Content Marketing for Emerging Markets

Module 1: Foundations of Digital Content Strategy

Sub-Module 1.1: Understanding Content Marketing in Action

Learning Focus: Understanding the role of content, audiences, competitors, and UVP.

Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

It is Strategic, not tactical: It requires a documented plan tied to business objectives.
It must be Relevant and Valuable: It addresses audience needs, not just company sales pitches.
It must be Consistent: Content is not a one-off campaign but an ongoing commitment.

Stage	Objective	Content Examples
Awareness (TOFU)	Attract visitors & generate interest.	Blog posts, infographics, social media posts, brief educational videos.
Consideration (MOFU)	Educate leads & build desire/trust.	Webinars, detailed guides, case studies, comparison white papers.
Decision (BOFU)	Convert prospects into customers.	Product demos, free trials, consultation requests, pricing sheets, testimonials.
Retention/Advocacy	Support existing customers & encourage loyalty.	Tutorials, user manuals, exclusive community content, customer surveys.

Content Marketing for Emerging Markets

Module 1: Foundations of Digital Content Strategy

A. Content Creation

B. Content Distribution

C. Content Measurement & Optimization

❌Challenges

✅Opportunities & Best Practices