Farah Fathy

Digital Marketing Diploma

Module 3: Content Marketing
By Farah Fathy

Farah Fathy
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German University in Cairo

A University Model of Excellence in Higher Education, Social Responsibility, Capacity Building,
International and Industrial Cooperation
Center of Continuing Education

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Module Outline

1. Identify and develop effective content needed to influence the customer across the buyer’s
journey.

2. Practice technical skills needed to create content that turns audiences into clients.

3. Use measures of analytics dashboards to test the impact of content marketing across the
digital channels.

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What are you expecting from this module?

Understand Content Ideas Content Strategy &

Customers Plan

Promote & Distribute Engaging &

Content Relevant Content

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Digital Marketing Landscape in Egypt.

Significant growth & evolution.

Social Media Dominance: Businesses are using SM to

promote their products and services, engage with customers,
and drive brand awareness.

Influencer Marketing: Businesses are collaborating with

popular social media influencers to promote their brands.

Content Marketing: Companies are investing in creating

high-quality content such as blog posts, articles, and videos
to attract and engage customers.

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Digital Marketing Landscape in Egypt.

Video Content: Video content is seen as an effective

way to convey messages, demonstrate products, and
engage with audiences.

E-commerce: To drive online sales

Mobile Marketing: Utilizing mobile apps to reach

and engage with consumers.

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Digital Marketing Umbrella & Strategy

Digital
Marketing

Social Media Content

Marketing Marketing

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Social Media Marketing Vs. Content Marketing

Social Media Marketing

Social media marketing involves the use of social media platforms like Facebook, Twitter,
Instagram, LinkedIn, and others to promote products, services, or brands, and to engage with
the audience. It includes activities such as posting content, sharing updates, running ads, and
interacting with followers.

Content Marketing
Content marketing focuses on creating and distributing valuable, relevant, and consistent
content to attract and retain a target audience. This content can take various forms, including
blog posts, emails, articles, videos, infographics, podcasts, ebooks, and more. Content
marketing aims to provide value to the audience and build trust and authority for the brand.

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Digital Marketing & Consumer Behavior

Consumer behavior is the study of consumers and all the activities associated with
their purchase, use and disposal of goods and services. It’s about how consumer's
emotions, attitudes, and preferences affect their buying behavior.

Digital & content marketing are deeply related to consumer behavior and psychology. By
understanding consumer needs, creating relevant content, building trust, leveraging emotions, and
personalizing experiences, marketers can influence consumer behavior and drive desired outcomes.

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Digital Marketing & Consumer Behavior

Why understand consumer behavior?

Creating Relevant & Engaging Content: Aligning with consumers interests, preferences,
and decision-making processes.

Building Trust & Credibility: Addressing consumer concerns, and showcasing expertise,
businesses can build trust, which influences consumer decision-making.

Influencing Consumer Perception: Shape consumer perceptions of brands, products, and

services. Storytelling & Brand Positioning.

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Digital Marketing & Consumer Behavior

Why understand consumer behavior?

Emotional Engagement: By understanding the emotional triggers and

psychological factors that influence consumer behavior, marketers can create
content that resonates on an emotional level, leading to stronger connections
and increased engagement.

Personalization & Behavioral Targeting: Deliver customized content

and offers that align with individual interests and needs. Personalization
increases relevance and enhances the likelihood of consumer
engagement and conversion.

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Digital Marketing & Consumer Behavior

Consumer Behavior in Egypt

Increase of Social Media Use: Leverage social media platforms to engage with the audience.

Importance of Arabic Content: Connect with a broader audience & cater to local preferences.

Research-Oriented Consumers: Egyptian consumers tend to conduct thorough research before making purchasing
decisions.

Price Sensitivity: Egyptian consumers are price-sensitive. Businesses that offer competitive pricing, discounts, and
promotions tend to attract more attention and drive conversions.

Trust & Security Concerns: Businesses need to prioritize data security, privacy, and offer secure online
transactions.

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Digital Marketing & Consumer Behavior

Consumer Behavior in Egypt

Word-of-Mouth Influence: Engage in social media conversations, encourage user-generated content, and leverage
influencer marketing can benefit from this consumer behavior trend.

Local Cultural Sensitivity: Understanding and respecting Egyptian culture and traditions is essential for
successful digital marketing.

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Social Media Impact on Consumer Behavior

Consumers now buy directly from social media networks.

Consumers are heavily influenced by social media reviews.

Consumers expect two-way engagement with brands.

Consumers turn to social media for customer service.

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Any questions so far?

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Components of Digital Marketing Strategy

It’s like building blocks!

Check-back
Analysis
Channel

5Cs Content

Customer
Experience

Company
Strategy
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1. Company Strategy
What do we want the company to achieve and how do we make it happen?

Product differentiation Cost leadership Technological advantage

Sustainability
Improve customer experience

Thndr

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1. Company Strategy
Benchmark against competition.
Competitive Analysis
Direct Competition Indirect Competition Substitute Competition

Businesses that Businesses that These are

offer similar offer different businesses that
products and products and offer different
services and target services and target products and
the same a different services but target
customers in the clientele, but are in the same
geographic area your same general customers in your
that your business category. geographic area.
serves.

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2. Customer Experience
Research your customers

STP

Determine how to
Divide market into Select one or more
position your
segments segment to target
product for each
target segment
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2. Customer Experience
Customers Personas – Dwell into the buyers mindset
Questions to get to know your customers
Ideal Customer Avatar

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3. Content Creation
“How will we create quality content, who will do it, and what will that content be?”

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3. Content Creation
Content Types

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3. Content Creation
Types of content & benefits of each content type.

1. Blog Posts: Written articles published on a website. They are typically informative, educational, or entertaining.
Benefits:
- Engaging and educating the audience on specific topics.
- Building brand awareness and loyalty.

2. Videos: Audiovisual content that can be published on platforms like YouTube, Vimeo, or social media.
Benefits:
- Providing a dynamic and engaging way to present information.
- Demonstrating products or services effectively.
- Capturing and holding viewers' attention for longer periods.
- Enhancing brand visibility and attracting a wider audience.

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3. Content Creation
Types of content & benefits of each content type.

3. Social Media Posts: Short-form content pieces shared on platforms like Facebook, Twitter, Instagram, etc.
Benefits:
- Building brand visibility and increasing reach.
- Encouraging audience engagement, likes, comments, and shares.
- Driving traffic to other content assets, such as blog posts or videos.
- Facilitating direct communication and interaction with the audience.

4. Podcasts: Audio-based content that are typically released in a series.

Benefits:
- Offering a convenient and portable way for audiences to consume content.
- Allowing for in-depth discussions and interviews on specific topics.
- Building a loyal and engaged audience.
- Providing opportunities for networking and collaborations with industry experts.

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3. Content Creation
Content Strategy Vs. Content Plan

Content Strategy Content Plan

Content type & format Content Calendar

that is relevant to the Content Creation &
objective & target Distribution
audience

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3. Content Creation
Content Plan / Editorial Plan

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Any questions so far?

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3. Content Creation
Content Placement

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What makes a piece of content powerful & interactive?

1-Use real images or high quality designs – eye catching visuals

2-Use Captions

3-Trending audios

4-Edutaining content – always ask yourself this question: is what I am

providing entertaining or not ?

5-Hooks

6-CTAs

Keep in mind your brand guidelines

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What makes a piece of content powerful & interactive?

CTAs: to support engagement & sales

Tag A friend who ... ( for engagement)

Raise your hand if you're feeling this...

Swipe to learn more

DM us for the registration link.

Buy now and enjoy ..

Low stock! Buy now.

Limited seats! Book your seat now.

Trick: create a short reel with long captions. 31

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Identify hooks
Hooks should grab attantion by being creative & demonstrating benefit

1. “Watch till the end for __”

2. “I need your help…” Words That Sell
3. “I’ve got a secret” Free trial
4. “This one is for ___” Demo
5. “Quick Reminder!” One day only
No strings attached
6. “Did you know that…” Don’t miss out
7. “Hear me out…” Risk-Free
8. “Stop scrolling!” Premium
9. “If you want to achieve_____ Listen up!” Exclusive
10. “You need to watch this if you struggle with______”
11. “This tip will blow your mind…”
12. “You need to hear this!”
13. “I bet you didn’t know this!”
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14. “Why are there not more people talking about___”
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Content Marketing

Is all about how to create relevant, compelling

content on a consistent basis to a targeted
audience.

Objective?
Increase Brand Awareness
Increase Sales
Connect with Audience
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Marketing is telling the world that

you are a rock star, content
marketing is showing the world
that you are one.

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Content Inc. Model

Joe Pulizzi

According to Content Marketing Institute “Small businesses can use content

marketing as the basis for an actual business model” This is why
Content Inc. exists.

SMBs can
create a
competitive
advantage using
the Content Inc.
Model

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6 Steps to Content Marketing Domination

Content Inc. Model

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Sweet Spot Content Tilt Building the base

The
differentiation 1st step for
factor to find actual content
an area of little creation by
competition to building the
cut through the base.
clutter.
Content type
+
Main platform
+ = The base
Consistent delivery
+
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Harvesting Audience Monetization Diversification

Create content By this time, you Once the

that encourages have enough model has
engagement and subscribers built a strong,
sharing. several loyal, and
opportunities growing
1.Harvest (build) the
audience
will present audience, it’s
2.Increase the audience themselves to time to
3.Convert one-time readers generate diversify into
into subscribers revenue. 3 or more
platforms.

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The average time to monetize your content marketing

program is between 15 and 17 months

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Role of Content Marketer

To select the right medium based on overall

objectives, capabilities, and the needs of the
audience.

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4. Channel
Choose Your Channel & Determine Your Distribution Strategy

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