Content Marketing Strategy

What Is Content Marketing?

Content is the life blood of search engines and social media. Without content, Facebook is boring while Google has nothing to search for.

Content Marketing can be defined by the following:

“Content marketing involves creating, curating and distributing educational, entertaining and useful content to a well defined target audience in order to build brand awareness, improve engagement, generate leads, or drive conversion.”

Content marketing involves targeting and influencing potential customers customers or delighting existing customers throughout their buying journey. Popular content types include web and blog articles, photos, infographics, videos, emails, slides, podcasts, and eBooks. The most valuable content helps customers to solve problems, reduce pain or increase pleasure.

We adopt a systematic 6-step approach in Content Marketing as shown below.

The first step of our content marketing approach

1. DISCOVER

The important first stage of research and analysis to determine your online presence. Depending on your needs, we may conduct the following:

Brand and Website Audit
Competitor Benchmarking
Social Media Buzz
SEO Keyword Research
Customer Persona

The second step of our content marketing approach

2. DEFINE

Once we know where your strengths and opportunities are, we will zoom in on your strategic objectives and outcomes, namely:

Marketing Objectives & KPIs
Unique Value Proposition
Brand Storytelling
Customer Journey Mapping
Targeted Keywords and Topics

The third step of our content marketing approach

3. DEVELOP

Now the magic of content development begins! At this stage, we will help you to craft compelling and actionable content.

Content Hub (Website) Development
Channel and Platform Selection
Content Pillars
Content Calendar
SEO and Social Optimized Content

The fourth step of our content marketing approach

4. DELIVER

It’s show time! At this stage, we’d have figured out the different pieces of the content marketing jigsaw, and are ready to roll them out.

Establish Content Rhythm
Online Advertising
Lead Magnet Development
Landing Page Development
Community & Influencer Management

The fifth step of our content marketing approach

5. MEASURE

Once we have rolled out your content channels or campaigns, we will track progress and modify content marketing strategy and tactics on-the-fly. Metrics include the following:

Awareness: eg Visits, Views, Reach, Impressions
Engagement: eg Likes, Comments, Clicks, Shares
Conversion: eg Downloads, Sign Ups, Leads, Sales
Advocacy: eg Shares, Blog Posts, Hashtags
Campaign ROI: eg CPC, CPM, CPE, CPA, etc

The sixth step of our content marketing approach

6. MANAGE

Once we’ve gone through a whole content marketing cycle, we will help you to manage and sustain your efforts. This will consider the following factors:

System Optimisation
Content Optimisation
Staff Training and Equipping
Policy Setting
Resource Allocation

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