1. What is Content Marketing?
Content Marketing is a way of promoting your business by creating useful, interesting, or entertaining content that attracts customers over time.
Why It Matters
Advertisements
- Low-cost way to promote your business
- Builds trust and loyalty
- Works even when you’re sleeping (e.g., YouTube videos, Facebook posts)
- Improves your digital presence — critical for local and international customers
Types of Content You Can Create
| Content Type | Examples |
|---|---|
| Blog Articles | “How to choose the best handmade pashmina shawl” |
| Social Media Posts | Facebook/Instagram reels of your shop or product |
| Product Photos & Videos | Behind the scenes of how your product is made |
| Customer Stories | Testimonials from happy clients |
| Educational Content | “5 uses of turmeric oil” or “Tips for hiking in Pokhara” |
| Live Q&A | Answering questions on Facebook Live or TikTok |
| Infographics | How your product is made, step-by-step |
Understanding Your Audience
3.1 Identify Your Target Customer
Ask yourself:
- Who are they? (Local youth, tourists, housewives, farmers?)
- What problems do they have?
- Where do they spend time online?
3.2 Example Customer Persona
Name: Sita
Age: 34
Location: Kathmandu
Needs: Natural skincare, affordable and trusted
Spends time on: Facebook, TikTok
Creating Content That Works
4.1 The Golden Rule
Be Useful, Not Just Salesy
- Wrong: “Buy now! Discount! Cheap!”
- Right: “How to choose the right herbal soap for your skin type”
4.2 Storytelling for Nepal
Tell stories that feel real and emotional:
- Why you started your business
- A challenge you overcame
- A customer’s journey
4.3 The 80/20 Rule
80% value (tips, stories) and 20% promotion (offers, discounts)
Best Platforms for Nepal-Based MSMEs
| Platform | Best For |
|---|---|
| Most widely used; ideal for local audiences | |
| Photo and video content (especially for younger customers) | |
| TikTok | Short, fun, viral videos |
| YouTube | Long-form content like tutorials and stories |
| Blog | SEO and detailed educational content |
| Google Business Profile | For local search visibility and trust |
Planning Your Content
6.1 Simple Weekly Content Calendar
| Date | Platform | Content | Purpose |
|---|---|---|---|
| Aug 22 | Customer Testimonial | Build trust | |
| Aug 24 | Product Photo + Story | Highlight quality | |
| Aug 25 | TikTok | Packaging process video | Show behind the scenes |
6.2 Free Tools to Use
- Canva – for designing posts
- CapCut – for video editing
- Google Sheets or Notion – for content planning
Distributing Your Content
7.1 Organic Reach Tips
- Post consistently (at least 3x a week)
- Use Nepali hashtags:
#NepalBusiness #MadeInNepal #KathmanduFood - Join and post in relevant Facebook groups
7.2 Encourage Sharing
- “Tag a friend who needs this!”
- Offer contests or referral gifts
Measuring Content Marketing Success
| Metric | What It Tells You |
|---|---|
| Likes/Comments/Shares | Audience engagement |
| Followers | Brand growth |
| Website Clicks | Interest in products/services |
| Sales After Post | Direct business impact |
Content Ideas by Industry
- Handicrafts: Process videos, local artisan stories
- Agriculture: How-to content, photos of farming process
- Retail: “What’s new” product series, deals of the week
- Tourism: Travel tips, hidden local places, vlogs
Content Marketing Do’s and Don’ts
| ✅ Do | ❌ Don’t |
|---|---|
| Be authentic and real | Copy blindly from others |
| Use good lighting in photos | Upload dark or blurry images |
| Post regularly | Disappear for weeks |
| Engage with your audience | Ignore messages or comments |
