last so this will be the key everybody is on youtube nowadays and not only on youtube even other platforms like everywhere and all people are used to see more and more videos so video will be the most used type of content in 2018 according to the research so like I have already mentioned that if you are not doing any video work now this is the time to invest in the video so these are the five hands which I believe can change the content marketing in 2018 all to be the part of firepapian and use the dustbin whenever make sure we all use the dustbin thank you how do you determine that is there any any so I am not saying there will be a formula obviously there will not be a formula it is a deep tool based on case to case but is there anything which can guide people to define it because this is what I am faced with where we spend so much in generating the content that we really need to promote that like see if client comes with the X amount of budget right and you need that you need and you have fixed the goal for that campaign and you have fixed the timeline right so based on your goal you can do a research that how much you are going to get out of the campaign if you put in X amount for the distribution and the content PSM so there are two types if your content distribution becomes tricky when you are creating a common or will be a generic content whenever you have created a generic content distribution and promotion of content distribution of that content always get tricky and even costly but if at all you have created a valuable content then maybe you will need to spend less on the distribution part whenever you have created a content that can be shared by the audience easily that is scalable by the audience you don't need to worry more about the distribution part if you post your content on the right platform and you have created a content that interest the audience and prompt them to share with the content distribution becomes easy that doesn't mean that it will be governed organically of course you need to maybe invest something about something in the content distribution but what I will say is that budget of the distribution may get reduced so maybe you can pay around with that budget of content distribution if you have created a good amount of content that gets shared easily that is after the content distribution before the content distribution but grief comes how do I bike and click the numbers I have to build a video a brand for a brand and then promote that how much money should I make to build a brand that will not be a problem so how do I create that number that will be a problem first let's see what competition is doing when we look for the competitor analysis competitor analysis will always find the trends that is going through and if you will find the trend analyze the trend you cannot go opposite to the trend like if someone is investing x amount or maybe putting x efforts in creating the content you cannot simply say that and I will invest x minus y in creating content and add that to content distribution this cannot be done like that way how do you get the x how do you find the x you can find the x by doing marketing products analysis let's say if you have a product and if you have a product and you need to get maybe if you have a mobile app let's say you have a mobile app and you need to get the maximum number of install of the client comes to you I need to get the maximum number of install for this mobile app maybe that would be you can offer 2-3 techniques for the reward technique if someone is installing app you give them reward that is the one, the other thing is you can go for the some contest kind of thing or maybe you can try to get that app viral on the social media so all these three is different thing promoting through the social media is different thing looking for the reward what technique is the different thing and you will be requiring different type of content for that so you need to identify which technique you are going for what kind of the strategy you are looking to adopt and first you can figure out what kind of strategy you are looking for then you can figure out if you are going for the social media then you need to have this much amount of content for that and if you are maybe if you want to promote that on the Facebook then you need to spend average 1000 rupees or 10,000 rupees daily so by that you will be able to figure out certain numbers that how much you need to invest in the content creation and how much you can invest in the content distribution that you need to first figure out the strategy which strategy you are going to use any other question talking about content marketing within this year 2018 360 degree content marketing that 360 degree content creation that is going to take over the content part that is playing integral part even today so what are your views on that content marketing is always changing see the 360 degree content creation is new thing people have started opening it and it will be there see there was a time when SEO and liquidity was working then suddenly Google has updated everything and SEO and liquidity was there then people have started going for the content marketing and social media social media gets overwhelmed with the promotional type of post and advertising then comes the time of the content marketing that is guest posting and people have started building guest posting for money so there was a time when guest posting people used to do that so guest posting now now as well and people are more relying on guest posting as they are around guest posting nowadays but recently we have got we will use from the Google that they they they have finalized the site that they have been guest posting just for the sake of leads without any delay so content and digital marketing and SEO guest posting is now today but it may get stopped tomorrow same with the 360 degree content marketing it is always going to be update similar content marketing in the form of the content that people use to create and share see people have started adopting 360 degree content marketing now it will come up gradually so if you are an early adopter you must go for it you should go for 360 degree content marketing and this is coming this is how digital marketing and content marketing is working so if you can adopt it now this is the best thing but if not at all then you have to do that after a certain time so if you are looking to invest in that this is the time I have two points actually first just to hear from you that link building was dead I am completely disagree about it because link building was never ever dead our domain authority score our base authority score of equity links always depend upon the link building doesn't matter we are promotion content by the article by the blog, by the guest posting by the blog community but the link building is relevant like internal linking structure rather than its external linking structure both are very bad so I am sorry but I am disagreeing about it time if you have a lot of quality known and number of government then you equity links are very beneficial for your site I think so link building is dead what I meant to what was thought behind that there was a time that people used to build hundreds of link in a day this is not that is not the case now so people used to think SEO as a link building only in India obviously in India at my second part I learned the press of the audience and generated the valuable content but I also want to add the relevancy of the content complete relevancy of the content I just want to add pictures because of that last month we got the macabees update of the Google algorithm and according to macabees algorithm we should go for the relevancy of the content because if we have like relevance in the content then your content will be doesn't make you post and your content strategy is right now relevancy and like to target the audience and the interest of the audience that's of my three points I want to mention you and I also want to let you know that to get on the social media platform is also very beneficial for you like just not for the like we are like possible in the morning evening or the afternoon like the prime hour you know about it but what is the engagement of the content like what is the sharing likeable and what is the comment and content promotions and these kind of thing I think very well important for certainly those things are and when you are talking about the relevancy that is what I have just answered that people used to do the case for the sake of relevancy and that is what I have just but according to last update like this summer last update the last update directly clarified that the relevancy of the content affiliated links like according to google it's like no further for us so I think google is not here to prioritize the further like affiliated links and the other things so that's why I go for the 11th